How to Get Roofing Leads: 8 Ways to Generate Work (& Grow)

Are Your Roofing Companies Lead Generation Strategies Failing?

By: John Devlin


If your roofing company is struggling for new leads, it might be time to start rethinking the way you approach promoting your roof business.

High-quality and exclusive leads are essential for any roofing business to get more work regularly.

Learning how to market your roofing company will be critical to any future success.

Word of mouth is all well and good, but tradespeople thrive with a consistent flow of top quality leads.

In the modern marketing age, roofing lead generation is all about being smart about using the power of the internet.

Yes – there are plenty of ways through which roofing contractors can keep picking up business. However, factors such as Pay Per Click and website optimisation (SEO) for tradies really are big hitters.

Your marketing efforts might have done your company wonders in the past, but what if things start drying up?

What if you’re finding your business is running short on exclusive leads that it needs every day.

The fact is, tradespeople will often find they are only going to generate leads when the demand is high.

However, these days, more intelligent lead generation for roofing companies is just as much about making sure you’re creating brand awareness as hunting more work.

Creating a strategy where you work on your business and leads are consistently banging on YOUR door.

If you're new to learning how to generate roofing leads, then worry not. This post is for you.

I’ve been helping business owners in the roofing industry find new leads and connections across the for many years now.

Generating roofing leads that roll in every day like clockwork should be the goal of every roofing owner. Tried and tested lead generation techniques like door-to-door sales (this is where I started at 15) are dead, obsolete, finished!

Home service businesses like yours need to focus 100% on creating a steady stream of quality roofing leads online. Other marketing channels can still work well, like trade shows, email marketing or leaflet distribution as three examples.

But nothing is more profitable, scalable, and achievable than dragging massive organic traffic for Google. This translates to free roofing leads.

Local business owners looking to scale sales leads must think about digital marketing first and search engine optimisation as the priority.

This will stop you from buying roofing leads and being at the mercy of other lead generation companies.

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How to Get Roofing Leads for Your Business

First Things First - Focus on Your Website

If you provide new roofs, roof repair and consultation across a large local area, it’s probably tempting to leave your local number and services up in a directory where homeowners can find you.

This advertising is way too passive.

This is hoping to get more roofing work.

While it may have worked in years gone by, when people in need of roofing help would have looked up a roofing business in the phone book, the online age has made this side of things a little different.

Is your phone number click to call on mobile?

Every local roofing website should have a significant click to call contact number at the top of every page. 

Please don’t make the visitor search for it. 

Because they won’t.

Therefore, we’re going to need to focus on your website, first and foremost.

Is your roofing website doing enough to inspire those who need you?

To convert on those all-important first clicks, you’re going to need to make sure you offer plenty of detail on your services. 

What’s more, every page needs to have a particular purpose, a job if you like.

Even if you put hours and hours into marketing efforts elsewhere, a poor website is going to let you down in the long run.

Google and users demand quality content, clear answers to searcher questions, and an effective roofing landing page.

Every page on your roofing company website should either educate or convert.

An example of a page that educates is a service page.

Let's use a roof repair service page to explore further.

I have seen far too many roofing sites with a good homepage. Then once you click the roof repair page, there is nothing, 300 words of rubbish and one stock image pitching for work. 

You need to understand this.

A potential customer won’t stay on your homepage and will very rarely use a contact form or ring a number from the first page of any website.

They are investigating, determining if you like what kind of a company are you.

And they will move through a website looking, searching for visual expertise and trust signals. 

Check this out.

The image below shows a local site with 62 lead conversions. The average number of pages viewed before conversion happened was between 2-3 pages. 

Subconsciously they are asking the following questions while looking through your pages

  • Do these guys look like a good roofing company
  •  Do they have the expertise that I need
  •  Do they specialise in roof repairs (example)
  •  Have other local customers used this company
  •  Do they have previous projects I can view
  •  Do they have up-to-date testimonials
  • Do they need more work?

If your roofing service pages answer all of these above, you are 100% educating them about your company, experience and expertise.

Local Landing Pages for Roofing Services

An essential facet of inbound marketing these days is the landing page.

