In a highly competitive industry like the roofing industry, you need every advantage possible to stay in business and beat the competition. And while long-term success in this space ultimately depends on the quality of your service and how you interact with customers, superficial details are also important. You need to pay special attention to your marketing.
When it comes to marketing your roofing business, you have many options.
There is social media, blogging, podcasting,PPC advertising, radio spots, sponsorships and all other traditional techniques and strategies. But there is one key piece of the puzzle that you mustn't forget.
Of course, we are talking about your website.
Your website is the "home" of your brand. This is where you increase the overall traffic and attention you generate with your other marketing activities. And if your website isn't visually appealing, highly functional and user-friendly, you're losing potential customers and ruining your reputation.
Besides, when was the last time you spent time designing your umbrella website?
Have you ever had your umbrella website professionally developed and designed? Or do you just do it and hope it all works out?
There is a lot more to designing an umbrella website than meets the eye. In this guide, we'll show you why this is important, what you can do to improve your website design, and the different options available to you.create a websiteThis creates more leads and eventually converts them into paying customers.
Why good website design is important for roofers
When you think of elegant and sophisticated website design, the roofing industry is not the first thing that comes to mind. (Most people think of Silicon Valley tech companies or hip startups.)
But the truth is that good roofing website design is just as important.
Here are four reasons why:
- Branding.Your website is one of the most visible extensions of your brand.Research shows thatthat 75 percent of users evaluate the credibility of a brand based on its visual design. It only takes 50 milliseconds for a visitor to get an idea of your website design. If your layout, content and design are perceived as unattractive, 38 percent of visitors will stop engaging. Most of them will never come back. So, if you want to establish a brand that will evoke positive associations in your local market, it is important to pay attention to the design of your website.
- Confidence.You may think you're in the roofing business, but you're actually in the fiduciary business. Not only do your customers invite you into their home - which is the epitome of personal space - but they also expect you to treat them fairly by providing quality service at a fair price. Your website is a great way to build trust and show potential buyers and homeowners that you are worthy of their trust. (Bad website design, on the other hand, can have the opposite effect.)
- search sites.Most people think of website design and SEO as two completely different branches of the same tree, but there is more overlap than you probably think. eavesWebsite design affects user experience (UX), but it also affects search engine rankings. When the user experience is positive, users spend more time on the page, click through to more pages, and show Google that they like your page through their actions. When the UX is negative, a high bounce rate and low conversions signal that the website is not worth showing to search engines.
- A course.It all depends on whether the website visitor fills out a form, calls or arranges an offer/service. You can conceptually have the best website in the world, but if it doesn't convert traffic into paying customers, it's a waste. Proper website design ensures that you don't lose traffic. It helps you guide your visitors through the conversion funnel and ultimately turn them into profitable and loyal customers.
These are just a few of the benefits of a good roofing website design. As you build your website and invest more time and energy into optimizing your website, you will find that it is a powerful tool to grow your business (online and offline).
10 tips for designing umbrella websites
When designing your umbrella website, it's important to remember the goal. You are trying to strengthen your company's brand and ultimately convert traffic into customers. You achieve this by minimizing frictional losses and designing your website to be visually appealing, credible and informative.
Here are some of our top tips for designing website tags:
1. Create a visual hierarchy
In web design there is a concept known as visual hierarchy. Basically, this includes the size, layout, contrast and visual arrangement of different elements, as well as their visibility to visitors on your website.
Every element on your website sits somewhere on the visual hierarchy spectrum. At one end of the spectrum is "low visual salience." On the other hand, you have "high visual importance".
- Little visual importance: little; located at the bottom of the page; low contrast and neutral colors; mostly textual content; crowded and dense with other elements.
- High visual prominence: big; located at the top of the page; unique colors with sharp contrast; mainly visual content (videos, images, icons and gestures); surrounded by negative space.
It is important to understand which elements and elementsneedwho excel at creating conversions and who are more capable of taking on supporting roles. The right mix, layout, placement and weight will ensure your website delivers.
2. Note the fold
Newspaper editors have always spent a lot of time and energy emphasizing the fold (which is actually the fold where the paper is cut in half). The top half of the page is "over the pass", while the bottom half of the page is "under the pass".
Anything above the dividing line is what people see when they go to a newsstand or gas station and see the newspapers on display. Everything under the fold is visible only after purchase. (It's far less noticeable.)
The same terminology is used in web design. Above-the-line content is any element that a website visitor sees without having to scroll. If the visitor has to scroll down to see it, it is considered below the divider.
