(800) 955-9373

Ultimate Guide to Getting Roofing SEO Leads

An Actual Guide On Getting More Roofing SEO Leads

I’ve read the top articles about marketing your roofing business, and frankly, if I were a roofer, I’d be lost on exactly what to do to get me leads that will take the least amount of time, and deliver the most results. 

This is not a guide for someone looking for quick tips. If you want to see exactly how (and have the time for this long ass guide), step by step, we get paid to get leads for roofers, this guide is for you. Don’t worry, we won’t try to sell you anything, and we won’t give you any BS like those articles saying you should start blogs.

Here’s what we’ll cover in absolute depth

  1. Why Google Maps is your best friend for long term lead generation. Learn the X steps we take to get ranked and more importantly when NOT to try this strategy. (Bonus: How to get a BUNCH of Google Reviews without paying some BS reputation management company) 
  2. Should you even care about your website? How #1 you can know if you should invest time into your website and #2 what free things you can do to make your website perform better 
  3. Is the Google Guarantee worth it? Maybe… 
  4. Should you do email marketing? And other things that are a waste of your time. 
  5. Can Facebook ads actually make any money? 
  6. How should you set up Google Ads to actually make you money today?

To start, if you’d prefer to download this guide as a checklist click here to download it<<<< (No, we’re not asking for your email, this link will immediately download the content for you. But if you’re interested, click here<<<< to get emailed a link to a private case study where we took a roofer from X to Y.)

Okay enough, here’s the guide.

Ranking on Google Maps

We don’t know each other, but I want to make one thing especially clear and I need you to trust me. Ranking on Google is hard. In fact, when we went to rank our client for a large city in Texas, it took us, SEO professionals, 16 months of hard work to get it done. They’re bathing in the cash from the leads they’re getting, but we’re not here to lie to you, no roofer out there could have run their roofing business while also ranking for these keywords.

Okay so how do you know if you should even try? Preferably right now and within 30 seconds too. Well, take a look at this link.

After you enter your keyword, annoyingly you have to re-enter it on the right side underneath “include keywords”

If the volume number is over 100, chances are that it will be too competitive. If it’s under 100, then you should follow the steps below. If it’s over 100 and you still want to rank in the top three, you should seriously just hire someone to do it. If you’re interested in seeing what it would take to rank for your specific location, we’ll tell you. Just fill out this form.


Really, guys, I’m sorry. I know you’re here for the in-depth how-to on getting more leads and all I’ve done is tell you when not to do something. But I don’t want you to waste your time.

Here’s an outline for what you should do to rank your website:

Website Optimizations:

  1. Website Structure and what your website needs to say
  2. Website speed- how fast is fast enough
  3. Mobile-friendliness
  4. How your URL’s should look
  5. Name your images

Google My Business Optimizations

  1. Business listings
  2. A complete checklist of what to add to your Google My Business (plus the one killer thing that makes a huge difference)
  3. Get some reviews with no effort!

Quick note: Identifying and implementing the above elements is something that we do for our roofing clients. If you want to do it yourself, we don’t hold back with our strategies, but if you want us to do it, click this link.

Website Structure

Quick lesson!

Every single website has something called HTML, you’ve probably heard of it. Google evaluates what your pages say by looking at the HTML elements. This step is 100% not optional, so if you need help doing it, get help.

Here’s our recipe on how to structure your home page:

Title: City Roofing Contractor | Business Name

ex: Medford Roofing Contractor | Medford Roofing Pros

Meta Description: For a great roofing contractor in City, State with an outstanding reputation, contact Brand Name at Phone Number.

ex: For a great roofing contractor in Medford, Oregon with an outstanding reputation, contact Better Built Roofing at (541) 250-3975.

Above you can see our Title, “Advanced SEO & Web Design | Moving Mountains, Inc”,

and our meta description below it.

To actually change this, you can install a plugin called All in One SEO or Yoast for WordPress. If you don’t have WordPress, here are some other resources:

…but seriously, its time to get on WordPress. And don’t worry about the paid versions of these plugins. Keep it Simple.

You’ll also need to do similar things for your service pages

Title: Service | Business Name

ex: Gutters | Medford Roofing Pros

Meta Description: If your [insert service] system has started to break down, call [Brand Name] to talk to one of our friendly roofers today at [Phone Number].

ex: If your gutter system has started to break down, call Better Built Roofing to talk to one of our friendly gutters specialists today at (541) 250-3975.

Alright Great! Your title and metas, arguably two of the most important things, are set up properly.

Let’s go to website structure and those pesky “Header” tags.

Header tags are things within an HTML element that are wrapped between things that look like this: <h1>This is my H1 Tag</h1>. They tell Google how your page is organized and what you’re all about.

