What’s a Client Journey Map and Why Should You do it for Your Roofing Company?

Client Journey Map

Written by Jeremy Earle, JD

January 11, 2022

It’s important to know how customers feel when they see your roofing company’s name online.

Is it more important to your business that you sell roofs or that customers find you so they can schedule tasks with you?

To better serve your ideal customers, you need to create a roofing client journey map tailored to your company’s success.

It’s no long enough to just have a beautiful roofing website and wait for customers to come to you. For your roofing business to succeed, you must be aggressive in promoting your services and goods to prospective clients.

You may have heard of a clients journey map but aren’t sure how it may help your roofing company. A user journey or client journey map, on the other hand, may assist improve the reputation and experience of your roofing brand’s customers.

User journey maps may help you get insight into your customers’ perspectives and how they engage with your roofing company from first contact to when they make an appointment.

Continue reading to find out what a customer journey map is, why it is important, and how to construct one for your roofing company.

A Roofing Client’s Path

A user journey or client journey is defined from the time a potential customer or client hears about your brand to when they get an email thanking them for scheduling a task with your organization. It encompasses everything a customer goes through while trying to engage you for roofing services or goods.

So, what is a customer journey map?

The visual depiction of your customer’s interaction with your roofing brand is a customer journey map. Understanding your target audience’s pain points and wants may be gained by using a client journey map.

The advantages of Planning the Path of the Roofing Client

Customer journey mapping is vital to better understand your customer’s expectations and improve their overall experience. Your roofing firm needs a client journey map for the following reasons:

  • Using a Customer Journey Map Remains Customer-Focused

Customers’ perceptions of your company, beliefs, and goals, as well as their interactions with your organization at numerous touchpoints, may be better understood via customer journey mapping.

A client journey map provides real-time facts and helps you comprehend what’s happening on the ground when you include your own biases and viewpoints.

This ensures that every roofing team member is on the same page about what needs to be done. They focus on providing excellent customer experiences and satisfying customer expectations.

  • Increased ROI is a direct result of deeper customer insights.

You must first get to know your clients to design a compelling customer journey. As a result, you have a good idea of what people want, how they act, and what they don’t like about your services. Roofers trying to create the ideal experience for their customers often overlook this important aspect of operating their company (rather than the customer).

Touchpoints are when a property owner interacts with a roofing company or brand. These are the contact points and engagement between your roofing company and companies and homes.

Customer journey maps let you uncover these touchpoints and where the most challenges and friction occur, allowing you to strengthen these touchpoints and optimize every channel based on high-quality, real-time data.

The more meaningful contacts you have with your consumers, the more likely they will become long-term peoples who will spread the word about your roofing business.

  • If you create a customer journey map, your roofing firm has a leg up on the competition.

Your roofing team should talk about your clients’ experiences, sympathize with their problems, and improve their service as a result.

Owners of commercial and residential properties will prefer your roofing services over those of other roofers in the future if you can show that you have the expertise and experience they want.

  • Proactive customer service is a key component of any successful roofing company.

You might think of it as a road plan for your customer’s experience. Using this information can help you identify situations in which property owners are likely to be pleased and those in which they are likely to have difficulties or friction.

Understanding this in advance allows you to plan your client service strategy and act at the right moments to boost the value of your roofing brand to the property owner.

Your roofing brand will seem more trustworthy to your customers if you provide excellent customer service. Consider sending an email to your client base informing them that your crew is ready to assist them in the event of storm or hail damage if you are expecting a spike in demand for roofing services during the winter.

  • Using Customer Journey Mapping to Find a New Pool of Potential Customers

To be a roofer, you must have a thorough understanding of the customer journey and the psychographic and demographic characteristics of your clientele. Attempting to promote your roofing business to a wide audience that will not subsequently be interested in your goods or services may be a waste of marketing expenditures.

The viewpoint of property owners trying to achieve a goal with your roofing business may be gained by researching your regular clientele’s pain issues and demands and explaining their path. As a result, you may aggressively promote your roofing services to that target population.

  • The internet can assist property owners in finding your firm instead of you trying to find your prospective customers via traditional marketing.

In traditional marketing, gimmicks are used to distract In order to reach individuals who are not interested in your message, you must divert clients from their normal activities.