The fold is especially important on the home page of your umbrella website. Research shows that80 percent of visitors' timeis used above the dividing line, so it makes sense to use the bulk of your focus here as well.
You never want to create an overloaded design, but there are certain elements you should always include on the top half of the page:
- Logo and name of your company
- Your value proposition (ideally eight words or less)
- A concrete call to action
- A simple email option with one or two fields
Design and content below the fold are still very important, but once you start prioritizing what's on top, everything else will fall into place naturally.
3. Keep things simple
The more you delve into website design and study different design principles, the more likely you are to come up with a complex website. After all, it's only natural that you want to use all the tips and tricks you've collected.
But no matter how much knowledge and advice you have, it is always important to remember the KISS principle:Keep things simple, fool!
Nobody likes a complicated and cluttered website. You may be proud that you can integrate so many different elements, but your visitors will not be so happy.
Simplicity is about removing visual distractions so your visitors can focus on the elements that matter most. Don't confuse it with generic or rudimentary design. Some of the simplest websites - visually speaking - are also the most advanced behind the scenes.
When developing a simple website, keep the visitor's perspective in mind. Is it smooth and responsive? Is it clear what to do? If you answer "yes" to these questions, then everything is fine.
4. Say more with less
They say a picture says more than 1000 words. And if so, a video can say more than a million words. As you design and develop your umbrella website, consider when and where you can remove pieces of text and replace them with visual content that is simpler and more engaging.
There's nothing wrong with written text—and it serves an important purpose throughout the site—but when it comes to the standout elements of a site, graphics and video take center stage.
5. Bring your calls to action to life
Your website is designed to generate leads and ultimately convert them into customers. But they won't necessarily do it alone. You need itCall them to action.
A call to action or CTA is a term we use in web design and marketing to refer to a phrase you use to get people to make an appointment, request a quote, give you their email, give you an email address, etc.
The key to high converting CTAs is word choice, design and placement:
- choice of words.The biggest mistake we think businesses make is using generic and lifeless CTA text. No one wants to click a button that says "Submit" or "Sign Up". Instead, you should useliving words and phrasessuch as "Get Started", "Join", "Join Free", "Learn More", "Explore" or "Discover".
- To design.The design of your CTAs is also important. Color affects the mood, so it should be chosen carefully. While context is everything, green and blue are often the best options for high-converting sites.
- Place.Finally, consider the location. CTAs should be used throughout the entire website, but they can be particularly effective when placed above the divider in the top "banner" of the home page. They are also useful when embedded in blog posts and used as exit intent overlays.
The right combination of these elements, combined with other well-crafted design elements, will allow you to increase your conversion rate and turn your website into a simple, average lead generation machine.
6. Don't reinvent the wheel
Web design is an art form. But just because you can be super creative doesn't mean you have to be. There is good reason to stick with what works. In other words, there is no need to reinvent the wheel.
According to a Google study, Sites that follow perceived standards are more likely to be "liked" than sites that try to do something atypical. As prototypicality increases, so does perceived beauty.
What does it mean to stick to standard layouts and designs?According to the study, This means:
- Places your logo in the top left
- Artificial contact mountain right
- Setting the main navigation in the header
- Set your value above the limit
- Place a call to action above the dividing line
- Placing social media icons in the footer
- Using responsive website design
The good news is that most themes you find on website builders or for sale meet these standards. However, if you've designed a custom website, be sure to prioritize these features.
7. Avoid slides and spinning carousels
You'll see them on many websites—including many popular news sites and blogs—but rotating sliders and carousels aren't a good idea for most umbrella websites.
The problem with these sliders is twofold:
- First, many visitors only see the first or second slide. This means they won't see the information you think is important enough to put at the top of your page.
- Second, exercise is a distraction. It can distract visitors from other important elements (such as your value proposition or CTA).
It's better to use the featured image - the image you think is most important - and display the rest of the slide content below the divider and/or in other areas of your page.
8. Use real human faces
People connect with people. Specifically, they connect with people they believe to be real.
Stock photos only worked because they were new. But in recent decades, they have been used so much in marketing and advertising that customers can spot them from a kilometer away.
If you want your website to inspire trust with visitors, you need real human faces – that is, real employees and customers.
According to a study on website conversion rates, pages with real human faces generate a47 percent higher conversion ratebut those without. That's a huge improvement (and a principle you should really take to heart).
When we talk about human faces, they can be used as visual cues. Instead of pointing the face directly at the visitor, point them towards the CTA. When people see a picture of someone else looking at something, they are automatically drawn to look at the same thing.
