If you’re a roofing contractor who is motivated by the bottom line results in your firm, then you really need to listen to my appearance on “The Roofer Show”. I’d say it’s doubly important if online marketing is important to you, yet you struggle to get the results you desire. Listen now or download and listen later. Remember to download the transcript too.
05:01 – Visibility is the key
06:26 – The three roofer types
12:21 – The secret to getting more leads
14:33 – What’s new at Google
17:27 – How we cut a clients ad cost by 75%
22:53 – Where does your prospect ‘land’?
24:54 – Watch your word choices
25:51 – Inside Google Local
29:01 – Accuracy and reviews – keys to success
34:36 – What is triple optimization?
36:48 – Getting leads in a week
38:20 – The mobile world
43:55 – Process done-for-you
Hey roofing contractors. Welcome to
the roofers show the place to be if you want to grow more profitable roofing
business. I’m your host, Dave Sullivan, and I’ve been a successful roofing
contractor for over 30 years and I’m here to share with you what I’ve learned.
You can get more tips, strategies, and downloads by going to my
firstname.lastname@example.org we’ve got a great show today with Scott
Dennison of Top Ranked Roofer.com. (https://toprankedroofer.com) Scott is a marketing expert who helps roofing contractors get found on Google and dominate
their local market. If you’ve tried Google ad words and SCO and didn’t get the
results you are looking for, then this is the show for you. Scott wrote a book
that’s out on Amazon called “Becoming Top Ranked”, that as a guide just for
roofing contractors that lays out his process for getting his contractors to
the top of the rankings and their phone ringing. (https://www.amazon.com/gp/product/1934275115) I get into it all with Scott from AdWords, Google Local to SEO. You can get a ton of additional information and his cheat
sheet, which is pretty cool by checking out his email@example.com. So
let’s jump into the interview. Hey Scott, thanks for coming on the show today
and congratulations on your new book “Becoming Top Ranked”,
thank you. it’s a labor of love
actually. I had a lot of fun writing that book and I’ve had even more fun
promoting it, sharing it with people and getting feedback. It’s been, it’s been
rewarding. In essence. I’ve been working with roofing contractors almost on an
exclusive basis since 2013. We provide kind of a unique level of service to
them. I work with guys who want to dominate their market place and that
requires really expert marketing. And I’ve developed a process, have been
implementing that process for selected clients around the country for several
years now and getting some amazing results, which we could actually talk about
at some point in this. But Dave, the point is helping them to get it. And it’s
largely a repeatable process.
Scott : And
I had gotten so many emails and so many phone calls from people wanting me to
them what to do that I, I had an outline and I used to give the outline to
people and let them download it. But, but then I just decided to turn it into a
book and flesh out all the concepts and fill it in as best we can. What is a
Top Ranked Roofer? Well, top-rank roofer is, is in part is a mentality. It’s a
belief system or philosophy, if you will, that we’re better than our
competitors. And there’s lots of reasons why you Mr. Homeowner, or you mister,
a business owner with a commercial building, they all have roofs on them and,
and at some point those roofs are gonna fail, generate leaks or, or just
outright need to be replaced. And so being a top rank roofer it in almost every
respect means being visible.
Scott : When
the guy who needs a roof goes looking for someone to help, , the guy that’s got a roofing problem this
morning is going to go online. In almost every case. It’s now eight out of 10
roof sales are influenced by the Internet. The buyer will gather information
online. Then sort out the contractors and sad how many of them are eliminated; some
of them because there’s simply invisible and nobody even knows they exist. But
the more common, for the ones that are visible, they get filtered out because
they don’t have reviews or the reviews aren’t very good or there they don’t
have a proper website. It’s not good information. It doesn’t render on a
mobile. All of those things go into, into being a top rank roofer.
Scott : But
if there’s, if there’s anything, it’s just, it’s just widespread visibility for
a variety of keywords, , as many of the top keywords in your market as
possible. And then within the context of a Google search being seen at the top
where people are advertising and being seen in the maps in the middle where
people sometimes tend to look for a local person and one that’s very close to
them and then at the bottom in the organic listings. So now one thing for sure
that’s changed just in the last two years is that some, some of the contractors
have this idea that well, being a top rank roofer means being number one in
Google. And it’s very, very difficult now to be number one in Google. And I,
and I always tell people to be where when somebody promises you that you’ll be
Scott : Yeah,
I’ve gotten those calls for it. Yeah, I’ll, of course, every, every roofer
that’s listening to your podcast has, has gotten those calls and they have been
getting one of those calls within the last hour. , I mean, they, they call,
they send email, they show up at your front door. I mean, they, they, they come
in all flavors and stripes and they come and they promise things that they
cannot deliver or maybe they can deliver them, but they have no proof that
they’ve ever done it before. And that’s a problem. In your book, you talk about
three different types of roofers. So let’s get into that a little. Well, if I
found it relatively interesting that roofers come and, and every one is unique.
