Ask what’s specific to roofing about your strategy, what pages exist that mention your actual service cities by name, and whether your reporting tracks leads or just rankings and traffic. Vague answers to any of these are the signature of a generalist, templated approach.

Not inherently, but a generalist agency has to relearn roofing-specific search behavior, seasonal storm timing, and Map Pack dynamics for every new client, and that learning curve is usually paid for by the client in the form of slower results or a higher price.

How many roofing clients have you worked with, what’s included specifically in the deliverable, how do you report on leads versus vanity metrics, and do you work with other roofers in my market simultaneously. Clear, specific answers to all four are the baseline for a legitimate agency.

It depends on how thin the existing content is. Templated pages with almost no real content usually need to be rewritten entirely rather than incrementally edited, since there’s often no real foundation underneath to build on.

An agency representing two roofers in the same city has a direct conflict of interest, since improving one client’s rankings can come at the direct expense of the other. Exclusivity means the strategy, keyword research, and content built for you aren’t being used to compete against you.