If you're running a roofing website, you must ensure you're doing everything to optimise the website for search engines.
You can do several things to optimise your roofing website. And today, we'll cover everything you need to rank your website in search engine results pages (SERPs), from search engine optimisation (SEO) basics to advanced techniques like website speed optimisation and backlinks.
We'll also show you how to track your website's progress and ensure that you're always making improvements. So let's get started!
Website Optimisation Tips For Roofing Companies
1. Website Platform - Choosing the Right CMS
Choosing the right website platform is essential for roofing website optimisation. WordPress is an excellent platform for your roofing website. It is open source, which means that it is free to use and has a large community of users who can provide support. WordPress also provides you with fantastic SEO plugins, such as Yoast SEO and RankMath, which can help your website rank higher on search engine results pages.
The next thing you need to pick is the right website builder. Some significant drag and drop builders are available, like WPBakery Builder and Elementor, But at Social Gravity, we prefer Divi above all. Divi is an excellent WordPress plugin for building websites. It's easy to use, super fast, and many themes are available. There is also a wide range of features and options available. Additionally, Divi is optimised for new Google algorithms, making it an excellent choice for your roofing website.
2. Website Menu Structure
The most important pages that need to go in a website menu are the home page, the services page, the about page, and the contact page. These pages are important because they provide information about the company and its services and offer a way for people to contact the company.
The home page should be the first page that people see when they visit the website and should be easy to navigate. The services page should be next in the menu, providing information about the different roofing services the company offers. The about page should be next and provide information about the company and its history. Next, you can add your portfolio and contact pages, respectively.
Here's an example of how a roofing website's menu should look:
3. Basic SEO Optimisation
Once your website is up and running, you need to implement basic SEO. This includes setting up and integrating Google Analytics with your website. This will help you track how people find your website and how they interact with it.
Creating a Google My Business Profile should be top of your list. It will help you get discovered on Google Maps and increase your chances of appearing in the local searches.
You would also need to install a good SEO plugin that helps you set up all SEO stuff with just a few clicks. The two most popular plugins are Yoast SEO and Rank Math.
Rank Math has considerably more features than Yoast SEO. Rank Math also offers a user-friendly and straightforward, clean and well-organised interface.
With this highly-efficient plugin, you can easily set up local SEO for your roofing website, set zero-priority pages no-index, fix the broken links, optimise your website's images for search engines, etc.
4. Different Services And Locations Pages
If you offer various services or have multiple locations, it's essential to create separate pages for each one that is optimised for SEO. Each of your different services or areas should have its page on your website optimised explicitly for SEO. This will help ensure that each gets the attention it deserves and that potential customers can easily find the information they need.
Here are a few tips for optimising service and location pages:
- Use keyword-rich titles and descriptions
- Optimise the content for relevant keywords
- Include photos and videos
- Create a unique URL for each page
- Use Schema markup
- Promote your pages on social media
By following these tips, you can ensure that your website appears in search results for the right keywords and that potential customers find the information they need.
5. Optimise Individual Pages of the Website
After you have the basics in place, it's time to optimise your web pages for better rankings. The first step is to do keyword research. It would help if you found keywords that people are searching for relevant to your business.
There are a few different ways to do keyword research. You can use the free Google Keyword Planner Tool or a paid service like Moz or SEMRush.
Once you have a list of keywords, you need to optimise your web pages for those keywords. Your page's title tag is the most important place to put your keywords. This title appears on the search engine results pages (SERPs).
Your title should be attention-grabbing and descriptive. It should be less than 60 characters long and include your target keyword.
In addition to the title tag, you should include your target keyword in the meta description of your page. The meta description is the short description that appears under your title in the SERPs. Your meta description should be around 155 characters long, giving searchers a good idea of what your page is about.
Internal linking is another important factor for SEO. When you link to other pages on your site from within your content, you tell the search engines that those pages are essential. This helps to improve your rankings for those pages.
You should include links to other pages on your site whenever it makes sense to do so. Using keyword-rich anchor text to link to other pages would be best.
External links are also crucial for SEO. When you link to other websites from your site, it shows the search engines that your site is relevant and authoritative. This can help to improve your rankings.
Ensure that you only link to high-quality websites and that your links are relevant to your content.
6. High-Quality Content On The Website
A well-optimised website needs high-quality content to be effective. Good content attracts visitors and encourages them to stay on the site, improving rankings. Additionally, high-quality content helps businesses communicate their message effectively and establishes customer trust.