This is where a searcher from Google – will ‘land’ on your website, on a page where you will, hopefully, give them the answers they are looking for.

Local landing pages are crucial for any roofing company to generate solid, inbound leads. 

Think about how you’d typically advertise to local customers in the past.

Let’s use the phone book marketing analogy once more.

For advertising, you’d list your roofing business in a local phone book if you wanted to reach local people. 

For example, this is the difference between listing yourself as a roofing business in Gateshead and a roofing business in Sunderland. 

However, in some cases, you’d probably want to capture as many quality leads as possible by listing in both.

Local landing pages are pages on your website which are unique to each region you pitch to. 

These will appeal to searchers looking for a roof repair specialist or roofing expert in their local area.

Targeting people for their local searches is a great way to funnel regular roofer leads into your business. 

Crucially, you need to remember that you won’t need to have a physical address for each location you advertise in.

This means that providing you can supply roof services across the whole of the North Yorkshire area, you can obtain lucrative leads across towns and cities such as

  • York
  • Filey
  • Scarborough
  • Thirsk
  • Whitby

Below is an example I use in the North East

And the hundreds of small towns in between! My advice would be to pick the ten biggest by population and start there. Remember, these smaller locations are much easier to achieve higher rankings on Google for.

There’s less competition as every other company is targeting “Roofer Yorkshire” and praying they might be number one one day. They won’t!

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Is It Worth Using a Lead Generation Company for Exclusive Roofing Leads?

A lead company will help you find specific roofing contractor leads in return for a fee.

However, my advice in this regard would be to make sure you sign up with a leads generator that lets you pay as you go.

There are some big names like Checkatrade out there who cover leads for all manner of tradespeople.

However, some advertising companies tend to be better at marketing leads for roof businesses than others.

The best thing to do is try before you buy if you can.

Look for lead generators that allow you to pore through their tools and services before you tie yourself to a contract.

While it’s perfectly possible for you to find worthwhile roofing service leads with these companies, you should always consider them as just one avenue of leads. Many business owners wanting more leads ignore their own websites in favour of these 3rd party platforms. This is a mistake.

If you want to add this additional string to your bow, I reviewed the best tradesman app for lead gen in the UK.

Get Smart on Branding

Just telling your customers and visitors that you are ‘experienced roofers’ and ‘affordable roofers’ is no longer enough.

In the modern age, you’re going to need to establish your brand.

For the modern consumer, this is all about building trust.

Therefore, rather than just falling back on the same marketing slogan, your roof business will save customers money and offer better services than the next company.

You should actively demonstrate to your web visitors that you are a trusted quality roof service.

First Things First - Focus on Your Website

  • Roofing job reviews from past customers (Video works best)
  • Product guarantees
  • Awards won in the industry
  • Testimonials from current and happy customers
  • A solid social media presence
  • Professional certificates and certifications
  • Your company’s own website with recent projects
  • High-quality photos or videos of your work
  • Positive reviews and high scores from vetting sites

A-List of Negative Trust Signals

  • A free website / Incomplete website / A website that isn’t mobile-friendly
  • The mobile phone number on the website
  • Using a free email account like a Gmail
  • Not having any reviews online
  • Social media accounts with no recent content posted
  • No blog / no recent blog posts
  • Out of date contact information
  • Poorly done photos or videos of previous work
  • Lack of industry certifications, awards, and certificates
  • A company-wide lack of a consistent voice through marketing materials.
  • An inability to prove credibility quickly & easily

If you show them you’re the best roofing company locally for their project, I can guarantee you; price objections will be secondary in their decision-making.

The average homeowner looking for roofing contractors is more discerning in the modern age than they will have been ten years ago. 

Therefore, you are going to need to do more than offer them a hollow sales spiel.

If you think your current sales presentation isn’t up to scratch, then check my top roofing sales pitch tips.

Balance great branding and a consistent approach across all your online media, and you are going to be swimming into job leads for years to come. 

Trust me on this.

Call to Action

Visitors to your roofing or roof repair website are going to need a helping hand in the right direction.

While you might talk the talk and walk the walk, you’re going to need to present a clear chance for visitors to take action with you. 

