What is Roofing Website Design?
Roofing website design needs to be the cornerstone of your roofing company’s marketing efforts. If it isn’t, then now is the time to begin planning and creating your new roofing website. It is no longer practical, or even feasible, to build and sustain your business through referrals and word of mouth. The roofing industry is too competitive, and today’s consumers are far too busy, to expect people to automatically reach out to your roofing business when they need help. Much more likely, your best prospects are going online to conduct a search for roofing companies in their geographic area. Armed with this shortlist of firms to consider, they will then visit each company’s website to learn more about the company, but more importantly to ascertain whether they seem competent, reliable and trustworthy. If not, they will simply move on to the next company until they find someone that meets their approval. If you aren’t investing in your business by developing an industry-leading roofing website design, you risk becoming one of those overlooked roofing companies who never even get the opportunity to compete for the consumer’s business.
Your roofing website design project should begin by establishing specific goals that you hope to achieve. These goals could include things like percentage growth in qualified leads, a particular annual revenue goal, and growth in new subscribers to your company email newsletter. Having measurable goals provides structure to your roofing website design and identifies benchmarks for measuring success. Then, having established business goals and objectives for your company, your roofing website then must include content that is created to help you achieve them. Content marketing is crucially important and has special significance for the roofing industry. The reason is that content marketing helps your business engage with customers at all stages of the sales decision-making funnel, from awareness at the top of the funnel through consideration and ultimately down to purchase decision at the bottom of the funnel. You will want to ensure that you are creating content for your roofing website design for people throughout the funnel. For example, you might create a blog post that offers new homeowners tips and insights about what to look for when inspecting the roof of a home they are considering purchasing. This informative content may not result in a new customer for your business, at least not right away, but by providing valuable content you are building brand awareness and trust with this consumer who may later contact you to replace the roof of the home they purchased. You might also create a video that demonstrates the effects of a hail storm and why it is important that homeowners have a professional roofing company to assess the damage. This type of content would be geared more directly toward people at the bottom of the funnel, whose home was just impacted by a recent storm and needs to consult with a roofer immediately. This type of content should include a call-to-action to call now, or complete a short contact form, to capture this lead for your sales team to follow up with.
Search engine optimization also needs to be part of your roofing website design project. Because many users are searching online for qualified roofing companies at the time they need help, you need to ensure that your company appears high in the search engine results pages for relevant keyword phrases. Especially because the roofing industry is highly competitive, this needs to be a key focus of your roofing website efforts. Partnering with a qualified digital marketing agency that specializes in SEO will help ensure that your website focuses on the correct keyword phrases, and is built in such a way that it will rank.
Make sure that your roofing website design is responsive, meaning that your site will display properly on all devices including smartphones and tablets. Remember that many of your best prospects will not be viewing your site from a desktop or laptop computer, so your website must function on all types of devices or you will likely lose that prospect to a competitor. Your agency partner should design your roofing website to create a seamless user experience on all devices. Your website should also be scalable so that it can grow along with your company. Make sure you speak with your marketing agency about your company’s plans for the future so that the roofing website design can account for them.
Lead generation in the roofing industry is very important, but it can also be costly. So it is equally important that your roofing website design is set up in such a way that you are able to track and measure important data points. Your digital marketing agency partner should be able to set up a comprehensive marketing analytics campaign for you, and to also analyze and interpret the raw data into actionable marketing insights that help you optimize your future marketing efforts so that you are continually improving your roofing marketing tactics and messaging to achieve your business goals and provide profitability and return on your investment.