You're a roofer, and each month you spend hours looking for re-roofing jobs, answering calls for small cleanings, waiting for architects or masons to recommend you. Meanwhile, your competitors with websites receive 5 to 8 quote requests per month — from serious clients with budgets of $18,000, $30,000, $48,000+.
In 2025, 74% of people search for a roofer on Google BEFORE calling. If you don't appear in these results, you're losing complete re-roofing jobs, roof insulation, framing — profitable high-value projects.
This guide explains how to create a website that generates qualified jobs for your roofing business: new or renovation roofing, framing, insulation, gutters, cleaning. You'll discover how to stand out with your certifications, your expertise in traditional roofing (tiles, slate) or modern (metal roofing, EPDM), and your project references.
You'll also see the real ROI (how much you invest vs how much you earn), and why roofers who invest in a website generate 50% more revenue than those who rely solely on word-of-mouth.
The Roofing Market in the US (2025)
$106.3 billion in revenue for the construction/building sector. 33,600 roofing companies in the US. Problem: only 35% of roofers have a website, and among them, less than 12% are optimized for local SEO. Result: the big jobs (complete re-roofing, insulation, framing) go to the 4-5% of roofers visible on Google. This is your opportunity.
Why a Roofer Needs a Website in 2025
You might think: "I have enough jobs from architect and mason referrals." That's good. But what happens when:
- The usual architect has fewer new projects this year?
- A big re-roofing job ends and you have a 3-4 week gap?
- You want to go from 20-30 jobs/year to 40-50 jobs/year?
- You want to choose your jobs ($36,000 complete re-roofing) instead of accepting everything ($960 cleanings)?
Referrals have a natural limit. A website works 24/7 for you.
What Has Changed in 5 Years
10 years ago, clients found their roofer through:
- Mason/carpenter recommendation (60%)
- Word-of-mouth (30%)
- Yellow Pages (10%)
Today, in 2025, reality is different:
- Google search: 74% of clients search "roofer + city" BEFORE calling
- Google reviews: 86% consult reviews before contacting (minimum 4.5★ required)
- Before/after photos: 91% want to see roofing projects before requesting a quote
- Systematic comparison: 63% contact 2-3 roofers before choosing
- Leak emergency: 71% of "emergency roofer leak" searches are done on mobile
If you don't have a website, you're automatically eliminated from 74% of qualified job opportunities.
"I launched my website in March 2024. In 9 months, I received 52 quote requests through the site. I signed 34. That represents $206,400 in revenue that I would NEVER have had without a website. My competitor without a website? He's still doing $720 cleanings while I'm doing $30,000 complete re-roofings."
The 5 Concrete Advantages of a Roofer Website
1. Automatic Quote Generation (Big Jobs)
An optimized website generates 5-8 quote requests per month on average. Average conversion rate: 60-70% (roofing = urgent or planned projects, serious clients). At $6,000/average job, that's $18k-$34k in additional revenue per month.
2. Professional Credibility (Essential for Big Budgets)
A client comparing 3 roofers for a $42,000 re-roofing will first consult your websites. No website = "not structured enough" or "maybe not licensed." Professional website with roof photos = +70% credibility.
3. Differentiation Through Expertise
Do you do traditional roofing (tiles, slate)? Modern roofing (metal, zinc)? Exterior insulation (sarking)? Your website highlights these specialties. Result: you attract high-value jobs ($24k-$60k) instead of small cleanings ($720).
4. Local SEO = Geographic Domination
If your website is well-optimized for "roofer [your city]," you appear in Google's top 3. Each month, 120-480 people search for a roofer in your city. If you're in position #1-3, you capture 50-70% of this traffic.
5. Customer Acquisition 4x Cheaper
Average cost to acquire a roofing customer:
- Via platforms (HomeAdvisor, Thumbtack): $180-$360 per lead (often unqualified)
- Via local advertising: $145-$300 per lead
- Via your website (SEO): $48-$90 per lead (after amortization)
Essential Features of a Roofer Website
A roofer's website isn't an e-commerce site. It needs 7-10 strategic pages that convert visitors into paying customers.
1. Homepage: Your Digital Showcase
What it must contain (in this order):
- Clear title: "Roofer in [City] - Roofing, Framing, Insulation"
- Service area: "[City] and 30 miles around"
- Years of experience: "12 years of experience" (if applicable)
- Certifications: GAF Master Elite, CertainTeed SELECT ShingleMaster logos
- Leak emergency: "Emergency leak repair within 4 hours" (if you offer it)
- Quote form: Visible from top of page
- Clickable phone: +1 (917) 963-5407 clearly visible
- Customer reviews: 3-5 Google reviews displayed (with stars ⭐)
- Roof photos: 10-15 photos of your projects (BEFORE/AFTER mandatory)
2. "Our Services" Page: Detail Your Expertise
Structure by service type:
New Roofing
- Asphalt shingle roofing (3-tab, architectural, designer)
- Metal roofing (standing seam, corrugated)
- Tile roofing (concrete, clay)
- Flat roofing (EPDM, TPO, modified bitumen)
Roof Replacement
- Complete renovation (tear-off + installation)
- Shingle replacement
- Ridge and hip repair
- Code compliance upgrades
Framing
- Traditional framing (rafters)
- Truss systems
- Framing treatment (pest, moisture)
- Reinforcement/repair
Roof Insulation
- Interior insulation (fiberglass, cellulose)
- Exterior insulation (rigid foam)
- Attic insulation (blown-in)
- Energy efficiency upgrades
Gutters & Drainage
- Gutters (aluminum, copper, vinyl)
- Downspouts
- Valleys, flashing
- Rainwater drainage systems
Maintenance & Repair
- Roof cleaning
- Waterproofing treatment
- Emergency leak repair
- Roof inspection (drone if applicable)
3. Photo Gallery "Our Projects"
Essential BEFORE/AFTER photos:
- Roof replacement (old roof → new roof)
- Framing (damaged wood → new/treated framing)
- Exterior insulation (before → insulation installed → finished roof)
- Gutters (worn gutters → new ones)
Objective: The client visualizes. They see that you've already done exactly what they want.