Obviously every human being is different and every one of them approaches
things differently. But, but in trying to make some distinctions, we found that
there were, were essentially three different types of people.
Scott : One
was what I refer to as Joe, and we’ve all seen the roofer named Joe, even though
that may not be his name. Joe drives around and sort of an old beat up pickup
truck. He might have a dog in the back, but he’s certainly got a ladder in the
back. , He may have a whole bunch of palm fronds back there too because when
he’s not doing roofing work, he’s okay to trim bushes and carry off all the
mess. If he’s got any kind of branding on his truck at all, it’ll be a magnetic
sign that he can peel off. Largely he’s driving an old truck. He may be
technically sound at roofing, but he is absolutely incapable of marketing his
business effectively to get any kind of consistency. And if he’s not working on
a roof, as I said, he’s, he, he might be contented to make some money doing
some handyman work.
Scott : And
if he’s not getting any of that work, then he’s contented. Just kind of hang
out and wait for it to all magically fall out of the sky. That the next guy up
you have is, is John and John is the guy that is the brilliant, brilliantly
skilled expert technician. He is a Roofer’s Roofer. This is a guy that if your
roof is leaking, he’ll find it and he’ll fix it and it won’t be leaking
anymore. John’s very, very good at fixing roofing problems, , for John Really
needs help. And John oftentimes knows he needs help is in improving the lead
flow to his business. He doesn’t get a lot of leads. A, he’s wishing for more
leads and he’s influenced in so many ways by the third Roofer, which we’ll call
Jack. And I there, there was nobody in particular I was talking about when I
came up with the concept of Jack, but, but Jack is a businessman.
Scott : It
just so happens that his business is roofing, but he could be a fireplace
installer. He could be a landscaper, a, he could do kitchen remodeling, not
with the same set of skills, but, but jack is a businessman. He knows how to
get sales to build relationships, get leads, go through the process of
developing trust and closing on the business and getting the sale. If Jack
wasn’t in the roofing business, like I said, he could assume a similar role in
another kind of trade and do very well there too. And in fact, in many cases
when you know you’re talking to a Jack, he owns two or three different kinds of
businesses. I know one locally that runs a roofing business. He also runs a Millright
shop and they make cabinets and they make a custom crown moldings and they
Scott : And
he’s toyed with the idea of starting to install a custom fireplaces too. So Jack
is a businessman more than he’s a roofer. He hires a lot of guys like John to,
to run his crews. John often looks over
the fence and wishes he were Jack. He’s like – I want that. I want to kind of
Truck he has, I particularly like the boat that he has. If I go to the little
league and see Jack’s got his sign on the outfield wall and he did that because
the team knows who he is. He’s very visible in his market. And they literally
came along and said, Jack, we got a little, we’ve got a little hole in our
budget and the kids don’t have new shirts this year. It’s like, no problem.
Here’s a little money. Go get your guys some shirts. And those are my three
guys — in each one of them is playing a different role. The kind of work that
I do is primarily for the Johns and the Jacks cause the Joe just doesn’t really
care whether he’s got to lead in a sale today or not.
let’s see. I’m a “John” roofer type. We’re doing about a million dollars a year
and residential business, a 10-year-old company. And we’ve been able to rely on
referrals and word of mouth. Um, ambitious has been pretty good, but we’ve been
stuck there for a couple of years and I’ve got a pretty good website, but I’m not
getting any leads from it, and I don’t know a thing about online marketing, but
I get these calls from these guys guaranteeing more leads and that’s what I’m
going to need is more leads. I want to get to that next level of a million,
million and a half, $2 million because my wife wants one of those boats and she
tells me, she says, Hey, you’re such a John, why can’t you be more like our
neighbor Jack? Yeah. Right. So what would you do to get me one of those boats?
