Homeowners do not search for roofing companies in general. They search for the job in front of them: a stain spreading on the kitchen ceiling, hail on the shingles, a roof that is twenty years old and curling at the edges. Each of those searches wants a page that answers it.
That is why the page list matters more than the design. A good looking site with four pages gives Google far less to work with than a plain one with a clear page for every job you sell. Below are the pages a roofing website needs, what goes on each one, and the order to build them.
Table of Contents
A Home Page That Says Roofing
Your home page should say what you do and where in the first screen: roofing, the towns you cover, and a phone number that can be tapped. Then it should send people to the right page fast, with clear links to replacement, repair and storm damage.
Keep the business name, phone and service area on the home page identical to your Google Business Profile, which usually links here. The home page is the bridge between the map listing and the rest of the site. If a homeowner taps through from the map and lands on a page that looks nothing like the listing, they back out.
One Page for Each Main Service
These are the core pages. Each one targets a different search and a different homeowner.
- Roof replacement: the materials you install, how you handle tear off and cleanup, how long a typical job takes on site and how financing works if you offer it.
- Roof repair: leaks, missing shingles, flashing, vents and chimney work, written for someone with water coming in today.
- Storm and hail damage: what damage looks like from the ground, why an inspection matters and how quickly you can get out after a storm.
- Roof inspections: what you check, what the homeowner gets afterward and when an inspection makes sense, such as before buying a house.
- Gutters: only if you install or repair them as a regular service.
If a service brings in real money, it deserves its own page. Folding five services into one page leaves Google guessing which one you want to be found for.
Pages for Each Roof Type You Install
Material searches come from homeowners who have already done some reading. They know they want metal, or they want to know whether architectural shingles are worth it. Give each type you install its own page.
- Asphalt shingles, with the shingle lines you install and how they differ.
- Metal roofing, standing seam and exposed fastener, if you do both.
- Flat and low slope roofing, such as TPO, EPDM or modified bitumen.
- Tile or slate, only if your crews really install it.
- Commercial roofing, if you take on business buildings.
Each type page should say who it suits, how it handles your climate, what install day looks like and how to care for it afterward.
Skip pages for materials you do not install. A metal roofing page for a crew that only lays shingles brings in calls you will have to turn down.
Insurance and Financing Pages
Plenty of replacements involve a claim or a payment plan, and homeowners are often nervous to ask about either on the phone. A page for each one answers them before the call.
The insurance page should explain the process in plain words: the inspection, the photos and notes you take, meeting the adjuster and what happens after a decision. Never promise a claim will be approved, and check your state's rules on what contractors may say or do about claims before the page goes live.
The financing page should explain how the financing you offer works and how to apply, without rates or numbers you cannot stand behind.
City Pages for the Towns You Cover
If you work across several towns, give the main ones their own page. Each page should talk about the roofs you see in that town, the neighborhoods you have worked in, local permit notes and photos from jobs there. A page copied from another town with the name swapped does more harm than good.
Our guide to service area pages covers how many to build and what to put on each one.
Trust Pages That Close the Call
- About: who owns the company, how long you have been roofing and who is on your crew, with real photos if you are comfortable sharing them.
- License and insurance: your license number where your state or province issues one, and how a homeowner can see proof of insurance.
- Warranty: the workmanship warranty you offer and any manufacturer warranty options your certifications allow, in plain terms.
- Project gallery: your own before and after photos, grouped by job type.
- Reviews: a page that links to your Google reviews so a homeowner can read them in one place.
- FAQ: answers about what affects the price, how long a job takes, permits and what happens to the yard on tear off day, written the way homeowners ask.
- Contact: phone first, then a short form for people who will not call.
Every page needs your number in the header and a call button a thumb can reach. A homeowner with a leak calls; they do not fill out long forms.
The Order to Build Them
- Home page, roof replacement and roof repair.
- Storm and hail damage, well before the next storm season.
- Contact, about, and license and insurance.
- A page for each roof type you install.
- Insurance and financing pages, if they apply to you.
- City pages for your main towns, then more over time.
You do not need everything at launch. A site with the first three steps done well is better than a full menu of empty pages.
This page list is the starting point for every roofing site we build. See how it fits into our roofing SEO work and our website design process; the website is included with Local SEO, starting at $999/month. If storm season is close, read our storm season checklist too.