SEO For Roofing Companies: 6 Steps to Attract More Leads

The roofing industry is one of the most competitive home services out there. In the US alone, it’s a multi-billion dollar market. IBISWorld values it at more than $75 billion in 2025, and it keeps climbing every year. That means plenty of opportunity, but also plenty of competition. 

If your company doesn’t show up when people search for roof replacement or repairs, chances are a competitor will. That’s why SEO for roofing companies matters. A clear, practical SEO strategy helps your business show up in local searches, build trust with homeowners, and bring in steady leads without overspending on ads. 

In this guide, we’ll break down a 6-step SEO strategy designed for roofing businesses:

• How to optimise for local visibility
• Ways to improve user experience
• How to do keyword research for roofers
• On-page SEO best practices
• Content creation that builds authority
• Link building strategies that work

If you’re just getting started with the business side, check out our step-by-step guide: How to Start a Roofing Business in 10 Steps. 

How to Start Doing SEO for Your Roofing Business

Source: Freepik

Step 1: Optimize for Local Visibility

Most roofing leads come from homeowners searching for services in their area. That makes local SEO for roofers essential.

• Google My Business (GMB): Claim and optimise your profile with an accurate address and phone number, business hours, photos of your roofing projects, and service categories. According to BrightLocal, 98% of consumers used the internet to find information about local businesses in 2023.
• Google Maps ranking: Ensure your business appears for queries like “roof replacement near me” by encouraging reviews, adding your service area, and consistently updating your listing.
• Local directories: List your roofing company on trusted platforms like Angi, HomeAdvisor, and Better Business Bureau. This improves credibility and helps Google confirm your business details.

Step 2: Provide a Great User Experience

Google prioritises websites that provide value and a smooth experience for users. For roofing contractors, this means making sure your website not only looks professional but also works seamlessly for homeowners who may be stressed about a leaking roof or a replacement job.

Communicate Your Unique Selling Proposition (USP)

Highlight what makes your company different. For example, if you offer a 10-year workmanship warranty, same-day emergency tarping, or free inspections, spell it out clearly. 

A line like “Serving our community since 2001 with 2,000+ roofs installed” makes your USP tangible.

Share Social Proof

Feature testimonials and reviews prominently. According to Trustpilot, 89% of consumers read reviews before making a purchase. 

Use star ratings or even embed video testimonials. For instance, include a quote from a customer who praises how quickly you handled storm damage repairs.

Showcase Your Roofing Projects

Add before-and-after photos of roof replacements or repairs, ideally with captions explaining the challenge and solution. A gallery that shows everything from shingle repairs to full roof replacements demonstrates your capabilities better than text alone.

Improve Your Site Speed

A slow site can drive leads away. Google recommends load times under 2.5 seconds. Compressing large images of roofing projects and using a reliable hosting provider can make a huge difference.

Make Your Website Elements User-Friendly

Ensure navigation is simple: group pages under clear headings like “Roof Replacement,” “Emergency Repairs,” and “Gutter Installation.” Make your phone number clickable on mobile, and add quick-quote forms so prospects can reach you with fewer clicks.

Ensure Company Information is Clearly Visible

Add your address and phone number in the header/footer to reinforce local SEO signals. Include a Google Maps embed on your Contact page so visitors immediately know the service area you cover.

For additional protection and credibility, make sure you’re properly insured — see our How To Get Your Roofing Insurance: Step-by-Step Guide for details.

Step 3: Do Keyword Research

Effective SEO begins with knowing what your target audience is searching for:

• Use tools like Google Keyword Planner or Semrush to find high-volume terms such as “roof replacement cost” or “emergency roof repair”.
• Target local searches like “roofing contractors in Dallas” to attract leads in your service area.
• Identify long-tail queries like “how to fix a leaking roof” to create helpful blog posts that pull in traffic.

Step 4: Implement On-Page SEO Best Practices

Once you know your keywords, it’s time to optimise your website.

Add Keywords to Your Pages

Include your target keywords in titles, meta descriptions, headers, and naturally in content.

Make Dedicated Landing Pages for Each Roofing Service

Instead of one “services” page, create separate pages for roof replacement, roof repair, gutter installation, etc.

Link Within Your Site

Use internal linking to guide readers. 

For example, when discussing project costs, link to your article on How To Bid A Roofing Job: Roofing Pricing Guide.

Step 5: Publish Valuable, High-Quality Content

Content marketing builds authority and improves rankings. For roofers, this could include:

Address Pain Points

Write about common issues like “how to spot hail damage on a roof.”

Answer Common Questions

Publish FAQs such as “How long does a roof replacement take?”

Teach a Hack or Pro Tip

Offer seasonal maintenance tips homeowners can use.

Show Your Happy Customers

Case studies and client interviews can build credibility and drive conversions.

For inspiration, see: 

• 92 Roofing Marketing Ideas
• Best Roofing Hand Tools to Use on the Job in 2025
• Best Roofing Services List To Offer To Clients in

Step 6: Get High-Quality Backlinks

Backlinks remain one of Google’s strongest ranking factors. Roofers can:

• Local Directories: Submit to chamber of commerce or construction industry associations.
• Media Mentions: Pitch your expertise to local news outlets about storm damage prevention.
• Influencer Outreach: Collaborate with home improvement bloggers.
• Guest Blogging: Write for construction or real estate websites.
• Discover Backlink Gaps: Use tools like Ahrefs to see where competitors earn links.

