Digital Marketing Checklist — Roofing Company

Roofing Company Digital Marketing Checklist

Storm-Proof Marketing That Generates Quality Leads Year-Round

Roofing marketing has two modes: storm season and everything else. This checklist covers both — building a year-round pipeline that doesn’t depend entirely on the weather, while making sure you capture every lead when demand spikes.

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Google Ads / PPC

SEO & Local Search

Website Conversion

Reviews & Reputation

Seasonal Marketing Strategy

Lead Tracking & Follow-Up

Google Ads / PPC

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Separate campaigns for storm damage vs. planned replacement — different intent, different messaging Storm response campaigns set up and ready to activate within hours of major weather events Ad copy for damage leads: ‘Free storm damage inspection’ — urgency and low barrier to entry Ad copy for replacement leads: ‘Licensed roofing contractor’ with financing options Negative keywords include: DIY, how to, materials, shingles only, repair kit, tar Geographic targeting set precisely — roofing is hyperlocal, storm targeting even more so Budget scaling plan in place for storm season — know how fast you can increase spend Call extensions enabled — roofing estimate requests are high phone call volume Competitor terms evaluated — homeowners often search contractor names after seeing yard signs Conversion tracking for calls, form fills, and free inspection requests separately

SEO & Local Search

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Google Business Profile verified with ‘Roofing Contractor’ as primary category Storm damage service listed explicitly in GBP — activates for local storm search traffic Separate landing pages for: roof replacement, storm damage, repair, gutters, commercial Each service page targets a geographic area — ‘Roof Replacement [City]’ structure Insurance claim process explained on storm damage page — reduces friction for post-storm leads Manufacturer certifications (GAF, CertainTeed, Owens Corning) prominently displayed Schema markup for LocalBusiness and roofing service types NAP consistent across Google, Yelp, Angi, HomeAdvisor, BBB Blog content: ‘How to document roof damage for insurance,’ ‘Signs you need a new roof,’ ‘How long does a roof last’ Page speed optimized — storm damage searches happen on phones in bad weather

Website Conversion

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Free inspection CTA prominent on every page — low barrier to first contact Phone number click-to-call and visible above fold on mobile Insurance claim assistance offered and explained — a significant conversion driver Financing options displayed for full replacement — roof replacement is a $10,000+ decision Before/after photo gallery with real local jobs — stock roofing photos are obvious and hurt trust Manufacturer warranty information clearly stated — homeowners research this License, insurance, and BBB accreditation displayed on every page Emergency tarping service offered and promoted for storm damage leads Form captures job type (repair vs. replacement), insurance vs. out-of-pocket, and timeline Landing pages for paid traffic stripped of navigation — keep the visitor focused on conversion

Reviews & Reputation

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Review request sent within 48 hours of job completion — while satisfaction is highest Photo of completed roof attached to review request — prompts customers to look and feel good 4.8+ star average target — roofing is high-ticket and homeowners are cautious 150+ Google reviews for established markets — roofing is highly competitive Reviews mentioning ‘insurance claim,’ ‘storm damage,’ and ‘fast’ support your key search terms BBB profile maintained — roofing has high contractor fraud perception, BBB accreditation helps Every negative review responded to publicly and professionally — potential clients will read them Yard signs placed with permission — still generate calls and validate reviews for neighbors Angi and HomeAdvisor profiles current — roofing customers cross-reference multiple platforms

Seasonal Marketing Strategy

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Storm response protocol documented — who increases bids, by how much, within what timeframe Spring campaign (Mar–May): post-winter inspection, hail and wind damage assessment Early summer campaign (Jun): pre-storm season preparation, replacement before peak season Storm season (Jun–Sep): storm damage inspection, emergency tarping, insurance claim support Fall campaign (Sep–Nov): gutter cleaning, pre-winter inspection, year-end replacement projects Winter campaign (Dec–Feb): ice dam prevention, emergency repair, planning for spring replacement Off-season budget maintained at 40–50% of peak — Quality Score preservation matters Email list used for annual inspection reminders to past customers Content calendar tied to weather: post storm-related content within 24 hours of major events

Lead Tracking & Follow-Up

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Call tracking numbers for each campaign — storm vs. planned vs. repair Lead response under 30 minutes during business hours — roofing estimates are competitive Storm damage leads prioritized — highest urgency, shortest decision window CRM tracks: source, job type, insurance vs. cash, estimate given, and close outcome Monthly CPL calculated by campaign type — storm season CPL differs from planned replacement Unclosed estimates followed up at 3 days and 7 days — homeowners get multiple quotes Past customers contacted at 15-year mark for replacement cycle outreach Referral source tracked — neighbor referrals after storm work are highest-close-rate leads Conversion rate tracked separately for insurance jobs vs. cash/finance — close rates differ Lost jobs analyzed quarterly — price, timing, or trust issue determines the fix