In today’s post, I’m going to outline the key elements and questions you need to consider when building a website for your roofing company.

This guide also includes a lot of:

  • Real life examples
  • Short, helpful video tutorials
  • Data-driven screenshots
  • Lots more

So if you want GREAT results from marketing, you’ll love this new guide.

Let’s dive right in.

Your Website Is The Modern-Day Storefront For Your Roofing Company

Do I need a website for my roofing company?

One of the most common questions owners of new roofing companies ask is: do I need a website for my roofing company?

Answer: Yes.

While there are exceptions to the rule, websites are the modern-day storefront for your roofing business.

In other words, most customers aren’t looking to drive to your office or showroom to meet with you and get a product tour.

Instead, they are vetting your roofing company from their phone or computer by looking at your website and reading your reviews. 


When should I get a website for my roofing company?

The answer to this question really depends more on motivation than timing.

If your motivation for owning a roofing company is to have a small crew and grow sustainably off referrals, then you may not even need a website (although, even your referrals want to look you up online before calling and hiring you).

If your motivation for owning a roofing company is to become a strong or dominant presence in the local area or grow even more substantially, then having a website is imperative.

What are the main benefits of having a website for your roofing company?

This post will shed light on this question in much more detail, but as a short answer some of the most important reasons for having a website are:



Having a website is as important today as having a storefront was 20 years ago. It gives legitimacy to your business in the mind of your customer.



In addition to lending credibility, having a website which outlines who you are (as a company / team), what you do, and how you help your customer is supported by good photos and testimonials which build trust with your customer.


Get Better Jobs

The best marketers win the best jobs and best-known always beats best.

While there may be many competitors in your area, if they don’t have a website (or don’t have a good one) and you have a website that makes your company look sharp who do you think most customers will choose:

Joe with a ladder on his pickup truck?


Your company name with a great website, lots of reviews, and a truck with your logo on it?

I think we all know the answer.


Sell Easier

In addition to winning better and more profitable jobs, leads coming websites are typically much easier to sell.

This is because they’ve likely already evaluated your company and mostly made up their mind about your company by the time they’ve contacted you.

Options & Cost For Building A Website:

Content You Need To Build A Great Website For Your Roofing Company

The most important element of building a website is content.

What is content?

This refers to the “stuff” that actually fills your website, specifically things like photos, videos, logos / badges / awards, descriptions of your services and the like.

Here is an overview of the MOST important content to create & collect as you build a website for your roofing company:


Photos & Logos & Video:

To start, let’s review what kinds of photos, images, and logos are usually needed to build a great roofing website.

Project / Work Photos:

Having photos of the projects you’ve completed is extremely helpful for customers looking at your website and considering whether they want to hire you to complete their project.

Here are the most common and effective kinds of project photos:

  • Finished Project – simply a few photos of the finished project
  • Before & After – a few photos of the project before you started and a few photos (hopefully from the same vantage point) after you completed the project.

Team & Headshot Photos:

Having photos of the faces on your team helps your customer see who they’ll be working with, allowing them to know, like and trust you.

These kinds of photos typically involve:

  • Roof Crew – photos of the roofing team working on an actual roof
  • Client Greeting – photos of a team member meeting at a client’s home, or in front of their house.
  • Office / Staff – photos of leadership or team members meeting discussing strategy or answering the phone.
  • Headshots – photos of the leadership team (and even staff / crew) which usually go on the About page.

Logo-Branded Photos:

Another impressive way to help your customer see your company is to display photos of marketing materials or equipment branded with your logo.

This could include:

  • Truck Wraps – photos of your company trucks, branded with your logo.
  • Yard Signs – photos of company yard signs in a customer’s yard or on a customer’s property.
  • Sales Packet – photos of your company sales packet you leave with customers after meeting with them.

Trust Badges:

One way to showcase credibility on your website and establish trust with customers is to display trust badges.

This includes things like:

  • Google / Facebook 5 Stars Badge
  • HomeAdvisor Screened & Approved /
  • Top-Rated / Elite Service / Reviews
  • Angie’s List Super Service
  • BBB A+ / A Rating
  • GAF Master Elite / Certified
  • Owens Corning Preferred Contractor / Platinum Preferred Contractor


Video is last on the list because most roofers, especially if they are newer and building their business, simply don’t have a video.

Though it is last on this list, it is first in importance if you do have it.

If you have a good video about your company / brand / what you do, then it needs to be placed front-and-center on the website.

Video sells.

Written Elements:

In addition to the visual components of your website, you will also need written elements which communicate clearly who you are, what you do, and how you help your customer.

Here are some of the most important written elements you’ll need to compose or gather:



While it goes without saying, telling your customer what services you provide is often overlooked.

Be clear about what kind of roofing you do, and what you focus on as a company.