To tell what your current H1 tags are, download SEO and Meta One Click

After you boot it up, you’ll see a screen like this:

Here’s the structure your home page needs:

H1: Business Name

Subline: Roofing contractor serving <your location>

H2: Services

H3: Roofing

H3: Other Service

H3: Other Service

Let’s take a look at a website template we made that does this (PS. If you want a website that looks this kick-ass, click here)

For your service pages, follow this outline:

H1: Roofing 

H2: Brief description of your roofing

H2: Roofing Gallery (above a gallery of roofs you’ve done)

Okay wow! We’ve done a lot! Are you sure you don’t want to download our excel spreadsheet checklist? Click here to download it<<<<<<<

Website Speed

You need a fast website. If you don’t have a fast website people won’t wait for it to load. In fact, if your website takes more than three seconds to load more than 53% of people will just abandon it. And if this happens too many times Google will remove you from the first page.

How fast is your website?

Plug your URL into this tool

You’ll see something like this:

Take a look at your most important metric, the First Interactive score. If that’s over three seconds, you’ve got a problem. Here’s how to make your website faster:

Mobile Friendliness

How does your website perform on mobile? If it’s not good, then you’ve got a problem. Google uses something called “Mobile-First Indexing” which means that if your website on mobile isn’t working perfectly, they’ll demote your site’s rankings. 

To test this, plug your URL into this tool.

If your site isn’t mobile friendly, the unfortunate truth is that you’ll need a complete redesign. If you’re looking for an expert at roofing websites, we’ve got you covered. Get in touch with us here.

Image Naming and Alt Text

Believe it or not, Google even looks at what your images are named as well as something called “alt-text” to see what your page is about. Alt text is primarily used for visually impaired users who have screen readers, but Google, not having eyes, uses it as well.

To see if your images are already properly optimized, open back up SEO Meta 1 Click and navigate to the images tab. Don’t worry about the “without TITLE” section, just the ALT section and what the images are named as you scroll. In the below example, the image: logo_webris_desktop.svg is names descriptively, but lacks ALT text which should be added.

What should you add for ALT text? Pretty simple: just describe the image to the best of your ability in about 100 characters.  It’s that easy :).

To actually add alt text, you can use a wordpress plugin Yoast pretty easily.

Google My Business

In order to rank in Google Maps, you need a properly set up website, optimized Google My Business account as well as a fully optimized presence.

Business Listings

Much like Yellow Pages, you need places on the internet that have your information as kind of a “directory” for Google to pick up. These listings need to have your name, address, and phone number displayed consistently across the web.

We use premium services like Moz Local to ensure that our client’s listings are consistent across the web. You can do it yourself, but it’s so time-consuming that we recommend just paying for a premium service that’s guaranteed to do it right.


We’re sorry, but if you want to rank as a roofer and plumber, you’re going to have a really hard time.

In order to be successful, choose the category that is your highest priority for making you money.


In 2018 & 2019 Google eliminated every backdoor for setting up a location without a real address. Businesses (aka marketers) were cheating the system and putting not very legitimate fake business in the maps to sell leads. Google Maps is for established businesses who service an area or have a storefront. If you want to rank in Denver but your business is set up in Colorado Springs an hour south, good luck. You better find an office in Denver or it’s not going to happen. You will need to verify your address by sending a postcard to this address then inputting a code in your Google My Business account. PO Boxes are being eliminated as well…


Legitimate businesses have legitimate offices with legitimate teams. In Google My Business, Google gives us a bunch of places to put pictures and videos. Post pictures of your business, inside and out, pictures of the team working. Think about the anxious millennial who wants to know what it’s going to look like before they walk into the dentist’s office. 

The Rest

We could sit here and list every single detail of the Google My Business account and its uses, but it all boils down to this. Open up the dashboard and fill out the areas provided. If you do 80% of this you will be miles ahead of every other business in your area. Google will see this and if your website info matches your Google My Business and the business listings are backing this info up, you are far more likely to win.


Getting reviews can be annoying. You probably haven’t thought about it much because your making sure your business is growing, but these damn things are super important. 

Think about the last time you went to a new restaurant. Did you or someone in your party check the reviews? Chances are insanely high they did. I know I’m not dropping stacks on a nice dinner out without making sure other people enjoyed their experience. 

Your potential customers are the exact same way. Take a look at the top 3 roofing companies in Denver, according to the Google.

I’m going with Premier Roofing Company. 230 Reviews to me means they have done what I need, thousands of times and people enjoyed the experience. Do this for your services + city name. 

Ex. Miami Water Damage or Dallas Roofing Companies

If you aren’t seeing yourself in that top 3 let us know and we can address the problem.

If you are but your rep is lackluster, do this.

Then send out an email to every customer you had. Chunk it out. Only about 10% of people are actually going to leave a review so spend some time on this and K.I.S.S. Make it easy for your customers to leave you a review. And don’t be shy to ask.

Before you know it you’ll be up there with the big dogs.

In summary, hit us up if you have any questions. This crap is complicated and always changing.
We have an awesome Facebook group for Contractors called Digital Hammers. Join us over there and we’ll get you hooked up with our full team, tons of other contractors and a constant flow of questions and answers.