Every roofing company wants professional growth — more clients, bigger projects, and a reputation that sets them apart. But, even the most skilled contractors don’t always nail it (get it?) when it comes to marketing. You could deliver exceptional work time and time again, but if your marketing doesn’t reach the right audience or communicate your expertise effectively, those skills might go unnoticed. Learning the common pitfalls and errors is a good way to learn how to improve digital marketing for roofing companies effectively. That’s where roofing lead generation comes in. Referrals are great, but inconsistent. You need a steady flow of roofing leads to depend on.
At Gatorworks, we’ve worked alongside roofing companies that pour their hearts and souls into their craft but are held back by marketing strategies that just don’t deliver. We specialize in digital strategies designed to drive measurable results that help your business grow and get the recognition it deserves.
But before you can move forward, it’s important to identify what might be holding you back. Here are 10 of the biggest marketing mistakes roofing companies make and how our digital agency can help you succeed.
1. The Wrong Target Audience
Are your efforts not creating enough leads? It’s highly likely that your audience targeting is wrong. Without a clear audience, your message can feel all over the place. Who are you speaking to — homeowners, property managers, or commercial clients? Without knowing, you risk attracting the wrong leads or losing the interest of the right ones. Take the time to define your ideal customer, then create messages that accurately connect with their needs.
2. Neglecting Your Website
An outdated website will cost you customers. On average, 38% of people are willing to wait up to 10 seconds before abandoning a site. Don’t let a slow, clunky site lose potential clients and increase your website’s bounce rate. For roofing companies, a professional website isn’t just a nice-to-have — it’s your first impression. Make it count with a mobile-friendly, fast-loading site designed to turn visitors into leads.
Measure your site through Pagespeed Insights — it can tell you if you have major speed issues. Digital marketing for roofing companies starts with the foundation. If that isn’t done correctly, nothing else will matter.
3. Ignoring Local SEO
Search engines can drive tons of traffic to your site, but only if you rank for local keywords. Right now, people near you are searching “roofing company [your city]” and you’re missing out on them. Don’t neglect the opportunity to optimize for local SEO, which helps put your brand in front of customers in your area.
Your strategy should include keywords that attract your local target audience. For example, businesses in Louisiana and the Gulf South understand the effects of extreme weather. Don’t miss the chance to capture audiences searching for “roof repair near me” after a hurricane or hail storm. Start by claiming your Google Business Profile, and make sure to include local keywords throughout your content to rank higher in search results.
4. Overlooking Paid Advertising Opportunities
Companies may hesitate to invest in advertising due to tight budgets, but online advertising strategies can deliver excellent results. Digital marketing for roofing companies is more than just trying to rank #1 on Google.
- Use paid social advertising to capture audiences on Facebook and Instagram while they scroll their social media feeds.
- With targeted display advertising, you can engage (or re-engage) audiences most likely to need your roofing services.
- Pay-per-click advertising (PPC) helps you reach potential customers who are actively searching for roofing services. When someone searches “Roofing company near me” — other companies will be bidding to show up — will you?
Together, these strategies create a cost-effective and powerful roofing lead generation system.
Wondering what online advertising could look like for your company? Here are a few examples of targeted display ads Gatorworks produced for a roofing company serving the Gulf South.
5. Lack of Consistency on Social Media
Your social media presence connects you with your customers, but it’s more than just posting — it’s a powerful, cost-effective way to market your business and grow your brand. There are so many roofing companies that are just a few guys with a truck. Social media is often where homeowners go in order to figure out if you’re a larger company or just a freelancer.
Social media helps you stay top-of-mind by posting regularly on platforms like Facebook, Instagram, and LinkedIn with attention-grabbing content. But beyond just staying visible, it allows you to drive awareness and engagement with your brand, run effective customer service by quickly responding to questions, and build lasting relationships with both new and current clients.
By sharing valuable content and leveraging social media advertising, you can drive traffic to your website and capture new audiences, all while working within your budget. When used strategically, social media can transform how you connect with your community and grow your business.
