Ideally, your roofing company's website should bring you a steady flow of leads. Whether they call you or book a consultation directly online, generating leads through your roofing website is the best way to stay busy year-round. You won't get as many roof replacement jobs in the winter, but if you're in an area with rain, snow, hail, or high wind, you'll get plenty of emergency repair jobs.

Today, websites are more affordable than ever, so if you don't have one yet, start thinking about getting one built. With some time and effort, your new website can end up being your most profitable lead-generating asset.


Whether you're building your website design or handing it off to a pro, here are the top 15 essential elements to include on your roofing website.

1. A visual portfolio of your work

Visual portfolio of your previous work


Your prospective customer wants to know you do great work, and the best way to show off your completed projects is to have a photo gallery of your work. It doesn't have to be fancy – it just needs to be easy to navigate and showcase work relatable to your leads.


Chances are, you've got plenty of high-quality images that show each type of job, so choose the best photos in each category to showcase your work. For example, select a few photos of skylight installations, a couple of your best-looking chimney restorations, and one or two photos of each type of roofing system you install or repair. Go with the photos that will be the most impressive to your leads. Features like these make for the best roofing websites.


2. Keyword optimized content (SEO)


Optimizing your roofing website content for the relevant keywords is crucial, and it's not as easy as it seems. Most of the best roofing companies work with a digital marketing company to ensure they get this right because search engine optimization (SEO) isn't easy.


Many business owners make the mistake of arbitrarily choosing their keywords and phrases, but that only works to a point. Some keywords are obvious, but in-depth keyword research is where you'll find phrases that hold the most value. Keyword research is best done by a professional digital marketing team with experience in the roofing industry.


It's equally important to avoid words that might have you ranked for the wrong services in search engine rankings. If you don't do commercial roofing, for example, avoid over-using the word "commercial" because you might start ranking for commercial searches, and that will bring you unqualified leads.


3. Informative, expert content


The more your content reads like it was written by a professional expert in your industry, the better chance you have of ranking high in search engines and establishing yourself as an authority amongst your local community. Both play a big role in your profitability.


When search engines know you're a true expert, the algorithms are more likely to rank your content higher, so you'll come up in searches more often, which is how you'll get more website visitors. Likewise, when you establish yourself as an expert in your industry, you'll get more leads and referrals from existing clients. Having expert-crafted and helpful content will show people you know what you're doing, especially when that content features testimonials and showcases your work.


4. A visible phone number


The most important element  on your website is your contact forms displayed prominently on every page, in the header, and in the footer. It should be visible at the top of every page on all screens for desktop or mobile users. 


Your leads are most likely to call you directly, so make sure they have your contact number immediately available. You can also take it one step further and use HTML to make your phone number clickable so that it will bring up your number on a person's cell phone automatically, and all they have to do is tap the button to call you.


5. The locations you serve

Locations of homes you served


Including the locations you serve in your content is important because this helps Google and other search engines understand where your business operates. You should have at least one page describing your services for every major city or county you serve. These pages should use the city or county name in the title of the post as well as throughout the content in a natural way.


It also helps to include a list of the areas you serve in the footer of your website, along with the zip codes. This information will also help search engines determine who to serve your content to when people search for roofing-related services.


6. Specialty services


Since not all roofing companies provide the same services, listing any special services you provide is crucial. Never assume that your prospective customers will know what you have to offer, even if it's a basic roofing service.


For example, if you do masonry chimney restoration, include that in your list of services and have a page dedicated to this service. If you do tile roofs, that should also be specifically listed and visible to your leads since many roofing companies don't work with tile.


Another example would be waterproofing in a local area prone to moisture damage. Leads who live in areas that get a lot of rain, like the Pacific Northwest, will often specifically be looking for waterproofing services, so don't skip this if it's applicable.


7. Customer-centric language


Publishing content that leads can understand is crucial. Your potential clients won't necessarily know brand names, so when you attempt to showcase your commitment to quality by listing the brands of material you use, it won't do much.


The same is true for technical roofing terms. For example, most people won't know what Modified Bitumen is, and the words "granulated torch down" won't mean anything, either. While technical roofing terms are important to have for SEO purposes, make sure you also describe your roofing systems in terms potential customers can understand (when possible). For instance, after using the technical terms, explain that Bitumen is a flexible hybrid material made of asphalt and rubber reinforced with fiberglass.


