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Is your landing page optimized to convert?

Landing pages are one tried-and-true way to help ensure that your ads are successfully converting people and moving them through the marketing funnel. The purpose of a landing page is to create a page that acts as the perfect extension of your ad and makes it easy for prospective clients to take an action. When the expert team at Roofing Contractor Marketing designs a landing page there is a lot of consideration that goes into it.

One of the first questions you need to ask yourself is, what ads are going to be driving traffic to this landing page? It is important that the landing page carries on the conversation that is in the ad. For example, it would seem strange if you clicked on an ad about commercial roofing but the landing page had content about homeowners looking for a new roof. The landing page needs to continue the same conversation as the ad.

Another part that is important to consider is the layout and design of the page. If the page is overly crowded visitors may get overwhelmed and click away, or if the layout is hard to follow they may lose interest. A landing page needs to clearly and simply convey the information and give visitors an easy call to action.

At Roofing Contractor Marketing our paid digital team are experts in crafting landing pages that will help maximize your digital ad campaigns conversion rates. That means that your marketing dollars are spent efficiently and effectively to get you the most leads for your spend. If you aren’t ready to hand your digital marketing over to our experts here are a few tips from Marketing Land that will help you create better landing pages.

15 questions to ask yourself before publishing a new landing page

We now how to make your landing page convert.

Are your landing pages optimized to convert?

1. Does my above-the-fold experience feel consistent with my advertising?

Your ads set expectations for your landing page. If you’re advertising personal injury services, but your landing page talks about divorce litigation, you immediately create a sense of confusion and unmet expectations for your site traffic. That’s not a great way to get people to convert on your landing page.

Instead, your landing page should match the advertising that brings people to your page. Keep in mind what your ad looks like and promises, along with who you are targeting and what platform your ads are running on. The more seamless your ad-to-landing page transition is, the more likely people are to stick around and potentially convert.

2. Do I have a headline that clearly defines my business and/or offer?

One of the easiest ways to establish a sense of ad-to-landing page consistency is with your headline. Your headline is the first place people look for confirmation that your page matches their expectations. This is the ideal place to confirm what your business does and what your offer is.

Remember, your main goal here is to maintain momentum and build confidence, so keep your headlines clear, concise and focused on the messaging that convinced someone to click on your ad in the first place.

3. Am I communicating value with my headline and subheading?

A good headline and subheading should make a strong value proposition to your potential customers. After all, if you want people to stay and convert, you need to give them a reason to stick around and consider your offer.

The best way to do this is to focus your headline and subheading on how your business or offer will improve the lives of your potential customers. So, instead of saying something generic like “industry-leading software,” it’s better to say something more along the lines of “Close twice as many deals with our sales software.”

4. Is my CTA immediately obvious?

The whole point of a landing page is to help transition potential customers from interest to action. For this reason, landing pages tend to work better if you make the next step immediately obvious. In some cases, you might want an above-the-fold call to action (CTA) encouraging people to convert directly. In others, you may want an above-the-fold CTA that leads people to read more content farther down on your page.

Additionally, it’s almost always a good idea to make your CTA stand out (contrasting colors, smart placement and so on). The easier you make it to find and follow the next step in your conversion path, the more likely people are to do what you want them to do.

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What are you doing to make your roofing company succeed in 2018?

Are you on track to meet your business goals for 2018? A marketing plan is a critical part of making sure those goals don’t end up as another pipe dream. At Roofing Contractor Marketing we are experts at creating marketing plans and executing them. Our team has worked with roofing contractors of all sizes in markets across the US.

We are looking for contractors who are hungry for more leads and want to dominate in 2018. Our full-service digital marketing strategy is a lead-generating powerhouse and can get your business in front of the people who are searching for you. Our proven strategies utilize multiple methods to drive qualified leads to your business.