There are a few things to keep in mind when creating high-quality content for a website.
- First, the content should be well-written and free of errors.
- Second, it should be relevant to the business and its products or services.
- Finally, the content should be engaging and informative, providing value to the reader.
Creating high-quality content can be challenging, but it's important to remember that visitors are more likely to convert if they find the information they need on the site. If you're unsure where to start, consider hiring a copywriter or roofing content marketing agency to help with the process.
7. Connecting Social Media Accounts To Your Roofing Website
If you're not already, it's time to get on social media. Why? Because that's where your potential customers are spending their time. In fact, according to Statista, as of January 2019, there were 2.77 billion active social media users worldwide. And that number is only going to grow.
Social media is one of the best ways to connect with your potential customers. But for social media to be effective, you must ensure you're doing it right. That means creating accounts on the right platforms, posting regularly, and using relevant hashtags.
Let's take a look at each of these tips in more detail:
Choose the right platform: Not all social media platforms are created equal. Some are better for certain businesses than others. For example, if you're a roofing company, you'll probably want to be on Twitter and LinkedIn. Why? Because that's where your potential customers are spending their time.
Post regularly: It's not enough to simply create social media accounts. You also need to post regularly. That means at least once a day, but preferably more. The more you post, the more likely you reach your potential customers.
Use relevant hashtags: Hashtags are a great way to reach new people. When you use relevant hashtags, you're more likely to get people interested in what you say. So, if you're a roofing company, use hashtags like #roofing, #roofers, and #roofer.
By following these tips, you'll be well on your way to connecting with potential customers on social media.
8. Add Testimonials & Past Projects
Testimonials and past projects are an essential part of any roofing company website. They help build trust with potential customers and show that the company is experienced and qualified. Testimonials can be especially helpful in boosting conversion rates, as they provide social proof that others have had a good experience with the company. Past projects can show off the company's workmanship and give potential customers an idea of what to expect.
Both testimonials and past projects can be added to the website in several ways. They can be featured prominently on the homepage or listed in a separate section dedicated to customer reviews. Many websites also have a testimonial or project submission form that allows visitors to submit their reviews. These reviews can then be moderated and displayed on the site.
An Important Tip: One of the best ways to get more testimonials and past projects for your website is to ask your current customers and clients to submit a review. You can do this in several ways, such as through an email campaign or by including a link on your invoice or receipt. You can also post a sign-up sheet at your office or business.
9. Highlighting USPs
Differentiating yourself from your competitors is essential. You want to show people why your company is the best choice for them. You can do this by highlighting your unique selling points (USPs).
USPs are the things that make your company different from and better than your competitors. Some USPs are prominent, like being the only company that offers a particular product or service. Others are more subtle, like having a better reputation or customer service.
If you can identify and communicate your USPs effectively, you'll be more likely to attract new customers and keep existing ones.
There are a few different ways to discover your company's USPs:
Talk to your customers: Your customers are a great source of information about what sets your company apart from others. Ask them why they chose your company and what they think are your best features.
Analyse your competition: Take a close look at your competitors. What are they doing that you're not? What do they seem to be missing that you could be offering?
Look internally: Your employees are also a great source of information about your company's USPs. Ask them what they think makes your company unique.
Market research: You can also conduct market research to gather data about what potential customers want and need. This will help you identify areas where you have an advantage over your competitors.
Once you've identified your USPs, it's essential to communicate with them effectively. You should make sure that your website prominently displays your key selling points and mention them in your online and offline marketing materials.
10. Map Location
There are a few reasons you might want to place a map on your roofing website. The first is that it can help customers find your business more efficiently. If they know what area you're in, they can directly type your address into their map app or browser and get directions from there.
Another reason to add a map to your site is for local SEO purposes. When search engines see a map on your site, they can assume that you're trying to reach customers in a specific geographic area. This can help your site rank higher in search results for people searching for roofers in your area.
If you decide that you want to add a map to your roofing website, there are a few different ways to do it. The easiest way is to find a map image that you like and add it to your site as an image. You can also embed a map from Google Maps or another mapping service. Or, if you have many locations you want to list, you might want to create your custom map.
11. Mobile Responsiveness
Mobile responsiveness is one of the most important aspects of website optimisation. With so many people using their phones and tablets to access the internet, your website must be responsive to those devices. If it's not, you're likely to lose customers who will have a frustrating experience trying to navigate your site on a small screen. There are a few things you can do to make sure your website is mobile responsive:
Use responsive design: Your website will automatically adjust to the device's screen size.
