Digital Marketing for Roofers: 8 Tips to Build a Stronger Online Presence
When a storm hits or a roof starts leaking, many homeowners turn to Google to find help. Which means, if your roofing business isn’t showing up online, you’re missing out on jobs that could be going to your competitors instead.
But you don’t need to be a marketing expert to get results. Digital marketing for roofers is all about showing up in the right places online when people in your area are ready for a new roof, inspection, or repair.
This guide covers eight tips to strengthen your online presence and generate more leads.
8 proven tips for roofer digital marketing:
1. Build a helpful, easy-to-use website
Your roofing website is your digital business card, 24/7 sales rep, and portfolio rolled into one. And the first step in online marketing for roofers is to build a site that brings you leads.
Roof leaks, missing shingles—many homeowners grab their phones when they have problems like these. So, your site should load fast and be easy to navigate with just one finger.
And that needs to happen while clearly showing what you do—new roof installations, leak repairs, gutter cleaning. Even seasonal side hustles like hanging holiday lights.
If you’re really looking to scale your business, you should look at having a professional website.
Break out your services
Don’t just lump all your services into one page, though. Give search engines and your site visitors something specific to grab onto. Break out your services into dedicated pages, which might include:
- Emergency roof repair
- Flat roof installation & repair
- Gutter guard systems
- Gutter installation
- Metal roof installation & replacement
- Roof inspections & maintenance
- Roof leak detection & repair
- Roof replacement
- Shingle roof installation & replacement
- Storm damage repair
Take Black Stone Roofing, for example. Their website design includes a dedicated page for each of their services. Their site links to these in the main navigation, and there are call-to-action (CTA) blocks on the homepage for people to find that way, too.

Include before-and-after photos. People want to see the quality of your work and how their own roof could look.
And make it easy for visitors to find your contact info. Your business name, address, and phone number should be on every page—at the top of your site, in the footer, and on the contact page.
Create content that your audience will find helpful
People won’t be impressed if your site looks like it hasn’t been touched in years. So, stay active with blog posts (content marketing) that answer common roofing questions and shine a light on your expertise. You might write about topics like:
- Flat vs. pitched roofs: What’s right for your home?
- How we helped a [city] family after hail damage
- Signs your roof needs repair after a storm
Content like this is great for roofing SEO. It tells potential clients you know your stuff and you care about educating the community.
You can create a case study about Forest Lakes. Maybe you did a new roof in Forest Lakes, and then you can share what the problem was that the customer had, the unique solution that you put together. Maybe a review from the customer, and then the ultimate outcome.
Use Jobber to create a simple, professional website in minutes. Simply provide some details about your roofing business and services. Then, Jobber will create a site that highlights what sets you apart from the competition.
2. Optimize for local SEO
Want to show up when someone Googles “roof repair in [your city]”? This is where local SEO comes in. It’s one of the most powerful tools in digital marketing for roofers. It takes some work, but the payoff is long-term leads that keep rolling in.
Use location-specific keywords throughout your website
Think about what a homeowner might type into Google when their roof starts leaking. Or when they’re finally ready to replace those worn-out shingles. Odds are, they’re typing in phrases (keywords) like “roof repair in [city]” or “roof installer near me.”
Using the location-based keywords on your website can help your business show up at the exact moment someone needs a roofer.
[SEO] can not only help grow your business into one specific area, but if you’re trying to cover multiple communities, multiple neighborhoods, multiple areas—by investing in SEO, you’re going to be able to get potential customers in all those different areas.
How to do keyword research for your roofing business
Here’s how to find out what local keywords your roofing business should be targeting:
- Start with what you already know: List the work you do, like “roof installation,” “shingle repair,” etc. These are your core service keywords.
- Add the places you serve: Tack on your service area to arrive at keywords like “gutter repair in [city A]” and “[city B] roofing contractor”
- Use keyword tools: Enter these ideas into tools like Google Keyword Planner, Ubersuggest, or even the free version of Ahrefs. These tools show how often people are searching for your terms, and might spark ideas you hadn’t thought of, like “asphalt roof leak fix.”
- Spy on the competition: Look at the top roofing companies in your area. What roofing phrases do they use on their homepage and service pages? If you keep seeing the same terms, that can be a clue that it’s something you might want to use too.
- Think about what the customer really wants: Someone Googling “roofing material types” is probably doing research and not ready to talk to you yet, but someone searching “roof replacement [city]” is. Try to match your content to where the customer is in the decision-making process.
- Trim your list and go with what matters most: After you compile your list of keywords, pick the ones that are most likely to lead to jobs. Go with a mix—some short and broad, and others long and specific. That way, your site has the potential to get traffic from all different types.
Create dedicated pages for each service area
Let’s say you work across five towns. Don’t force all your messaging and information into one page. Instead, build a dedicated page for each area.
Tailor each service area page for just the target customers in that town. You want to show local homeowners you have expertise in their neighborhood and understand what they’re dealing with.
If you’re just starting out with SEO, there are these things called service area pages.
If you’re in a specific city, but you also service maybe 10 or 20 other cities around you, you can create service area pages for each city that you serve.
Here’s what to include on your service area pages:
- A short introduction that speaks directly to the area
- List the roofing services you offer in that location
- Photos of jobs you’ve done in that area (or at least nearby)
- Customer testimonials from that area
- Local information or neighborhood quirks that show you get it
- A CTA that invites the reader to reach out
- A clickable button that takes users to your booking page or contact page
- Business address, phone number, and email address
- Optional: An embedded contact form
- Internal links to related content
As an example, Pinnacle Roofing has a service area page for Orange County, FL (as well as pages for other areas). And it features many of the bullet points above.

