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The Ultimate Guide to Roofers’ Websites
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We’ve seen a ton of roofers’ websites, and we’ve compiled an exhaustive list of everything your roofer website needs to give you a competitive edge.

Table of Contents


How many roofing websites have you seen that miss the mark?

Is yours one of them?

At JobNimbus, we’ve seen a ton of roofers’ websites, and the truth is that many of them leave a lot to be desired. Roofers just don’t have any resources for building a roofing-specific website. We’re here to change that.

This page will help you craft a roofing company website with relevant content, eye-catching images, and enticing design, so you can capture more leads.

We’ll dig into why websites for roofers are so vital, 12 things that your roofer’s website should include, and pro tips to help you for each step. Even better, you can download our handy checklist to help you successfully build your website.

Why Should Roofers Have a Website?

Many roofers might initially think they don’t need a business website. They have signs, billboard ads, and a phone number, which seem to do the trick. Why would they need to invest the time and effort (or pay someone) to make a site?

The benefits of having a website for your roofing company are numerous! Here are a few reasons why having a roofer’s website is invaluable. Websites for roofers:

  • Get your business in front of a larger audience
  • Provide credibility that you’re a legitimate operation
  • Let potential customers connect with you any time of day or night
  • Showcase the quality of your work

12 Essentials for Roofers’ Websites

Now that you’ve seen a couple of advantages to having a roofing website, you’re probably wondering what your site needs. Each brand will have personalized twists, but there are basics that every roofer’s website should have. 

Here are 12 must-haves your roofing business website needs for optimal success.

1. Reviews & Testimonials

Have you ever heard the saying, “the proof is in the pudding?” Essentially, it means you can tell how good something is based on its results. And when it comes to a roofing company, many potential customers judge your ability based on reviews and testimonials.

In fact, a recent survey shows that 93% of users say that online reviews have impacted their buying decisions. If your customers say great things about your work or team, you should highlight that on your roofing website.

You have three options for sharing testimonials on your site:

  • Create a testimonial page
  • Disperse reviews across multiple pages
  • Have a set review page and scatter them throughout other pages

Do you need help getting more reviews for your roofing business? Download our free review request template for email and text messages.


A Review Page

A dedicated testimonial page lets viewers find what they’re looking for in one place. It’s convenient. Additionally, it makes it easy to add or change out reviews.

The downside to a testimonial page is that if someone doesn’t look at it, they’ll miss that proof.


Reviews on Several Pages

On the other hand, you can sprinkle reviews throughout your site on your main pages.

This method lets you highlight testimonials that reflect the content on the page. For example, if you offer storm damage roof repairs, your storm damage page can feature a storm damage repair review. That review is highly relevant to what the viewer is looking for and might push them to call your roofing company.

However, it takes more effort for readers to find these reviews.


Review Page & Scattered Testimonials

If your roofing business has many testimonials, you could effectively display most of them by combining the above two methods. Build a page specifically for reviews, then add one or two testimonials to your website’s other main pages.


Which testimonials should I use on my roofing website?
A good review should be specific to your company and the job you did. Here are some examples of what to look for in a review:

  • Your company’s name (spelled correctly)
  • An employee’s name
  • Specific services or products

2. Contact Information

Ideally, the people looking at your roofing website will decide to work with your company. If that’s the case, they need a way to get in touch with you. 

Be sure to prominently show your business’s contact information on every page. If your potential customers come through a search engine, they’ll land on different pages of your website. 

It’s a common practice to include contact information in your website’s header or footer (or both).

You can have a full Contact Us page in addition to having contact information throughout your site. If you make a Contact Us page, be sure to include a lead capture contact form. This short form only asks for essential contact information so you can get in touch with the message sender.

With a roofing CRM like JobNimbus, you can connect your lead capture form to collect leads and automate your sales process.

Are you looking to craft the perfect Contact Us page? Check out our blog post about essential tips for making a Contact Us page.


What contact information should I have on my roofer website?
Think about how you want your customers to reach you. Is an email the easiest and fastest way to get a hold of you? Or is a quick text the better option? Go off what works best for you, but here are a few things you can include:

  • Phone number
  • Email address
  • Company address
  • Business hours

3. Services/Product Pages

Chances are that potential customers are looking at multiple websites for roofers. In their search, they want to know that you provide the exact service or product they need.

