You’d never leave a roofing job half-done, but that’s what happens when your website isn’t built to bring in business.
For many roofers, a website is just a box to check. Maybe a friend built it years ago, and it still runs fine on desktop.
But little oversights, like poor search visibility or a buried quote form, could be costing you jobs.
Homeowners move fast when they need a roofer. They search locally, skim a few sites, and contact the one that looks the most legit.
That means your roofing website doesn’t just need to look good. It needs to work hard behind the scenes to help people find you, trust you, and hire you.
In this guide, we’ll cover five website issues that might be holding you back and see how to fix them. You’ll also find a free Roofing Website Audit Checklist to help you evaluate your current site.
[Related: 3 Smart and Easy Online Marketing Tips for Roofers]
1. Your website doesn’t show up when people search
You may be the best roofer in town. If you don’t show up when homeowners search online, they’ll never find you.
Local search is where roofing jobs start. When someone types “roof repair near me” or “roof replacement [City],” Google shows a map and a few top results. When you’re not there, you might as well be invisible; about 60% of users lean on that map.
These are common reasons roofing websites don’t show up in search:
- Your website isn’t optimized for local keywords or service areas.
- Your business info is missing or inconsistent in key directories (like Google, Yelp, or Angi).
- Your site loads slowly, especially on mobile.
- You don’t have enough recent reviews to compete with the top dogs.
- You haven’t built search engine optimization (SEO) directly into your site.
Do you serve more than one town but only mention your headquarters on your site? You’re likely missing leads from surrounding areas.
Quick Fix
Guarantee that your site is a strong homebase for potential and current customers.
Make sure your roofing website tells search engines and customers exactly where you work and what you do. Include your city and services on your homepage, and double-check that your contact info matches your Google Business Profile (GBP). Consider creating dedicated webpages for the surrounding towns you serve.
[Related: 6 SEO Tips for Roofers]
2. You look like every other roofer (or worse)
Homeowners won’t remember you if your website looks like every other roofer’s. They’re also less likely to trust you with their home services.
Too many roofing websites rely on the same stock photos, generic headlines, and cookie-cutter layouts. The result? Nothing that makes you stand out from your competitors. Looking too template-y can actually make potential customers question whether your business is real or reliable.
And web design sways 94% of people’s first impression of your website.
Here are real-world web design red flags:
- Stock photos of smiling models in hard hats instead of your actual crew
- A homepage that doesn’t clearly explain your specialties (repairs, replacements, storm damage, etc.)
- Confusing navigation or no mention of your service area
- “We’re the best roofer in town!” copy that feels unfounded or overblown
Homeowners aren’t shooting for a good price alone. They want proof. Aim for authentic project photos, verified reviews, and clear reasons to pick you over the next roofer on the list.
Quick Fix
Build trust with real photos, real reviews, and real reasons to choose you.
Replace stock images with photos from your recent jobs. Feature customer testimonials front and center. Make sure your homepage clearly states why you’re different, whether that’s decades of experience, emergency service, or financing options.
[Related: Hibu Client Case Study: Rembrandt Roofing & Restoration]
3. Your site doesn’t work well on phones
Most homeowners will browse your website from their phone. Imagine they’re staring up, dealing with a leak, storm damage, or other urgent situation.
A surprising number of roofer websites are hard to use on mobile. Tiny text, slow-loading pages, and forms that don’t submit on a touchscreen are bad signs. They mean someone didn’t build your site with smart devices in mind … which is a serious problem.
Around 78% of people use their phones to shop for products and services. If your site doesn’t load fast or display correctly on them, you’re losing leads before they even call. About half won’t wait longer than 2 seconds anyway.
These are common problems we often see on roofer websites:
- Buttons that are crowded or too small
- Phone numbers that aren’t clickable or are poorly placed
- Quote forms that are too long or broken
- Photos and videos that struggle to display
Potential customers won't wait around. Your site needs to work smoothly and swiftly in the first few seconds.
Quick Fix
Remember that if you’re frustrated when browsing your site on your cell, then visitors are too.
Pull up your website on your own phone, and try navigating it with one hand. Can you read without zooming in, tap to call, or submit a quote request with ease? If not, opt for mobile-first design and a smart site that takes care of the functionality for you.
[Related: 5 Types of Digital Marketing That Get Results For Small Businesses]
4. You’re not giving homeowners what they need from a website
People look for fast answers when they visit your roofing website. They’ll move on in the event it doesn’t deliver.
The best roofing websites answer three questions right away:
- What services do you offer?
- Do you work in my area?
- How do I contact you and get a quote?
Place those facts at the forefront. Without them, homeowners can assume you don’t do the kind of job they need or that you’re not local.
Here’s what else people like to see on your roofing website:
- Verified reviews and quotations from past customers (9 in 10 people read reviews)
- Before-and-after photos, project galleries, or videos
- Clear price ranges or financing information
- A dedicated quotes or estimates page or function
- Proof of licensing, insurance, and warranties
- Phone numbers and forms that are easy to find and use
It’s fine to state “We’re reliable and experienced,” but proof has to be present. That’s how you build the trust it takes to earn their first call.
Quick Fix
Help people feel confident when they want to reach out through your roofing website.
Check whether your homepage answers those three questions homeowners already ask. Make sure your site shows your services, reviews, photos, and has a visible call to action.
[Related: 6 Common Digital Marketing Challenges for Local Businesses (and How To Solve Them)]
5. You don’t know if your website is pulling its weight
You paid for a website, but is it actually bringing you jobs?
A website isn’t a one-and-done undertaking. Your digital marketing company (or techy nephew) shouldn’t set up your site and assume it’s done.
If you’re still getting the same questions over the phone, relying on referrals, or missing increased quote requests, your site probably isn’t doing its job.
We hear these types of statements from roofers:
- “I have a site, but I’m not sure if anyone uses it.”
- “People say they found me online, but I don’t know how.”
- “Most of my leads still come from word of mouth.”
That uncertainty is common; only 18% of small businesses actually track whether their site gets results.
Your website should work harder than that, and so should your digital marketing partner:
- Appear higher in local search results
- Capture qualified leads with forms and calls
- Show off your best work and reviews
- Stand out from nearby competitors
Even without website analytics software, you can look for real-life signals. Are you getting contact form submissions, calls from the number listed, or references to website pages or photos?
Let’s say the answer is “not really.” Make your website more than a virtual business card without investing too much time.
Quick Fix
Turn your roofing website into a lead-generating machine, not a placeholder.
Start by checking whether your quote form works on mobile and whether your phone number is tap-to-call. Then, ask your marketing partner about simple ways to track where your leads come from. Focus on what’s working when you find out, no complicated dashboards required.
[Related: Hibu Client Case Study: Daniel's Roofing]
Need help fixing what you found? Hibu is here for you
It’s time for a smart solution when your roofing website isn’t helping customers find, trust, and call you.
When you partner with us at Hibu, we’ll build you a Hibu One Smart Site (included within our AI-powered Hibu One Platform) that covers every angle:
- Show up in local and voice search
- Look and work beautifully on mobile phones and devices
- Appear on-brand and in line with the roofing industry
- Highlight your real work and positive reviews
- Guide homeowners to call or request a quote
- Track what’s working with an intuitive Hibu Performance Dashboard
Let Hibu One take care of your marketing for you, from website to SEO to ads. Because telling your front desk to ask every inbound call where they found you is too much when you’re busy. Ready to hand over the reins?
Call us at 877-237-6120, or fill out our quick Get Started form for a free consultation.