9. Be smart about choosing colors
Most roofing companies choose their website design colors based on their brand colors and finish it off. And while it certainly makes sense to use your brand colors to create a consistent and recognizable image, you should also think about the psychology behind different colors.
- Red gives energy, attracts attention and conveys a sense of urgency.
- Blue is calm, reliable and conveys a sense of security.
- Black is professional, simple, elegant and glamorous.
- Yellow is fun, exciting, approachable and alluring.
- Green is healthy, sustainable and relaxed.
Each color evokes a unique set of emotions. And the way you combine colors can affect how people feel about your brand. Keep this in mind when designing your website.
10. Brug digestible copy
When it comes to website design, most people think about visual elements - like the ones we've discussed in this guide. But the copy/written text is also an important part of the design.
Simplicity is the key to effective copywriting in today's Internet environment. Large paragraphs and large blocks of text no longer work.
Keep things simple and concise.
One-line paragraphs work well.
A paragraph should not contain more than two or three sentences.
Digestible copy makes people look down. It's less intimidating and more accessible.
Roofer Website Design: Real Life Examples
Each umbrella website has its own unique look and feel. While we would never recommend copying and pasting what other companies in your industry are doing, it is helpful to study the techniques and principles they use to achieve results.
However, here are some real-life examples to consider:
- This site manages to pay the most attention to visual content - especially throughout the site.
- Note the simple and concise value proposition: “Simple. Affordable. Painless."
- There is a clear CTA in the upper right corner of the page.
- In the bottom left corner is social proof. (5 start google rating)
- The value proposition is quite compelling. They don't sell you a roof, they help you "protect your family and your home".
- The signup form is prominent and the CTAs are good ("Get a free quote" + "Get started").
- There is plenty of social proof to back up certifications and references (which inspire confidence).
- Scroll below the dividing line and you'll see actual photos of the team (including spouses and children).
- This website design won't suit every roofing company, but it's a unique option worth looking into. They actually contain a navigation menu below the dividing line. Everything above the dividing line is a large graphic with a series of different value propositions.
- Scroll down below the divider and you'll see lots of social proof and lots of original images with employee photos and job pages.
Create your own roofing website
When it comes to building and designing your umbrella website, you have many different options. Here are the five most common options:
- DIY website creation.The first option is to create your own website from scratch. This is really only an option if you know how to code and develop websites. Unless you have several thousand hours of free time, you won't learn this on the fly.
- DIY-Creation of websites.Drag and drop website builders have emerged as a possibility in recent yearsDIY-Possibility of web-designfor home and business owners who want to create accessible websites. This might work if you have very basic needs, but generally isn't enough if you have a lot of personal needs.
- Theme-Based Design.If you have basic programming skills, you can always buy a theme from a designer and then integrate it into your themeCreating a WordPress website. This gives you a solid starting point while also allowing you to customize various elements and tailor them to your specific needs.
- Hire a freelancer.Not interested in doing some of the work yourself? There are some thereOnline marketplaces for freelancersHere you can hire your own web developer or designer to manage your project for you. This is a relatively cheap option, but you have to go through the process of finding and vetting the right people.
- Hire a web design service.A final option is to hire a web design service provider or agency to manage the project from start to finish. This is more expensive than the other options, but it is the only way to guarantee that you will get a quality and perfect websiteDesigned and optimized to generate conversions.
Which approach you choose will depend on your time, budget and website design experience. No two roofing companies are the same, but the last two options generally areachieve the highest ROI.
Become a DEV.co partner
At Dev.co, we pride ourselves on our ability to design and develop high converting websites that generate leads and clients for roofing companies across the country.
If you're looking for a team of experienced developers and designers to create your brand's digital experience, we're here to help. We have built dozens of roof coverings andplumbing websites.
Contact us todayWe will be happy to discuss your project in more detail!
- Latest posts
Vice President of SalesAnsoftware development company
Ryan is the VP of Operations for DEV.co. He brings over ten years of experience managing custom website and software development projects for clients large and small, leading internal and external teams to meet and exceed client expectations - delivering projects on time and on budget. Ryan lives in El Paso, Texas.
Connect with Ryan atLinkedin.
