A strong online presence is crucial for any business, and the roofing industry is no exception.
Unfortunately, 98% of roofing website content generates zero traffic. This can be alarming if the goal is to build a strong online presence.
Roofing businesses must develop an effective SEO and content strategy to overcome this challenge. One vital component of this strategy is the creation of roofing landing pages.
Creating high-converting roofing landing pages can help you attract a larger audience and boost conversions.
This article will show you how to create optimized roofing landing pages. But let’s start with the basics.
What is a roofing landing page?
A roofing landing page is a standalone web page specifically designed to capture visitors’ attention and convert them into leads or customers.
Unlike traditional web pages, which may contain various information about the company and its services, a landing page is focused on a single objective, such as encouraging visitors to get a quote, opt for a consultation, or sign up for a newsletter.
Here is an example of a roofing landing page promoting roofing repair services:
From simple and clear headings to showcasing the services, this landing page focuses majorly on generating leads. Roofing USA has embedded a short form to capture lead data. Along with the form, it also highlights “Free Inspection in 24 Hours” to encourage the audience to contact them.
Why creating landing pages is vital for roofing websites
For any website, creating landing pages primarily aims to increase conversions. But the benefits extend well beyond that. These include:
1. Boosts lead generation
Creating roofing landing pages is one of the best ways to generate leads. Your roofing company can attract potential customers and generate leads by directing traffic from online ads, search engine results, or social media platforms to a dedicated landing page.
Offering valuable incentives such as free estimates, special discounts, or informative guides encourages visitors to provide their contact information in exchange for the offer. This practice can help you collect more Highly Qualified Leads (HQLs).
In fact, 43.6% of marketers aim to generate leads via landing pages. This strategy is crucial because even though landing pages might have low traffic compared to blogs, they yield higher conversion rates.
2. Meets search intent
Search engines like Google prioritize websites that provide relevant, high-quality content to users. Creating a well-optimized landing page targeting specific keywords allows you to rank for keywords where the user intent is to find service providers.
For example, when you search for “Roofing repair near me,” you will notice that most ranking content is dedicated landing pages. That means you must also create an optimized landing page to stand a chance of ranking for that high-intent keyword.
5 essential elements for your roofing services landing page
Your landing page must effectively communicate your services, build trust, and compel visitors to take action. Here are five essential elements you can add to your roofing services landing page to achieve that:
1. Compelling headline and subheadline
Your headline is the first thing visitors see when they land on your page. It needs to grab their attention immediately and convey the value of your services. A compelling headline should be clear, concise, and benefit-driven.
While the headline grabs attention, the subheadline provides additional context. It should expand on the headline, briefly explaining what makes your roofing services unique or superior. This combination keeps visitors engaged and encourages them to read further.
Check this out:
The above example shows how the subheadline provides additional context to an already powerful headline. The brand is also optimizing the landing page for SEO with keywords like “residential roofing contractors.”
Additionally, they use incentives like “Get a free, no-obligation estimate” to encourage visitors to contact them.
Below are some best practices for creating captivating headlines and subheadlines:
- Use simple, straightforward language that is easy to understand. Avoid technical jargon that might confuse visitors.
- Clearly state what you offer and why it’s beneficial. The headline should immediately communicate the primary value proposition of your roofing services.
- Keep your headline to around ten words or less. This ensures it’s easy to read at a glance.
- Highlight the most important aspects of your services without unnecessary filler.
- Focus on what the customer will gain, such as reliability, affordability, or enhanced home value.
- Address common pain points and how your service resolves them.
Here’s how you can differentiate between weak and strong headlines –
Example
Weak: “Affordable Roofing Services”
Strong: “Save on Energy Bills with Our Affordable, Efficient Roofing”
In the above example, the weak headline focuses only on low cost. In contrast, the strong headline showcases the value it provides users – they can save on energy bills. That’s how companies use pain points to convert prospects into customers.
2. High-quality visuals
High-quality visuals play a significant role in creating a positive first impression. They help convey the professionalism and quality of your roofing services. Moreover, adding videos can boost your conversion by an additional 10-20%.
