Every roofing contractor has a primary goal:

To be able to generate more customers.

But let’s get realistic. This isn’t a walk in the park. Rarely does someone go straight from seeing your business for the first time to signing a contract for a roofing job.

To achieve your goal, you need to create a “process” that will move your audience from being a total stranger into a prospective roofing client.

I’m talking about a sales funnel.

Here, I’m going to reveal not just one — but 3 sales funnels that I’ve used to bring in an additional $1.5 million in revenue to 3 separate roofing companies. 🔥

Watch the full video below to dive right into those sales funnels. If you prefer an in-depth discussion, I highly encourage reading until the end of this blog post.

 

How a Sales Funnel Works

For those who don’t know what a sales funnel is, here’s a simple explanation: A sales funnel represents the path that a person goes through when making a purchase.

The person’s journey starts at the top of the funnel which is the Awareness stage. In this stage, your audience is aware that a problem exists. For example, a hailstorm happened that caused severe damage to their roof.

The next stage is the Interest stage where they’re looking for potential roofing companies that can help them out. They ask for recommendations from their family and friends or search on Google.

When your audience reaches the Decision stage, they’re about to call at least 3 roofing contractors to get an estimate. They’re going to decide whether which of the roofing companies they called is worth hiring.

This is where you can increase their likelihood of doing business with you through various strategies. For example, offering free estimates, competitive pricing, and showing your sample work as well as testimonials.

Finally, the Action stage. At this stage, your prospect signs the contract. But just because they do business with you, doesn’t mean your work ends.

This takes us to a bonus stage of the funnel… Customer Retention. Retention is all about keeping your roofing clients happy so that they will always choose you as their contractor!

3 Proven Sales Funnels to Generate More Leads for Your Roofing Business

Now that you know how potential leads move through your funnel… let’s explore the 3 funnels I’ve used that resulted in a HUGE PAYOFF ($1.5 million in revenue) for 3 separate roofing companies I’ve helped.

Sales Funnel #1: Google My Business (GMB)

My roofing clients know just how important Google My Business is. It’s the NUMBER ONE platform that drives more leads to their business.

Did you know that 46% of all Google searches are local? If it’s not your roofing company that’s showing up on Google, it’s your competitor’s.

Here’s why you should use Google My Business:

It helps your business show up in the Local Pack of Google search results. (The Local Pack is the section where local businesses appear based on the query that people enter when looking for services.)

The screenshot below shows what the local pack looks like:

Keep this in mind:

It’s extremely important to optimize your Google My Business listing. An optimized listing will not only boost your visibility but more importantly — it converts more customers.

👉🏿BONUS CONTENT: Grab my FREE 9-page guide>> that teaches you how to set-up your Google My Business listing. In that guide, I also reveal strategies that will generate additional roofing leads from your listing.

As you can see from the screenshot above, one of the things that people see on your listing is your phone number. Those who are interested in hiring your roofing services can simply contact you from your GMB listing. 📲

However…

Some people would prefer to learn more about your roofing business. In that case, they visit your website from your GMB listing. If you already have a website, you need to make sure that it’s well-designed.

Does your website show your contact number? More importantly — does it have a fully functional contact form? Check that your site has them because, again, at the end of the day, your goal is to get prospects to call you.

Sales Funnel #2: Google Organic Traffic

Let’s begin by defining what “organic traffic” is. Organic traffic refers to the visitors that come to your website from Google’s organic (not paid) search results. Here’s an example:

As a website owner, this is what you want the most — to boost your number of website visitors from Google without paid ads. Research by BrightEdge showed that 53.3% of all website traffic comes from organic search.

So if you’re not making any effort to increase organic traffic, you’re leaving money on the table.

There’s plenty you can do to help your roofing business rank in Google’s organic search results and drive more website traffic:

Keyword research 🕵️

First things first. What are keywords and is keyword research?

Keywords are the words and phrases that help people find your website from organic search results. These keywords are relevant to what your audience is typing into Google when looking for a roofing service.

For example, let’s say that you are a residential roofing company. In that case, you can have keywords like residential roofing materials, residential roofing systems, best roof shingles, and modern roofing materials. You get the idea.

Keyword research, on the other hand, is the process of identifying the best keywords that your roofing website can potentially rank for. You can accomplish this with the use of a keyword research tool.