When your content is overloaded with technical industry jargon, it will just confuse people and they won't know if you can help them. Making your content as easy to understand as possible will generate leads.


8. Content that educates and sells


Even though your main goal is to sell your roofing services, you also need to publish content that educates people about various roofing topics. It's great for search engines and it can help you land some jobs. Someone searching for the cause of or solution to their leaking roof just might end up hiring you after reading your content.


It's possible and even recommended to combine educational content with your sales copy. For instance, you might publish a roofing blog post outlining the benefits of getting a full roof replacement rather than a restoration. The purpose of this post would be to educate potential clients regarding the differences and influence them toward the roofing service you want to sell. Most likely, that would be a roof replacement.


If you're a smaller roofing company and you don't offer restoration, then you'll definitely want to create content that explains why a roof replacement is better than restoration. In the end, you'll close your content with a call-to-action (CTA) asking the reader to contact you for a free quote, schedule a free estimate, or something similar tailored to what you offer.


9. Offer peripheral services

Gutter cleaning service that you can offer


Let people know you offer other services, like gutter cleaning and moss removal. These might seem like small tasks, but most people aren't going to do them on their own. Many people won't get on a ladder to clean their own gutters, and some people ignore moss for years at a time. Knowing you'll do it for them affordably will help you get more clients. Later on, when they need a roof repair, they'll think of you first.


You'll find that many people will buy these smaller services on their own on a regular basis, which will support your business all year round. You may even want to offer gutter cleaning and moss removal as a free bonus for every roofing estimate or repair.


10. Strong PPC landing pages


Hopefully, you've already got a paid ad campaign for your roofing company, but if not, it's something to get started with as soon as possible. Paid ads will drive immediate website traffic to your roofing company website, unlike local SEO, which takes many months to produce results. Both are important for getting leads.


When you run a PPC ad campaign, you also need strong, persuasive landing pages on your website. Each ad will take leads to the landing page of your choice, and the more those pages are optimized for conversion, the better.


If you don't know how to create high-converting landing pages, professional website builders can help you.


11. Links to your social media pages


If you're on social media, make sure to include links on your roofing website. You can put them in the header or footer, but if you have a strong presence on any platform, it's better to place them in the header. 

The more followers you can get on Facebook and YouTube, for example, the more people will refer to your roofing company services when they see others looking for a roofer.


12. Emergency tarping services

If you don't currently offer emergency tarps, you should. This is one of the services that will keep you in business during the winter months when things tend to slow down. There will always be people who need emergency repairs and tarps, and you'll be leaving money on the table by skipping this.

If you already offer tarps for emergency situations, list them prominently on your home page, either in the menu or wherever you showcase your services. When someone is searching for roofing services because they need a tarp in the middle of a storm, they'll be more likely to call you if they know you can help them.

13. Content that explains why problems happen

Educating people about what may have gone wrong is helpful, especially for DIYers who are in over their heads. For example, many people install their own skylights only to find that they leak like crazy. It's not their fault because skylights aren't simple to install.

If someone is searching for ways to troubleshoot a leaking skylight and comes across your website content explaining why it's a losing battle, you might be able to convince them to call you instead.

14. Content that explains the consequences of ignoring a leak

Unfortunately, most people don't understand the consequences of ignoring a leaky roof for even a short period of time. Some people believe it will just dry out and don't know it's going to rot through the sheathing and drywall and create moldy insulation, or worse – the ceiling might cave in below.

Most people are also going to be on a budget and might want to put off repairs as long as possible. If you can educate people about the consequences of waiting to fix a leak, you'll get more jobs.

15. Testimonials

Showcasing customer testimonials is essential. It establishes your authority and helps to build trust with new leads. While you can paste your favorite social proof, such as testimonials, from anywhere, it is better to embed a widget from an official review site, such as Trustpilot. Using a widget assures people that your reviews are legitimate and not fabricated for show.

Make your roofing business website stand out

If you need a website for your roofing company, or if you just need some updates and fresh content, we'd love to help. Our experienced professional web designers will make sure your entire website demonstrates your expertise, helping you generate more relevant leads that convert into paying clients. Contact us today to learn more about our professional, affordable custom website design services.

Timothy Carter
Chief Revenue Officer

Timothy Carter is the Chief Revenue Officer. Tim leads all revenue-generation activities for website design and web development activities. He has helped to scale sales teams with the right mix of hustle and finesse. Based in Seattle, Washington, Tim enjoys spending time in Hawaii with family and playing disc golf.

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