How to Market Your Roofing Business

Published: September 13, 2023, Last Updated: February 2, 2024

Writer at
Writer: Martha Pierson
Editor at
Editor: Anais Osipova
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Reviewer: Michael Needham

While rooftops are designed to shield and protect, your roofing business needs to stand out and be seen. In this blog, we’ll delve into the essentials of roofing marketing, ensuring that your business doesn’t just blend into the skyline but becomes a landmark in its own right. 

Why You Need to Market Your Roofing Business

Roofing marketing has many significant advantages. For instance, marketing can help your roofing business reach more customers, build brand awareness, and grow. In turn, your business can increase revenue as it gains more exposure.

Roofing marketing can also help homeowners build trust in your business, especially if you involve social proof elements like customer testimonials, online reviews, and before and after pictures of your work in your marketing strategy.

Effective Marketing Ideas for Roofing Contractors 

Now that you know the importance of roofing marketing, here are various effective marketing strategies to grow your business:

Claim and Optimize Your Google Business Profile

Google Business Profile is a free business listing from Google that allows you to provide details and photos of your roofing business. Claiming your roofing business on Google allows you to provide the correct information, build brand awareness, increase visibility, and enhance your business’ reach. The core information to provide on your listing is your:

  • Company name
  • Contact information
  • Address
  • Website
  • Description of your products and services
  • Category (in this case: roofing business)

To claim your company, find your business on Google Search or Google Maps. Then, under the business profile, click “claim this business.” Finally, select a verification option and follow the on-screen steps.

Invest in a Functional and SEO-optimized Website

Today, more people than ever search online for a roofing business or contractor. That’s why investing in a search engine optimized (SEO) website helps target clients searching for specific keywords related to the roofing industry. SEO involves optimizing your website to rank higher on search engine results, especially on Google, when potential clients search for your services.

Roofing contractor conducting Google keyword search

An SEO-optimized website can improve your company’s online visibility by boosting your pages to the top of Google’s search engine results. For instance, when searching for a roofing contractor, clients are more likely to click on your website if it is listed at the top of the results.

There are multiple free and paid online tools to assist you in building your SEO-optimized websites. These include Google Keyword Planner, Google Search Console, Google Trends, Ahrefs Keyword Generator, Google Analytics, and SEMRush.

In addition, ensure your website is easy to navigate, quick to load, and mobile user-friendly. As a result, users will enjoy a hassle-free browsing experience, reducing your website’s bounce rate.

Be Active on Social Media

Again, having an online presence is crucial for your business to gain exposure. That’s why you should be active on social media platforms in addition to having a great website. Post a mix of content that includes photos and videos of your work at least every other day. Also, use the appropriate hashtags like #roofing, #roofingcompany, and #roofingcontractor to make your posts discoverable and reach new audiences.

Finally, make sure to engage with your audience on social media, as it will encourage them to work with you. For example, you can organize contests and giveaways on your social media accounts to increase engagement and attract new customers.

Offer Useful Content

The more users interact with your content, whether blogs, videos, or photos, the higher your chances of turning prospects into actual clients. Here are five ways you can offer valuable content to your clients:

Use the Right Keywords 

For roofing contractors aiming to bolster their online presence, weaving relevant keywords into high-quality, useful content is paramount. Start by identifying the specific terms and phrases potential clients use when searching for roofing services in your area. Here’s how to identify the right keywords to use: 

  • Localize Your Keywords: Most customers will pair their search with a location, such as “roofing contractors in Atlanta” or “roof repair in Seattle.” Incorporate your city or area name with general roofing terms.
  • Understand User Intent: Think about the problems your clients face. They might search for “leaky roof solutions” or “best roofing materials for hot climates.” Anticipate their needs and create content that addresses these queries.
  • Use Keyword Tools: Platforms like Google’s Keyword Planner, SEMrush, or Ubersuggest can help you identify high-volume search terms in the roofing industry. These tools also offer insights into competition levels and search trends.
  • Monitor and Adjust: The digital landscape is ever-changing. Regularly review your website analytics to see which keywords drive traffic. Adjust your strategy based on what’s working.

Once you have a list, craft insightful articles, how-tos, and tips related to roofing. For instance, articles on “How to Maintain a Roof After a Storm” or “The Benefits of Asphalt Shingles” not only showcase your expertise but also make your website more discoverable on search engines. Sharing these pieces on social media amplifies their reach. 

Remember, when you provide genuine value and address the questions and concerns of homeowners, you position your roofing business as the go-to authority in the industry. This not only boosts traffic but also fosters trust and drives conversions.

Detailed FAQs

Blog posts with questions and answers can significantly benefit your business, increasing website traffic and attracting new customers. First, create informative blogs about popular roofing projects, such as the benefits of different roofing materials. Then, incorporate an FAQ section at the end of the blog offering detailed responses to frequently asked questions you receive from clients.

Individual browsing online FAQ section

Similarly, you can add a FAQ page on your website answering broader topics related to roofing. For instance, some common questions homeowners may ask are:

  • Which roofing materials should I consider for my home?
  • What’s the average price of a roof?
  • How to claim insurance for roof repair?

