How to Build a Roofing Website That Actually Converts

A pretty website that does not convert is a brochure. A simple website that converts is a lead machine. Roofing websites fail at conversion for predictable reasons, and the fixes are cheap. Here is the checklist every roofing site should pass.

Above the fold: the first 3 seconds decide everything

Visitors decide in under 3 seconds whether to stay or bounce. Your above-the-fold area must answer three questions without scrolling:

1. Who are you? (Company name, logo)
2. What do you do? (Clear headline, not clever tagline)
3. How do I contact you? (Phone number and form, both visible)

Required elements, above the fold, on mobile:

• Logo, top left
• Phone number, top right, click-to-call, in bold
• H1 headline that names the service and city ("Trusted Roofing Contractor in [City]" beats "Quality You Can Trust")
• 1-sentence subhead with a specific proof point ("Rated 4.9 on Google with over 300 reviews")
• CTA button (primary action: "Get Your Free Estimate")
• Secondary CTA (phone number repeated as a button on mobile)
• Hero image of a real completed roof, not stock

Trust signals decide conversion

Roofing is expensive, trust-driven, and full of bad actors. Visitors scan for signals that you are legitimate. Stack them on every page, not just the homepage.

SignalWhere to placeImpact License numberFooter and contact pageBaseline credibility Insurance (liability + workers comp)Footer and about pageMedium BBB accreditation logoFooter and above foldHigh for older demographics Google rating widget (live)Above foldVery high Manufacturer certifications (GAF Master Elite, Owens Corning Preferred)Above fold and service pagesHigh Years in businessHero or aboutMedium Photos of owner/crewHomepage and about pageHigh Recent job photos with addresses blurredThroughoutHigh

Stock photos of generic crews hurt conversion. Real photos of your real team and real jobs lift it 20 to 40% in A/B tests.

Phone visibility is non-negotiable

50 to 70% of roofing website conversions are phone calls, not form fills. The phone number must be:

• Top right of every page, always visible
• Click-to-call linked on mobile (tel: link)
• Large, high contrast, bold font
• Repeated in the hero, in the footer, and as a floating button on mobile
• Unique to the channel (use call tracking, see our call tracking guide)

Shops that add a floating call button to mobile often see a 15 to 25% lift in phone conversions immediately.

Form design: fewer fields, more submits

Every field you add to a form drops conversion 5 to 15%. Roofing lead forms should ask for 3 to 4 fields, no more:

1. Name
2. Phone
3. Address (or zip)
4. Service needed (dropdown, optional)

Do not ask for email if you can avoid it. Do not ask what type of roof they have. Do not ask when they want work done. Your salesperson asks those questions on the call. The form exists to capture the intent, not qualify the lead.

Mobile form optimizations:

• Use the right keyboard type (numeric for phone, text for name)
• Autofill attributes (name="tel", name="given-name")
• Submit button full-width, thumb-friendly size
• Submit button says what happens ("Get My Free Estimate," not "Submit")

Text opt-in vs form

Adding an SMS opt-in option alongside the form captures a demographic that hates forms. "Text HAIL to 555-1234 for a free inspection" on an ad or yard sign drives a different kind of lead. Route SMS opt-ins into your CRM the same way as form submissions.

CTA clarity

Weak CTAs: "Learn More," "Submit," "Contact Us," "Click Here"

Strong CTAs: "Get My Free Estimate," "Schedule My Inspection," "See If I Qualify for Storm Damage"

Use one primary CTA per page, repeated 3 to 5 times (hero, middle, bottom). Do not compete with yourself. If every section has a different CTA, visitors pick none.

Page speed

Mobile pages should load in under 2.5 seconds. Every extra second drops conversion 5 to 10%. Common fixes:

• Compress hero images (under 300KB)
• Lazy-load below-fold images
• Remove unused plugins and scripts
• Use a fast host (not $5/mo shared hosting)
• Enable caching and CDN

Test with Google PageSpeed Insights monthly. Target 80+ on mobile.

Service-specific landing pages for paid traffic

Your main website serves organic and branded traffic. For paid ads (Facebook, Google non-branded), build dedicated landing pages that strip out navigation and focus on one offer. See our Facebook ads guide for landing page specs. A landing page for cold paid traffic converts 2 to 4x better than sending ad clicks to your homepage.

Common mistakes that kill conversion

1. Auto-playing video with sound (visitors bounce)
2. Pop-ups within 5 seconds of arrival
3. Hiding the phone number in the footer only
4. Stock photos of perfect houses with no context
5. Vague headlines ("Building Your Dream Home")
6. Navigation menus with 15 items
7. No trust signals on pages other than homepage
8. Slow loading on mobile

Track every conversion to your CRM

Form submissions, phone calls, and SMS opt-ins should all land in RoofKnockers with source data attached. When you know that a Google Ads click produced a signed $12,000 roof replacement, you stop arguing about ad budget. When you do not track, every marketing conversation is a guess. Wire it up before you spend another dollar on traffic.

A roofing website that converts is boring in the best way. Clear headline, trust signals, visible phone, short form, fast load. The fancy animations and hero videos on "award-winning" sites are usually hurting conversion, not helping it. Build the boring version that works.