Content is, undoubtedly, an incredibly important part of your roofing website. But, it can often be one of the most difficult parts of building a roofing website for many. Here are a few tips to help you get it right.
6 Tips for Building Content for Your Roofing Website
How to build content for your roofing website
#1. Do keyword research
The content on your website serves multiple purposes. It informs your visitors about who you are and what roofing services you offer, but it also tells search engines, like Google and Bing, which keywords to rank your website for and how high to rank your website in the search results.
A big part of ranking for relevant keywords involves making sure that you include those keywords throughout your content. That means that you first need to identify what those keywords are.
Use a keyword research tool, like Google Keyword Planner, to identify popular keywords that are relevant to your services and business. Some good options for roofers include keywords like “roofer near me, “hail damage repair in Denver,” etc.
Pro tip: Avoid keyword stuffing!
Keyword stuffing is when you force keywords into your content, even if they don’t fit naturally, so that your website can rank for them.
While it’s important to use keywords in the content of your roofing website, it’s even more important to do so naturally. If your keywords seem forced and spammy, Google can actually penalize you for it.
#2. Establish a style guide
When people think about branding, they often think about colors, logos, types of images, etc. What people don’t often think about is their content — the fonts they use, the way it looks and reads. But, content is actually a big part of branding.
Whether someone lands on a page detailing your roofing services or a landing page for a free roof inspection offer, you want the content to be consistent. One of the best ways to do that is by establishing a style guide.
Your style guide should include font styles, font sizes, font colors and formatting, as well as things like tone and voice, which are a little less tangible.
You don’t necessarily have to write this all down, but it helps to have an idea of what you want your content to look and sound like before you start writing it.
#3. Be the expert that you are
As I mentioned, content is used to inform visitors about your roofing company and services as well as to tell Google which keywords to rank your site for, but it’s also important to recognize the role content plays in building trust.
When someone needs roofing services, they want to know they’ve found the right roofer for the job. In order to create content for your roofing website that builds trust, you need to make sure that you establish yourself as the expert.
Writing professional content that’s grammatically correct and reader-friendly is a critical part of this. But you should also share your expertise by using your content to educate and inform your readers.
#4. Keep your readers in mind
While establishing yourself as a professional is important for building trust, it’s also important that you write content that’s readable and relatable.
Too often, in a quest to write with authority and expertise, small business owners will end up writing for other professionals in their industry rather than their customers. This is a mistake that can make your content harder to read and connect with.
In general, you’ll want to keep your writing at a sixth- or seventh-grade level. This means avoiding any industry jargon your customers may not understand or using any words that may require a dictionary.
#5. Format your content properly
Some people will be reading your website content on a desktop computer or laptop; whereas, others will be reading it on a tablet or smartphone. When you create your website content, it’s important to format it for all of your visitors, no matter what device they’re using.
What looks like a fairly short paragraph on a desktop computer can look like a wall of text on a smartphone or tablet. And, unfortunately, nothing can turn off a website visitor like a wall of text can.
Keep your paragraphs short — one to two sentences — and break up your content into paragraphs. It’s also a good idea to use bullet points and lists, when applicable, as they are more visually pleasing and readable.
#6. Establish your unique value proposition
Chances are, you are not the only roofer that serves your community. And, before someone chooses you over the many other roofers out there, they need to know why they should.
Your unique value proposition is essentially what you bring to the table that no other roofer does. Maybe you offer a better warranty than your competitors, or you specialize in a particular service or material, like metal roofs.
Whatever it is that makes your roofing business unique, make it a point to highlight it in your content and throughout your website.
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