The Digital Marketing Playbook for Roofers

Your roofing company is growing, and business is steady. Referrals come through here and there. But as competitors ramp up their online visibility, your phone rings less often. What changed? The answer is likely that you don’t have a well-rounded digital marketing strategy that drives new customers to your business.

If you’re wondering how digital marketing for roofers can take your business to the next level, this playbook will cover everything you need to know to stand out and attract more clients.

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Why Digital Marketing for Roofers Is Essential

The roofing industry is competitive. Customers often need services quickly, which means they turn to the first credible option they find online. Without a strong digital marketing presence, it’s easy to lose these leads to competitors.

Here’s why roofing companies should prioritize digital marketing and how it generates results.

1. It Improves Online Visibility

Having a strong online presence makes it easier for potential clients to find your roofing business. Here are a few key areas that can boost your visibility:

• Search Engine Optimization (SEO): Ensure your roofing company ranks high on Google and other search engines. 
• Google Business Profile: Accurate business listings and local SEO tactics help improve your appearance in map packs for nearby searches. 

2. It Builds Trust and Credibility With Clients 

Customers want to trust the roofing contractor they hire. A professional, easy-to-navigate website, combined with strong reviews and consistent branding across digital platforms, establishes that trust.

3. It Generates Qualified Leads 

Digital marketing doesn’t target just anyone — it targets the right people. PPC campaigns, social media ads, and focused strategies mean your ad dollars go toward homeowners and businesses searching specifically for roofing services in your service area.

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Boost Your Business With a Digital Marketing Strategy for Roofers

If you want your roofing business to stand out online, it takes more than just a quick effort. Here’s a breakdown of the key things you need in your marketing strategy.

SEO for Roofing Companies 

Search Engine Optimization (SEO) is a non-negotiable part of digital marketing for roofers. Well-optimized websites rise to the top of search engine rankings, resulting in more traffic, more form submissions, and more calls.

Your strategy should include:

• Updating your website with keywords like “roofing contractor in (your area)” to rank for local searches. 
• Ensuring that you’re using phrases like “roofing company”, “roofing contractor”, and “roofer” in conjunction with your service area [city], [county], or [state]. 
• Creating optimized content like blogs, FAQs, and landing pages tailored to common customer questions with structured internal and external links. 
• Optimizing images, meta descriptions, and loading speeds ensures your site appeals to both users and search engines.

A roofing business with strong SEO will show up when it matters most — right as customers are ready to make a decision and are searching for solutions.

Tip from the Pros: 

• If your search engine traffic hasn’t grown in the last 6 months, you likely have a technical issue that needs to be resolved. If you don’t know how many leads per month come from search engines — you should find out. 
• If your engagement rate is below 60% in Google Analytics — you likely need to make some improvements. 
• Ask your agency or in-house marketing team to tell you how many Key Events you had last month, and how they define Key Events. 

Pay-Per-Click (PPC) Advertising 

PPC works like a bidding game — advertisers pick keywords and set the highest amount they’re willing to pay for each click. Where your ad shows up depends on your bid and something called a quality score, which looks at how relevant your ad is and how good the landing page experience is. With the right strategy, you can get your ads in front of the right people, boosting your ROI without overspending. For roofers, this means reaching customers who are already searching for your services and are ready to hire.

For successful PPC advertising:

• Focus on geotargeting to ensure your ads reach homeowners in your service area, increasing the likelihood of attracting relevant leads. Target areas with larger square footage or areas recently hit with hail or heavy thunderstorms for particular effectiveness. 
• Bid on high-intent keywords like “roof repair near me” or “emergency roof replacement” to capture customers actively seeking your services. Remember that people search for lots of variations of roofing issues. 
• Use special creatives and precise targeting for storms, hail, and severe weather to boost visibility, engage the right audience, and drive higher click-through rates.
• LSA ads — Local Service Ads are pay-per-lead and result in phone call leads. There is a strategy behind how to execute this well, and Gatorworks can help.

Tip from the Pros: 

• If your agency or in-house team is using Google Ads for Display, you should press them on it. Display via Google Ads is known for relying on poor placements.
• If your cost per conversion is above $50, you should be asking questions. 
• If your conversion rate is below 25%, you likely have a big problem and are wasting money. 
• Ask your team to show you all the *search terms* in the account over the last 6 months. Not keywords, search terms. These are the actual phrases typed into Google that led to your ads being shown, not the words you’re targeting. 