You could have a subpage for even neighborhoods within one city.
READ MORE: How to attract more customers with local SEO
3. Claim your online business listings
List your roofing business in as many popular online directories as possible. Many customers look for roofers on Google, Yelp, and Angi.
Getting listed in online directories helps you attract customers from more places. And it’s part of SEO, as having lots of listings can help search engines see that you’re a reputable business.
Create a listing with your company name, website, services, and contact information on directories like:
- Google Business Profile (GBP) – chances are, most of your online customers will come from Google, so start here
- Yelp
- Nextdoor
- Yellow Pages
- Chamber of Commerce
- Bing Places
- Foursquare
- Yahoo Small Business Registration
You can also create a profile on lead generation websites like Angi, Houzz, HomeAdvisor, and Thumbtack, which match you with customers who need roofing services.
4. Use Google ads for more leads
Google ads can get your business in front of people who are searching for a roofer, turning them into leads. Here are the ad types to use for roofing:
Google Local Services Ads
Google’s Local Services Ads target potential customers in your specific service area. The ad appears at the top of search results, and people can book an appointment right there.
Here’s what these ads look like:

Google Search Ads
With Google Search Ads, you only pay when someone clicks on your ad. And when people Google things like “metal roof installation in [city]” or “gutter guard system near me,” your ad could appear at the top of the search results page.
Use keywords specific to your services and region. Target your ads to the areas you serve, so don’t waste money on clicks from people outside your service area.

Google Display Ads
Instead of showing up in search results, Google Display Ads appear on the sites your potential customers visit. And a great use of display ads is remarketing, which allows you to show ads to people who’ve already visited your site. These ads follow your audience across the web, reminding them of your roofing business.
To make the most of Google Display Ads, use eye-catching visuals, like images of completed roofing jobs. Highlight benefits, like “free roof inspections” or “fast repairs.”
5. Improve your reputation with online reviews
Not everyone will call the first roofer they find online. They search around, read reviews, and maybe look for your business on Facebook.
Word of mouth has moved online, and reviews are the new referrals. In the world of internet marketing for roofers, a good reputation is everything.
The first thing that someone’s going to do when they find out about your business is check your reviews.
And people make snap decisions. If they see a 3.2 [average review rating], they might not even bother.
Encourage satisfied customers to leave reviews
You patch up a leaky roof, and the homeowner’s thrilled. This is the time to ask for a review, otherwise they might not even consider leaving one. So, make it part of your process:
- Send a quick text with a link to your Google profile
- Mention that reviews help your local business
- Ask right after the job is done, and they’re smiling
Google is obviously important, but you don’t have to stop there. Encourage reviews on platforms like Nextdoor, Yelp, and Facebook, too. More platforms with reviews mean more trust.
To make sure you don’t forget to ask for reviews, set up automatic review collection with Jobber. It automatically sends a text to the customers you want reviews from. When you make an invoice for your customer, simply select “yes” or “no” to ask for a review.

