Industry: Roofing and Home Exterior Services
The SEO Design Chicago team developed a comprehensive digital marketing strategy to help this roofing company increase their online visibility, attract more homeowners and commercial clients, and establish themselves as the leading roofing experts in their region. Our approach focused on emergency services, educational content, and leveraging seasonal opportunities.
531%
increase in organic search visibility for roofing-related queries
412%
increase in qualified leads from digital channels
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276%
increase in emergency roof repair calls
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Challenge:
A mid-sized roofing company serving both residential and commercial clients was facing several marketing challenges:
- Limited online visibility for potential customers searching for roofing services
- Seasonal fluctuations in demand for roofing services
- Limited success in attracting commercial roofing contracts
- Complexity in marketing a wide range of services (repairs, replacements, maintenance)
- Limited adoption of online quote requests and virtual consultation tools
- Difficulty in targeting both emergency repairs and planned roofing projects
Solution:
Local SEO and Content Marketing Strategy
We developed a robust local SEO and content strategy to improve organic visibility:
- Conducted extensive keyword research focusing on various roofing services, materials, and common roofing issues
- Optimized Google Business listing, ensuring accurate information and regular posts featuring completed projects and emergency repair stories
- Created service-specific landing pages (e.g., residential roof replacement, commercial flat roofing, emergency repairs)
- Developed in-depth guides on topics such as “Signs You Need a New Roof,” “Choosing the Right Roofing Material for Your Climate,” and “The Importance of Proper Roof Ventilation”
- Implemented schema markup for services, FAQs, and customer reviews
- Created a series of “Roof Rescue” videos showcasing dramatic before-and-after emergency repair projects
Website Redesign and Lead Generation Optimization
To improve the user experience and increase lead generation, we:
- Redesigned the website with a focus on clear service descriptions and easy contact options
- Implemented a user-friendly online quote request system
- Created an interactive roof type identifier tool to help users understand their roofing system
- Developed a storm damage assessment guide with an integrated contact form for emergency services
- Implemented chatbot functionality to assist with service selection and answer common questions 24/7
Seasonal Marketing Campaigns
To address seasonal fluctuations, we:
- Developed targeted campaigns for peak seasons (e.g., “Spring Roof Check-Up,” “Winter Weatherproofing”)
- Created an annual “Roof Awareness Month” campaign coinciding with national home improvement initiatives
- Implemented dynamic pricing and promotion strategies based on seasonal demand and material costs
- Developed partnerships with gutter cleaning and ice dam removal services for cross-promotion opportunities
Educational Content and Homeowner Resources
To position the company as a trusted resource, we:
- Created a comprehensive blog covering topics from basic roof maintenance to advanced roofing technologies
- Developed a YouTube channel featuring DIY maintenance tips, material comparisons, and expert insights
- Hosted monthly webinars on topics like “Extending the Life of Your Roof” and “Understanding Your Roofing Estimate”
- Created downloadable roof inspection checklists and maintenance calendars for homeowners
Social Media and Community Engagement
To increase brand awareness and showcase expertise, we:
- Developed a consistent posting schedule across Instagram, Facebook, and Twitter, tailored to both homeowners and commercial property managers
- Created a “Roof of the Week” series featuring standout projects and satisfied customers
- Launched a hashtag campaign encouraging customers to share photos of their new roofs
- Utilized user-generated content to create galleries of completed projects across various home styles
Results:
- Search Visibility: The local SEO and content marketing efforts led to a 531% increase in organic search visibility for roofing-related queries, dominating local search results across various service categories.
- Lead Generation: The improved website experience and targeted marketing resulted in a 412% increase in qualified leads from digital channels, with a 57% higher conversion rate from lead to completed project.
- Emergency Services: The focused emergency response marketing led to a 276% increase in emergency roof repair calls, with a 68% conversion rate to immediate service.
- Commercial Contracts: The commercial roofing program resulted in a 189% increase in commercial project inquiries and a 45% increase in average contract value.
- Seasonal Stability: Targeted seasonal campaigns helped reduce off-peak revenue fluctuations by 42%, creating more consistent demand throughout the year.
- Visual Impact: The implementation of drone footage and the virtual roof visualizer resulted in a 83% increase in time spent on the website and a 38% increase in quote requests.
- Social Media Engagement: The revamped social media strategy resulted in a 324% increase in followers across all platforms, with the “Roof of the Week” series generating the highest engagement rates.
- Customer Education: The educational content strategy resulted in a 215% increase in organic traffic to the blog and resource pages, with 31% of readers converting to leads within 60 days.
- Customer Retention and Referrals: The customer retention and referral programs led to a 47% increase in repeat business for maintenance services and a 186% increase in customer referrals.
- Overall Revenue: The combination of increased lead generation, higher conversion rates, improved commercial contracts, and expanded emergency services resulted in an 89% year-over-year increase in overall revenue.
