What does marketing for a roofing company look like when it runs itself?
Local Authority is a done-for-you marketing service for roofing companies. When your crew finishes a tear-off and replacement, a repair or a new siding job, someone on the roof takes a before photo and an after photo on a phone and picks the town and the service. Within about a minute the job is on your website with a written caption, posted to your Google Business Profile with a stacked before and after image, and posted to Instagram and Facebook. Towns where you keep working earn their own page on your site, written from the actual jobs. Two homeowner articles a week go out under your name, and your Google reviews can become graphics you approve before they post. We built the service first for a Long Island roofing and siding company and we are now accepting founding clients in roofing and other trades.
Roofing is the easiest trade in the world to photograph and one of the hardest to market. A worn, streaked, curling three-tab roof next to a crisp architectural shingle roof tells the whole story in one frame. The problem is that the person who could take that photo is on a ladder, the office is three jobs behind, and by the time anyone thinks about posting, the next tear-off has started.
Most roofing websites are a brochure that was finished the week it launched and never touched again. Google and the AI assistants homeowners now ask for recommendations reward the opposite: a site that shows recent work in the towns you serve, answers the questions homeowners actually ask about roofs, and states the same facts about your business everywhere.
Local Authority gives your crew one phone page. They take the photos they were going to take anyway, and the rest of the marketing follows the job out the door.
Which roofing jobs make good posts?
| Job | What to photograph |
|---|---|
| Full roof replacement | Before from the curb showing the old shingles and any sagging, after from the same spot once the ridge cap is on. |
| Roof repair after storm damage | Close-up of the missing or lifted shingles, then the matched patch with the flashing visible. |
| New roof on an addition or new build | Underlayment or bare deck, then the finished roof with the drip edge and gutters in frame. |
| Roof inspection | No real after, so one clear photo of what you found (cracked boot, exposed nail heads) with a short note on the fix. |
| Roof maintenance and moss or debris cleaning | Valleys and north slope before, same angle after. |
| Siding installation | Whole elevation before and after; include the trim and corner posts. |
| Siding repair | The damaged or warped section, then the blended replacement. |
| Gutter installation | Eave with old or missing gutters, then the new run with downspout and guards if fitted. |
What makes a good photo for roofing?
Shoot the before from the curb or the driveway, standing where a homeowner would stand, and take the after from the exact same spot. Keep the whole roofline in frame and avoid shooting into the sun. Phone photos are fine; they are what the system expects. For inspections and small repairs where there is no dramatic after, a single clear photo of the problem and a sentence about what you did still makes a good website entry and Google post. The system flags photos that do not match the job you ticked, which has already caught a siding before and after uploaded as a roof job.
How do the seasons change what gets posted?
Roofing runs hard from spring through late fall and slows in winter, with storm work arriving on its own schedule. That rhythm suits the system: in season, every finished roof becomes a post the same day, so your Google profile and social pages stay busy without anyone sitting at a desk. In winter, the two weekly articles keep the site active with questions homeowners ask at that time of year, such as ice dams, attic condensation showing up as ceiling stains, and whether a roof can be replaced in cold weather.
What does a Google post look like for a roofing company?
Every published job becomes a post like this on your Google Business Profile, with the same image and text going to Instagram and Facebook. The closing line is written in your voice and fitted to the job; the sign-off with your area, phone, name and website is added automatically.
Example text for an imaginary job. Real posts describe only what your photos and notes show.
Roof replacement finished for a homeowner in your town. The old three-tab shingles were curling at the edges and the valleys had been patched more than once. We tore off to the deck, replaced two damaged sheets of plywood, installed ice and water shield at the eaves and valleys, and finished with architectural shingles and a new ridge vent. At our company we believe a roof should be done once and done right.
Learn moreWhat does an earned town page look like for a roofing company?
A roofing town page is only created once you have done two or more jobs in that town, or one job with real notes. It shows those jobs with their before and after photos and captions, lists the roofing services you performed there, quotes any customer review you pasted in, and describes the town's housing in general terms that are well established (a mix of capes and colonials, coastal wind exposure, snow load in winter). It never states facts about the town that cannot be checked. A homeowner searching for a roofer in that town lands on real roofs you replaced for their neighbors, not a page of swapped-in town names.
What do customers praise, and why does it matter?
Roofing customers write about three things: the crew showed up when they said they would, the yard was clean when they left, and the roof looks good from the street. Those are exactly the words a homeowner types into Google. A review that also names the town and the job (a roof replacement in a named town) does more for your local ranking than any social post. The review graphics the system makes are built from your real Google reviews, and you choose which ones go out.
Which questions will your articles answer?
Two a week, chosen from a queue we build with you. The first eight for a roofing company usually look like this:
- How do I know if my roof needs to be replaced or just repaired?
- How long does a roof replacement take?
- What causes ice dams and how do I stop them?
- Can a roof be replaced in winter?
- What is the difference between three-tab and architectural shingles?
- Why are there dark streaks on my roof?
- What should a roof inspection include?
- How do I choose between repairing and replacing siding?
What will the system never say for a roofing company?
Every caption, post, town page and article is checked in code against your never-say list before it can publish. For roofing, the list usually starts with these:
- Any statement that the company handles permits or guarantees permit approval, unless the owner confirms it
- Any promise about insurance claims being approved or covered
- Prices, price ranges or 'free' offers the owner has not confirmed in writing
- Roof types the company does not install (metal, slate, tile, flat or commercial roofing for the first client)
- Attic work, insulation or ventilation claims unless the company does that work
- Manufacturer certifications the company does not currently hold
- Company age or years in business beyond what the owner has stated
- A street address for a job, only the town
- Wind, hail or storm ratings stated as facts without the manufacturer's wording
Questions roofers ask us
Does the crew have to write anything?
No. They pick the town from a list, tick the service, add the photos and, if they want, a line about what the roof was like. The caption and the post text are written for them and shown for approval before anything is published.
What if a photo is not a roofing job?
Each upload is checked against the service you ticked. If the photos look like siding and you ticked roof replacement, the system tells you before you publish. You can swap photos without starting over.
We do not do metal or flat roofs. Will the system ever mention them?
Not if you tell us. Every client has a never-say list, and every caption, post, town page and article is checked against it in code before it can be published. For our first client that list includes metal, slate, tile, flat and commercial roofing.
Can we post storm repairs quickly after a weather event?
Yes. A repair photographed at the job goes live on your site and your Google profile in about a minute, so homeowners searching after a storm see that you are already working in their area.
What about our existing website and Google ranking?
We rebuild the site on our system and redirect every old address to its new page one by one, so the ranking you have carries over. Our first client's site was moved from WordPress this way.
Will the articles sound like a roofer wrote them?
They answer the questions your customers ask, in plain language, with links to sources like the roofing manufacturers and weather agencies. They are checked against your service list, so an article never offers work you do not do. You can read any article before it goes out and remove it.
Run a roofing company? Let your work do the talking.
Book a call. We will ask ChatGPT who to call for your trade in your area while you watch, show you where its answer came from, and tell you plainly what it would take for that answer to be you.
Now accepting founding clients. Built first for a Long Island roofing and siding company.