If someone searches for metal roofing contractors, but your site doesn’t mention metal roofing, will the reader know you can help? Create a page about all the roofing services or products you offer. Include a short description of the service so readers know what to expect.

Showing off all your services can interest more potential customers and increase your upsell. Above all, it can translate into more revenue!

For even better roofing SEO and customer service, you can create individual pages for each product/service.


How should I write about my products and services?

Remember, the reader wants to know how your company can help them. Keep your focus on how your work will positively impact your customers.

You’ll also want to mention how your service or product differs from what other companies offer.

4. About Us Page

Potential customers want to know what sets your business apart. An About Us page is the perfect place to put that information—including your value proposition (more on that later).

These photos should reflect who your company is, so authentic images are better than stock images here. You might hire a photographer to get some high-quality, authentic photos. Alternatively, you can take photos yourself, even with a phone camera.


How do I make my roofing company’s About Us page?

  • Give readers insight into your founders and current team members
  • Display your company mission and values
  • Include pictures

5. Evidence of Your Past Work

Not only do pictures draw more attention than words on your website, but they can also stand as visual testimonials. What better way to let people know what you do than to let them see for themselves?

Take photos (with permission, of course) at the job site of your finished product. You don’t have to have a professional camera. Just pull out your phone and start snapping!

For added emphasis, take pictures before you start and compare them to your completed work. Customers love to see what you’re capable of, and highlighting your past work proves your skill.


Should I include captions under the photos of our past roofing projects?
More people (4x) read photo captions than body content on a website. Give a short (1–2 sentence) description of what your roofing company did for the project. You can also use these captions to boost your roofer’s website SEO.

6. Videos

If people like pictures on a website, they love videos. The best part is that search engines also like videos.

A video on your website increases organic traffic from a search engine results page by 157%. Additionally, it means that roofers’ websites with a video are more likely to rank on the first page of Google. You’ll get more people to your site that convert into customers and profit.


What types of videos should I show on my website?
You have many options for what you can do with video content.

  • Showcase your team or equipment
  • Display a finished roofing project
  • Bring a customer testimonial to life
  • Answer common questions

Whatever you choose, be sure to have your logo in the video!

7. Calls to Action

Getting viewers to your site is only helpful if they take the next step in the journey. The sad truth is that most people won’t take that step unless you invite them to do it. That’s where a call to action comes in.

A call to action, or CTA, prompts the reader to take a specific action. Sometimes CTAs show up as buttons.

The CTA wording depends on what course of action you want your potential customers to take. The call to action you choose (and the frequency of CTAs on a page) can change with the page. Would you like them to call for a free quote? What about having them schedule an appointment?

For instance, it’d make a lot of sense to have a CTA say “Contact us” on your Contact page. But a financing page CTA might be better as “Learn more.” Keep your CTA relevant to the rest of the content on your webpage, and you’ll see more of the right people engaging.


What should a call to action look like?
A CTA button should stand out—make it a different color and put it in a prominent position on your roofing site.

The text in the call to action should be short: nothing more than four or five words. It could include something like “Call now,” “Book a demo,” or “Request an estimate.” Keep your call to action clear and concise.

8. Navigation Bar

Roofing website visitors need a smooth experience as they move from one page to another on your site. A navigation bar (navigation menu or panel) is the industry standard for simple site navigation.

A “nav bar” is a section on your website that lists your site’s essential pages, usually at the top or side. Keep in mind that you don’t (and shouldn’t) need to include every page on your navigation bar. Listing too many pages will be overwhelming and can turn people away.

Keep your navigation bar simple, clean, and straightforward. Include major categories in the navigation menu.


How can I showcase more in the navigation bar without cluttering it?
You can nest minor pages under the category heading to highlight more pages. For example, you might have Services in your main navigation but have each of your services under that category.

Nesting extra pages ensures the content is still easily accessible but doesn’t take up valuable space.

9. Your Logo

Your roofing logo sets the foundation for your brand. Having it on your site helps potential customers differentiate your website and company from others. Once people start recognizing your logo, they’ll notice it more when they see it. That recognition could be the launching point for a potential customer to become a loyal one.

Your company should have a unique logo that makes it shine in the market. A memorable logo will help your site stand out in your customers’ minds.