Scott : Well,
in general, Dave, what the secret to getting more leads through a website is
visibility of the website. You’ve gotta be found. It’s amazing to me how many
guys don’t quite get it. That if I go look for a Roofer in Oakland and I don’t
see you listed anywhere on the first page, you don’t exist. Now, that’s a hard
shot. And I apologize for anybody that takes that comment personally. It is not
a personal swipe or insult. It’s just a fact. , if, the consumer who needs a
roof, cannot find you in the search engines, then you don’t exist. And they
say, well, my name is all over the place. People know me. I have a great
reputation, fine, that’s great. But nobody’s going to type in your name.
They’re going to look for Roofer, Oakland, or Oakland Roofer or a Roofer near
me and then let Google using the IP address of their computer, show them all
the roofers that are in the area and that consumer, whether it be a business
owner trying to fix their commercial building or a homeowner who needs
something adjusted on their roof is, is generally going to pick from the ones
on the first page.
Scott : It’s
extremely rare statistically that anybody goes to page two anymore. So the name
of the game is to be on page one.
now I’m in Google and I typed in roofers Oakland, California, which is a my
area, Goddamn Raiders moving to Vegas. But that’s a different story. But I’m
looking at, looks like some different sections. You’ve got a bunch of ads here
at the top. I see a map. Um, it looks like a lot of my competitors are listed
on here, but I don’t see my name anywhere. And tell me how do I, how do I get
my name on this thing?
Scott : Well,
they’re three distinct sections and the page is laid out in thirds and , it’s
changed that this, that search result page has changed radically just in the
last year, which you know is good and not so good depending on which side of
the fence on. But at the top of that page, you have generally four ads and
that’s what’s referred to as Google’s AdWords program. Shorthand for that is
pay per click, meaning Google we’ll place your ad there. if you are one of the
top four bidders in the auction, you’re bidding to be the one at the top. But
if you’re one of the first four, you’ll be at the top of that page. But it
doesn’t cost you anything to actually be there until someone clicks on your ad.
So it’s pay per click. When somebody clicks on your ad, then it costs you
something. And Google will generally bill you, based on a live ‘updating by the
second’ auction. They will bill you based on a whole bunch of factors, but, but
it’s heavily influenced by what your maximum bid would be per click and roofing
keywords can be, can be somewhat pricey. I have several clients that have gotten
themselves in deep trouble before they brought us in. They say “we’re in deep
trouble from by doing advertising on Google” and not really understanding how
roofers are pretty expensive keywords in this cost me a lot of money to put
these ads in second to be right.
Scott : It
could be but there’s a whole bunch of factors that determine what you actually
pay. So you, when you’re setting up your ads, you will, you will dictate what
your maximum cost per click would be. If you have one of the top bids, then you
have a pretty good shot at being found in those top four. Now if you scroll
down the page, you’ll see there’s oftentimes three or four more stuck at the
bottom. But you don’t want to be there. You want to be at the top because
that’s where the visibility is. People generally don’t scroll very far down
that page before they make a choice. I won’t get all Geeky and technical by
going into the different factors, but let’s just say there’s a whole lot of
different things that you can do to influence what you actually pay.
Scott : So
it was a great chance for me to tell this one story. There’s a, there’s a guy
in Houston that I work with outside of Houston, and when he called me, he was just
being clobbered by Google AdWords. His bill was out of control and it was, it
was really hurting him. So I dove in to see what it was, what it was actually
happening. And he was paying about $40 a click. He had, he had read somebodies
material or went to a webinar or something and was, was bidding very high, but
he didn’t know enough of the details to turn that high bid into visibility and
actually low cost but the only made things worse. So he was paying about $40 a
click. But the worst thing was he was needing about 15 clicks on average to
generate a sale.
Scott : So
going into a new sale, he was carrying $600 in ad cost, more, more or less. , I
mean, that’s a millstone around your neck. That’s a very expensive lead. Well this
is a sale. So, I mean, he was getting leads, but the number of leads he was
selling, it needs about 15 -$40 clicks to get a sale. So he’s carrying $600 in
cost-per-sale! We fixed a whole bunch of little things in there, that we’re
overlooked, ignored, hadn’t been done properly. And the biggest being that we
launched a sales page to send the traffic to because he was sending this very
targeted traffic to the unfocused homepage of his website and people will bail
it out left and right. We launched a very targeted landing page that matched
the language of the ads and we removed a whole series of kinds of ads that
Google makes available that sound good but don’t work in my opinion for the
most part. And almost overnight his cost per click dropped to 12 bucks, still
bidding, still willing to bid up to $40, but paying about 12. And probably the
most radical change was that because we were usin a really good landing page
that converted very well. It only required three clicks to generate a sale. Now
three clicks to generate a lead. And he was selling about one in three leads.
