Let’s face it: the roofing industry is competitive. And while your expert craftsmanship, reliable customer service, and solid word-of-mouth all play major roles in winning jobs—they can only get you so far.
Homeowners can now explore a whole range of local contractors from the comfort of their home (and on the go!), so standing out online is crucial. If you’re not making the most of your digital marketing strategies, it’s like you’ve built a roof without tiles—leaving gaps and letting opportunities slip right through.
Where should you start? In my experience, if you want to grow your business and reach new customers, Search Engine Optimization (SEO) and Pay Per Click (PPC) are no longer a step you can skip. Today we’ll focus on SEO.
Here’s what you need to know about SEO for roofing companies.
Why SEO Matters in Roofing
If you think SEO is just for big corporations or eCommerce sites, think again. Every month, homeowners and commercial property managers search online for trusted roofing professionals to handle their repairs, replacements, or new installations.
In simple terms, SEO improves your website’s visibility in search engines. For example, when people type in phrases like “roofers near me” or “emergency roof repair”, SEO will help your website appear front and center.
And, unlike traditional ads that run for limited periods, the visibility you gain from SEO can have a longer-lasting impact. Properly managed and kept up-to-date, a strategic approach to SEO can help your roofing business stay at the top of local searches – even on a budget!
The Power of Local SEO for Roofers
Local SEO is all about making sure your business is seen by the right crowd – the people who live nearby and are ready to call you, rather than someone across the country who only wishes they could hire you.
With an effective local SEO strategy in place, here’s what you can look forward to:
- Higher ranking in local searches: Show up in searches like “roof repair in [your city]” so locals find your business first when they need services nearby.
- Visibility in Google Maps and business listings: Appear in Google’s “local pack” with easy access to your contact info, giving clients a direct way to reach out.
- Attraction of nearby mobile users: Capture mobile users searching “roofers near me”. They’re often ready to book quickly – especially during roofing emergencies.
- Better visibility for voice searches: With more people using voice assistants, local SEO helps your business show up when customers ask, “Where can I find a roofer nearby?”
- More targeted website traffic: Bring in visitors actively searching for your roofing services, leading to more qualified leads who need your expertise right away.
When you invest in local SEO, you’re investing in being the roofer clients see first, exactly when they need you.
5 Local SEO Tips Every Roofer Needs to Know
Local SEO might sound like a massive task, but breaking it down into steps can make it more manageable. Here are 5 proven ways to improve your visibility and make sure clients find you first.
1. Claim Your Google Business Profile (GBP)
Your Google Business Profile is like a digital business card that shows up when clients search for you. It’s free, it’s powerful, and it won’t get lost in somebody’s purse!
Your GBP is often where potential clients get their first impression of your business, so make it count.
To optimize your GBP, I suggest:
Keeping your info up-to-date: Hours, services, contact info – keep it all accurate so clients know what to expect.
Add photos of your work: People want to see what you’ve done, so don’t keep your previous projects a secret. Show off what you can do!
Gather reviews: Google reviews are as solid as clay roof tiles (when laid properly that is!). Encourage happy clients to leave honest reviews and start building credibility where it matters.
2. Use Local Keywords Throughout Your Site
Keywords are like little signals to search engines, letting them know what areas and audiences you serve. Consider using keyword research tools to find and weave location- and customer-specific keywords into your site’s copy, helping Google match you with the exact clients you want.
To start, try phrases like:
“roofing repair in [your city]”
“residential roofing in [your area]”
“trusted roofers near me”
“emergency roof repair [your city/region]”
But don’t forget, a truly effective roofing SEO strategy often requires an expert eye – so when in doubt, reach out to a building trade or roofing SEO company (aka, a marketing agency specializing in roofing SEO services).
3. Create Location Pages for Each Service Area
If you work in several different areas, consider creating a separate web page for each one. These pages don’t need to be complicated. They just need to convey to people that you’re the top roofing service provider in their area – and that you have a team standing by, ready to go!
In general, each location page should have:
Details on the services you offer in that area, that address common client pain points
Local-specific information, like weather considerations or common roof issues
Testimonials from clients in that area — Google testimonials not only help your rankings, people also love reading what their neighbors have to say!
Information about what makes you different from other roofers in your area
These pages also tell search engines like Google that you’re serious about serving clients in these areas, and that you’re familiar with the unique needs of their homes or businesses.
4. Get Your Business Listed in Local Directories
Think of getting listed in local directories as putting a digital pin on the map – every mention of your business, address, and phone number helps reinforce your presence.
To start building these type of citations:
List your business on Yelp, Angi (formerly Angie’s List), and local sites in your area.
Make sure your name, address, and phone number (NAP) are the same everywhere – consistency is key!
Add your business to your local Chamber of Commerce site if they offer listings. If not, reach out to other local businesses to get your name featured.
These little “signposts” make it easy for potential clients to find you, and they also tell search engines you’re the real deal. (HINT: We have tools to manage this for you and make it easy).
5. Add Localized Content to Your Blog
Think roofing companies that publish blogs are just doing it to pass the time? Nope. They’re doing it to build trust, credibility and boost visibility for their roofing website. Incorporating localized content into your roofing SEO strategy shows that you’re not just any roofer – you’re THE roofer that knows their stuff in that specific location.
The best localized content usually consists of:
Tips: Share practical, location-specific advice that matters—like seasonal roof maintenance, preparation for harsh weather, and advice on local building permits.
Case studies: Highlight real stories and results from recent projects. These case studies showcase your roofing expertise and build trust by giving potential clients a closer look at your work in action.
Community highlights: Talk about projects you’ve completed in specific neighborhoods, including local architectural styles, partnerships with local vendors, and challenges specific to those areas.
Tip: Not only does local content improve your credibility and authority, it also gives you an opportunity to use those all-important on-page SEO keywords, improving your chances of showing up in search engines.
Don’t Leave Local SEO on the Table
For roofing companies, SEO – especially local SEO – is like shouting about your business from the most strategically-positioned rooftops.
Ready to claim your spot at the top? It’s time to make sure everybody knows your name.
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Chemene Phillips is the founder and president of BRIXbranding. For more information go to www.brixbranding.com
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