You should be proud of yourself. As a small business owner, you’ve run a successful roofing company for several years now. However, just like the rest of us, you’ve noticed shifts in consumer behavior. Radio and television ads don’t seem to be as effective as they were just 10 years ago. You even stopped advertising in the local newspaper. You need a new way to reach customers and may have wondered if a roofing company website would help.
We’re here today to tell you the answer to the question is a huge, resounding YES! Let’s take a few moments to go over why we believe this.
First, Let’s talk about the elephant in the room
Contrary to what some eager sales reps might tell you, not all websites are created equal. While simply having a website might sound like a good thing, there is a huge quality difference between a website made by a specialized marketing agency compared to one built on Google Sites.
We want you to understand the importance of not just having a roofing company website, but an excellent one. Your web developer should build your site with the most up-to-date SEO principles in mind. It needs to be responsive, easily updated, and designed with your Buyer Persona in mind.
Wait, my buyer what?
Marketing experts have always analyzed target demographics. For years, they’ve poured over data looking for trends and patterns to create better and more relevant messages. They developed robust customer profiles based on buying habits and consumer behavior.
A Buyer Persona takes this to the next level. In simple terms, it’s a semi-fictional representation of your ideal customer. Most companies have two or three. And, yes, while we recognize that you’ll usually accept business from anyone who can pay, you’ve probably noticed some overall patterns.
For our purposes today, we’re going to name your Buyer Persona “Boomer Bob.” You always name your Buyer Persona. It helps to think of them as a person and not an abstract concept.
If you notice, we made an assumption. This Buyer Persona likely was born before 1965 during the Baby Boom era. Note that age is important when you develop Buyer Personas. It helps you to figure out:
- What career level your buyer is in (probably senior-level)
- What might be on their mind right now (retirement)
- The pain points they’re experiencing (replacing a roof during their golden years)
- How your company can solve those pain points
Buyer Personas also look at where this person goes for information. That’s especially important to understand so the style of your web content speaks to them. There are other characteristics to keep in mind too. But for the sake of this example, let’s move on.
The purpose of a roofing company website
So far, we’ve addressed two issues: quality and content. Have you ever heard of Simon Sinek? Our guess is probably not, and that’s okay. He’s the pioneer of a concept known as Start with Why. He breaks business down to a simple idea:
Why are you in business?
If your answer was “to make money,” you’re in the wrong line of work. Rather, it should be something like this:
”I am in business because I offer my customers a superior roofing solution at a reasonable price.”
So first define your why.
Next, practice it during all of your business activities. Make sure your why is reflected on your website.
Therefore, the purpose of your roofing company website is to communicate your why to your customers.
It’s that simple. When you start with your why and develop your site content around your Buyer Persona, your sales and marketing will begin to align in a way you never thought possible.
”So what should a good roofing company website include?”
We thought you’d never ask! Did you know that most consumers will look for a website while they’re in the Awareness stage of the Buyers Journey? I know, we’re throwing more terms at you, but to keep it simple:
The Awareness stage is when your customer is first learning about you.
It might help if you think about what you look for when doing online research. What do you want to see from a customer’s perspective when you’re thinking about giving someone your business?
We think there are four critical components your roofing company website must include.
- Pricing: Before you click stop reading, hear us out! Some companies believe that their pricing is like McDonald’s secret sauce. They think by leaving their pricing off of their website, they’re keeping it from the competition. The reality is that if your competitors are good at market research, they probably already know your pricing. Give your customers a ballpark range; it doesn’t have to be exact but will help them move quicker to the Consideration stage.
- Portfolio: The Consideration stage is where they’re committed to making a decision soon. Want to know the best way to nudge them your way? Provide high-quality photos of jobs you’ve completed. If possible, include video testimonials from satisfied customers.
- Contact info: This might seem like a no-brainer but believe it or not, sometimes companies leave important contact info off of their website. While your marketing agency will be on top of this, if by some chance you’re having your site built in-house, do not forget to include your phone number, email address, and links to active social media profiles!
- About: Sometimes, clients are hesitant to tell their story. They feel self-conscious talking about themselves. We understand how you feel, but some consumers need to know who they’re dealing with. Include team member photos, especially if you’re a family-run or long-term local company.
”Will it help me be first on Google?”
That is a complex question. First, understand that ranking first on Google can be addressed in several ways. It might be better to think of search engine rankings as tailored results based on your Buyer Persona needs.
Let’s say this another way: if your primary roofing style is metal roofing, then you might want to rank for “Metal Roofs in Detroit.” Your site content should naturally reflect this keyword. That’s one component.
Are you blogging? We almost included this as a fifth “must-have” for your website but decided to hold off. Just understand that blogging is the easiest way to show Google that your site is active and being updated regularly.
Finally, are you utilizing social media? This content can help create authority for your website.
Getting to the top of Google is a complex game, but it’s not impossible!
That’s where we come in!
Knockout is here to help you get started with the best possible website for your roofing company. We offer a wide range of services to get you started!
Want to know more? Contact us today!