So it was about nine clicks total at 12 bucks to get a sale.
we can have an expensive key word, but if they’re clicking on that and they’re
clicking to a sales page that has a good call to action and they’re going to
click through and either call or respond, um, that’s going to bring our lead
cost down. Is that right?
Scott : Yes.
And the primary reason for that is the, is the consumer on, on Google, the
person who’s searching, , is responding to the promise you made your ad.
They’re responding to the language of your ad. That’s what made them click.
And that’s obviously what made the bell
ring in Google’s revenue code. So they’re responding to your, the words in your
ad and then you send them to the homepage of your website. And those words
don’t appear anywhere. And I now have to search for what it was you were
telling me about. Well, the, the, , the, the very large percentage of people
that, that click on things and go to,
are looking for a roofer are not going to go search your website looking
for where’s the, where’s the story that he was telling me a minute ago? They
just hit the back Arrow and go search on somebody else and you’ve lost. But
Google took their money.
get into writing these ads. What is a good landing or sales page? I’m looking
at the top four ads. Well, there’s four ads, and for roofers, I know him and
each one of them says, call now for a free estimate. All of them, they all look
the same. Now here’s one that says we’ve got you covered. Okay? Not sure what
I’m supposed to do there. And here’s another one that says, is your roof rain
ready? Well, it’s fricking 90 degrees out today and we’re just coming into
summer, so I don’t really care if my roof’s rain ready and let’s not something
I’m going to jump on right now. , maybe I got a freak storm today. one day and I’m going to make an emergency
repair, but this guy’s gotta be paying a lot of money for these ads. And I got
to think this is a, a, a waste of money because they’re going to click through
or if I am, they’re going to come on to some kind of landing page, wouldn’t the
two shouldn’t they be corresponding to, um, the action you want them to take?
Scott : Very
definitely. The two should be coordinated closely together and the language
should be addressing what, kind of the
marketing associations that I run in, we refer to it as a bleeding neck. if you’re a consumer and you’re calling a
Roofer, there’s a problem with your roof. You’re not just, shopping around the number of people who are
buying a roof today and of lifecycle is minuscule compared to the people who
are addressing to last night’s storm. That revealed that I got a leak. , those
are the people that are, that are, have a bleeding neck there, they don’t want their house to be damaged by
water or anything else. So, so they’re in a hurry to find somebody. So if you
send them to your website and ask them to go find the solution or figure out
how to respond, they won’t.
Scott : They
just, they just won’t. So they’ll just go find somebody else. But when you say
all the ads are essentially the same, that’s kind of an underlying mistake that
doesn’t come up often in conversations like this. But the fact is they’re going
to put you in a category of where you appeared to be the same as your
competitor. So therefore I want to know if you can match their price or can you
beat their price. And if you like to play the low margin, high maintenance pain
in the ass client game, then you want to run ads that are all the same.
Otherwise you, you need to write really compelling and different ads that stand
out from your competitors.
don’t need to pay a lot of money to be one of four bidders. I want to
differentiate myself and attract my target customer where I can go negotiate a
Scott : Exactly.
And in reality just the use of the term free estimate, , implies that a
salesman’s going to call on me, they’re going to call me on the phone or they’re
going to going to visit me a and I’m going to get pressure to do something.
Well, language that we’ve tested and proven, significantly over the last four
years is to have a free evaluation
will come and take a look. We don’t even know if you have a problem. How can I,
why would I give you an estimate to fix a roof that may not need fixing? it may be maybe something else that’s causing
it could be your air conditioning line is backed up and that’s what’s causing
that leak in the ceiling. it’s pretty
If I scroll down to page a bit, I’ve got a map here and there’s three
contractors, but their names there. How did they get there and how come my
name’s not on that?
Scott : That
map is what Google used to call Google places, , five years or so ago. And then
it became Google plus and now there is a, there is a Google plus, but it’s not
that anymore. , the maps didn’t use to be visible on the homepage, but now they
sort of are and it’s blended together with Google’s latest local business product
called Google my business. And , in all of this gyration from Google and
evolution process, you might say, ah, they’ve gone from a place where that box
used to have seven listings in it to where now it only has three. So the
competition has doubled.
how many of you get there to be one, those top three?