Finding leads for roofing is all well and good, but you need to convert on them, too.

Free Roof Check

Fill in the form for a free quote on any roofing works.

You can clearly see the next step these roofers want the visitor to take.

You can see the next step these roofers want the visitor to take.

A call to action is a short passage or phrase which tells readers what they need to do to get in touch with you.

However, an even better CTA standard is the online form. 

You might have seen plenty of these before.,

At the bottom of each landing page, you could have a small form and a ‘contact’ button. 

Should your visitors decide to contact your roofing business, you should capitalise on those leads by making it easy for them to reach out.

This isn’t to say that your visitors are lazy! 

It means that you are effectively encouraging them to take action now, not to umm and ahh about it.

Rather than go away and lose interest, the best roofing leads will fill out their information and click through for you to call them back with a roof quote. 

It makes a lot of difference!

AdWords: Pay Per Click for Exclusive Roofing Leads?

Knowing how to find roofing leads with pay per click, or PPC, can undoubtedly make a difference to businesses in the roofing industry.

There’s no platform, in my opinion, that will get you more work quicker the Google Adwords.

It’s straightforward for you to run PPC alongside SEO. However, effective PPC drives slightly different results.

Organic paid Google Ads can help to drive serious leads into your business. 

What’s more, once you get a handle on how they work well, you can start driving custom and revenue quicker than you’d typically expect from a professional long term SEO campaign.

However, bidding on the best phrases and PPC opportunities can take time to learn and longer to master.

Therefore, it’d be my advice to try and look into guides and tutorials which you can use to learn how to build leads through PPC marketing for years to come.

I’d even suggest that for local PPC, you take a course. Even a mini-course like this one will save you £100’s in ad spend from the get-go. It’s also a turn on and off marketing platform so you’ll learn how to get more roofing leads when your quiet and turn it off when your fully booked

Believe me – if you want to generate the best roof leads and to make money for years to come, you’re going to want to take PPC by the horns. 

Be Engaging - and Interact!

There is no one best way to get roofing leads, it requires your attention across a variety of situations.

Right now, the worst thing you can be doing as a roofing firm is failing to engage with people.

This means showing customers and clients that you care.

Show your interactions through your website but also your social media.

As things are more visible online than ever before, you must show the people you work for that you are entirely accountable for your roofing projects.

The more interaction you take part in, the more likely it is that those roofing leads will be rolling into your business over the months and years to come.

I have a term I use for a lot of trades websites and social media accounts I look at:

The phrase is.

The lights are on, but nobody’s home!

I can tell, and visitors can see clearly, you have a website, a Facebook page or even a Checkatrade profile.

But nothing is happening.

The blog posts are years old, with no new reviews, broken images or links.

Customers sense this and will move on to your competitors.

Your online digital assets are like your new showrooms, be alive, be present.

Leads for your roofing company want to see that you have a human side – this much is obvious!

Therefore, it makes sense to reach out to your leads wherever you can.

Take advantage of reviews and feedback, too. The best leads you can build will come from those who can see that you genuinely care.

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Time to Take Action

Are you a bit clearer on how to get leads for roofing?

Now is the time to take action.

You could spend years reading through how to get more roofing work guides.

Instead of honing your skills through reading alone, why not put some of these ideas into practice right away?

Roofing business leads are likely to be pretty specific. 

However, that doesn’t mean you should take a narrow view.

Please take what you can from my guides on how tradespeople get more work, but until you execute these methods, you’re going to be a long way from results.

Start acting now, and push for exclusive roofing leads to come swimming into your business.

Sign up to my email list below and make sure you receive the next roofing marketing guide the day it’s released.

Don’t only buy roofing leads. 

You can generate leads yourself without paying for a lead generation service.

I’ve seen it done.

Many times.


John Devlin

With over 20 years working in the home improvement industry, I have successfully transitioned from a small trades business owner to a digital marketer. I knew very early that the secret to growing a trades business would rely heavily on learning scalable lead generation strategies and marketing the business better than others online. This blog is where I share everything I learned (and continue to learn) on my journey.