It’s not a one-off task, but rather should be done on an ongoing basis since your audience’s needs may change over time.

In the video, I mentioned that keyword research should be done properly. It’s important that your keywords are relevant to your target market. Have a deep understanding of the audience that you serve.

Asking these questions will help you hone in on your audience:

  • What words do they use when searching for roofing services?
  • What kind of problems do they have?
  • Where are they located?
  • What job roles or titles do they have?

These are just some questions to define your audience.

Finally, you’ll want those keywords to be on your blog posts and pages so that they have a better chance of getting found by your audience.

Creating blog content 📝

Blogging adds a lot of value for your roofing company’s lead generation funnel. It’s a powerful tool that will not only boost your online presence but will also position your roofing company as a reputable source of information.

As a roofing business, capitalize on “how-to” educational posts. Depending on your area of specialty, for example, flat roofing systems, you can write posts that teach your audience the signs of flat roof damage.

One way to enhance your blog post is to add a complementary video. By placing a simple video (where your team is on a roof doing an inspection or repair), you make that piece of blog content more engaging.

Consistency is key 🗓️

Perhaps the most important tip for successful blogging is consistency. Whether you decide to blog once, twice, or thrice a month — stick to a schedule. Keeping your website content fresh through consistent blogging does the following:

  • Builds a sense of loyalty with your audience.
  • Helps you continue to generate leads in a cost-effective way.
  • Optimizes your roofing website for more relevant keywords.
  • Allows you to stay competitive in your industry.

Sales Funnel #3: Google Paid Traffic

We’re done talking about Google organic traffic as the funnel that generates free leads. This time, I want to show you a paid traffic funnel using Google Ads.

Google Ads, also known as Google AdWords, is basically Google’s advertising platform.

If you advertise with Google, your roofing ads will appear on Google’s search results — at the top of organic search results.

The beauty of Google Ads is that it lets your roofing company be discovered even if:

  • You haven’t created a Google My Business listing yet (Funnel #1)
  • You haven’t ranked in organic search results yet (Funnel #2)

Bottom line? You can bypass the two previous funnels I shared… and be able to generate more qualified leads using Google Ads.

(But don’t get me wrong. Google Ads and organic search make a great combo to double the impact of your roofing business!)

There are two ways you can take advantage of Google Ads:

#1: Call-Only Campaign

A call-only campaign is what you think it is. Its main objective is to get potential roofing customers to call you!

Rather than having to click the ad, arrive on a landing page, and call you, people can simply call your roofing company right away using their mobile device.

(Yes, a call-only campaign targets mobile users only.)

#2: Full Google Ads Campaign

If you choose to set-up a full Google ad campaign, you’ll be able to target not just mobile users, but also those using their laptops and desktops.

After people click on your Google ad, they arrive on a landing page (which you need to create). Your landing page has to be distraction-free. It needs to be focused on your audience and what you can offer them.

But what if they don’t contact you from your landing page? Keep reading 👇🏿

What If People Leave Your Website?

You might think that you’ve forever lost the ones that leave your website. Don’t worry.

Here’s a key strategy that will bring back roofing prospects to your site — so they can finally take action. Google Remarketing.

With remarketing, you install a piece of code on your website. This tracks your website visits, enabling you to create a list of people who have not converted. Now, you’re able to show them remarketing ads that remind them to return to your website.

Ready to Generate Roofing Leads Online? 🙋🏿⬇️

If you’ve been in the roofing business for some time, and you’ve tried various strategies to get leads that didn’t work, these 3 funnels are worth checking out.

Let’s have a quick recap:

Funnel #1: Google My Business. Create an optimized business listing that will increase your odds of showing up in the local pack of search results. A quick Google search of roofing companies in your area will enable people to find you.

Funnel #2: Google organic traffic. This entails creating website content (such as blog posts) that includes relevant keywords. These optimized posts allow you to provide value to your audience and rank higher on Google to get more leads.

Funnel #3: Google paid traffic. This paid strategy can be done in two ways: (1) A call-only campaign in which people can contact you immediately from your ad. (2) Or a full campaign that targets people on any device and leads them to a dedicated landing page.

I know this can sound like A LOT OF WORK. If it does, feel free to schedule a call with me to learn how I can help.

More resources to get you started…

👉🏿 Check out this free case study video for roofing companies.

👉🏿 Join my free mastermind group where roofers like yourself can learn from and support one another!