  • List the main markets / segments you help: residential, commercial, etc
  • List the main services you provide to each market: residential roof replacement, residential roof repair, residential new home roof installation, etc

Create a 1-2 sentence description for each service:

  • Residential Roof Replacement (1-2 sentences) – Example: “We help homeowners replace their roof and focus on replacing shingle and metal roofs.”
  • Residential Roof Repair (1-2 sentences)
  • Residential New Home Roof Installation (1-2 sentences)

Security Process & Call To Action:

Though a simple concept, it’s shocking how many websites fail to communicate to the customer what the process for “getting started and working with your company” looks like and how to literally get in touch to start this process.

The common sins on websites in this category are NOT HAVING a prominent phone number or contact form, and not having buttons repeated consistently through the website that say things like “Contact Us” or “Get An Estimate”.

Process – outlining your process shouldn’t be complex and all you need to do is write down the steps involved in establishing solid contact with the customer, discussing their project, giving them a quote, and beginning (or completing) the project. Here’s an example:

  • Step 1: Call, Text, or Message Us – Call or text us at (222) 222-2222, or send us a message through our contact form.
  • Step 2: Schedule An On-Site Visit – Next, we’ll schedule a time to meet with you and inspect your roof.
  • Step 3: Get An Estimate – once we’ve inspected your roof, we’ll send you an estimate for repairing or replacing your roof.
  • Main Call To Action Button: your call-to-action button / phrase should emphasize the action you most want your customer to make.

This is often either the first step in your process or the “last step” in your process.

Examples of this kind of call to action are: Get In Touch / Contact Us (Step 1) OR Get An Estimate (Step 3). (Note: this is something you can test on your website over time to see which one drives more phone calls and contact form leads.)


About Us:

Your About Us page does not have to be lengthy or filled with fluffy language.

What it does need to be is clear and compelling.

It should tell the customer clearly and simply WHY they should work with your company. NOT“how” to work with you or “what” services you provide.

How do you tell a customer WHY to work with you company?

  • Origin Story: in 5 – 10 sentences describe how and especially why you got started in roofing. Your customer cares about this story. 
  • Mission & Vision: why are you in business and where are you heading as a roofing business.
  • Team Bios: who is on your team and how are they (as team members) helping to facilitate the mission & vision of the company and serve the customer. 


At a minimum, your Contact page should do 3 things:

  1. State Your Process: your contact page should reiterate or re-state the Process outlined above.
  2. Phone Number: while this may be listed in the menu of your website and in many other areas of your site, make sure you make a phone number prominent.
  3. Contact Form: lastly, your contact page should have a contact form likely requesting this snippets of information:

-first name, last name, email address, phone number, city, zip code,

-dropdown menu listing services they’re interested in (e.g. roof replacement, roof repair, siding, etc),

-dropdown menu listing how they heard about you (internet search, referral, advertisement, other),

-and a box where they can type more information & a description of their project.

Other Important Considerations When Building Your Site:


One of the most important considerations as you build a website for your roofing company is to make sure that it is optimized for mobile devices.

Put simply, your website needs to look great on your customers phones and iPads.

Some of the most important mobile elements are:

  • Buttons to call or email you easily clickable and visible on every page of your site.
  • Make sure that your main menu or menu button are easily visible and clickable.
  • Make sure that the text isn’t too large or too small and therefore easy to read.
  • Make sure that your images aren’t too large or too blurry and small and therefore easy to see.
  • Make sure that your website loads quickly.
  • Delays are often caused by too many images or images that are too large, and buy videos especially if they aren’t embedded from YouTube or Vimeo.

SEO-Optimized (should interlink with SEO-series)

Optimizing your website for search engines like Bing and Google isn’t necessarily an easy one.

However, there are some simple things you can do to optimize your website for SEO.

DIY website builders like Wix, Weebly, and Square Space will have built in SEO tools to help you optimize your website.

These tools will prompt you to fill out elements like: site title, page titles, meta-descriptions, keywords, image alt text, etc. More advanced website builders like WordPress have add-on SEO tools.

The most popular ones are Yoast SEO and all in one SEO. I recommend using Yoast SEO‘s tool because it has a simpler and more intuitive interface.

No matter what website builder or SEO tool that you were using, here are the most important things to keep in mind as you SEO optimize your website:


Step one:

Consider which keywords you’re going to target.

How do you do this?

To start, do you want to write down or map out your most important services that you provide.

As an example, this could be: roof replacement, roof repair, and Siding.


Step two:

Next, you’ll want to write down and map out the key areas and locations that you serve.

As an example, this could be: city one, city two, city three.


Step three:

The temptation in SEO is to try and include in target as many keywords as possible.

However, this could be called a shotgun style approach, meaning that you hit a little bit of everything, target nothing, and therefore spread yourself too thin in terms of focus.


Step four:

At this point, if you’re bored or overwhelmed, then you either shouldn’t concern yourself with SEO or hire an expert to do it for you.

On the other hand, if all of this is making good sense and feeling comfortable, then you’ll want to refer to our ultimate guide to SEO for roofers.