Playbook · Roofing · Websites
The complete guide to roofing website design
How a roofing company builds a website that wins when a homeowner is comparing three roofers. What goes on the first screen, which pages you need, and how to tell which pages bring in estimate requests.
The short version
What should a roofing website have?
A roofing website should load fast on a phone, show photos of roofs you’ve actually done in the homeowner’s area, and make requesting an estimate or inspection take a minute. It needs a page for each service, including repair, replacement and storm damage, plus reviews, license and insurance details, manufacturer certifications if you hold them, warranty terms and financing options. Every call and estimate request should be tracked, so you can see which pages bring in work.
What goes on a page that books
What a roofing page shows before the scroll
If a homeowner can’t tell whether you do their kind of roof in their area and how to get an estimate, they hit back and try the next roofer. This is the layout we start from.
- 1Tap-to-call numberAlways one tap away, for the homeowner standing under a leak.
- 2Service + city headlineTells homeowners and Google what you do and where.
- 3Reviews and a real roofStar rating, review count and a photo of a roof you finished.
- 4Get an estimateA short estimate or inspection request, three or four fields.
- 5Why youLicense, warranty and financing, stated plainly.
Step by step
The playbook
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01
Put the essentials on the first screen
On a phone, the first screen decides whether a homeowner stays or tries the next roofer. It needs to say what you do, where, and how to get an estimate.
- A tap-to-call number at the top
- A headline with the service and the city
- Star rating, review count and a photo of a roof you finished
- An estimate button above the scroll
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02
Build a page for each service, storm work included
Replacement, repair, storm damage, metal roofing and gutters each get their own page, with their own photos and their own way to request an estimate. The storm page also gives storm ads a place to land and keeps retail buyers on the pages written for them.
- What the job involves and the materials you install
- Photos and reviews from that kind of job
- A storm page that walks through what an inspection checks and how you work with the homeowner’s claim
- An estimate or inspection button on every page
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03
Show real roofs, by neighborhood and roof type
Stock photos of roofs you didn’t install make you look like everyone else. A gallery of finished jobs shows you’ve done this exact work before.
- Before and after shots from the same angle
- Label each job with the neighborhood and roof type
- Add new photos after every install
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04
Make trust easy to check
Homeowners are trusting you with their house. Put the details they’d otherwise call to ask about where they’re easy to find.
- License and insurance details
- Manufacturer certifications, if you hold them
- Warranty terms in plain language
- Named crew leads or project managers
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05
Answer the money questions
At about $9,610 for an average replacement (HomeAdvisor), homeowners want to know about cost and financing before they call. A range and what moves it answers the first question without quoting a roof you haven’t been on.
- A typical range for your area
- What moves the price: size, pitch, material, layers to tear off
- Financing options and how to apply
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06
Keep the estimate form short
Every extra field loses people. When Scoop Soldiers turned a three-step signup into one instant online sign-up, they got 24% more clients in 14 days.
- Name, phone, address and what’s going on
- An optional photo upload for leaks and damage
- A clear note on when you’ll call back
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07
Make it fast and launch it clean
A slow page loses the homeowner standing in the driveway. Check speed before launch and keep every old address working.
- Check pages against Google’s Core Web Vitals before launch
- Compress photos without losing the detail
- Redirect every old URL when you relaunch
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08
Track every estimate request, test the path, then improve
Each call, estimate request and inspection booking should be counted once, with a value and where the homeowner came from. A monthly test request keeps those numbers honest, and changing one thing at a time shows which pages bring in the most valuable requests.
- A key event for tap-to-call, the estimate form, inspection requests and the storm form, with a higher value on replacement requests than repairs
- Hidden fields that pass the click ID (gclid) and UTM source, the tag that says where a visit came from, into JobNimbus, AccuLynx or your CRM with every request
- A test estimate with a photo from a phone every month, checked in Google Analytics, Google Ads, Meta and your CRM, then marked as a test
- One change at a time, a headline, the form or the inspection booking, kept only if it brings in more estimate requests
Free PDF
Get the full roofing playbook as a PDF
All three guides, every checklist and the marketing calendar in one file you can print or hand to your office manager.
- Local SEO, ads and website, step by step
- Printable checklists
- A month-by-month marketing calendar
Tick it off as you go
Roofing website checklist
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What not to do
Common mistakes
Stock photos
Homeowners comparing three roofers notice when the roofs on your site aren’t yours. Real jobs, labeled by neighborhood, do the convincing.
Hiding the money questions
If financing and warranty are buried, homeowners leave to find out somewhere else, often on a competitor’s site.
One page for all services
A homeowner with a leak and one planning a metal roof land on the same list. Neither finds their answer, and the page ranks for neither.
Relaunching without redirects
A new site that drops old URLs can lose the rankings that bring your jobs. Redirect every old page to its new one.
Your monthly report
How to measure a roofing website
If it doesn’t tie back to a booked job, it’s a leading indicator at best. Track these every month.
- Requests per visitHow many visits to each page turn into a call or estimate request
- Request value by pageThe estimated value of each page’s calls and estimate requests, with replacements valued above repairs
- Page speed on phonesCore Web Vitals, checked after every big change
- Pages people leave fromWhere homeowners give up without calling or requesting an estimate
Questions
Roofing website questions
What makes a roofing website convert?
It comes down to proof and ease. Homeowners are deciding who to trust with their house. Show photos of real jobs and recent reviews, state your warranty and financing plainly, and keep the estimate request short. 97% of consumers read reviews for local businesses (BrightLocal, 2026), so put yours where people see them.
Should a roofing website show prices?
Usually not a fixed price, because every roof is different. A typical range for your area, the factors that move the price, and your financing options answer the first money question without locking you into a quote before you’ve been on the roof.
How long should a roofing estimate form be?
As short as your office can work with: name, phone, address and what’s going on. Every extra field loses people. When Scoop Soldiers turned a three-step signup into one instant online sign-up, they got 24% more clients in 14 days.
Will a new website hurt my Google rankings?
Not if it’s handled right. Redirect every old URL to its new page, keep the content that ranks and submit the new sitemap to Google Search Console. Service and city pages that already bring in work should keep their addresses wherever possible.
Does a roofing website need a storm damage page?
If you do insurance work, yes. Homeowners with hail or wind damage want to know what an inspection involves and how you work with their claim. A dedicated page answers that, gives storm ads a place to land, and keeps retail buyers on the pages written for them.
Can my office update the website?
It should be able to. On WordPress, your team can add new job photos, a seasonal banner or a financing offer without calling a developer. Fresh photos of recent roofs in nearby neighborhoods are some of the most useful updates you can make.
Rather not do it yourself?
Every roofing company we work with gets its own plan
This playbook covers what works for most companies in your trade. We start from your market, crews and numbers, then test and adjust month to month, reported in booked jobs and revenue. Tell us your service area and the services you want to grow.