6. Failing to Track Key Metrics
Running ads and posting on social media won’t work if you don’t track performance. If your company overlooks critical analytics like click-through rates, lead conversions, cost per lead, or website traffic sources, you can’t identify where your marketing strategy is thriving — or where it could use improvement. Tools like Google Analytics can track these metrics so you can make data-driven decisions.
A few key KPIs we care about when it comes to executing high quality digital marketing for roofing companies:
- Cost per Lead/Conversion on Google Ads
- Call Tracking and Form Tracking
- Cost per Website Lead on Meta
- CTR on Paid Social and Targeted Display
If you don’t know these numbers for your company, you should seek out some expert help.
7. Relying on Word-of-Mouth Alone
Referrals are great in the roofing industry, but they’re not enough to fuel consistent growth. They will carry you for a few years, but usually this network will eventually run out. To stand out, roofing companies need a well-rounded marketing strategy. Think beyond word-of-mouth. Invest in quality content that educates and engages your audience, run targeted email campaigns to nurture leads, and use online advertising to reach potential customers where they are. Combine this with strong SEO and positive online reviews to build trust and drive consistent leads.
8. Blending In With Your Messaging
Broad, bland messaging doesn’t stand out. Instead, it can hurt your brand. Throughout your site page copy, emails, ads, and social posts, your content should consistently explain why customers should choose you as a roofing company they can trust. Do you offer 24/7 emergency service? Is your work backed by a long-term warranty? Highlight these unique qualities to outshine your competitors.
9. Ignoring Customer Reviews: Good or Bad
Online reviews make a huge impact. If your roofing company isn’t encouraging happy customers to leave feedback on Google or Yelp, you are missing out on opportunities to build trust with your audience and showcase your quality. These reviews can significantly influence a potential new customer’s decision to partner with your company and are essential for roofing lead generation.
Ask satisfied customers for reviews and respond appropriately to any negative ones. There is something to learn from these negative reviews — even if most of the information isn’t accurate. These testimonials can also become case studies that you can add to your website to build credibility with your brand. Trying to do digital marketing for roofing companies without considering how reviews plays into the effort is like trying to play baseball without a glove…or bat.
10. Trying To Do Everything Alone
We’ve seen so many roofing companies try to do all of the marketing themselves. Whether it’s the owner or a marketing coordinator, you cannot accomplish all of these things personally. You need help. Performing digital marketing for roofing companies requires skill, time, and resources, and juggling it all in-house can lead to missed opportunities. Partnering with experts who specialize in roofing lead generation can help you develop tailored strategies to attract the right customers and grow your business.
From creating targeted campaigns to leveraging industry-specific insights, a professional agency can help you focus on running your business while they deliver measurable results that boost your brand and bring in consistent leads.
How Gatorworks Can Drive Roofing Leads
At Gatorworks, we offer a full range of digital marketing for roofing companies and other home services firms designed to address these common mistakes and transform them into opportunities.
Here’s how partnering with us benefits your roofing business:
- Custom Strategies: Our team tailors roofing marketing strategies to meet your specific company’s challenges and goals.
- Website Optimization: We ensure your site is sleek, user-friendly, and ready to convert leads. We help create lead-generation machines.
- Local SEO Expertise: We help you rank higher on Google to connect with local customers actively searching for roofing services. We want you to show up when someone searches for roofing companies.
- Targeted Ad Campaigns: From paid search to social media ads, we’ll drive more traffic to your business — leading to more customers for your company.
- Ongoing Analytics & Reporting: Watch your campaigns work with transparent, data-driven insights. We have a 24/7 Live Dashboard that enables both our team and yours to monitor all of these platforms in one location.
By partnering with Gatorworks, you can focus on installation, repairs, and customer satisfaction while we handle your marketing.
Learn How We Do Digital Marketing for Roofing Companies
Avoiding these roofing marketing mistakes starts with the right partner. Gatorworks offers expert strategies and proven results to help grow your company. If you’re ready to take control of your marketing and boost your roofing lead generation, we’re just a call or message away.
Contact us today online or call 225-924-6109 to learn how we can help your roofing business succeed.