Ryan Nead's latest post(It's different)
- The best IDEs for developers in different programming languages- June 5, 2023
- Catastrophic forgetting in neural networks- May 30, 2023
- - May 17, 2023
Projected job growth for roofers is 12% from 2018-2028. There are over 134,365 roofers currently employed in the United States. There are 14,001 active roofer job openings in the US based on job postings. The average salary for a roofer is $38,294.What's the best way to advertise a roofing company? ›
Roofing flyers, door hangers, postcards, yard signs, vehicle magnets, and other tangible marketing materials give your company a name in the community, so even if a homeowner is not ready to replace a roof now, they know who to call in the future.What is the outlook for a roofer? ›
Create a Facebook ad for your business that links back to your website, includes a phone number to call, or includes a contact form that Facebook users can directly fill out. Then select the target audience that reflects the area and demographics you serve.What is the biggest problem roofers face? ›
Roof leaks are among the most common problems that roofing contractors are faced with because more often than not, they're time sensitive. A roofer needs to fix the reported leak as soon as possible, or else the homeowner could be faced with much larger damages to their home and other valuables inside.What is the highest paid roofer? ›
- Roofing Subcontractor. Salary range: $55,000-$100,000 per year. ...
- Truss Designer. Salary range: $50,000-$81,500 per year. ...
- Roofing Superintendent. Salary range: $58,500-$80,000 per year. ...
- Roof Designer. Salary range: $38,000-$71,000 per year. ...
- Roofing Technician. ...
- Roofer. ...
- Roofing Laborer. ...
- Roofer Apprentice.
This way, you can save yourself money and time comparing estimates. However, the SBA (Small Business Administration) reports that 80% of roofing contractors fail within the first 2 years. In 5 years, 96% are completely out of business.How do you pitch a roof sale? ›
- Sell value. As they say: Sell the sizzle, not the steak. ...
- Listen to the homeowner. ...
- Be prepared to talk financing. ...
- Always take pictures during an inspection. ...
- Leverage digital sales tools. ...
- Offer several product options.
Industry experts suggest 5% for your overall marketing budget if you're a roofing company. That's 5% of your overall revenue – is allocated for marketing. It does depend of course if you are trying to grow! If you're not trying to grow – perhaps you don't need to spend nearly as much on marketing.Why do roofers have a bad reputation? ›
Poor Customer Satisfaction
Right at the top of the list of why the roofing industry has such a bad reputation is that many customers are just simply not satisfied. Many roofing contractors treat their customers poorly, in addition to not completing the work to the homeowner's satisfaction.
Late in the summer and early in the fall are usually the year's busiest times for roofing contractors. Since the demand for roofs is higher, the prices will usually be higher as well. And roof repair companies will be busier with fewer available openings.What is the average age of a roofer in the US? ›
Yes, Facebook advertising works for contractors, but there are several different types of Facebook ads, and when it comes to contracting clients, they are not all created equal.How do I get high sales on Facebook ads? ›
- Listen in on conversations about your brand. ...
- Build a community. ...
- Post engaging (but not overly salesy) content. ...
- Respond to customer service inquiries. ...
- Enable reviews. ...
- Engage with customers live. ...
- Use Facebook ads. ...
- Explore Facebook's native shopping features.
Advertising revenue for the platform hit $6.239 billion for the second quarter of 2016 - it's taken off in a big way. And it gets better: Facebook advertising is easy to do, cost-effective, and boasts an average click-through rate of 0.98% in the U.S. and 1% globally.Why do roofers wear black? ›
Scientists hypothesize that radiative heat load at skin level and the risk of heat stress can be reduced by donning dark colors. These examples sort of fly in the face of our preconception that black clothes make you hot in hot weather.Which state has the most roofers? ›
California (6,755 businesses), Washington (5,330 businesses) and Texas (5,070 businesses) are the States with the most number of Roofing Contractors businesses in the US.What is the number one cause of roof failure? ›
Deterioration and water intrusion
One of the leading causes of roof failures is the deterioration of structural components caused by water intrusion.
ABC predicts demand for labor to increase by 3,620 new jobs for every $1 billion in new construction spending, on top of the current, above-average job openings.What are some disadvantages of being a roofer? ›
The physical demands of working as a roofer are a drawback, so if you're thinking about getting into roofing, it's crucial that you're already physically fit. The day's tasks also often include lifting and moving large tiles. As a result, roofers often arrive home exhausted after work.
Roofing can be a physically demanding profession. It requires the stamina to stand, climb, and carefully walk in hot, cold, and sometimes windy, snowy, or rainy weather.What is the daily life of a roofer? ›
Roofing is a physically demanding job where you'll be working at heights with tools, such as nail guns. You'll have to climb up ladders, carry shingle bundles and move quickly, but precisely, across the roof when you're installing shingles.