Winning Big Bids: A Commercial Roofing B2B Strategy
Client: A commercial roofing contractor specializing in flat roofs and TPO.
Challenges We Faced
The client wanted big commercial contracts but was only getting calls for residential repairs:
Wrong Keyword Targeting
Their site ranked for “roof repair” (residential intent) but not “commercial roof coating” or “TPO roofing.”
No B2B Content
Their site looked like a residential roofer’s site, failing to build trust with property managers.
Weak Local Authority
They had no presence in the industrial parks and business districts they wanted to target.
Poor Conversion
The site lacked case studies or “Request a Commercial Bid” forms.
Missing Industry Partnerships
The website didn’t showcase affiliations with suppliers or certifications, reducing credibility with commercial clients.
Win Bigger Contracts
“Want more commercial roofing bids? Our Commercial Roofing SEO services target property managers and building owners.”
Our Approach – How We Solved These Challenges
Service Page Optimization (Commercial)
We built robust “pillar pages” for their core high-ticket services: TPO, EPDM, Metal Roofing, and Roof Coatings.
We used B2B language (“ROI,” “Energy Savings,” “Lifecycle Cost”) instead of residential language.
SEO-Optimized Content Creation
We created a “Project Portfolio” section with detailed case studies of past commercial jobs (e.g., “Warehouse Roof Replacement in [City]”).
Off-Page SEO (Local Link Building)
We got them listed in local business directories and the Chamber of Commerce to build B2B authority.
UI/UX & Conversion Analysis
We added a “Request a Commercial Proposal” CTA and showcased logos of their big-name clients.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Commercial Bids Requested | 0/mo | 12/mo | N/A |
| Ranking (“commercial roofing [city]”) | #15 | #1 | +14 spots |
| Organic Traffic (to Commercial Pages) | 20/mo | 550/mo | +2650% |
Free Commercial Site Audit
“Is your site attracting the wrong leads? Book a Free B2B Audit with our roofing contractor seo agency!”
Advice for Marketers & Brand Owners
- Speak to property managers. Commercial roofing SEO is B2B marketing. Focus on ROI, longevity, and minimal disruption.
- Showcase your big jobs. Detailed case studies with photos prove you can handle large-scale projects.
- Separate your Residential and Commercial pages. Don’t confuse Google. Have distinct sections for each audience.
Extra Factors That Made It Work
- The Project Case Studies established immediate credibility with facility managers.
- Local Link Building from business associations signaled to Google that they were a B2B entity.
- Targeting specific industrial areas (e.g., “roofing for [Industrial Park]”) captured highly qualified traffic.
