Optimize Your Roofing Company Website & Online Presence: SEO, UX & UI, and LinkedIn

by | Sep 12, 2025 | Website Optimization | 0 comments

Summary of a recent SEO Consulting Call

A comprehensive step-by-step guide to improve your website’s SEO, user experience, and lead generation

Introduction

The transfer of a lead from your LinkedIn profile to your website is a critical moment, and you have very few seconds to offer your website visitor what they want: the solution to their problem. This guide provides actionable steps to Optimize your roofing company website, LinkedIn profile, and SEO strategy to attract more qualified leads and establish credibility in your local market.

Part 1: LinkedIn Profile Optimization

Step 1: Update Your Business Branding

  • Add your business logo to your LinkedIn profile header
  • Connect to your business page – This establishes credibility and shows you have a legitimate business presence
  • Include a “Visit Website” button to drive traffic to your site

Step 2: Follow Industry Leaders

  • Follow relevant marketing and roofing industry professionals
  • Engage with content in your industry to increase visibility

Part 2: Website Header and Navigation Optimization: SEO, UI and UX

Step 3: Reduce Header Image Size

  • Problem: Large header images waste valuable real estate, especially on mobile
  • Solution: Minimize header image size to get users to your content faster
  • Mobile-first principle: Engagement is everything – deliver value as quickly as possible

Step 4: Add Clear Call-to-Actions Above the Fold

  • Include text like “Click here to see the areas we serve below”
  • Guide users immediately to relevant information
  • Follow UX best practice: deliver value as fast as possible

Step 5: Remove Social Media from Header Navigation

  • The “Aunt Susie’s Kittens Problem”: Social platforms are designed to keep users engaged on their platform, not send them back to your website
  • Solution: Keep social media links in the footer only
  • Why: Social platforms spend millions keeping users distracted – don’t help them steal your leads

Part 3: Service Area Pages Strategy: Local SEO for the Win!

Step 6: Create Individual Location Pages

  • Current state: Generic “areas we serve” list
  • Improvement: Create dedicated pages for each service area
  • Benefits:
    • Improves search engine credibility
    • Increases user engagement by default
    • Better local SEO rankings

Step 7: Optimize Location Page Structure

  • Format: “[Service] + [Location]” (e.g., “Roofing Company Mandeville”)
  • Include location-specific content and testimonials
  • Add local landmarks and area-specific information

Part 4: Content and Branding Improvements

Step 8: Clarify Owner Identity

  • Problem: Unclear who Jason Cole is in relation to the business
  • Solutions:
    • Add “From the Owner” labels to personal content
    • Include owner photo in testimonials section
    • Use “Featured Projects from the Owner” instead of generic headers

Step 9: Optimize Google AI Summary

  • Current: Using Google’s AI summary plugin for reviews
  • Risk: If you receive several bad reviews, AI may recommend competitors
  • Monitor: Keep track of how this AI summary changes with review patterns

Part 5: SEO and Header Tag Optimization

Step 10: Fix H2 Tag Strategy

  • Current problem: Wasting H2 tags on non-keyword content
  • Solution: Every H2 tag should include relevant keywords
  • Priority order:
    1. Primary service keywords (roofing, roofers)
    2. Location-based keywords
    3. Specialty services

Step 11: Optimize FAQ Section

  • Rule: All FAQ questions should be H2 tags for SEO value
  • Content source: 60-70% from Google’s “People Also Ask” section
  • AI source: Remaining 30-40% from ChatGPT, Perplexity, and Gemini
  • Structure: Separate FAQs by service type (shingle roofs, metal roofs, specialty brands)

Step 12: Create Comprehensive FAQ Categories

  • Shingle roof questions (separate H2 section)
  • Metal roof questions (separate H2 section)
  • Brand-specific questions (if you specialize in particular brands)
  • General roofing questions

Part 6: Service Focus and Website Architecture

Step 13: Evaluate Service Diversification

  • Consideration: Remove land clearing from main roofing site unless:
    • Cold traffic (strangers) find you through land clearing searches
    • You get consistent land clearing leads from the website
  • Why: Mixed services can confuse Google’s understanding of your primary business
  • Alternative: Create separate website for land clearing services

Step 14: Navigation Bar Optimization

  • Current: Large navigation with multiple services
  • Recommendation: Streamline navigation
  • Consider adding: “Top Questions” to navigation if you remove secondary services

Part 7: Footer and Internal Linking Strategy

Step 15: Strategic Footer Optimization

  • Move map embed to footer sidebar
  • Add “Top 3 Questions” section to footer
  • Expand to “Top 5 Questions” as you create more content
  • Link each question to comprehensive blog posts (700+ words each)

Step 16: Create Internal Linking Ecosystem

  • Strategy: Write detailed blog posts for each top question
  • Length: Minimum 700 words per post
  • Benefit: Creates “organic material” that feeds your site’s SEO
  • Result: Visitors find questions on Google → click to your site → follow internal links → increased engagement

Part 8: Local SEO Considerations

Step 17: Evaluate Local Search Strategy

  • Research your area: If you’re in an outlying area with multiple small municipalities
  • Search behavior: People may search by parish, county, or overall region
  • Opportunity: Target broader geographic terms if individual cities lack search volume
  • Tool: Check Google My Business insights to see how people find you

Step 18: Competitive Analysis

  • Monitor: Your current rankings in different cities
  • Adjust: If a location has no competition (no map results), consider whether it’s worth targeting
  • Focus: Concentrate on areas with actual search volume and business potential

Implementation Timeline

Week 1: Quick Wins

  • Update LinkedIn profile
  • Reduce header image size
  • Remove social media from header
  • Add owner identification to content

Week 2-3: Content Strategy

  • Create individual location pages
  • Audit and fix H2 tags
  • Research top FAQ questions from Google and AI platforms

Week 4-6: Long-term SEO

  • Write comprehensive FAQ blog posts
  • Implement internal linking strategy
  • Create footer optimization
  • Monitor and adjust based on performance

Measuring Success

Key Metrics to Track

  • Organic search traffic to location pages
  • Time on site improvements after header optimization
  • Conversion rate changes after removing social media distractions
  • Ranking improvements for targeted local keywords
  • FAQ page engagement and internal link clicks

Staying Ahead: AI and Future Considerations

The digital marketing landscape is rapidly evolving with AI integration. Stay prepared by:

  • Monitoring AI search trends (ChatGPT, Perplexity, Gemini usage in your area)
  • Optimizing for voice search through natural language FAQ answers
  • Keeping content fresh and technically accurate
  • Regular competitive analysis in the AI search landscape

Conclusion

Implementing these steps will create a more focused, user-friendly, and search-engine-optimized online presence for your roofing company. The key is to prioritize user experience while strategically building SEO value through targeted content and smart internal linking.

Remember: every change should be measured against your actual business goals. If something is currently working well for your specific market, test changes gradually rather than implementing everything at once.

For businesses ready to take their online presence to the next level, consider scheduling a discovery call with a digital marketing specialist who understands the roofing industry’s unique challenges and opportunities.