What Should a Roofing Company Website Include?

Roofing leads arrive in two very different states of mind. One has a stain on the ceiling and needs someone today. The other is planning a replacement and comparing three companies over a week. Try to serve them with one generic page and you'll lose both.

Organize by the customer's situation

• •Leak and repair work — the fastest path to a phone call.
• •Full roof replacement, including the materials you install.
• •Inspections, and whether there's a charge.
• •Storm and hail damage work.
• •Gutters, siding, or flat roofing if you do them.
• •Commercial roofing, if that's part of your business.

Urgent damage needs a phone path

Active leaks are a phone call, not a form. Keep the number visible on every screen and say when you actually answer. If you do emergency tarping, say so — and only claim after-hours or storm availability you can genuinely deliver. See should my phone number be on every page and should I show business hours.

Show roofs you actually did, nearby

Stock photos of anonymous shingles do nothing. Photos of completed roofs on houses that look like your customer's house do a lot, especially with the shingle line and town noted. Add a few tear-off or in-progress shots to show the work under the surface. See should I use stock photos and do I need a project gallery.

Certifications and warranties — only if you hold them

Manufacturer certifications are a real differentiator in roofing, and exactly for that reason they're worth stating carefully. Name only programs you're currently certified in. If you offer a workmanship warranty, state the actual length and what it covers. Don't reprint a manufacturer's material warranty as if it were yours, and don't use the word "lifetime" without defining it.

Insurance claims: describe your help, promise nothing

Storm work usually involves an insurance company, and homeowners want help with it. It's fine to say you'll inspect the roof, document damage with photos, provide an itemized estimate, and meet the adjuster on site if that's what you do. What you should avoid is any suggestion that a claim will be approved, that coverage is likely, or that the homeowner won't pay their deposit or deductible. Coverage decisions belong to the insurer, and claims handling is regulated differently from state to state — describe your process and leave the outcome to the carrier.

What the inspection or quote request should ask

• •What's happening — leak, missing shingles, storm damage, or planning a replacement.
• •Property address or town.
• •Roughly how old the roof is, if they know.
• •Whether it's an emergency.
• •Whether an insurance claim is involved.
• •Optional photos of the damage or ceiling stain.

Photos help you judge urgency before you drive out — see can customers upload photos through my website and what a contractor quote form should ask.

Storm weeks generate more leads than you can remember

After a hailstorm the volume spikes and leads get lost. Have somewhere they land and get tracked — see how to track website leads and how fast to follow up.

If you want, send me what you have — completed roof photos and your real certification list is enough.