How To Drive More Roofing Leads With Your Website
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- November 25, 2024
Imagine you’re in a grocery store, let’s call it MartWorld. As soon as you walk into MartWorld, it is clear that they could have planned out the store better. You have never been to the store, but no signs are directing you to where anything is. As you walk down the aisles, you realize there are no departments. Everything is scattered pointlessly. Have you ever been in a store like this before? How did you react? Are you like me and just walked out?
Unfortunately, most people looking for a roofing contractor’s website feel that way. So naturally, they leave. To stop this, we must understand the psychology of what website visitors want from a website. Putting ourselves in their position is all that is needed to accomplish this. This guide will use this idea of MartWorld so I can explain how we can drive more roofing leads with your website.
Captivating Calls to Action (CTA)
A call to action is like the grocery store installing signs pointing us to the information we want. Without them, we would have to walk around aimlessly until we found what we needed. Most prospects will exit your site and look for a different company if that happens.
Placement of CTAs
Homepage
The most critical CTA on the homepage would be above the fold. Above the fold is the view of the top section of the site without scrolling down. This way, immediately upon the site loading, the customer already knows what action they need to complete. On homepages, some of the best roofing CTA’s for this area include:
- Get a Free Quote
- Schedule a Consultation
- Book Your Roof Repair
Blog Posts and Case Studies
After engaging with appealing content, visitors are usually ready to take action in some way. For this reason, we always want to include a CTA or a case study at the end of the post.
Service Pages
After your visitors read about the service. Place a CTA below the primary information in the copyright, encouraging them to either get a quote or book an inspection.
Clarity in Messaging
CTAs should always clearly communicate to their visitors what action they are taking when they engage in the CTA. Some of the best roofing CTA messages for roofers are as follows:
- “Get a Free Quote”
- “Request a Roof Inspection“
- “Call Now for Emergency Services”
These three phrases inform visitors of what they’d receive in exchange for clicking on a button or interacting with the CTA in another way. Vague language like “click here” does not get nearly as good of a response. It’s always best to be specific about the benefits the visitors gain from this interaction. This can be done by using a powerful verb for roofing at the beginning and then following up with a service or offering.
Contrasting Colors
Choose colors that contrast with the rest of your website’s color scheme. This contrast will make the CTA very obvious and hard not to look at.
Bold Fonts
Using bold fonts draws attention without being too overbearing.
White Space
Surrounding the CTA with white space ensures it does not get lost in the forest of other elements on your page. When done correctly, even visitors just scanning your site have no choice but to stop and read the CTA.
A clear and compelling CTA is the most effective tool for a high-converting Roofing website. By strategically placing these CTA’s across key pages, using action-driven language, and ensuring that they stand out to attract the eye, you will be directing visitors to take actions that you want to convert them into customers. Now, remember that a CTA is merely a sign or button directing people to take action. In the next two sections, we will be considering different actions after a visitor utilizes the CTA.
Lead Capture Forms
Let’s once again consider Martworld. Have you ever seen the questionnaires after checkout? Well, they were getting our input on a product. The questionnaire is similar to a lead capture form when we want to gather information from a prospective client. These are merely forms for the client to fill out and send to us so we can follow up with them.
Simplify the Form
When it comes to collecting a prospect’s information, less is more. Keep your forms as simple as possible, only asking for the most critical details. With easy and quick-to-fill-out forms, you will increase the number of visitors willing to provide their information.
Minimal Fields
Only ask for basic information, such as name, phone number, and email address. These minimal fields will erase the feeling of overwhelm when filling out the form.
Easy to Complete
Simplify the ability to fill out the form as much as possible on desktop and mobile devices. A few ways to aid this would be to use drop-downs, checkboxes, and autofill options to simplify the process.
Incentivize Form Submission
Offering value to prospective clients builds a bond between you and the visitor. This is from a psychological understanding known as the principle of reciprocity. This principle has shown that humans are wired to appreciate favors given to them. When someone receives something for free, they often feel almost obliged and sometimes even obligated to return a favor. In the roofing industry, the best ways of offering valuable things for free would include:
Free Consultation or Roof Inspection
Offering a free consultation or roof inspection allows the visitor to feel more at ease by contacting you and having you over to their home to consider your services.
Downloadable Resources
With downloadable resources, we can consider what psychologists call the endowment effect. By offering this resource, they feel ownership over it. This is because they can return anytime they have a roofing issue without contacting somebody. This eases them from the worry of having to reciprocate anything.
For Roofing websites, I suggest utilizing both of these examples. Offering a free consultation or roof inspection is closer to the sales side of your business, which helps get you sold jobs. However, offering downloadable resources will keep these visitors returning and dramatically increase their chances of referring others to you. Both are great options for consumers on different sides of the sales funnel.
Using Pop-Ups
Pop-ups are a great way of capturing leads on your Roofing website. However, they will do the opposite job and annoy your visitors unless the pop-ups are set up correctly. When designed and timed correctly, pop-ups can increase user engagement. Prompting visitors to take action, bringing them closer to purchasing your services.
Timing and Triggers for Pop-Ups
The key to creating effective pop-ups is triggering them at the right time without disrupting the user’s experience. The most common triggers for a roofing website include:
Exit Intent
This pop-up is triggered when a visitor is about to leave a site. These pop-ups should have an incentive for them to consider staying, such as a free consultation or roof inspection. Exit intent is for visitors who need more interest for several reasons.
