What a Roofing Website Needs

Raftervio sells website design to roofing contractors. This guide explains the topic first and mentions our service only where it fits.

Start with the questions homeowners ask

Before listing pages, it helps to remember what a homeowner is trying to find out. They want to know whether you do their kind of job, whether you work in their area, whether you can be trusted on their property and how soon someone can come out. Every item below exists to answer one of those questions. If a feature does not help answer them, it can wait.

1. A first screen that does its job

The top of the homepage, before anyone scrolls, should state:

• What you do, in plain words: "Roof repair and replacement"
• Where you do it: "across Collin and Denton counties"
• How to act: a tap-to-call number and one button, such as "Request an inspection"

Slogans and mission statements can come later on the page. A homeowner with a leak will not scroll looking for a phone number.

2. One page per main service

Re-roofing, repairs, storm damage, commercial flat roofs, gutters and metal roofing answer different questions. Give each service that brings in steady jobs its own page. A good service page explains:

• What the job involves and how long it takes
• Materials you install and why you recommend them
• Signs a homeowner might notice that point to this service
• What a visit or estimate looks like
• Warranty terms that apply
• Photos of that type of work

Separate pages also give search engines a clear topic for each page, which a single "Services" page cannot do.

3. Honest service area pages

Show where you work. For most roofers, a service area hub plus a small number of genuine local pages works better than dozens of near-identical city pages. Google's spam policies list "multiple domain names or pages targeted at specific regions or cities that funnel users to one page" as an example of doorway abuse.¹ Each local page should say something specific about that area. Our service area guide shows how.

4. Trust details where people look

Homeowners are letting strangers onto their roof and into their driveway. They want proof you are legitimate.

• License number and issuing state, in the footer and on the contact page
• Proof of insurance you are willing to share on request, and what it covers
• Workmanship warranty in plain terms, plus any manufacturer warranty you can offer
• Manufacturer certifications you actually hold
• Physical business details, where customers visit you, and how long you have been in business if you choose to say
• Genuine reviews, linked to where they were posted

In some states the license number is not optional. California requires licensed contractors to include their license number in all forms of advertising, and its licensing board lists website content as advertising.² Minnesota's statute says the license number of a licensee "must appear in any advertising by that licensee."³ Our license display guide covers more states.

5. Real photos

Your own photos are among the most persuasive things on a roofing site. Before and after shots, crews at work (with safety gear on), close-ups of flashing and ridge details and finished homes from the street all help. Stock photos of perfect houses are easy to spot and add little. See our photo guide for practical tips and permission questions.

6. A short quote form and tap-to-call

Keep the form to what you need to call back: name, phone, address or ZIP, what is wrong, and an optional photo. Put a tap-to-call number on every page. Make sure inquiries reach someone quickly, including after hours. The quote form and lead capture pages go into detail.

7. Fast, readable, accessible pages

Most of what makes a site feel professional is invisible: quick loading, text that is easy to read on a phone, buttons that are easy to tap and forms that work with assistive technology. Google's Core Web Vitals give measurable targets: Largest Contentful Paint of 2.5 seconds or less, Interaction to Next Paint of 200 milliseconds or less and Cumulative Layout Shift of 0.1 or less, at the 75th percentile of page loads.⁴ The Department of Justice says businesses open to the public must make what they offer online accessible to people with disabilities.⁵

8. Careful wording on regulated topics

Three topics deserve extra care:

• Insurance claims. Offers to waive deductibles and promises to handle claims are restricted in several states. See the storm and insurance guide.
• Reviews. Fake or bought reviews break the FTC's 2024 rule. See the review rules guide.
• Financing. Mentioning a monthly payment can trigger federal disclosure rules. See the financing guide.

9. Things that can wait

These are useful once the basics are in place:

• A blog or news section, if someone will keep it updated
• Live chat, if someone will answer it
• A careers page, if you are hiring
• Detailed project case studies
• Online scheduling, if your office can keep the calendar accurate

A quick self-check

If several answers are "no", the free Brief Builder is a good place to start planning fixes.

Writing for the homeowner, not the trade

Roofers naturally describe work in trade terms: drip edge, ice and water shield, step flashing, decking. Homeowners rarely know those words. Use them, because they show expertise, but explain each one the first time it appears. A sentence such as "We replace the step flashing, the metal pieces that keep water out where the roof meets a wall" teaches the homeowner something and makes the page more useful in search, because people often search for the problem rather than the term.

Keeping the site current

A website that was accurate at launch drifts out of date. Set a reminder every quarter to check license numbers and expiry dates, insurance details, warranty terms, the services you offer, the areas you serve and the photos on key pages. Remove anything that is no longer true. Homeowners notice stale details, and some of them, such as an expired license number, can also create compliance problems.