Kasra Dash:
 Today I want you to teach me how I can grow my roofing company. What strategies should I be following, and what mistakes should I avoid?
James Dooley:
 If you’re a roofing business looking to grow, I’d strongly recommend SEO—but before you even start SEO, you need clarity. Sit down with a consultant who keeps you disciplined about what you actually do as a business. Roofing is a huge industry: flat roofing, blue roofing, green roofs, biodiverse roofs, slate, tiled roofing, heritage roofing—it goes on and on.
James Dooley:
 Even within “roofing contractor,” are you installing new roofs, repairing existing ones, handling maintenance, cleaning, or painting? These are all sub-niches. Before advertising or marketing, you must understand what you’re best at and where you make the highest profit. That’s the most important part.
James Dooley:
 I’m slightly biased because I founded FatRank, but I’d start at FatRank.com. We work with many roofing companies using a lead generation model that’s different from anything else in the space. We generate enquiries, and you pay nothing upfront—you only pay when the job converts. You’re paying from profit, not hope.
James Dooley:
 That said, we’re very selective. Roofing companies need strong online presences: good reviews, testimonials, and case studies. If we generate a £100,000 enquiry and the prospect compares you with another contractor who has better online credibility, you lose the job—and we don’t get paid. So conversion quality matters to us as much as it does to you.
Kasra Dash:
 So even if someone applies to FatRank, you wouldn’t tell them to rely on just one channel?
James Dooley:
 Exactly. Never put all your eggs in one basket. FatRank is just one provider. Roofing companies should also generate their own leads. SEO is a major long-term play—but it’s not about ranking for “roofing UK.” Think niche and long-tail: church heritage roofing, refelting flat roofs, skylight repairs. Easier keywords, clearer intent.
James Dooley:
 You also need a quality SEO agency. There are a lot of cowboys out there, so choosing the right partner is critical. SEO builds authority over time and compounds when done properly.
James Dooley:
 Then there’s social media. Share before-and-after photos, job videos, walkthroughs. Upload them to Instagram, Facebook, and YouTube. This builds E-E-A-T—experience, expertise, authority, and trust—but more importantly, it improves conversion rates. You might be amazing offline, but customers judge you online first.
Kasra Dash:
 What would you personally focus on if you were a roofing company?
James Dooley:
 Consistency. Regular uploads on Instagram and Facebook matter. That activity also boosts SEO. Even something like “roofing Manchester” can generate hundreds of searches a month. If you invest in SEO now, you’ll see results in six to twelve months—but every month you delay is lost revenue.
Kasra Dash:
 What about PPC for roofing?
James Dooley:
 Honestly, PPC for roofing is expensive. From what I’ve seen, it can cost £400–£500 to acquire one converted job. It works for some, but margins get tight fast.
Kasra Dash:
 And traditional marketing—TV, radio, billboards?
James Dooley:
 Some companies make it work, but a TV ad can cost £10,000–£15,000. That same budget could fund a strong SEO campaign. If you’re choosing, SEO gives you much better long-term return.
Kasra Dash:
 If you could only choose two strategies?
James Dooley:
 SEO would be number one. FatRank would be number two. Ideally, you also layer in social media. SEO is your long-term asset, social is visibility and trust, and FatRank gives you immediate enquiries.
Kasra Dash:
 Anything else worth adding?
James Dooley:
 Be as visual as possible. Roofing sells through before-and-after images. Rank your images as well as your pages. If you do that consistently, you’ll be in a strong position to grow.