Most roofing companies don’t need more website visitors as much as they need more of the ones they have to get in touch. These are the changes that make a roofing website easier to act on, roughly in the order worth doing them.
1. Make the next step obvious on a phone
Most people looking for a roofing company are on their phone. Check your site on one. Your phone number should be tappable, your contact or quote button should be visible without scrolling, and forms should be short enough to fill in with a thumb.
2. Say where you work, in words
Name the towns and areas you cover on your homepage and service pages. It helps homeowners know they’re in the right place, and it helps search engines show your site to people searching in those areas.
3. Give each service its own page
Flat roofs, re-roofs, repairs, chimney work, fascias and guttering. A page for each, with photos of your own jobs and a short explanation of how you do it, answers more searches than one long services list and gives each visitor something specific to read.
4. Show proof
Photos of finished jobs, reviews with first names and areas, trade memberships and guarantees you genuinely offer. Link to your Google reviews if you have them. Homeowners letting someone onto their roof want to see that others have done so happily.
5. Answer the cost question
The question every visitor has is roughly what it will cost. If the only answer is “contact us for a free quote”, some will leave to find a site that gives them a figure. You can answer it with typical ranges on each service page, or with an instant estimate built from your own rates. See should roofing companies show prices online? for the trade-offs.
6. Catch the out-of-hours visitor
People research home repairs in the evening and at weekends, when nobody is answering the phone. A form that promises a call back on Monday is easy to ignore. Something that gives them an answer there and then, and passes you their details and the job, keeps them with you until you can ring.
7. Collect the details you need, once
A good enquiry tells you the job, the roof type, the covering, roughly how big it is and anything awkward, so your first call can be about the job rather than twenty questions. An instant quote collects this as part of working out the figure.
8. Reply quickly
Whoever gets back first often gets the visit. Have enquiries come to a phone you check, and reply the same day if you can, even if only to book a time to look at the roof.
9. Keep your Google Business Profile up to date
Your hours, service area, photos and reviews there are often the first thing people see before they reach your website. Make sure it links to the right page.