Share positive reviews
Pull positive quotes and feedback from customers and use them on your website—especially on the homepage and service pages. Share them on social media along with a project photo.
This kind of social proof builds trust fast.
Retex Roofing & Exteriors, for example, features several customer reviews on their homepage. They also have a dedicated reviews page to see even more.

Focus on the “Five Rs”
Remember these five Rs when it comes to online review management:
- Recency: Newer reviews show you’re actively doing business.
- Relevance: Encourage customers to mention the service you provided (gutter install, flat roof repair, etc.) as part of their review.
- Response: Responding to reviews—both positive and negative—shows you care and builds trust.
- Ratings: Naturally, you always want five stars. But don’t sweat the occasional 3-star (or worse) review.
- Reputation: Over time, accumulating reviews will build up your name in the community (and on Google).
6. Nurture customers with email marketing
Email sounds old school, but it’s one of the most cost-effective ways to stay connected with past and potential customers.
Every time you interact with a customer—whether it’s through a job or at a community event—ask for their email address without being pushy. Let them know you’ll send helpful home maintenance tips and exclusive offers now and then.
Here are a few ideas for roofers:
- Seasonal tips, like what to check before winter hits or how to clear out gutters before spring rains
- Promotions and discounts on gutter cleaning or early booking for inspections
- Project spotlights that showcase before-and-after photos from recent jobs
If your site doesn’t already have a newsletter sign-up, add one. You could also offer a downloadable asset, like a “Roof Maintenance Checklist,” in exchange for their email address.
Once a job’s wrapped up, don’t forget to use email to follow up:
- Ask for a review and include a direct link to your Google Business Profile
- Offer a referral bonus, like 10% off their next service for referring a friend
- Remind them of what’s next, like a check-in after six months to think about routine maintenance
Want to make sending roofing marketing emails easier? Use Jobber to prepare email templates and audiences. Choose from premade templates that are built for specific goals and customers, and that includes your company branding.

Here’s an example of what that email could look like:

READ MORE: Email campaign examples and tips
7. Engage your community on social media
Social media marketing involves connecting with homeowners in your area where they’re already spending time—Facebook, Instagram, X, TikTok, and LinkedIn.
Start by creating business profiles on platforms like Facebook, Instagram, and even TikTok. Make sure these include:
- Your roofing service area and business hours
- A clear description of your roofing services
- Contact info and a link to your website
- Photos of your crew and recent jobs
Share content that builds trust
Posting regularly helps show that you’re active and experienced. Some roofing content ideas that could perform well for you might include:
- Before-and-after project photos, showing a job well done
- Quick tips to teach people how to spot signs of roof damage or explain what goes into a roof inspection
- Customer shoutouts with testimonials or photos of happy homeowners
- Behind-the-scenes videos of your crew working on a project, or a story about a tricky repair
As an example, here’s an Instagram reel from Superior Roofing that shows the crew installing a new roof:
Use targeted paid ads and boosted posts
One of the biggest benefits of social media platforms like Facebook, for instance, is the ability to put your roofing business in front of exactly the right audience.
Boosting a post that offers $100 off seasonal roof inspections can generate leads quickly when targeted locally. Boosting means you pay to promote one of your posts to more users.
With Facebook ads for roofers, you don’t have to spend a fortune to get results. Even a small budget can get your name in front of hundreds of local homeowners who need your services.
8. Hire a digital marketing agency for roofers
Have a bigger budget? If you're ready to scale your lead generation or simply hand off your marketing to experts who know the roofing industry, you can turn to professional digital marketing services.
Partnering with a digital marketing expert can boost your online visibility by combining effective SEO services with targeted PPC advertising to grow brand awareness and attract more customers.
Here are some roofing marketing pros that focus on roofer digital marketing, so you can spend more time running your crew:
Market your roofing business with Jobber
To attract more customers and grow your roofing business, you’ll need a marketing strategy that promotes your roofing services to the right people.
Jobber’s Marketing Suite helps you build a strong reputation that secures more work with less effort. Here’s what’s included:
- Reviews: Improve your online reputation by collecting more Google reviews through automated review requests.
- Referrals: Simplify the referral process with a fully automated referral program. This makes it easier for customers to send new business your way.
- Campaigns: Boost sales with a user-friendly email marketing tool that turns old customers into new revenue.