Relying on any one tactic alone means that you are missing out on other opportunities. The Roofing Contractor Marketing team has experts teams in SEO (search engine optimization), digital ad buying, website development, social media marketing, and video marketing. All of these combine in a marketing plan that spells success for your business. Are you ready to have multiple teams of people working together to increase your sales?

The first step to success is to get a free internet marketing analysis because every company is in a different starting place. This no-obligation analysis digs into your web-presence and finds what your company is doing well and where improvements need to be made. Then we can begin to create a marketing plan that is tailored specifically to your company.

If you are ready to take your company to the next level NOW is the best time to make a change and DOMINATE 2018!

2018 digital marketing strategy.





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Is Your Website the Tortoise or the Hare? Page speed affects your ranking!

People are impatient. That should come as no surprise to roofing company owners who have to deal with clients that always want work done faster. What might surprise you is that speed is important to your website too. Not only will people leave your site if it takes to long to load it will also affect your rank with Google.

That’s right. Google is grading your website’s speed right now. If it thinks your website isn’t loading quickly but your competition’s site is you might be getting penalized and showing up lower than your competition.

The need for speed: Google dedicates engineering team to accelerate development of WordPress ecosystem

Speed, mobile-first and WordPress

Google has been focusing on speed, speed, and then also speed, for eight years now. It formally announced a Speed Update that will roll out in July 2018, using mobile page speed as a ranking factor in mobile search results.

It has also announced that the mobile-first index has begun rolling out — meaning that Google has started indexing and using for ranking in SERPs, the mobile version of a website. The emphasis on mobile and speed is driven by data that demonstrates most searches are now performed on mobile devices. Slow, poorly performing sites result in a bad user experience and negatively impact site engagement, as well as conversions.

With the goal of assisting site owners in improving page load time for mobile visitors, Google launched the AMP project in 2015. Google has been aggressive in pushing adoption via the open-source community, working with platform plugin developers as well as providing large brand sites with developer resources to implement the technology. Even so, adoption of this mobile-friendly framework across the web has been slow: It’s estimated that fewer than .1 percent of all websites are using the markup language.
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Speed is only one of the factors that Google uses to rank websites but it is an important one and it is only going to become more important. You can find out right now how your website is ranking with a FREE SEO Analysis from Roofing Contractor Marketing. See how you stack up against your competition and what you can do to beat them now!


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Facebook Algorithm is Changing Is Your Roofing Company Prepared?

In the digital marketing world, everything is changing all the time. Technologies are always advancing, new channels are forming, and old ones are adapting. It is a world that looks very different month-to-month. One of the largest driving forces of change is when Google or Facebook makes a change to their internal algorithms.

These algorithms determine what search results come up when you do a search on Google and what content is displayed in your news feed on Facebook. From a marketing standpoint these algorithms are in control of who sees your messaging and how frequently. If you want your business to succeed you need a digital marketing strategy that is prepared for the next change and is looking forward and planning for tomorrow.

When Google makes a change to their algorithm will your roofing company still get found on Google’s search engine results page? Is your roofing companies social media strategy still going to be effective when Facebook starts limiting content from publishers?

At Roofing Contractor Marketing our team is always preparing for the next algorithm change and adapting your digital marketing strategy to fit it. Here are a few of the ways we are keeping roofing companies relevant in social media.


Sharing on social in the wake of Facebook’s recent algorithm update: what you need to know

What is the latest Facebook algorithm update?

This latest algorithm update reduces the number of posts from business pages, publishers and news sites in a user’s newsfeed. Instead, content that is sparking engagement and conversation from people’s Facebook connections will be prioritized.

Think strategically to expand your reach

Know your audience

I teach marketing to small business owners on my Facebook page, and I run a group for those who want to learn how to market their business because they can’t afford to hire a professional marketer yet.

Understand their needs

In that group, I ran a poll to see what their biggest questions about marketing were. I asked them about their businesses because I want to get to know them and be able to help them.