Time on Page
We know that visitors who have been on a web page for 30 to 60 seconds are more engaged with your site. Time-on-page pop-ups help nudge them into the sales funnel instead of consuming content. Time on page is excellent for customers who take a while to decide while being interested in your services.
Inactivity Trigger
If there is no interaction for a few moments, an inactivity trigger can prompt a customer to take action, such as claiming an offer or scheduling an appointment.
Scroll Trigger
If visitors scroll down a page to a set limit, they show interest in the content they are getting. This pop-up is similar to the time-on-page trigger but set differently. This trigger is also great for those who need a gentle nudge in the right direction.
Types of Pop-Ups for Roofing Websites
Depending on your purpose of the pop-up depends on what type of pop-up you will be using for your site. The three most effective types of pop-ups for roofing websites are:
Lead Capture Pop-Ups
This type is excellent for after visitors read blog posts or a service page. It helps encourage them to take the next step in the sales process. These next steps can include scheduling a consultation or even requesting a quote.
Offer Pop-Ups
Based on my experience, offer pop-ups have the best click-thru rates. The purpose of these pop-ups is to give them a special offer. Perhaps a CTA like “claim your discount now” or “get 20% off your roofing repair”. However, ensure there is an end date for this promotion. Otherwise, there will be no sense of urgency for the visitor to click.
Reminder Pop-Ups
When visitors get to the bottom of a blog post or service page, a reminder pop-up can offer a scheduling feature for a free consultation.
Live Chat or Chatbots
In a world of instant gratification, people want information, and they want it quickly. That’s why using live chat or chatbots is the way to go if you want to take your websites to the next level. To give that top-notch experience to your visitors, combine their power. The biggest drawback of this is the cost associated with them. Of this entire article, this topic is the only one with reoccurring costs. Let us break down chatbots and live chat.
Chatbots
Chatbots are set up by inputting many frequently asked questions and answers. Some of these would deal with the company’s location, such as name, address, phone number, and hours of operation. Other program sections will provide information on services, scheduling estimates, and more. The use of chatbots is cheaper compared to live chat, but it does have its drawbacks. However, if the site visitor needs to exceed the chatbot’s ability, the chatbot can get live chat to intercede. You may be wondering why you should use chatbots. Well, Chatbots are a cheaper option that will reduce your overall cost. Answering the most frequently asked questions. Some of the chatbot companies to consider are:
Live Chat
Does hearing live chat scare you? As a previous contractor, I understand what you’re thinking, and no, you do not have to have somebody on staff to respond to these questions. Many different companies are available to take care of this for you as a service. Below are some of the best ones available:
Offer Easy Contact Options
Offering easy-to-find contact options for visitors who want to contact you and do not need a nudge in the right direction. You must ensure your contact information is visible throughout your website in different places and for various types of contact.
Phone Number and Email Accessibility
Header Navigation
Place your phone number, and social media in the header so it will be available on every page throughout your website for easy access to contact you.
Email Visibility
We want to ensure your email address is short, such as support@roofing.com. At the same time, ensure that you include the email address in the footer and contact page. Adding a hyperlinking to the email allows the visitor easy access to sending you an email. Enter this code as your hyperlink:
mailto:youremail@address.com
Click-to-Call for Mobile
For mobile visitors, we want to add a link to the phone number that allows them to dial your number with a single tap. To do this, create a hyperlink in the text and enter it.
Tel: (123) 456-7890
Contact Methods
Contact Forms
Contact forms should always be simple, whether on your Contact Us page or in a lead-gathering form. Only ask for what is needed, such as name, email, phone, and message.
Social Media Links
Not only do social media links allow viewers to message you on a different platform. They also show social proof that builds your reputation.
Quick Response Time
Setting up automated messages for immediate acknowledgments of contact form submission assures the visitor their message has been submitted. However, we must ensure we get back to these leads immediately. Try to reply to these messages within a maximum amount of 24 hours. Not all visitors will want to contact you using the same method, so many contact options must be available.
Final Thoughts on How to Capture More Roofing Leads
The roofing industry has always been competitive. Yet, it has to be as competitive as it is today with the internet. With everybody trying to fight for the top spots in search algorithms now more than ever, optimizing your website for conversions is more important. By applying the strategies we discussed in this article, you can capture leads and win more jobs.
The key takeaway I want you to remember is to always think from a visitor’s perspective on your website. Make it easy for them to navigate your site, find the information they desire, and help them take action when they’re ready, whether this action is requesting a free quote, scheduling an inspection, or just reaching out for more details.
Remember, a roofing website that offers clear directions and shows visitors can trust the company will always convert more than their competitors. Sorry to implement what we learned today, and you will see your website evolve into a high-converting site.
John Wilson
John, the driving force behind Optisite Rocket, spent 10 fulfilling years as the owner of two Contracting companies, where he honed his skills and developed a deep love for the blue-collar industry. A sudden injury, however, curtailed his ability to continue hands-on work. Undeterred, John now channels his passion into educating and inspiring others. His mission is to equip aspiring professionals with the knowledge and tools they need to excel in this rewarding field.
