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Running a roofing business is no easy feat. Whether you’re just starting out or you’ve been in the industry for years, there’s always room to grow and improve. From attracting new customers to keeping up with admin and managing your team, it can sometimes feel like you’re juggling a hundred things at once.
So, how do you go about building a successful roofing business that stands the test of time? Whether you're just starting or looking to modernise and scale, here are practical tips to help your roofing business reach its full potential.
1. Decide Who to Hire Next
Apprentices
Hiring an apprentice can be a game-changer for your roofing business. It allows you to train someone to work to your high standards while providing them with valuable experience. However, finding the right fit can be challenging, especially with the current labour shortages. Take the time to assess your business needs and ensure you have the capacity to train and mentor effectively.
Subcontractors
If you’re not ready for a full-time hire, consider taking on subcontractors. They can help you handle increased workloads without the long-term financial commitment. Subcontractors are ideal for specific projects or busy seasons, and with the right agreements in place, they can be a great asset.
Full-Time Employees
If your business is steadily growing, it may be time to bring on full-time staff. A permanent team member can provide consistency and help you manage more projects efficiently. Just make sure you’ve done the maths to ensure you can sustain the additional costs.
2. Take a Hard Look at Your Finances
Cash Flow
Managing cash flow is critical in the roofing industry, where payments often depend on project completion. Keep track of your income and expenses, and ensure you’re setting aside funds for slow periods or unexpected costs. If finances aren’t your strong suit, hiring an accountant or using specialised software can help you stay on top.
Charge-Out Rate
Setting the right rates is key to maintaining profitability. If you’re undercharging, you’re leaving money on the table. Overcharging, on the other hand, can drive potential customers away. Review your rates regularly to ensure they’re competitive and reflective of your quality of work.
3. Refresh Your Website
Your website is your roofing business’s online storefront – it’s often the first place potential customers will go to learn about your services. Make sure your website is professional, easy to navigate, and mobile-friendly. Include high-quality photos of your work, clear contact information, and a list of the services you provide, such as:
Roof repairs
Full roof installations
Chimney repairs
Flat roofing
Gutter maintenance
Don’t forget to optimise your website for search engines (SEO). This helps you rank higher in Google, making it easier for local customers to find you.
4. Invest in Google Ads will help grow your roofing business
Google Ads can help you target customers searching for roofing services in your area. Use relevant keywords like “roofing company near me” or “flat roof specialists” to get your business in front of the right audience. Pair this with strong landing pages on your website to convert clicks into leads.
5. Set Up and Optimise Your Google Business Profile (GMB)
A Google Business Profile is essential for any roofing business. It ensures you show up on Google Maps and in local searches. Make sure your profile is fully updated with:
Accurate contact details
Business hours
High-quality photos
Positive customer reviews
Encourage happy clients to leave reviews, as this can greatly impact your ranking and credibility.
6. Use Online Directories
Registering your roofing business on online directories like Checkatrade, Rated People, or MyBuilder can increase your visibility. Many customers turn to these platforms to find trusted tradespeople, so make sure your profile is complete and includes plenty of positive reviews.
7. Invest in Quality Photography
High-quality photos of your roofing projects can make a huge difference when it comes to winning new customers. Before-and-after shots of completed jobs, aerial views using a drone, and detailed images of your workmanship can help showcase your expertise. If hiring a professional photographer is out of budget, a good smartphone and proper lighting can still produce impressive results.
8. Social Media Marketing
Social media platforms like Instagram, Facebook, and LinkedIn are excellent tools for promoting your roofing business. Share photos of your completed projects, post customer testimonials, and even go live to showcase your team at work. Make sure to:
Respond quickly to enquiries
Showcase your portfolio
Share helpful roofing tips and advice
Use location-based hashtags to reach local customers
9. Leverage Customer Reviews
Word of mouth is one of the most powerful tools in the roofing industry. Encourage satisfied customers to leave reviews on platforms like Google, Trustpilot, or your social media pages. You can even include these testimonials on your website to build trust with potential clients.
10. Don’t Forget Offline Marketing
While digital marketing is crucial, traditional offline marketing techniques can still work wonders:
Vehicle Branding: Turn your van into a mobile advertisement with eye-catching graphics and your contact details.
Business Cards: Hand them out to happy customers or leave them in local shops.
Networking: Build relationships with other tradespeople, suppliers, and local businesses.
Print Ads: Consider advertising in local newspapers or community newsletters to reach homeowners who may not be online.
11. Review, Re-Evaluate, and Reset
Running a roofing business is a constant learning process. Take time every few months to review what’s working and what’s not. Adjust your strategies, update your goals, and don’t be afraid to try new approaches. Whether it’s adopting new technology, expanding your services, or refining your marketing efforts, continuous improvement is key.
12. Put in the Hard Yards and Watch Your Business Grow
Growing a roofing business takes time, effort, and dedication. By focusing on the right strategies – from updating your website to leveraging customer reviews – you’ll be well on your way to building a thriving business that’s ready to scale.
Need help getting started? At Welch Marketing, we specialise in helping roofers grow their businesses through professional web design, SEO, Google Ads, and more. Let’s work together to take your roofing business to the next level.
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