Use that information to shape your strategy

  • I’ve used the data from my polls and comments in the group to generate content ideas for both the business Facebook page and group. By doing this, I know I’m giving my audience exactly what they need from me, and in return, they engage.
  • New people have liked the page because they saw a friend’s comment on my live video show up in their News Feed. People have tagged friends in the comments because they thought what I was teaching would be helpful.
  • When I’m sharing examples in my training, I try to tailor them to some of my group members. If I know there’s an example that would work exceptionally well for someone, I’ll share it with the audience.

Take organic performance up a notch

When I have an organic post that is getting significant engagement, I spend a little money on ads to expand my reach. It’s worth it to me because I know it’s something my audience is interested in and it’s being seen because they’re engaging. I’ll create an ad from the Facebook Live video and spend $5 to $10 a day on ads to share it with a targeted audience. Using this strategy has resulted in up to a 5,000 percent reach on some of my training videos.

Since the reach of blog posts is lower, I’m starting to use some ads to support those as well, so they continue to get read by my audience.

What should your Facebook strategy look like for content?

If you haven’t incorporated video yet, it’s past time. Video is the format that converts the most on social media channels right now. Facebook, in particular, is favoring live video in its algorithm. In my testing, I’ve seen a 30 percent to 50 percent increase in reach for live video vs. prerecorded and edited video.

If I were trying to figure out what to do with my business page in the wake of this update, here’s what I’d do (It’s pretty much what I’m already doing).

  1. Poll the audience to find out what they’re interested in, have questions about or want to know.
  2. Create content that addresses their issues.
  3. Test which format of content works the best for your audience. Try updates, prerecorded video, live video, GIFs and whatever other types of content you have in your mix. Test and measure the effectiveness of everything you do.
  4. Create ads out of the best-performing posts or videos.
  5. Support your blog posts and content with Facebook Ads for expanded reach.

Stay strategic and focus on your audience, and your business page will survive this algorithm update.
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Are you unsure if your roofing company is prepared for the algorithm updates? Get a free, no-obligation analysis of your digital marketing.

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How Algorithms are Affecting Your Bottom Line

Google's algorithms are deciding if people can find your roofing company's website.

Google and Facebook algorithms determine whether your business is easy to find online or lost in the internet abyss and that can affect your bottom line.

If you are a business owner in 2018 chances are your business is in some way represented online—whether it’s your website, a Facebook page, or a listing on Yelp. The digital era has captured us with a simple way of connecting people but also left us vulnerable to the powers that control it. Algorithms. 

Google and Facebook have the power to get your business in front of millions of people but they also have the power to make sure that no one online ever comes across your business. Their algorithms are the final judge.

It might seem unfair for Google and Facebook to have this kind of power but with nearly 5 billion web pages on the internet and the internet growing exponentially there needs to be a way for users to sort through all of the data. These algorithms help you connect to things that are actually relevant to what you are looking for.

Everyone loves a good cat video but if you typed, “roofing contractor near me” into Google and all that came back in the results were cat videos you would probably not use it to search for things much longer. So it is in Google’s best interest to provide its users with the most relevant content.

As technology has advanced, these algorithms have become more adept at producing exactly the content searchers are looking for. The flip-side of this is that means these algorithms are always changing. Which can be costly for business who are trying to get their site to people who are looking for them.

A business might be easy to find online one day but lost in the internet abyss the next. These changes might seem drastic but big business who have been penalized by Google algorithms have lost substantial amounts of web traffic.

While some companies try and beat the algorithms and may have temporary success, playing by the rules and staying on top of algorithm updates is the best way to ensure lasting success for your business.

Don’t let your website get lost in the internet abyss. If you are a roofing company owner who is looking for SEO that will bring lasting success with Google and Facebook’s algorithms, we can help your business succeed.

Are you getting found on Google right now? What do people have to search for to find your business online? Will potential clients be able to find you online tomorrow? Get answers to these questions with a FREE SEO Analysis now. Don’t leave your bottom line up to the will of algorithm changes, call us today.

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