Lead Capture Setup for Roofers

Where roofing inquiries get lost

A website can be well designed and still lose work because of what happens after someone clicks "Submit". Common leaks:

• Form emails go to an old inbox, a spam folder or one person who is on a roof all day.
• Nobody knows whether a call came from the website, a yard sign or a directory listing.
• After-hours inquiries wait until the next morning while the homeowner calls a competitor.
• Follow-up texts are sent without the right consent, which creates legal risk.
• Duplicate inquiries arrive from the same person through three channels and get three different replies.

Lead capture setup closes those gaps. It is less glamorous than design, but it is often where the quickest improvement sits.

What we set up

Calling

Tap-to-call links on every page, with the number written as text, not an image. If you use call tracking, we place tracking numbers so the main number in your Google Business Profile stays consistent. Google's Business Profile guidelines ask for a phone number under the direct control of the business that connects to the specific location, and they reject premium-rate numbers.¹ We make sure your website and profile numbers do not contradict each other.

Forms

A short quote form on key pages, with optional photo upload. Each submission is emailed to a shared address, copied to a second person if you want, and stored as a backup so nothing disappears if an email fails.

Routing and alerts

Rules that send storm damage inquiries to one person, commercial inquiries to another and everything else to the office. Optional text alerts to the person on call. Simple, reliable rules beat clever automation that nobody can maintain.

CRM connection

If you use a CRM or job management tool, we connect the form so new inquiries arrive as records with the source page attached. If you do not use one yet, we keep things simple and email-based until you choose a system.

Tracking

Basic analytics events for calls, form submissions and quote button clicks, so you can see which pages and campaigns produce inquiries. We set up tracking in a way that respects privacy choices and is described honestly in your privacy notice.

Texting and calling back: consent matters

Many roofing companies want to follow up by text. That is sensible, but the Telephone Consumer Protection Act and FCC rules set limits. The FCC's 2012 order requires prior express written consent for autodialed or prerecorded telemarketing calls, including texts, to wireless numbers, and says that consent must not be "executed as a condition of purchasing any good or service."² The order also allows that consent to be collected electronically, for example through a website form.²

In practice that means:

• A separate, unchecked checkbox if you want permission to send marketing texts
• Clear wording about what messages they will get and how to stop them
• No requirement to check the box in order to request a quote
• A record of when and how consent was given

The rules have also moved since 2012. In Facebook, Inc. v. Duguid (2021) the Supreme Court read the TCPA's autodialer definition narrowly, as equipment that uses a random or sequential number generator,⁴ and the FCC adopted consent revocation rules in 2024, with one part, which would make a revocation cover all of a caller's robocalls and robotexts, delayed until January 31, 2027 at the time of writing.⁵ This is background, not advice.

Replying by phone or text to a specific inquiry someone just sent is different from sending marketing messages, but the rules are detailed and change through court decisions and FCC rulings. We set up the form wording to be conservative, and we recommend that you confirm your follow-up practices with an attorney.

Speed of response

There is no reliable industry-wide figure we can point to for how quickly roofing leads go cold, so we will not quote one. Common sense applies: a homeowner with a leak often contacts more than one company, and the first useful reply has an advantage. Lead capture setup makes fast replies possible by putting inquiries in front of the right person immediately and making it obvious who owns each one.

Lead sources beyond the website

Your website is one channel among several: Google Business Profile, Local Services Ads, directories, referrals, yard signs and truck wraps. Google says advertisers in Local Services Ads pay "only for leads related to your business and the services you offer."³ When those leads arrive alongside website inquiries, it helps to have one inbox or CRM and a consistent way to record the source. Our guide to Local Services Ads and SEO explains how the channels compare.

What you get at the end

• A map of every way someone can contact you through the website
• Tested call links, forms and alerts from phone and desktop
• Routing rules written down in plain English
• Consent wording for texts and calls, with storage of consent records
• Tracking for calls and forms, documented in your privacy notice
• A short guide for the office on who handles what