Create Helpful Videos

Some people enjoy watching videos more than reading blogs. To minimize the chances of missing out on potential customers, consider addressing the questions you discussed in your blog content in a video format.

Before and After Results

Instead of just telling your customers what you can do, what about showing them? To demonstrate your incredible work, consider taking before and after pictures of your job and posting them on your social media accounts, blogs, and digital and print advertisements.

Invest in Good Photography

Snapping a few low-quality photos of before and after results may not be enough to convince a prospect to work with you. Instead, consider investing in good photography to capture your customers’ attention, show off your work in high-quality pictures, and give the right first impression.

However, hiring a professional photographer to accompany you to take pictures of your work can be expensive and inconvenient. So, consider investing in your own professional camera and taking online photography courses to improve your photography skills.

Build an Effective Referral Program 

Despite all the digital marketing efforts, word-of-mouth remains one of the most successful forms of roofing marketing. It can extend your reach, increase brand awareness, and identify loyal customers. Hence, consider building an effective referral program to encourage your clients to spread the word about your excellent work while offering them valuable incentives like a discount. You can ask your customers for referrals in person, through email, or at the bottom of your invoices. In turn, you can provide discounted services or materials for the referrals you receive.

Stay on Top of Your Online Reputation 

People care about online reviews. A good online reputation can be the difference between a client working with you or a competitor. Good online reviews signal to potential clients that you are professional and provide high-quality service, encouraging them to work with you more readily.

Roofing contractor checking online reviews

Check your Google business listing and other review sites frequently to see what your customers say about you. Make sure to engage with each review by thanking those who have left positive reviews and thoughtfully responding to negative ones. Acknowledge the reviewer’s concern and consider asking them for the opportunity to make things right.

Use Paid Roofing Advertising 

Consider investing in paid roofing advertising, like Google Ads or local billboards, if your budget permits.

If you want to advertise with Google Ads, the Pay-Per-Click (PPC) method will display your sponsored ad at the top of the search result page when a user searches for keywords you utilize or bid on. Hence, increasing your brand awareness. For instance, if someone searches “roofers near me” or “California roofing company,” your ad will be displayed at the top of the Google search page. You will pay a set amount of money to Google each time a prospect clicks on your ad.

Visually appealing billboards are a great medium to capture homeowners’ attention as they get a high number of views, especially in busy areas. It also allows companies to reach a large part of the diverse general population, extend their customer reach, and build brand awareness. However, this can be a bit expensive.

On the other hand, mailed postcards and door flyers are a relatively inexpensive alternative to advertise your roofing business. In addition to building brand awareness, postcards and flyers also help target individual households within your geographic parameters.

Implement Email and SMS Marketing

Email marketing is a highly beneficial marketing strategy. Companies can expect to receive up to $45 for every $1 spent on email marketing. To implement email marketing, use your website and social media platforms to gather email leads.

Emails on laptop

SMS marketing works great with other marketing channels like email and social media platforms. It is beneficial for sharing promotions, sending reminders, promoting new products, and asking for feedback.

Both marketing strategies can help roofing businesses reach target customers, communicate with them, collect feedback, and improve sales.

Participate in Trade Shows and Expos

Trade shows and expos allow businesses to showcase their goods and services, disperse knowledge, close sales, and generate roofing leads.

Before the show, post on your social media platforms and send emails letting attendees, clients, and industry leaders know your roofing business will be attending. Then, during the show, you can hand out brochures with your contact information, the list of the services you provide, and before and after photos of your work.

The events are a great opportunity to network and connect with new clients and skilled contractors.

Offer Customer Financing Options  

Many customers find it challenging to afford roofing projects in a lump sum. Hence, they put off home renovations because of the high upfront cost. Instead, offer roofing financing for customers to help them afford roofing services. This way, the customer can pay back the amount in monthly installments while you enjoy increased customer acquisition, revenue, and competitiveness.

Are you looking to offer roofing financing to your clients? Get started today to see how you could increase your cash flow and revenue.

Consider High Seasons

Roofing is seasonal, as some parts of the year may be busier than others. Therefore, another marketing strategy for roofing contractors is to use seasonal weather patterns in their advertisements. For instance, in anticipation of stormy seasons, remind your clients via your website, social media platforms, videos, and email marketing to ensure their roofs are safe from leaks and other damage.

Don’t Forget to Follow up

Once you have successfully turned a prospect into a client, consider following up with them by sending a personalized check-in email a few weeks after completing your roofing project. Following up with clients is a great way to build a relationship and increase customer loyalty as you show you care about them.


Consider experimenting with a few marketing strategies mentioned above to learn what works best for your roofing company. Also, staying up to date in an ever-evolving world plays a significant role in implementing an effective roofing marketing strategy on the right online platforms.

Martha Pierson

Content CreatorMartha Pierson is a marketing strategist and business development expert based in Glendale, California. As a content creator for the Finturf blog, Martha shares her vast knowledge and experience with readers to help them build and sustain successful businesses. Her articles offer practical tips and actionable advice that entrepreneurs can implement immediately to achieve their goals. Martha also provides insightful analysis of current trends across different industries and offers expert guidance on how businesses can adapt to changing market conditions.

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