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Austin, a residential roofing professional, was lost and frustrated because his company website was outdated and it wasn’t showing up for any roofing service related keywords on Google.
Even searches for his company name would showcase other roofing companies instead of his (yikes!).
On top of all that, his Google review rating was 2.5 stars, which was really hurting his online reputation when prospects were considering doing business with his roofing company.
Austin knew his company provided exceptional roofing repair and replacement services, but couldn’t figure out what to do to fix his website so it would show up on Google when someone was searching online for roofing services.
Plus their website at the time was really slow to load and wasn’t even mobile friendly (not good!).
He knew that he needed help to fix the company website, and fast, if he was going to get leads and sales from the Internet.
When Austin sat down with the team at Online Visibility Pros for our initial marketing strategy call to go over our proposed plan of action of how to get roofing leads from SEO and other proven digital marketing strategies, he was excited and wanted to get started ASAP.
The Attack Plan:
- A new website that is setup to convert website visitors into roofing estimate request leads
- A local SEO campaign to rank the website for targeted keywords in the roofing niche
- Get more 5 star reviews online FAST
Results – After 2 Years of Roofing SEO and Digital Marketing
After 2 years of consistent digital marketing efforts, Austin and his roofing company now have a website that is a reliable sales tool that ranks organically on page #1 of Google for several high-value keyword searches that generate tons of targeted Google traffic every month without paying for any Google Ads.
As you can see in the chart below, in the first 12 months of this campaign, Google SEO marketing for the roofing company generated 5,327 visitors to their website that turned into 145 estimate requests for high-dollar residential roofing projects.
Remember, this company did not produce any leads from the Internet prior to working with Online Visibility Pros.
In addition, the roofing company boosted their aggregate Google review score over 4.0 stars due to dozens of new 5-star reviews within the same 12-month time period.
All of this extra “social proof” in the form of customer reviews ultimately helped the company convert interested residential roofing prospects into actual leads (estimate requests) MUCH easier.
Breaking Down the Attack Plan:
#1: Redesign the Website
The original website was built when the company bought the domain and they had the hosting company help them create the website.
It was very basic and had less than 10 pages that made up the entire website.
Our team updated and upgraded the website from a non-responsive, outdated design to a responsive, SEO friendly, professional website with new content that tells the company story and clearly communicates the features and benefits of their services.
This created a much improved user-experience and it also brought pride and excitement back to the company and it’s sales team.
Now they had a reliable tool they could leverage!
In addition to updating the design, adding new website pages, adding social proof and other updates to create more trust with the website visitors, we also implemented proven direct response advertising methods to get more people who visited the site to take action sooner rather than later.
We moved the website to a WordPress platform, implemented proven on-page SEO strategies, and applied a mobile first approach.
These changes helped the website have a much better relationship with Google, which is a critical first step in how to get roofing leads from search engine optimization.
By making these website updates, the company was able to attract AND convert more targeted website traffic into sales (more on that in a second).
#2: Local Roofing SEO Campaign for Targeted Traffic
Once the new website design was complete, it was time to architect the On-Page SEO elements and make sure each page had the proper metadata.
We also launched a laser-targeted, local SEO campaign.
The goal was to increase local website traffic, increase leads generated from the website (phone calls and contact form fills) using an irresistible offer to get people calling, and ultimately increase sales for roof repair projects and roof replacement projects.
We set up goal tracking to measure just how many leads were being generated and reported back every month on performance.
In the first 12 months ,we were able to increase targeted traffic from just under 400 visitors a month to almost 1,000 monthly website visitors.
Not bad for a local roofing company that never knew how to get roofing leads from the Internet!
In addition to generating leads through the roofing company website, we helped them start to generate leads through their Google My Business listing.
As you can see below, the company was able to generate 413 leads from Google My Business in the first year of our Local Maps SEO campaign and 453 leads the following year.
Again, when you realize that this company was only producing a handful of leads from the Internet per year prior to working with Online Visibility Pros, you can imagine how much of a dramatic impact these new lead generation sources were having on the company's bottom line.
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#3: More 5-Star Reviews
Unfortunately, when we started working with this roofing company, the review score for them added up to a 3.2 star average rating on Google and the rest of the review sites across the internet.
If someone went to Google or Facebook, even the BBB, the company was struggling to showcase the great work they were doing.
They had no system to ask for reviews from their happy customers.
Remember – anything under a 4 stars average puts a business in a challenging position to win trust.
In fact, according to a local consumer review survey just 53% of people would consider using a business with fewer than 4 stars. [Source: BrightLocal, Local Consumer Review Survey].
This was a perfect opportunity to leverage Maxx Reviews™, OVP’s automated customer review software system.
In the first year using Maxx Reviews™, we were able to help the company’s Google aggregate review rating go from 2.5 to over 4.0.
Having an automated way to follow up with customers was a game changer!
Once the system for requesting reviews was implemented, more and more and more 5-star reviews began rolling in.
Here is a screenshot of the branded review landing page that helped bring in dozens of new 5-star reviews.
By improving the review scores on a variety of review sites across the web (most relevant to the roofing niche), the overall online reputation was improved from 3.2 to 4.0.
Yes, Google My Business is and was important, but there were other sites that we also wanted to improve the overall review score on, so we made sure to give reviewers a choice to leave a review on the sites we needed the reviews on the most!
Review Campaign Results:
A bonus that came with increasing the number of positive reviews on Google My Business as well as other review sites, the roofing company also saw a boost to their local roofing company SEO results.
All of these new reviews helped the company gain much more visibility on Google for local searches and “near me” searches.
Recap: How to Get Roofing Leads from SEO
Running a home service business requires a ton of hard work, focus, and resources.
One critical action that will payoff MASSIVE dividends in the long term is building a rock-solid online foundation for your business that you can continue to grow, tweak and optimize over time.
That is exactly what we were focused on setting up for this local roofing company.
By working with the team of experts at Online Visibility Pros, Austin was able to create a strong impact on his business by:
- implementing a system to get more and more positive reviews online,
- implementing a system to get more and more qualified leads filling out his contact form and calling him to schedule roofing estimates,
- and finding a trusted partner that is dedicated helping him and his company DO MORE BUSINESS AND SAVE MORE TIME.
If you are a roofing professional that is wondering how to get roofing leads from the Internet for your business, then send us a message here.
We are looking for quality roofing companies to partner up with to implement the same kind of strategic roofing company SEO and digital marketing campaign in order to help them do more business and save more time.
We’ve been doing digital marketing since 2009 and can help you and your team bridge the gap with your actions and understand what it’s going to take to generate a steady flow of exclusive leads for your roofing business.
If you're interested in working with Online Visibility Pros, send us a message here.
Services used in this Case Study: