Let's TalkLet's TalkA roofing website is judged twice: by a homeowner after a storm deciding who to trust with an insurance claim, and by one planning a replacement who wants to see real finished roofs nearby.
We review how real visitors use your site and send a short recorded walkthrough showing what a homeowner sees after a storm and what a replacement buyer sees on a quiet Tuesday - whether you look local, whether the claim process is explained, and whether your finished roofs are anywhere to be found. If three changes would do more than a new site, we will say so.
Four failures we see repeatedly in this vertical, and what each one actually costs.
After a hailstorm, out-of-town crews arrive with door hangers, fresh websites and stock photos of perfect roofs. Homeowners have been warned about them, and they judge every roofer's website against that warning. A genuine local company with a template site, no address and borrowed imagery is indistinguishable from the operation that will be gone in a month - and the homeowner has no way to tell you apart except what the site shows.
Most storm-damage jobs run through an insurance claim, and homeowners find the process confusing and slightly frightening: inspections, adjusters, deductibles, supplements, what the policy covers. Sites that simply say 'we work with insurance' leave the questions unanswered. The roofer who explains the process clearly and honestly - including what a contractor may and may not do in it - becomes the one the homeowner trusts to guide them.
A replacement is a large, visible, long-lasting purchase, and homeowners want to see work like it - on houses like theirs, in their area, in the material they are considering. Sites with a stock hero image and a gallery of unlabelled photos give them nothing to judge, and the proof that you do good work stays on your phone instead of on your website.
A form that collects a name, email and message produces enquiries your estimator cannot prioritise: no address, no roof age, no mention of a leak or a claim. Every one needs a phone call to understand, and a site visit to discover it was never a real job. A few well-chosen questions would let the office route claim work, leak repairs and planned replacements differently from the start.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
The homeowner's real question after a storm is whether this company will be around to honour the warranty. We build the answer into the layout - your address, how long you have worked in the area, your crews, your licensing, the manufacturer credentials you genuinely hold - so the site does the reassuring before the estimator ever knocks on the door.
Claims are where homeowners feel most exposed, and most roofing sites wave at them in a sentence. We write a clear, honest page on how the process works - inspection, adjuster, deductible, supplements - and on what a contractor can and cannot do, which varies by state. It is the page that turns a nervous homeowner into a trusting one.
A roofing company's best marketing is the roofs it has already put on. We build a simple project format - photos, material, area, what the job involved - that your team can fill in after each job, so the site keeps growing with real local proof instead of relying on the same stock image for years.
What your current site proves about you, and what leaves you looking like a crew from out of town.
Replacement, repair, storm damage and the materials you install, each given a page.
The insurance process explained honestly for your state, reviewed with you.
A simple template your team fills in after each finished roof.
The questions that let your office sort claims, leaks and replacements.
Redirects checked, tracking tested, everything handed over in your name.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Storm seasons bring out-of-area crews and the warnings about them. A website that makes your local roots obvious - address, history, crews, reviews from neighbours - wins the calls a template loses, because it answers the question every homeowner is asking at that moment.
Rules on what a contractor may do in an insurance claim vary by state, and some roofing marketing oversteps them. Explaining the process plainly, within those rules, positions you as the adviser rather than the salesperson - and keeps your own marketing on the right side of them.
Homeowners compare asphalt, metal, tile and other materials for weeks before a replacement. Pages explaining each option you install - lifespan, look, cost range, warranty - reach them during that research and make you the reference they return to when they are ready.
An estimate form that asks the address, roof age and whether there is a leak or a claim lets the office send an urgent leak to a repair crew, a claim to your claim specialist and a planned replacement to the estimator, rather than treating every enquiry the same way.
None of our case studies is a website build - they are paid acquisition engagements, and we will not present them as anything else. The nearest comparison is a residential real estate team whose targeting was rebuilt around a handful of high-intent zip codes, producing 2,400+ leads at $28 each and 146 closed deals. Being visibly local in a few neighbourhoods is the same advantage a roofing website has to make obvious.
Read the full case studyShow what a storm chaser cannot: a local address, how long you have worked in the area, your own crews, your licensing, manufacturer credentials you genuinely hold, and reviews from neighbours with named streets or areas. Put that proof where decisions are made - near the call button and the estimate form - not on an About page nobody opens.
Yes, honestly. Homeowners find claims confusing, and a clear page on inspections, adjusters, deductibles and supplements builds trust quickly. Be careful about what you promise: what a contractor may do in a claim varies by state, and in many places negotiating the claim on the homeowner's behalf is not allowed. We write the page within your state's rules.
Photos of the finished roof, ideally before and after, the material and colour, the general area, and a short description of what the job involved and how long it took. That gives homeowners something they can compare to their own house, and gives search engines real local content to understand.
The address, the approximate age of the roof, whether there is an active leak, whether there is an insurance claim, and a photo if they have one. Those few questions let your office route urgent repairs, claims and planned replacements differently and cut the calls needed to understand each enquiry.
Not if redirects are handled properly. We map every existing URL before launch, redirect each to its closest new page, and check afterwards that nothing was lost. Most redesign traffic losses come from skipping that step.
You do. Source files, hosting, domain and analytics sit in your accounts and are handed over on final payment. The site is built on WordPress so your team can add projects and update pages without us.
The free teardown answers that. It shows how homeowners use your current site, and the honest answer is often a handful of changes - local proof, a claim page, a proper estimate form - rather than a rebuild. If a rebuild is the right call, the teardown will show why.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.