Optimise images: Make sure your photos are sized appropriately for different screen sizes.
Test regularly: Use a mobile device to test your website to ensure everything is working periodically.
Ensure your website is designed for all device types—smartphones, tablets, and desktop computers. You can use Google's free Mobile-Friendly Test tool to see how your website works on mobile devices.
Here's what Google's Mobile-Friendly Test looks like:
Google also uses mobile friendliness as a ranking factor in its search results. So if you want your website to rank well, it needs to be mobile-friendly.
If you choose Divi and WordPress, your website will already be optimised for mobile devices. However, you can still use the tips mentioned above to ensure your website is as responsive as possible.
12. Website Speed Optimisation
A fast website is essential to keep visitors happy and engaged and your website visible in search engine results. Slow loading times can be a significant hindrance to your website's success. Potential customers become frustrated with delays, but search engines consider loading times when ranking websites.
Several factors can affect your website's loading time, including the size and complexity of your site, the hosting, and the way your website is coded. Here are some of the most common causes of slow loading times and what you can do to fix them.
Large file sizes
One of the most common reasons for slow loading is large file sizes. Images, videos, and other rich media can significantly increase the size of your web pages, which can, in turn, make them take longer to load. Try using smaller or lower-resolution images to reduce file sizes and compress the video files.
Another common cause of slow loading times is poor hosting. If our website is hosted on a shared server, it may be sharing resources with hundreds of other websites, leading to slower speeds. Consider upgrading to a dedicated server or a cloud hosting solution for the best performance.
The code that makes up your website can also affect its loading time. If our website is coded complexly, it can take longer for the browser to render the page. Simplify your code and use caching to store frequently accessed files to improve loading times.
Caching is a process of storing frequently accessed files in memory to be quickly retrieved when needed. If our website is not cached, it will have to load all the files from scratch every time a visitor accesses it, which can slow downloading times.
If you're using WordPress, several caching plugins are available to speed up your website. For example, the W3 Total Cache plugin is a popular choice available for free.
Use A Content Delivery Network (CDN)
A CDN is a network of servers that are located around the world. When you use a CDN, your website's files are downloaded from the server closest to the visitor's location, which can speed up loading times.
There are several CDN providers that you can use, such as Cloudflare and MaxCDN. Many of these providers offer a free plan, so you can try out CDNs without spending any money.
Too Many Plugins
If your website uses many plugins, it can slow down your website by making too many requests to the server. To improve loading times, deactivate or delete any plugins you're not using, and keep the number of active plugins to a minimum.
Using WebP Format Images
WebP is a newer image format that offers the same quality as JPEG or PNG images but at smaller file size. This can help reduce the size of your pages and improve loading times.
To use WebP images, you'll need to install a plugin like WP Smush. Once installed, this plugin will automatically convert your JPEG and PNG images to WebP format.
Optimise Your Roofing Website Like a Pro
This article discussed almost all the areas to optimise your website for search engines. We started with SEO basics and then moved on to technical aspects like website speed and code optimisation. By following the tips in this guide, you should significantly improve your website's search engine ranking.
If you find it challenging to make time to optimise your website, you can always take the help of a roofing marketing company that will do it for you. With their years of experience and expertise, they will be able to help you achieve the desired results in a much shorter time. Contact us today if you need help with your roofing website!
Frequently Asked Questions
Optimising your roofing website involves various elements including creating high-quality content, using appropriate SEO techniques, improving the website's loading speed, having a responsive design, and integrating call-to-actions effectively.
SEO is crucial for any website, including those for roofing businesses. It helps your site to rank higher on search engines, increasing its visibility and potentially driving more traffic and leads.
Ensuring your roofing website is mobile-friendly is important as more and more customers are using mobile devices for online searches. This can be achieved through responsive design, which adapts your website to fit any screen size.
Absolutely! A faster loading speed can greatly enhance user experience and increase the likelihood of conversions. It also positively influences SEO, as search engines favor websites that load quickly.
High-quality content is essential for educating your audience about your services, demonstrating your expertise, and building trust with potential clients. It also improves your SEO rankings as search engines favor sites that provide valuable and unique content.
Several metrics can provide insight into your website's performance, including organic traffic, bounce rate, page loading speed, conversion rate, and ranking for key search terms. Regular monitoring and analysis of these metrics will help you gauge the effectiveness of your optimization efforts.