For roofing contractors, a website is no longer just a digital upgrade for your easy-to-lose business card. It’s your digital handshake, your first impression, and sometimes, your only chance to convince people that you’re the right roofer for them.
Essentially, your roofing company’s website now needs to work as hard as your team does.
But here’s the catch: from cluttered navigation to a lack of individuality, many roofing businesses overlook simple website details that could help them stand out and build trust online.
So, what does your website need to avoid to set itself apart and really connect with the audience you want?
I’m here to fill you in!
1. Not Prioritizing Customer-Centricity
A strong roofing website is more than just a place to house your business details; it’s a chance to speak directly to potential clients. If your website doesn’t address the real-life pain points clients face — like the high cost of a new roof, concerns about quality, or worries about weather durability — it risks sounding generic, like so many others out there.
A website that empathizes with your clients’ challenges and addresses their unique needs can make all the difference.
Here’s how to connect more meaningfully:
• Use relatable language: Instead of just listing services, talk about the benefits they offer and the specific problems they solve.
• Acknowledge the investment: Roofing projects can be a significant expense, so be sure your content shows understanding and provides reassurance about quality, durability, and overall value.
• Guide clients through the process: Include educational content like FAQs, cost breakdowns, and “what to expect” sections to ease concerns and set clear expectations.
Tip: To connect with your ideal client, it’s also important for your website to differentiate itself from competitors with a great brand story and visuals. To do this, prioritize relevant content and make sure your graphics and photos are all original — prospective customers tend to remember authentic details that reflect the quality and professionalism of your roofing business.
2. Overlooking the Value of SEO
Whether your roofing services cover residential or commercial projects, it’s worth remembering that a well-designed website is an investment. Luckily though, with the right approach — and a skilled web designer on hand — that investment will always pay off.
Integrated extras like an effective Search Engine Optimization (SEO) strategy can be just as vital to your website’s success as the main design elements.
While it might feel like an extra cost upfront, a well-optimized website means your business can be found by the right people, at the perfect time.
Wondering where to start?
To maximize the impact of your roofing website, design agency specialists will be able to help you with:
• Keyword research & optimization: An agency that specializes in roofing web design can help you pinpoint the terms your target clients are typing into search engines. By incorporating these terms into your website’s content (particularly in page titles and headings), you’ll improve your ranking on search engine results pages and increase your online visibility.
• Quality content creation: Fresh, relevant content signals to both clients and search engines that your roofing site is active and up-to-date; additionally it elevates your credibility. Top web design agencies often offer content creation services, like blog posts, FAQs, and project galleries, that boost SEO — while also showcasing your expertise and keeping visitors engaged.
• Local SEO: Local clients want local roofers. A dedicated web agency can ensure your business shows up in regional searches by implementing location-specific keywords and managing your Google Business Profile.
Tip: Today, over 60% of all website traffic comes from mobile devices — which means in order to rank well in search engines, your website also needs to be mobile-friendly.
3. Failing to Include Strong Calls to Action
Even if visitors to your website are interested in your services, a website without effective Calls to Action (CTAs) is like a sales pitch that just…ends with a shrug.
Effective CTAs are crucial for guiding visitors toward making contact. Whether it’s scheduling a consultation or requesting a free quote, your CTAs should encourage potential clients to take that next step with confidence.
Here’s how to strengthen your CTAs:
Clear, action-oriented language: Use action-oriented words like “Get a Free Estimate” or “Schedule Your Consultation” to encourage action without being too forceful.
Visible placement: Place CTAs in easy-to-find spots on every page. For example, CTAs work particularly well near valuable information like service descriptions and client testimonials.
Consistent messaging: Keep CTAs aligned with the content on each page. If a visitor is reading about your roofing repair services, the CTA should guide them to a repair consultation — not a page about your company’s history.
4. Using Low-Quality or Irrelevant Images
Roofing is a highly visual trade, so relying on stock images or low-quality photos may not convey the level of expertise, professionalism and reliability you want your work to reflect.
Prospective clients want to see real results: completed roofing projects, happy homeowners, and before-and-after shots. While stock or AI-generated images may save time, they’re unlikely to instill the level of confidence your customers need to make an informed decision.
My advice?
• Invest in professional photography: As well as enhancing the overall look of your website, high-quality images of your team and the roofing work you do can help humanize your brand and establish trust from the moment a new user lands on your website.
• Show the “before and after” difference: By giving potential clients a preview of the impact your work can make, you can help them visualize the end results of their own project.
• Keep images optimized for speed: Web-friendly images, with proper alt tags for SEO, should always load quickly, keeping visitors on your site and giving them a smooth browsing experience.
Tip: If you don’t have the budget for professional photography, consider using User-Generated Content (UGC). For example, high-quality images that previous clients have shared on social media or sent to you directly can really motivate potential customers to trust your services and reach out.
5. Neglecting Testimonials and Case Studies
As you know, trust is everything in the roofing industry. Ideally, a homeowner or commercial client is looking for someone they feel confident will get the job done right the first time — and that’s where real-life testimonials and case studies come in.
These authentic stories not only highlight the quality of your work, they can also showcase other benefits of your service, including your commitment to quality work and customer satisfaction.
Here’s what makes a difference:
• Publish genuine testimonials: Share honest feedback from happy customers to give visitors a true sense of what it’s like to work with you. Consider embedding Google or Yelp reviews directly on your site; these reviews are authentic, directly sourced, and even give a boost to your SEO rankings!
• Include specifics: Highlight key details in your case studies, such as project types, materials used, and any unique challenges you overcame. When potential clients see concrete examples of your reliability and expertise, they’ll trust you know what you’re doing.
• Add visuals: Pair testimonials with before-and-after images to provide visual proof of your capabilities. This combination can be a powerful motivator for visitors who want reassurance.
Ready to make your website as solid as the roofs you build?
If you want to keep up with the top roofing websites in your area, avoiding these common design mistakes is a great start! From keeping things mobile-friendly to showcasing real results, you can create a site that not only attracts visitors — but also makes them feel confident in choosing you! MR
Chemene Phillips is the President of BRIXbranding (BRIXbranding.com), helping professional services and AEC companies grow their brand, double their profits, attract the right prospects, and stay top-of-mind with their audience. BRIXbranding is full-service branding with a no-nonsense approach, delivering undeniable long-term growth results for clients.
