From Google search to roof sale: How to engage customers from the start

By Marco Industries. 

A strong digital strategy helps roofing companies connect with customers at every stage of the buying journey. 

As homeowners increasingly turn to search engines to plan major home improvement projects, one question continues to dominate roofing-related queries: how much does a new roof cost? This question (and variation of it) generates thousands of monthly searches, signaling strong trends toward investment in roofing projects.  

The challenge is not whether homeowners are searching; it’s whether roofing companies are ready to be found and trusted when they do. Here at Marco Industries, we know that today’s buyers rarely make quick decisions. Instead, they move through a digital journey that includes researching local providers, comparing reviews and evaluating credibility before ever making contact. Contractors who fail to show up during these early stages risk losing opportunities to competitors who have invested in a stronger online presence.  

From initial awareness to final decision, each phase of the customer journey presents an opportunity to engage. 

Awareness 

This is the stage when the homeowner notices a need. For example, a leak, damage after a storm or when they’ve decided it’s time for a new roof. What do you need to do? You need to have content Google can find (your website, blogs, Google Business profile) that answers their questions. 

Research 

Prospects will search Google for local roofers. You need to be there with local SEO (focus your efforts on searches with your city in them, such as “roof repair in [city]”) and a good Google Business Profile (this is what powers the three listings with a map that appear above regular results). Your GBP needs accurate business info, clearly defined services, reviews, photos and regular activity. 

Consideration 

This is the stage when homeowners read reviews and compare their options (you and your competition). You need to make sure you have trust-building content on your website such as positive reviews, before-and-after photos, licenses and warranties. 

Decision 

Once a homeowner makes a decision to contact you, make it easy! You should provide contact options (form, phone number, email address) that are quick and easy to find. You want to remove any barriers between you and your prospects. 

While consumers are asking “H,ow much does a new roof cost?”, roofers should be asking “How do I capture these prospects?” It starts with your online presence. Whether DIY or hiring a professional, what you do here will greatly impact what you get to do out in the field. 

Original article source: Marco Industries