Scott : You
would, you would get there through a series of things that indicate the Google
that you’re one of the best three roofers in the market. The two biggest
factors that drive visibility in, in the maps is that the number of and quality
of Google reviews that you have. And secondly is consistency in all of the,
what they would call business citations, business citations for lack of, of
a, an easier term would be directories
and there’s a lot of small directories, there’s a lot of large directories,
there’s roofing directories, there’s home improvement directories and Google
looks at the information that’s available to them and they know what’s in every
one of those listings. If it’s online, they have all of it gathered and stored
and they will determine if you’re one of the best roofers provided. All of your
information is consistent.
Scott : So
it’s very common when somebody does a local search analysis, the analysis of
your citations, your your directory listings. Google will find that you’ve
spelled the name of your business three different ways or 30 different
ways. Maybe not the spelling of your
name, but whether you’re using LLC or you’re using Dotcom or whether you’re
capitalizing are not capitalizing the, the more that you can use the same exact
entry of your name. And in particular your address and phone number. It’s
really funny to see how many people have something indexed from each of the
seven locations they’ve operated from in the last 15 years. And all of those
addresses are in there and Google sees all of them and they think, we don’t
know if this is a real business because nobody can work from seven different
Scott : And
no two are the same. So which, which one is it? So if you’ve got a bunch of
citations that are, that are all crazy, Google knows it and they diminish your
score and oftentimes that’s all it takes to push you out. Same thing with phone
numbers. If you’ve got a whole bunch of phone numbers published, then Google
can very easily decide, we really want the best local roofer to be to appear in
that box. And they show the guy that’s got all those things straightened out.
There’s companies that just do citation cleanup. It’s a part of the process
that we do with any full service client is we’ll take them through and it’s not
me giving you an assignment, it’s my team going to work on it and we fix it
all. And then, there’s a half a dozen
other things, but, but essentially those are the two biggest is the quality of
your citations and the reviews that you have in Google.
moving below the maps and I see number of listings, we’ve got Yelp, Yelp, Yelp,
and I’ve got Home Advisor and down a little further now we’re start listing
some roofers and it looks like there’s about six of them or so. And then we’re
back into the paid ads. What’s going on there?
Scott : Well,
once again, you’ve got to have what Google thinks is the best site, most
appropriate site for them to show. And, and so there’s two things that are
worth mentioning at this point. One is that when you asked me originally what the
reference point of top rank roofer is, I meant to insert in there that about
three years ago, two years ago, Google heavily skewed the field in favor of big
sites like Yelp and Home Advisor and Porch and stuff like that. Better Business
Bureau, those are authority sites in Google’s eyes. And so those are usually
the ones that will be listed first, second, third in almost every market now.
So being top rank roofer is being the first roofer who’s independently listed
in the 10 blue links at the bottom, what they would call organic search.
Organic search is oftentimes conflated with are means the same thing as SEO,
search engine optimization.
Scott : It’s
a combination of things that get you to that
to appear on the first page. But, one of which is your website and
another is the authority of your website. But it’s worth mentioning what
Google’s goal is in all of this, in creating this search engine and what
they’re doing with it and how they’re marketing it. Google has a simple
objective and it is to give the person who searches on Google an experience
that includes getting the answer that they’re looking for, the , finding a
quality answer to the question that they went online with. So most people are
going online looking for looking for information about something and Google’s
got the world’s information indexed. So you don’t want to show junk information
for the guys search. So their objective is to, is to figure out who are the
best companies with the best chance of answering this person’s question
accurately and giving them a great experience.
Scott : Why
does Google do that? Because they want you to continue to search using
Google. It’s that consumer who clicks on
those ads and those ads generate Google’s revenue $80 billion last year so they
have every incentive to, to give you a quality piece of information and get you
to hang out, use Google over and over and over again, and a and B be loyal to
them in the process. But on the flip side of that is that they don’t care a bit
about the roofers who are advertising there or who are trying to get ranked.