Use visuals of your team in action, before-and-after shots of completed projects, and any certifications or awards.
Ensure your visuals are relevant and of high resolution. Avoid stock photos if possible. Instead, use real images of your work. Videos can also be highly effective in showcasing your services, explaining your process, and highlighting customer testimonials.
If you’re wondering where to start, below are some ideas for visuals you can add.
Real project photos
Show transformations from old to new roofs. This helps potential customers visualize the impact your services can have on their property.
Moreover, display images of your team working on roofing projects. Such visuals help highlight your team’s expertise and dedication.
The image below shows how Spartan Roofing has created a dedicated landing page specifically for their completed projects.
Showcasing high-resolution images of finished roofing projects to demonstrate your work’s quality and variety also helps build customer trust.
Team Photos
Include photos of your team members to add a personal touch and build a connection with visitors. Create landing pages featuring your on-site team members to show their professionalism and dedication.
Customer Photos
Show images of satisfied customers standing in front of their newly roofed homes to build trust and credibility—pair written testimonials with photos of the customers who provided them to enhance authenticity.
Infographics and Illustrations
Use infographics to illustrate your roofing process, making it easy for visitors to understand what to expect.
Create illustrations or icons to highlight key features and benefits of your services, such as material quality, energy efficiency, and warranty options.
3. Clear call-to-action (CTA)
A clear and compelling call-to-action (CTA) guides visitors toward taking the next step, whether scheduling a consultation, requesting a quote, or calling for more information. Your CTA should be prominently displayed and easy to find.
Use action-oriented language that encourages visitors to act immediately. Phrases like “Get Your Free Quote Now,” “Schedule a Free Inspection,” or “Call Us Today” can be effective.
The above image contains a CTA section and a quick video explaining how inspection works. Adding a visual element to your business process can help your customers make quick decisions.
Make sure the CTA stands out using contrasting colors and strategically placing it throughout the page.
4. Customer testimonials or reviews
Customer testimonials and reviews provide social proof that your roofing services are reliable and high-quality. They help build trust and credibility to support your roofing marketing strategy.
Feature testimonials prominently on your landing page. To add authenticity, include the customer’s name, photo, and possibly their location.
Video testimonials can be particularly persuasive. Highlight specific benefits and results that your customers experienced. Adding this to your roofing landing page can further enhance the overall appeal and build credibility among your prospects.
5. Benefits and features
Clearly outline the benefits and features of your roofing services.
What sets you apart from competitors? Focus on what your customers will gain by choosing your services, such as quality materials, expert craftsmanship, or exceptional customer service.
Use bullet points or icons to make this information easy to scan. Break down complex information into simple, digestible parts. Consider creating separate sections for benefits (what the customer gains) and features (specifics of what you offer).
Here is an example:
Beldon Roofing Company highlights its expertise and project quality in an easily digestible manner, making it easier for potential customers to see what they have to offer.
Roofing business landing page template example
Creating a roofing landing page requires careful consideration of design, content, and functionality to capture leads and convert visitors into customers effectively. Below is a landing page template from the GetResponse landing page builder that you can try out.
You can add the main title and explain your service in a few sentences. On the right side, you can add Get Free Estimation CTA to capture leads.
You can further add key benefits or distinctions of your roofing service compared to others. Moreover, this landing page template allows you to add client testimonials.
Our tool provides an intuitive drag-and-drop editor to help you easily customize any of the free templates. We also have tons of visuals that you can use to make your landing pages more engaging. You can access the AI-powered landing page builder here.
Conclusion
A good landing page for a roofing website requires the perfect blend of five things:
- A compelling headline
- Stunning visuals
- Clear CTAs
- Authentic customer testimonials
- Clear benefits and features
These elements work together to capture visitor attention, build trust, and encourage conversions. By incorporating these components and refining them based on feedback, your landing page will effectively attract and convert potential customers. And if you need a user-friendly tool to help you with this, check out the free GetResponse landing page builder.