A Practical Guide for Roofing Companies

When homeowners visit a roofing company’s website, they’re usually there for one reason: they need help, and they need to know if they can trust you.

Your website isn’t just a brochure. It’s often the deciding factor between a phone call and a closed tab.

So what should you actually have on your roofing business website to turn visitors into real leads?

Clear, Immediate Messaging Above the Fold

Within seconds, visitors should know:

• What services you offer

• Where you work

• How to contact you

A strong headline paired with a clear call to action sets the tone. Avoid clever language. Roofing customers value clarity over creativity.

Common integrations:

• Service-specific forms routed to your CRM

• Scheduling tools like JobNimbus or AccuLynx

• Page-level tracking through Google Analytics

This allows you to see which services are driving the most inquiries.

A Dedicated Roofing Services Page

Don’t place everything together.

Your website should clearly explain:

• Roof replacements

• Roof repairs

• Storm damage and insurance claims

• Inspections and maintenance

Each service should have its own section or page that explains the process, what homeowners can expect, and when to call a professional.

This builds trust and helps with search visibility.

Proof You’re Legitimate

Roofing is a trust-heavy industry. Your website needs to show credibility immediately.

This includes:

• Licensing and insurance information

• Certifications or manufacturer partnerships

• Years in business

• Service area details

Common integrations:

• Badge embeds from manufacturers like GAF, Owens Corning, or CertainTeed

• Trust badges and review widgets

These elements quietly reinforce credibility.

Real Photos of Your Work

Stock photos hurt credibility in roofing.

Homeowners want to see:

• Actual projects you’ve completed

• Before-and-after photos

• Team members on job sites

Common integrations:

• CompanyCam for project photos

• Tagged project galleries by service or neighborhood

This turns your past work into a powerful sales tool.

Customer Reviews and Testimonials

Social proof matters, especially for roofing businesses.

Include:

• Written testimonials

• Google review highlights

• Star ratings

• Case studies when possible

Common integrations:

• Google Reviews widgets

• Podium or Birdeye review feeds

• Testimonial sliders pulled directly from review platforms

Displaying fresh reviews keeps your site feeling current and trustworthy.

Insurance and Storm Damage Information

Many roofing leads come from storm damage.

Your website should explain:

• How the insurance process works

• What homeowners should expect

• How you help with claims

Common integrations:

• Downloadable insurance checklists

• FAQ accordions

• Educational blog posts tied to storm events

Some roofers also integrate lead forms specifically for storm damage inquiries.

Instant Estimates and Pricing Transparency

What to include:

• Estimate request options

• General pricing guidance

• Clear next steps

Homeowners increasingly expect some level of pricing insight.

Common integrations:

• Roofr for instant estimates

• Roofle for instant pricing tools

These tools help qualify leads and speed up the sales process.

Mobile-Friendly Design

Many homeowners will visit your site from their phone, often while dealing with an urgent issue.

Your site must:

• Load quickly

• Display clearly on mobile

• Offer click-to-call functionality

If your mobile experience is poor, you’ll lose leads.

About Page That Feels Human

Homeowners want to know who they’re inviting onto their property.

Your About page should share:

• Your story

• Your values

• Your commitment to quality and safety

This is where trust is built emotionally.

Clear Contact Information

Make it easy to reach you.

Include:

• Phone number

• Contact form

• Service area

• Business hours

And repeat this information consistently across your site.

Common integrations:

• CRM-connected forms (JobNimbus, AccuLynx, HubSpot)

• Automated follow-up emails or texts

• Call tracking tools like CallRail

This ensures no lead falls through the cracks.

Helpful Educational Content

Roofing customers often have questions.

Consider including:

• FAQs

• Maintenance tips

• Cost considerations

• Signs of roof damage

Educational content builds authority and helps homeowners feel confident reaching out.

Final Thoughts

A roofing website works best when content and technology support each other.

Clear messaging builds trust.
Real photos prove experience.
Smart integrations streamline estimates, follow-up, and sales.

When all of these pieces work together, your website stops being just an online presence and starts becoming one of your most valuable business tools.