4. "Service Area" Page
List the cities where you work (important for local SEO):
- "Roofer [Main city]"
- "Roofer [City 1 within 20 miles]"
- "Roofer [City 2 within 20 miles]"
- Etc. (15-25 cities max, where you REALLY work)
Each mentioned city = opportunity to rank on Google for "[city] + roofer".
5. Pre-Qualifying Quote Form
Smart form in 3 steps:
Step 1: Project type
- New roofing
- Roof replacement/renovation
- Framing
- Roof insulation
- Gutters/drainage
- Emergency leak repair
Step 2: Project details
- Approximate roof area (sq ft)
- Urgency: Emergency leak / Within 1 month / Within 3-6 months
- Estimated budget (range, optional)
Step 3: Contact
- Name, Phone, Email, City
- Confirmation: "We'll contact you within 24 hours (4 hours if emergency)"
Advantage of qualifying form: You receive serious leads, not curious people asking "how much for cleaning."
6. "Certifications & Warranties" Section
Clearly display:
- Manufacturer certifications (GAF Master Elite, CertainTeed SELECT, Owens Corning Preferred)
- Liability insurance (policy number + validity date)
- Workers' compensation insurance
- Work warranty (manufacturer warranty + workmanship warranty)
B2C AND B2B clients (property managers, developers, insurance companies) REQUIRE these certifications. Without them, you're automatically eliminated from big jobs.
7. Integrated Google Customer Reviews
Google Business Profile widget integrated into website (last 5 reviews displayed):
- Average rating: ⭐ 4.8/5
- Customer testimonials: "Perfect roof replacement, clean job site, fair price"
- "See all our reviews" link → Google Business Profile
A roofer with 30+ Google reviews generates 5x more requests than a competitor with 0 reviews.
| Feature | Impact on Jobs | Priority |
|---|---|---|
| Quote form | +220% requests | 🔴 CRITICAL |
| Before/after roof photos | +90% trust | 🔴 CRITICAL |
| Integrated Google reviews | +160% conversions | 🔴 CRITICAL |
| SEO service area | +280% local traffic | 🟠 IMPORTANT |
| Visible emergency leak | +70% urgent calls | 🟠 IMPORTANT |
| Live chat | +30% conversions | 🟢 OPTIONAL |
How to Create Your Website: Steps and Timeline
You're convinced. Now: how does it work in practice?
Phase 1: Preparation (Week 1)
What you need to prepare:
- Your company logo (if you have one)
- 30-50 photos of your roofing projects (before/after if possible)
- List of your services (roofing, framing, insulation, gutters, etc.)
- Service area (cities where you work)
- Certifications (manufacturer certifications, liability insurance)
- 3-5 customer testimonials (or we'll get your Google reviews)
What the agency does:
- Analysis of your local competitors (who ranks well on Google)
- Keyword research ("roofer [city]", "roof replacement [city]")
- Wireframes (website structure)
Phase 2: Design & Development (Week 2-4)
The agency creates:
- Professional design (responsive mobile/tablet/desktop)
- Quote form integration
- Photo gallery with zoom
- Service pages (7-10 pages)
- SEO optimization (tags, speed, structure)
Phase 3: Launch & Local SEO (Week 5-6)
- Domain connection (www.roofing-yourcompanyname.com)
- Google My Business configuration (local listing)
- Google Search Console account creation
- Page indexing on Google
- Google Ads launch (optional, for fast start)
Total timeline: 5-6 weeks from signing to live website.
Frequently Asked Questions
How long before receiving first quote requests?
With Google Ads: 7-15 days (immediate paid traffic). With SEO only: 2-4 months to reach top 5 for "[city] + roofer". Recommended strategy: Google Ads 3-6 months (fast results) + SEO for long-term (free after 6 months).
Can I create my website myself?
Technically yes, but 90% of "homemade" websites have problems: not mobile responsive, poor SEO (invisible on Google), non-functional forms, amateur design (loss of credibility). For a roofer, time = money. 40 hours learning Wix = 2 lost jobs. Let a pro do it.
I already have enough jobs from referrals, why a website?
Two reasons: 1) Security: Referrals can dry up (crisis, slowdown). A website = regular flow independent. 2) Margins: Jobs via referrals = compressed margins (subcontracting). Direct jobs via website = full margins (+25-35%). Result: same volume, but +$60k-$84k net profit/year.
Are Google reviews really important for roofers?
CRITICAL. 86% of clients consult reviews before calling for a $24k+ roofing project. A roofer with 25+ reviews at 4.7★+ generates 5x more requests than a competitor with 0 reviews. Systematically ask satisfied clients (SMS after job). Goal: 30 reviews in 12 months.
How many quote requests can I expect per month?
Depends on 3 factors: 1) City size (NYC = 40/month possible, medium city 72k residents = 5-8/month). 2) Competition (if 12 roofers have optimized websites, harder). 3) SEO quality (position #1 = 15x more traffic than position #10). Realistic average: 5-8 requests/month in medium city, 15-25/month in large city.
About Made For Leads: We help small and medium-sized businesses grow their business through an effective online presence. No marketing jargon, just solutions that generate measurable results.
Transform your website into a lead generation machine
Call us at +1 (917) 963-5407 or fill out the form below to get your free audit today