How to Track Your Roofing SEO Performance

Source: Semrush

To measure success, track:

• Keyword rankings for core terms (roofing contractors, roof replacement).
• Organic traffic growth via Google Analytics.
• Conversion rates: leads that fill out forms or call after visiting your site.

Invoice Fly also offers a ROI Calculator to estimate your SEO return on investment.

How to Calculate Your ROI from SEO

If you spend $2,000 per month on SEO and generate 20 new roofing leads valued at $1,500 each, that’s $30,000 in revenue — a return that quickly dwarfs the investment. To put it in perspective:

• ROI math: Every $1 spent on SEO could bring back around $15 in roofing revenue.
• Paid ads comparison: Google Ads can cost $15–$30 per click in the roofing industry (WordStream).
• Example scenario: 200 clicks at $20 each would cost $4,000, yet there’s no guarantee those clicks convert into a booked job.

With SEO, you own the asset. Once your site is optimised, it continues to drive leads month after month without the constant drain of recurring ad spend.

Pro tip: Track not just how many leads you get from SEO, but also the quality of those leads. For example, you can compare conversion rates between SEO-driven calls and paid ads. This helps you fine-tune your strategy and invest more in the channels that bring the highest-value customers.

How Much Does Roofing SEO Cost?

Hire an In-House SEO Strategist

Costs range from $45,000–$70,000 per year. This is most suitable for larger roofing companies that want a dedicated specialist to manage strategy, content, and reporting full-time.

Hire an SEO Agency

Agencies may charge $500–$7,500 per month depending on scope. Agencies can provide a team of experts covering technical SEO, content writing, and link building — but may not always offer the same level of industry-specific focus.

Work with Freelancers or Consultants

For mid-sized contractors, freelancers can be a flexible option. Many SEO consultants charge between $50–$150/hour. This allows you to scale up or down based on your budget and project needs.

DIY with Tools and Training

Smaller businesses may choose to handle the basics themselves using tools like Google Analytics, SEMrush, or free resources from platforms like HubSpot Academy. While this is more time-consuming, it can dramatically reduce costs if your budget is tight.

Pro Tip: For small businesses, starting with local SEO and content marketing is often the most cost-effective way to gain traction.

Roofing SEO Cost Comparison Table

Additional SEO Strategies for Roofers

Leverage Video Marketing

Source: Freepik

A survey by American Home Shield found that 3 out of 4 homeowners turn to YouTube and social platforms to research home repairs. Creating short explainer videos such as “How to Tell if You Need a Roof Replacement” or showcasing a timelapse of a roof installation can build trust and drive traffic back to your site. 

Even simple smartphone videos highlighting your crew in action or answering common roofing questions can boost engagement.

• Example: A roofing company posts a video walking viewers through a hail damage inspection. That single video could rank in YouTube search results and drive dozens of calls in storm season.
• Tip: Add subtitles to your videos so they’re accessible and also more likely to be watched without sound on social media.

Optimize for Voice Search

With smart speakers and mobile voice assistants, many users search using conversational questions like “Who’s the best roofer near me?”. Optimizing your content with FAQ-style answers helps capture this audience. Think about the way homeowners ask questions out loud, not just how they type.

• Example: Instead of only targeting “roof replacement Dallas,” create a Q&A section that answers, “How much does it cost to replace a roof in Dallas?”
• Tip: Include natural language and concise answers (30 words or less) to improve your chances of being featured in voice search results.

Build Partnerships with Local Businesses

Source: Freepik

Form referral partnerships with real estate agents, home inspectors, or insurance adjusters. Adding each other’s links on your websites can strengthen local SEO and drive qualified leads. Cross-promotions can also expand your visibility offline.

• Example: Team up with a local realtor who recommends your company during pre-sale inspections. You recommend them back when homeowners ask about selling their property.
• Tip: Make sure to feature partner logos on your website. This provides credibility while also signaling relevance to search engines.

Monitor Competitors

Use tools like Ahrefs or SEMrush to analyze competitor websites. Check what keywords they rank for, what content earns backlinks, and where there are gaps you can fill. Staying ahead of competitors is an important part of roofing business marketing strategies.

• Example: If you see a competitor ranking with a guide on “winter roof maintenance,” create a more comprehensive version with images, checklists, and tips for homeowners.
• Tip: Set up alerts for competitor brand mentions using Google Alerts. This helps you spot PR opportunities and monitor their marketing moves in real time.

Get Started With Your SEO Journey

Don’t wait until competitors outrank you. Start applying these steps today, track your results, and watch your leads grow steadily month after month. With consistent effort, your roofing company can move from simply competing in search results to becoming the first choice homeowners see when they need help. That visibility means more calls, more projects, and ultimately more revenue for your business.

Need a payment processing solution for your roofing business? Try Invoice Fly’s Invoice Maker — it’s free!