In a competitive industry like the roofing business, you need every advantage you can get to consistently earn business and beat out the competition. And while long-term success in this field ultimately comes down to the quality of your service and how you treat customers, surface details matter, too. In particular, you have to pay attention to your marketing.
When it comes to marketing your roofing business, you have plenty of options.
There’s social media, blogging, podcasting, PPC advertising, radio spots, sponsorships, and all of the other traditional techniques and strategies. But there’s one core piece to the puzzle that you can’t forget about.
Your website is your brand’s “home.” It’s the place where you drive all of that traffic and exposure you generate from your other marketing activities. And if your website isn’t visually compelling, highly functional, and easy to use, you’ll squander leads and ruin your reputation.
With all of that being said, when was the last time you spent time with your roofing website design?
Have you ever had your roofing website professionally developed and designed? Or are you just sort of “winging it” and hoping that everything works out?
There’s a lot more to roofing website design than meets the eye. In this guide, we’re going to show you why it matters, what you can do to improve your website design, and some different options you have for building a website that generates more leads and, ultimately, turns them into paying customers.
When you think about sleek and advanced website design, roofing isn’t the first industry that comes to mind. (Most people think of Silicon Valley tech companies or trendy startups.)
But the truth is that good roofing website design matters just as much.
Here are four reasons why:
These are just a few of the benefits of good roofing website design. As you build out your website and invest more time and energy into optimizing your site, you’ll find it to be a powerful tool for growing your business (both online and offline).
As you design your roofing website, it’s important to remember the goal. You’re trying to elevate your company’s brand and ultimately turn traffic into customers. You do this by minimizing friction and making your website visually engaging, trustworthy, and informative.
Here are a few of our top roofing website design tips:
In web design, there’s a concept known as visual hierarchy. It basically encompasses the size, arrangement, contrast, and visual layout of various elements and how prominent they are on your site when seen by visitors.
Every element on your website lands somewhere on a visual hierarchy spectrum. At one end of the spectrum, you have “low visual prominence.” At the other end, you have “high visual prominence.”
It’s important to understand which items and elements need to be prominent in order to generate conversions, and which ones are better off serving supporting roles. The proper combination, layout, placement, and emphasis will ensure your website produces results.
Newspaper editors have always spent a great deal of time and energy emphasizing the fold (which is basically the crease where the paper is halved). The top half of the page is said to be “above the fold,” whereas the bottom half of the page is “below the fold.”
Anything above the fold is what people see when they go to the newsstand or gas station and see a newspaper on display. Anything below the fold is only seen after purchase. (It’s far less prominent.)
This same terminology is used in web design. Above the fold content refers to all of the elements a website visitor sees without having to scroll. If a visitor has to scroll down to see it, it’s considered below the fold.
The fold is particularly important on your roofing website’s home page. Research shows that 80 percent of a visitor’s time is spent above the fold, so it makes sense that you’d spend the bulk of your focus here as well.
You never want to create a crowded design, but there are certain elements you should always include above the fold:
The design and content below the fold still matters very much, but if you begin by prioritizing what goes up top, everything else will naturally flow out of this.
The more you research website design and study various design principles, the more prone you are to develop a complex website. After all, it’s only natural to want to use all of these tips and tricks you’ve gathered.
But no matter how much knowledge and advice you amss, it’s always important to remember the KISS principle: Keep Things Simple, Stupid!
Nobody likes a complicated and busy website. You might be proud of the fact that you’re able to incorporate so many different elements, but your visitors will not be as fond.
Simplicity is all about eliminating visual distractions so that 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 on the backend.
When it comes to developing a simple site, think about things from the visitor’s perspective. Is it frictionless and engaging? Is it clear what they should do? If you answer these questions with yeses, then you’re doing just fine.
They say a picture is worth 1,000 words. And if that’s the case, a video might be worth a million words. As you design and develop your roofing website, consider when and where you can eliminate chunk paragraphs of copy and replace it with visual content that’s simpler and more engaging.