Five stages of a customer’s purchasing process

Customers that understand their purchasing process and focus on improving their sales funnel phases always outperform their competition in the market.

After all, if you don’t have customers, your roofing business is nothing. As a result, as the owner of a roofing company, you should prioritize providing an exceptional client experience from the first.

More than 60% of a customer’s journey may be completed online.

The customer journey is often overlooked by roofers, which is a huge oversight of online marketing. As a roofing company, you need to know your customers to craft an effective marketing approach.

More than a 20% increase in revenue is achieved when roofing prospects are nurtured with relevant material.

Here are the key phases of a customer’s journey that you should be aware of, without further ado:

  • Awareness
  • Consideration
  • Decision
  • Retention
  • Advocacy

This is the beginning of the process of purchasing a product. The people you’re trying to reach are aware that they have a roofing issue and are actively looking for ways to address it. The awareness stage of your customer’s journey may be thought of as their first encounter with your roofing company.

It’s critical to create a connection and trust with your prospective customers by providing them with value during this first stage. Unless you are providing value at the awareness stage, the rest of the purchase process is irrelevant. Real estate owners cannot schedule work with you if they aren’t even aware that you exist.

Let’s be honest, though: 80% of consumers do research online before contacting your roofing company for service, according to a study.

As a roofer, it is your job to demonstrate that you understand the customer’s issue or need and provide them with tools and knowledge that can help them overcome it.

  • Content like how-tos,
  • checklists,
  • e-books,
  • industry data, and
  • how-to videos may all be used to raise awareness.

Because you know your customers are looking for information at this point, you want to provide it in an easy-to-understand style for property owners.

Keep your first meeting with a customer from seeming like a game of chance. When a potential customer visits your roofing website and is left thinking, “What services do you offer?” it’s a bad first impression.

What’s the best place to begin?

Your prospects and customers will benefit from a responsive, user-friendly roofing website built with the aid of Rank Fire | SEO.


It’s time for the second phase of your customer’s purchase process. After doing some initial research, your prospective customers now have a list of various roofing companies from which they may make a choice. They’ve narrowed down their alternatives, but they’ll keep looking for additional information. Research is still ongoing, though.

Your roofing services will be compared to those of other roofers in the market.

If your roofing services are what they’re looking for, they’ll use our site to compare prices, research rivals, and peruse online reviews. You must distract consumers’ attention away from their typical activities in order to reach those who are not interested in your message.

i)Asking yourself the following questions as a roofer is an absolute must.

ii)Am I making it obvious and simple in terms of my roofing service?

iii)When searching for your roofing company on the internet, is it simpler to identify your company’s brand name?

  1. iv) Do your roofing services’ advantages seem obvious?

Are my prices comparable with those of the other roofers in my area? iv)

  1. v) What distinguishes your roofing company from the competition?

Your roofing website’s phone number, online forms, or social media platforms are all common ways that prospective customers may contact you for additional information. Don’t leave them hanging if this is the case.

Here’s your opportunity to be the hero they’ve been looking for to solve their issue or meet their basic need. At this point, prospective customers will want to learn more about your price and how much they’ll save if they use your roofing business.

At this point in the process, By ensuring that the sellers have all of the information they need before moving on to the next phase in the purchase process, you will be demonstrating to them that you are serious about the deal and will be demonstrating to them your commitment to the transaction.


This is when your potential customer is ready to make a decision and book a project with you. By this point, the prospective client has done all the research necessary to make an educated choice about which roofing services would precisely fit their demands or solve their issue. At this point, client feedback is critical.

It’s critical to provide social evidence that your roofing services deliver on their promises, which may be done by showcasing successful projects in the industry.

Make sure your prospective consumers learn more about your roofing business and your brand by posting customer testimonials and reviews on your website and other platforms.


Congratulations! The fact that you have a customer that has reached this level indicates that you have done a good job of everything from marketing and service to purchasing resources. Isn’t it still going on? This is the most important step if you want your customers to purchase from you. Why? Retaining an existing client is significantly less costly and time-consuming than acquiring a new customer. You should follow up with a customer after they have received your roofing services in order to get their feedback.


Suppose you’ve made it this far; congratulations! You’ve completed your client’s purchase experience. It’s the point when your roofing customer becomes a brand ambassador or champion. They rave about your roofing services, passing the word along to friends and family, and actively promoting your business through word-of-mouth referrals.