How should I use my company logo on my roofing website?
Left-align or center-align your logo at the top of your website navigation bar. Most websites for roofers will put their logo at the top left of the page, which flows with Western reading habits. Centering your logo can give a more modern look to your company, though.

You might also want to include your logo in the footer and your photos or videos. To take your logo a step further, take the colors from your logo and use them throughout your website.

Make sure not to cut off your logo or make it too small.

10. Value Proposition

A value proposition, or unique selling proposition (USP), explains the full benefits customers get from using your product or service. Keep your USP short; it should cover everything in a sentence or two.

Identify the key one or two elements that make what you provide unique. The fact that you do commercial roofing isn’t something wholly different from your competitors. But if your commercial roofs come with a 25-year warranty, that’s definitely worth mentioning.


Where should I share my USP?
Your company’s value proposition is invaluable for marketing and branding.

Roofers’ websites can benefit from including a USP. Emails and social media posts are also great places to mention your USP. Likewise, you can even incorporate your value proposition into your logo or slogan.

The goal is to have people associate your USP with your business, so they’ll think of it every time they hear your company name.

11. Service Areas

Let’s say you need a locksmith to help you rekey your house. You would probably look them up online.

The first thing to do is check if the locksmith can help where you are. If you can’t find their service areas, would you still try to work with them? Or would you find someone else who specifically mentions the name of your city? More than likely, you would pick someone who you know could help you.

The same goes for your customers. People are looking for roofers who can help them in their cities and counties. Listing your company’s service areas will help potential customers know you’re up for the job. But the benefits of including your service areas don’t stop there.

Service areas are an incredible way to boost your website’s local SEO as well. Local search engine optimization helps your business show up more for local internet searches.

For example, someone might search for “asphalt roofing salt lake city.” Google will deem any roofing websites that mention Salt Lake City as more relevant and bump them up on the search results page. These websites for roofers will get more visibility, which often means more leads.


How should I mention my company’s service areas on our site?
There are two main ways to include your service areas on your roofing website.

The first option is to have a bulleted list. You can put that list on your About Us page, home page, or both.

The second method is to create individual pages for each location you serve. These pages don’t have to be very long, but they should focus on the services you provide in that location. You can also use these pages for testimonials, videos, and evidence of your past work in that place.

12. Social Media Links

Does your roofing business have a presence on social media? If you don’t, here’s what you need to know about how to grow your social media account. If you do, that’s great! You should leverage those social media accounts to connect with your current and potential customers.

An effective roofer’s website will have social media links that make it easy for readers to share what they’ve found. Staying connected on social media will help customers stay engaged with your company and increase their devotion to your brand.


What do I need to know about including social media links on my roofing website?

  • Social media links should be on every page of your website. Generally, they’re in the header or footer of the site.
  • These links should open in a new window, so you don’t disrupt your site visitors’ experience.
  • Show the social media platform’s icon. Viewers will instantly recognize where the link goes.

Tap into the Power of an Optimized Roofing Website

With the right roofing website elements, you can get unparalleled results. If you don’t have a website for your roofing business, it’s not too late to get started. We have just the tool for you!

Get our easy-to-use checklist of the 10 things you need to start your roofing website (like a domain host and keywords). Then use the 12 items mentioned above to gain traction, increase your leads, and grow your company.

Don’t want to have to do it all yourself? No sweat! JobNimbus has acquired Roofer Marketers, a marketing company built specifically for the roofing industry. Talk with our roofing marketing experts today to set up your business website.

It won’t take long for you to see just how powerful websites for roofers are—and you’ll never want to go without one again!

Trusted by thousands of contractors—just like you.
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Precision Roof Crafters
“I have been so intimidated learning a new program because I've been using the same old, not cloud-based program for over 25 years. JobNimbus has helped us through every step of the way...the enthusiasm and the love that these people have for this business and for their clients is overwhelming. I feel like I'm not just flying solo. It's going to make a huge impact on our business."
Teresa Doyle
Doyle Roof Masters
“I've been using JobNimbus for 5 years now. I used a different CRM before this and it forced you to use it their way. JobNimbus has really allowed me to customize how I run my business into a CRM and then run every contact, job, work order, material order, and everything as a process to how we set it up as a company. Its been extremely powerful, useful, saved me lots of time, and let me get a good pulse on my business."
Jay Nelson
RCV Roofing

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