They don’t care what they care about is their consumer. And we are not it. Does
that make sense?
does. And now I’m spending all this money. How do I know if this stuff is
actually working for me?
it’s working. When your primary objectives are being met, very often, one of
the first things that I do in talking with a prospective company, a Roofer that
wants to get their business going is I want to know how many leads does it take
for you to prosper? How many leads do you need to generate the sales that you
want, to grow your business, to not only reach all your objectives at the level
you’re at, but to grow your business. Beyond that, how many leads is it gonna
take? And how many leads do you have now is obviously a good follow on question
to that. Where are you getting them from? And what’s the cost per lead? How
much, how much is an average sale, how many leads does it take to get a sale?
all essential information and trying to figure out how we would build a
campaign. More often than not, we will, we will personally recommend the
concept of triple optimization, triple optimization, being optimizing your site
so that it is found at the top of the ads so that it gets found in the maps in
the middle of the page, and it gets found in the 10 blue links at the bottom, preferably
closer to the top than to the bottom. And our triple optimization process creates
a timeline in which we can accomplish all that. I mean, it doesn’t happen
overnight. We don’t wave a magic wand and it becomes that way. I don’t have a
secret number two Google that I can call and say, okay, here’s a guy that wants
that spot, so let’s give it to them.
Scott : No,
we work to meet Google’s quality scores and do all the things that they’re
looking for. So when it comes to that, that’s essentially what we’re gonna do
is we’re going to work on all three of those things simultaneously. Now, it
doesn’t always happen that a roofer will want to do all things simultaneously.
Maybe they don’t need that many leads. So in the absence of that, we’ll work on
just one of them. And the one that most commonly we work on as an independent
campaign is our leads in a week process. And that’s the use of Google AdWords, the
ads at the top of that first page and we’ll build out the landing pages and
we’ll identify the keywords and we’ll set up the Google accounts. And in just a
few days, we’ve got campaigns up and running. And so your phone is ringing with
new leads or you’re getting lead forms coming, coming into your inbox, inside
of a week.
So you can get me leads coming in the door almost immediately. Is that right?
Scott : Yeah.
If you’re, if you’re a Roofer who needs your phone to ring, like it’s, it’s
dire straits. I mean, we’re in, we’re going to be in trouble. I might have to
sell the pickup truck or, or lay off my crew this Friday. , I would say
probably a little too late. We might have missed it. But if you’re looking over
the next quarter and saying, what can I do to get, like you, you gave a great example. The guy
doing a million all on referrals now wants to, wants to grow. Well, you only
get referrals from existing customers, and how many times can you call it an
existing customer and ask them for another referral? So eventually you run out
of existing customers. So the best way to get more referrals is to extend the
number of existing customers you have, who will each refer you a few people.
But on top of that, you just need to be
visible because there’s an awful lot of people who are searching for a roofer
right this minute, they’re sitting at
their computer or they’re on their phone and they’re looking for someone because
they’ve got a roofing problem and they don’t know what to do about it.
one last thing I’d like to talk about and that is a Google mobile. What’s going
on with mobile? Because I know that if I’m looking for a service contractor,
I’m a, I’m going to look on my cell phone and I went somewhere, I can click a
number and get some immediate service. What’s happening there?
Scott : In
April of 2015, Google started indicating that they were moving toward a much
more aggressive, a approach to mobile. The thing that was driving their, their
thought process was, , they’re tracking how many of their searches come from a
phone versus a tablet versus a desktop computer. And as it was getting closer
to 50%, Google started saying, this is real. And we’re going to have to adjust
for it. So they started to indicate that that they’re going to take mobile a
lot more seriously. In that process. They instituted a requirement that your
site be mobile ready, mobile friendly is another way of putting it so that when
somebody searches your site, they can read everything and they can click on
anything that’s on that page without difficulty. The, the, the repercussion to
their change was that they started really giving you negative points.
Scott : If
your site wasn’t mobile ready, they weren’t kicking you out of Google, but they
weren’t going to show you on the first page. Even if you been on the first page
of Google for years, if your site, it wasn’t mobile ready, you were no longer
going to be on the first page. As we got through into 2016 things picked up
dramatically and Google wiped out the whole right side rail, the right sidebar
that used to be filled with ads. And that’s when they put the four ads at the
top and the four ads at the bottom, three or four ads at the bottom. And those
were really to make their search results page compatible with mobile. And then
in December that announced December, just a few months ago, they announced that
they were going to launch a new search engine index that was exclusively mobile
sites and over time that that index would replace the search engine that we’ve
been using for the last 20 years.