In 2022 and Beyond, the Steps to Creating a Great Customer Journey Map


Understanding your target peoples is the first step to successfully promoting your roofing services. The ideal consumer for your roofing business is a wide generalization of your target market.

It’s the sort of homeowner who will call your roofing business to book an appointment.

For example, a roofing contractor’s target audience will be different from that of a plumbing contractor.

To pinpoint your ideal customer, you need to know exactly what issue you’re trying to address. This aids you in developing a crystal-clear image of the perfect customer.

  • Is your roofing service beneficial to anyone?
  • Who is the target audience for your work? “

Your target audience/market may include property owners like these.

Once you know your target audience, you can devise strategies for reaching out to and segmenting them into smaller groups.

Knowing all the many components of demographics in your selected market might make it difficult to narrow down your target audience.

  1. Here are a some things to keep in mind while deciding on your target market for roofing:

Where your prospective customers are located, your firm provides roofing services in a specified region (such as a county, city, or state), which lowers your target audience and modifies your advertising techniques. Using advertising funds to target property owners in Tennessee when your firm only operates in Florida is a waste of money for a roofing contractor. Focusing only on your intended audience is the best course of action.

  1. b) If you’re looking to reach a younger demographic, how old are the people you’re targeting?

You need to know that demographic if you’re offering roofing services or goods to individuals of a certain age bracket. For example, Taylor Swift doesn’t target 60-year-olds when she promotes her new album. Despite the album’s release, they have no interest in it. Consequently, it is critical to understand if your roofing services are geared at Millennials or the elderly.

  1. c) It’s important to know the interests of your target audience.

Rather than generalizing demographics that may be interested in your roofing services, focus on the ideal customer.

Having a better picture of your target audience/demographics might help your firm identify several subgroups within those demographics.


You have a broad concept of who your ideal customer would be in this regard. For the majority of homeowners in the nation, however, this will not be the case. Each roofing firm deals with a wide range of various sorts of customers.

In our earlier scenario, businesses, residences, office buildings, and apartment complexes are all examples of potential customers for the roofing company.

Customer personas are essential for gaining an in-depth insight into your target audience and creating advertising messages tailored to their unique issues. You may better understand what you’re doing properly and what you need to improve upon by creating customer personas of your ideal clientele.

With this information, you can tailor your roofing marketing messaging to the various customer profiles you’re working with. Make sure that your customers have a great experience dealing with your roofing company based on their buyer personas.


What are the details of the prior customer’s experience with your roofing firm? How long does it take for a customer to have a roof installed by your company? When do they come into contact with the roofers at your business? After they fill out a form or make an appointment, where do they go?

It’s important to remember that every encounter your roofing business has with the customer is a component of the customer’s experience.

Consider your most recent customer. If you want to acquire a job with your roofing company, write down every step they had to take, including where they discovered you, filling out your roofing website, or receiving a follow-up email or phone call.

Making a flow chart outlining the steps a homeowner takes to hire your roofing company might be helpful. The customer’s journey is essentially your service. However, the homeowner recalls more than just the services you provided, such as installing a new roof. They evaluate your organization based on the quality of your work and how it made them feel when they collaborated with you. Your company’s future is immediately affected.

On Customer Journey Mapping: Frequently Asked Questions


Customers may locate your roofing business online thanks to the SEO services at Rank Fire | SEO. Google search, internet directories, printed ads, and external links are ways potential customers might locate your company. If you’re doing everything correctly to bring your business in front of them, they might find your roofing company in various ways.


When a potential customer discovers your firm and becomes interested in your roofing services, they contact you through one of your communication channels or touchpoints. Your roofing website, email, phone, social media, or contact form are some ways you might reach out to customers.


Your roofing website design may be the only thing keeping you from attracting new customers. For a dramatic increase in conversion rates, you may only need to make a few minor changes to the design of your website’s landing page or homepage.

Hundreds of roofing contractors we’ve dealt with have found it effective. Your roofing website, search engine rankings, online reputation management, and social media advertising may all benefit from our expertise in this area of digital marketing.

One-on-one strategy sessions with a development coach may be beneficial to your roofing company in order to provide a fantastic client experience at every stage of the customer journey.

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