Websites for Roofers — Storm Season, Insurance Claims, and What Converts
Roofing is the most trust-fragile of the trades. Your customer just had a storm, a stranger knocked on their door offering “free inspections,” and they don’t know if anyone in this business is honest. Your website’s job is to be the opposite of the door-knocker — clean, specific, locally rooted, and obviously legitimate.
The roofing trust problem
National “storm chaser” companies have damaged the brand of roofing for everyone. Your customers are skeptical by default. The tactical implication:
- Lead with local roots. “Locally owned, [city]-based, [N] years in business” near the top.
- Real photos of you and your crew. Not stock photos of generic shingles.
- License + insurance + manufacturer certifications. GAF Master Elite, Owens Corning Platinum, etc. matter to customers.
- Real customer reviews with names. Pulled from Google.
- Workmanship warranty front and center. 5-year, 10-year, lifetime — whatever it is, say it.
Two distinct customer modes
Storm/insurance work
Customer just had hail or wind, insurance adjuster visit pending, may not know whether they have a real claim. Your site should:
- Have a clear page on “storm damage and insurance claims” with what to expect
- Offer free inspections (essentially every roofer does this; failing to surface it is a miss)
- Be willing to work directly with the insurance adjuster (huge selling point for stressed customers)
Aging-roof replacement
Customer’s roof is 22 years old, they’re researching replacement before water damage forces the issue. Your site should:
- Have material options laid out (3-tab vs architectural shingle, metal, tile)
- Show pricing ranges if you can stomach the transparency
- Talk about financing (huge for $15K-$35K jobs)
- Have photos of completed jobs in your area — before/after shots are gold
Service-area pages
One per town. “Roofing in Lapeer.” “Roof replacement in Imlay City.” “Storm damage repair in Almont.” Each ranks separately.
Photos are the conversion lever
Roofing is one of the most visual trades. Your website should have:
- 20-50 photos of completed jobs
- Before/after pairs where possible
- Different roof types and shingle colors
- Houses similar to what your prospects own (ranch, two-story, complex roof lines)
Customers project themselves into your portfolio. The more variety they see, the more confident they get.
Google Business Profile is critical
Roofing GBPs that win have:
- 50-100 photos including completed jobs
- 40+ reviews with detailed responses
- Weekly posts (a completed job, a tip, a service spotlight)
- Service-area cleanly defined
What to skip
- Stock images of perfect shingles you didn’t install
- Vague “quality and integrity” copy that every roofer uses
- Hiding the license/insurance under an “About” tab nobody reads
- A homepage with no mention of insurance work if you do storms
What we charge
- Coderize Express: $199-$399/month, $99 deposit, live in 3-5 days.
- Custom build: $5,500+ one-time. Right call when you want online estimate intake forms with photo upload, financing application embed, or service-area lead routing.
Free audit
15 minutes. Reach out.
Related: Websites for Plumbers, Websites for HVAC Contractors, Why Isn’t My Website Showing Up on Google?
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