There’s nothing wrong with written copy – and it serves a key purpose throughout your website – but when it comes to prominent homepage elements, graphics and videos reign supreme.
Your website is designed to generate leads and, ultimately, turn them into customers. But they aren’t necessarily going to do this on their own. You have to call them to action.
A call to action, or CTA, is a term we use in web design and marketing to refer to the phrase you use to provoke people to schedule an appointment, request a quote, give you their email address, etc.
The key to high-converting CTAs is word choice, design, and placement:
The proper mixture of these elements, combined with other well-developed design elements, will allow you to increase your conversion rate and turn your website into a lean, mean lead generation machine.
Web design is very much an art form. But just because you can get super creative, doesn’t necessarily mean you should. There’s something to be said for sticking with what works. In other words, there’s no need to go out there and reinvent the wheel.
According to a study by Google, websites that follow perceived standards are more likely to be “loved” than websites that try to do something atypical. As prototypicality increases, so does perceived beauty.
What does it mean to stick to standard layouts and design? According to one study, this means:
The good news is that most themes that you’ll find on a website builder or for sale are going to adhere to these standard principles. But if you are having a custom website designed, make sure you prioritize these features.
You’ll see them on a lot of websites – including many popular news sites and blogs – but rotating sliders and carousels aren’t a good idea for most roofing websites.
The problem with these sliders is two-fold:
It’s better to use a featured image – the one that you feel is most important – and to feature the rest of the slide content below the fold and/or in other areas of your website.
People connect with people. More specifically, they connect with people that they feel to be genuine.
Stock photos used to work, simply because they were novel. But over the last couple of decades, they’ve become so overused in marketing and advertising that customers can spot them from a mile away.
If you want your website to build trust with visitors, use real human faces – meaning actual employees and customers.
According to a study of website conversion rates, pages with real human faces generate a 47 percent higher conversion rate than those without one. That’s a massive increase (and a principle that you should really take to heart).
Speaking of human faces, they can be used as visual cues. Rather than having a face look straight ahead at the visitor, have it looking toward a CTA. When humans see an image of someone else looking at something, it naturally draws them to look at the same thing.
Most roofing companies choose their website’s design colors based on their brands colors and call it a day. And while it’s certainly wise to use your brand’s colors to create a consistent and recognizable image, you should also think about the psychology behind different colors.
Every color evokes a unique set of emotions. And how you combine colors can impact the way people feel about your brand. Keep this in mind as you design your website.
When it comes to website design, most people think about visual elements – such as the ones we’ve discussed in this guide. But copy/written text is also an important part of design.
Keep things simple and concise.
One-line paragraphs work well.
At the very most, you should have two or three sentences in a paragraph.
Digestible copy forces people to move their eyes down the page. It’s less intimidating and more approachable.
Every roofing website is going to have its own unique look and feel. And while we’d never recommend copying and pasting what other companies in your industry are doing, it is helpful to study the techniques and principles they’re using to generate results.
With that being said, here are a few real world examples To consider:
When it comes to building and design your roofing website, you have plenty of different directions you can go. Here are the five most common options:
The path you choose to go will depend on how much time you have, what your budget is, and your experience with website design. No two roofing companies are the same, but the last two options tend to produce the highest ROI.
At Dev.co, we take pride in our ability to design and develop high-converting websites that generate leads and customers for roofing companies across the country.
If you’re looking for a team of experienced developers and designers to architect your brand’s digital experience, we’re here to help. We have built dozens of roofing and plumbing websites.
Contact us today and we’d be happy to discuss your project in more detail!
Ryan is the VP of Operations for DEV.co. He brings over a decade of experience in managing custom website and software development projects for clients small and large, managing internal and external teams on meeting and exceeding client expectations–delivering projects on-time and within budget requirements. Ryan is based in El Paso, Texas.