What good roofer websites get right
Real examples of roofer websites that win full re-roof jobs, handle insurance work cleanly and catch the emergency calls that pay the bills.
01 / What separates a good roofer site from a bad one
Most roofer websites lose work before the homeowner even phones round
A homeowner who has just spotted a slipped slate or a sagging valley is not browsing leisurely. They are comparing three or four local roofers against each other within ten minutes. The site that loads fastest, shows the right trust signals and has a photo of work like theirs gets the call.
The pattern that wins is not flashy design. It is boring fundamentals: a clear trading name, NFRC or CompetentRoofer membership visible near the top, a phone number that is tappable on mobile, a gallery split by roof type, and a section that explains how insurance claim work gets handled. Most roofer websites miss three or four of those five.
Below are the specific features we see on the roofing sites that actually bring in work, plus the mistakes the quiet ones keep repeating. Match your site to the first list, not the second.
02 / What the best roofer websites do
Six features the winners have, and the losers lack
Not theory. Patterns we see again and again when we audit UK roofing sites.
NFRC, CompetentRoofer and TrustMark visible up top
The best roofing sites put NFRC membership, CompetentRoofer (the MHCLG-approved Competent Person Scheme for roofing) and TrustMark badges in the header or hero. These are the signals homeowners scan for before they read a word of body copy.
Job galleries grouped by material, not by date
Good sites split work into slate re-roofs, plain tile, interlocking concrete tile, EPDM single-ply, GRP flat roofs, lead flashing repairs and chimney work. A chronological feed buries the one relevant photo. A tagged gallery shows a homeowner with a slate roof what your slate work looks like in five seconds.
A clear split between insurance work and retail jobs
Insurance claim pages explain how you handle loss adjusters, scaffold reports and schedule-of-works documents. Retail pages talk about quoting, survey visits and staged payments. Two different buyers, two different journeys. Most roofer sites pretend they are the same.
Before-and-after photos from the same pitch
Not stock imagery. Real stripped-back sarking with new breathable membrane going down, then the same pitch with new battens, vented ridge system and restored lead flashings to the chimney. That is what wins a quote against the cheaper competitor.
Honest scope: what they do and do not touch
The strongest sites name the work: pitched slate and tile, flat roofs (EPDM, TPO, GRP fibreglass), lead valleys and flashings, chimney flaunching and pointing, ridge vents, soffits, fascias and bargeboards, guttering. And they name what they do not do, which builds trust.
Phone number wired to call-tracking, form wired to WhatsApp
The best sites measure which jobs came from Google Business Profile versus the website versus Facebook. Call tracking numbers and form routing into WhatsApp Business make that easy. Most roofer websites have no idea where a lead came from.
03 / Common mistakes we see weekly
The bad roofer website is almost always the same website
Generic template homepage with a picture of a North American house on it. A gallery that is three photos taken on a flip phone in 2016. No material-specific pages, so someone searching for a slate repair in Bath lands on a page that mentions 'all roofing works undertaken' and leaves.
No accreditations on show. No clear service area. A contact form with eleven fields and no phone number in the header. The site loads in six seconds. Google Business Profile is either missing or is listed against an old trading address. These are fixable mistakes, but they compound. Each one quietly knocks out a percentage of the leads.
The fix is not a clever rebrand or a drone video. It is putting the fundamentals in the right places and keeping the site fast, specific and honest about what the business does.
FAQ
Common questions
What is the single biggest mistake on roofer websites?
Empty or generic galleries. A homeowner about to spend £8,000 to £15,000 on a re-roof wants to see the exact type of roof they own, finished by you, on a house that looks like their own. Stock photos of American cedar shingles do not sell UK slate work.
Do homeowners actually care about NFRC or CompetentRoofer?
The badge itself is familiar to a smaller group than you would hope, but the reassurance it signals is universal. CompetentRoofer in particular is useful because it lets you self-certify building control compliance on re-roofs, which a customer can verify later. That matters when they sell the house.
Should roofers show drone shots on their site?
Yes. A drone pass over a finished slate re-roof or a newly dressed lead valley shows detail nobody will ever see from the ground. It is one of the few areas where roofers have a natural content advantage over other trades. Keep them short, under twenty seconds, and make them load after the text so mobile speed stays fast.
What about customer reviews? Just Google or should I show them on the site?
Both. Pull your Google reviews onto the homepage so they refresh automatically, then add a small number of longer written case studies for the bigger jobs, especially full re-roofs and insurance work. Case studies win jobs. Five-star star ratings win clicks.
My site is old and has no gallery. Is it worth rebuilding or just adding photos?
If the site is slow, has no proper service pages for slate, tile, flat and emergency work, and the phone number is buried, a rebuild almost always pays back faster than bolting photos onto a tired theme. We do a free audit and tell you honestly which route fits your business.
How fast should the homepage load on a phone?
Under two seconds on a 4G connection. Roofers get searched in emergencies, and Google drops slow mobile sites out of the map pack for local searches. We build on modern static infrastructure so the site stays fast even on a weak signal.
Want a roofer website built on what actually works?
We build roofing sites around the patterns that win re-roof quotes and emergency calls. Plans from £39/mo, no setup fee, no contract.