Scott : And
so it hasn’t fully phased in. They’ve taken more months than they said they
would take. But they are, they are definitely moving in that direction now. And
if your site is not up to scratch mobile wise, there’s a good chance that
you’re not going to be found in search at all and you’re just been completely
kicked out. So that and a lot of the folks listening will say, well, I did
that. I bought a mobile site and you go
and you dial up their website, you put an m. dot in front of it and it’ll load.
But those are old technology, very old technology. They’re generally very slow.
And in almost every case, they don’t mirror the existing desktop site because
they’re two different platforms. There are two different websites and it
becomes a real difficulty logistically too to improve one and then have to
remember to go improve the other one too.
It. All right, so wrapping up, hey, I want to be a top ranked roofer. So what
kind of services do you have? And tell me how that works.
Scott : Well,
essentially Dave, what we do is, is we work with one roofer per market and we
do a whole series of things that are, that are quite unique in the marketing
space. The first one is that we’ve, we work exclusively with roofers. So from
a, from a lead generation company perspective, , we’re, we’re the opposite of what home
advisor or, or porch or any of those others do. We, , we generate leads
exclusively for you. We don’t generate leads for everybody in the market. We
don’t have six or eight people. They get one leap and then you guys all dog
fight over that one lead. That’s a real downside to a lot of those services. So
we work with one company in each market and we, , work with them on an
exclusive basis and we optimize the areas of their site to help them accomplish
the goals that they have.
Scott : So
if they have a relatively small number of leads, then we might just do nothing
but AdWords. If they have kind of a little bit more or they need a lot of
leads, then we’ll want to bring in both the maps and the organic listings at
the bottom. And then we can get your listed in all three places. You’ll be the
most visible roofer, and, , and, and with some of the other things that we do,
you’ll have a very unique site. And oftentimes we end up building a new site in
this process because the old sites, even if they look okay, more often than not
aren’t, they’re not set up properly for the current iteration of search. The
content on them isn’t any good anyway. It’s not compelling. And one of the
things that’s essential for me is to, is to keep you from being stuck in a
world where you’re negotiating your price every day.
you should be able to get a fair price for your work and you should be able to
increase that price over time based on the amount of work that you have in
front of you already committed. So we’ll, we’ll optimize all that. And the
other thing that we do that’s completely unique in this market is that we offer
a guarantee of results. If you want to want to find the fastest way to sort out
who can deliver and who can’t, don’t read the testimonials on their website,
skip that because it’s half the time it’s made up. But what’s impossible to
ignore is when somebody comes along and says, I will guarantee that this
program works. So the essentials of my guarantee is that we need a little time
to get it all set up, four or five months to get everything set up and everything
working and get you starting to move forward in all of Google’s visibility
places. But once we reach a point where the campaign is maturing, we will step
in and guaranteed a contractor $3 in revenue for every dollar in fees that they
pay us. I was searching for a way to eliminate the risk and that worked out to
be a very, very good way. It was used to guarantee it — to put my money where
my mouth is.
that’s some great stuff. Now if our listeners want to get hold of you, what’s
the best way to get in touch with you and can you give us your website again?
Scott : Well,
we’ve been talking about Top Ranked Roofer as a process and that’s the name of
the website is Top Ranked Roofer.com. And if somebody wanted to, wanted to
generate some leads, let’s say you’re, you’ve been listening to this, to this
conversation and you, you really badly need your phone to ring, you need to get
some more leads to really prop up your year and to have a better year. then
you’ll see right at the very top of the homepage is an offer to grab some free
information. And that’s a download that you just go in and you give me your
email address and you’ll be able to download this report and it will tell you,
it’ll tell you how to set up Google for yourself and improve your results.
Scott : If
you wanted help with that process, then just reach out to me. You’ll see the
contact page on that site. Or you’ll even see links on there to having, creating
a call with me and I’ll talk to any, any contractor. I’ll talk to them for 15
or 20 minutes. No, no cost, no obligation. I want to learn a little bit about
your business. I want to learn a little bit about you because simply we can’t
work with everybody. We only work with one per market. When you guarantee the
results in writing, it’s not all that long before you end up having demand
outstrips supply and which is one of the reasons why we’re not one of the “cheap
guys” in the market. Our services are not inexpensive, but you, you’re, you’re
going to get results and you’re gonna get a, a guarantee that you’re going to make
more than you’re spending which takes the risk away.