I’ve Interviewed 300+ Roofing Business Owners. Here’s What They Ask!

Prioritize creating substantial, keyword-rich content on your website for every service and service area, as Google's ranking relies heavily on readable content, not just technical SEO.

Optimize your website for AI search by answering homeowner questions plainly and providing facts about your company's processes and reputation, as AI thinks like a buyer.

Before hiring a marketing agency, define your customer acquisition cost range and control internal factors like speed-to-lead and call handling, as these impact ROI more than lead quality.

Distinguish clearly between markup and margin in your pricing; a 40% markup does not equate to a 40% margin, and miscalculating this can significantly erode your profits.

Implement process mapping to document your company's 'get work, do work, get paid' flow, creating visual playbooks collaboratively with your team to ensure consistency and improve training.

Conduct performance reviews based on two scores: culture fit and productivity. Let employees self-assess first and end every review with a clear decision or action plan.

To retain key talent, explore options like phantom stock, stock appreciation rights, or profit sharing, making sure any payout mechanism is tied to a 'liquidity event' (like a company sale) to encourage long-term commitment.