Social Media 

Social media gives you the opportunity to showcase your company’s expertise and educate your audience, positioning your business as a trusted industry expert. With a custom social media strategy, you can engage with current or potential clients and demonstrate why you are an authentic and credible brand to partner with. You can also run targeted ads to help you reach your local audience, making your roofing services visible to the right people at the right time.

As a general rule, post content that builds trust with your audience and makes your brand memorable. This could include:

• Before-and-after photos of completed roofing jobs. 
• Maintenance tips or educational posts for homeowners. 
• Employee spotlights or behind-the-scenes videos demonstrating your team in action.
• Ads that focus on your lesser-known services: gutter installation, repair or cleaning. Roof repair (rather than replacement). Siding. 

Tip from the Pros: 

• If you’re doing Organic Social Media without Paid Social Media Ads — you are probably wasting your time. Facebook, Instagram, LinkedIn: these are pay-to-play platforms now. Organic works best when paired with Ads to extend and expand your reach. Otherwise you’re likely talking to a very small segment of your target audience. 
• If you’re running ads — your goal should not be traffic or engagement, it should be leads.
• Your cost per lead goal should be under $25/Lead. 

Email Marketing 

Email marketing is a powerful way to attract new clients, share exclusive deals, and show off your expertise. It’s also a smart way to retarget past clients with company updates, service promos, and offers that drive referrals and reviews. Well-crafted emails with branded design help keep your audience engaged and build loyal, long-term relationships with your clients.

Here are some quick tips for effective email marketing: 

• Retarget your audience with personalized emails during storm seasons to deliver timely and relevant messages. 
• Use compelling subject lines, provide value, and include clear call-to-actions. 
• Optimize emails for mobile devices and track performance so you can keep refining your strategy.
• While it is true that someone that buys a new roof is unlikely to do so again in the next few years — you can create powerful brand recognition, referrals, and generate more positive reviews by staying engaged with your audience. 

Tip from the Pros: 

• Email is “free” and can be implemented pretty quickly and easily by admin people in your office. Following up with previous customers can lead to referrals, positive reviews, and even new business via upsells. 

Website Design 

Your website is the face of your company — and it’s also a tool for conversions. It is the salesperson who never sleeps. 

If your site takes forever to load (more than 3 seconds), isn’t mobile-friendly, doesn’t match your branding, or just doesn’t leave a good impression, it can really hurt your credibility. On the flip side, a well-designed site builds trust, keeps your clients engaged, and makes them more likely to take action. High-quality website design for a roofing company makes a huge difference.

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Why Roofing Companies Partner With Gatorworks

While digital marketing can transform your business, it’s also complex. That’s where we come in.

At Gatorworks, we specialize in digital marketing for roofers. Rather than trying to understand technical jargon or marketing your business on your own, let us tailor a strategy for your needs.

Here’s why roofing companies trust us:

Comprehensive Services

We specialize in SEO, PPC, social media, web design, and more, using the latest tools and creative strategies to get results. Whether you need help with a specific challenge or are ready to launch a full-scale campaign, we’re here to help you grow and make an impact.

Industry-Specific Knowledge

We get it — roofing comes with its own set of challenges. That’s why we work with roofers like you to tackle them head-on. Whether it’s running seasonal promotions or reaching local customers, we’ll craft strategies that actually work for your business. Digital marketing for roofers isn’t easy, but we can do it together.

Measurable Results

Every campaign we run is all about results. We keep a close eye on key metrics like engagement, conversions, and ROI to make sure every dollar you spend works harder for you. Using real-time data and analytics, we adjust your strategy as needed to get you the best possible results.

We have a wealth of digital marketing case studies in the home services industry that speak to our success. 

Proven Process

We keep things transparent from start to finish. Whether it’s your first meeting with our team or ongoing campaign updates, we’ll keep you in the loop every step of the process. You can trust that your marketing is in good hands.

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Let Gatorworks Handle Your Strategy 

At Gatorworks, we are the digital marketing agency for roofers you can trust to deliver results. Whether it’s through SEO, PPC, or a custom web design, our proven strategies are designed to meet your goals.

Call us today at 225-924-6109 or message us online to get started. Let us build a marketing strategy that helps your roofing company stand out from the competition.