Short answer: a roofing website needs a tap-to-call phone link, a quote form, a link to your Google Maps listing, local business markup, a fast server, and a clear page title, description and main heading. When we checked 149 roofing company home pages in October 2026, only 42 (28%) had all four local basics, and only 73 (49%) met our checks for title, description and main heading.
A roofer's website has one job: make it easy for the right homeowner to call or ask for a quote. Here's what we found on real roofing websites, and how to check your own in about a minute.
What we found on 149 roofing home pages
| Check (home page) | Missing or failing | Why a roofer should care |
|---|---|---|
| Descriptions (alt text) on at least 80% of images | 42% | Helps Google understand your project photos |
| Local business markup (schema) | 39% | States your name, address, phone and area in a format Google reads |
| A link to, or embedded, Google Maps | 37% | Connects your site and your Google listing |
| Search description 70 to 165 characters long | 34% | The two lines under your name in Google that earn the click |
| Any form in the page code | 34% | Some customers want a quote by email, not a phone call |
| Home page HTML downloads in under 1.5 seconds | 32% | A slow server keeps impatient visitors waiting |
| Exactly one main heading (H1) | 24% | Tells visitors and Google what the page is about |
| Page title 20 to 65 characters long | 21% | The headline Google shows for your site |
| Tap-to-call phone link | 10% | On a phone, one tap should start the call |
How we checked
On October 26, 2026 we took a random sample of US roofing companies with their own website from our research database. They're in 35 states and Washington, DC. We checked each company's home page (the root of its website), skipped social media and directory pages and free site-builder subdomains, and removed one business that turned out not to be a roofer. That left 149 sites; 10 more wouldn't load and aren't counted.
Each home page went through our free website check, the same tool anyone can use. Its limits matter for reading the numbers:
- It looks at the home page only. A form or phone link on another page doesn't count.
- Any form counts as a form, including search or newsletter boxes, and forms loaded by some third-party widgets can be missed, so the true share without a quote form could be somewhat higher or lower than 34%.
- Any link to, or embed of, Google Maps counts, even if it isn't the company's own listing.
- Title and description are checked for length only, not for quality.
- Speed is one measurement of how long the home page's HTML took to download from our server, not a phone test.
We left out the tool's old llms.txt check: Google says no special files are needed to appear in its AI features.
The roofing website checklist
1. Make calling and asking for a quote effortless
Most roofing home pages had a tap-to-call link (134 of 149), but a third had no form we could detect. Some homeowners won't call during work hours. Put a short quote form on the home page and on every service page, and keep your phone number tappable at the top.
2. Connect your site and your Google Maps listing
37% of home pages didn't link to or embed Google Maps. Your Google listing should point to your website, and your website should link back to your own listing. Use the same business name, address and phone number on both.
3. Add local business markup
39% had no local business markup. It's a few lines of code that state your business name, address, phone, hours and service area in a format Google reads. Google explains it in its local business structured data guide. Use only true details that match your Google profile.
4. Fix a slow server
32% of home pages took 1.5 seconds or longer just to send their HTML, and 11 took more than 3 seconds. The median was 1.3 seconds. Slow hosting, heavy page builders and too many plugins are common causes.
5. Get the title, description and main heading right
About half (49%) met all three of our checks. Your title and description are what people see in Google before they choose. Name the service and your area, for example "Roof Repair and Replacement in Columbus, OH". Use one main heading that says what you do and where.
6. Describe your project photos
42% left more than a fifth of their images without descriptions (alt text). A short, true description like "new asphalt shingle roof on a two-story home" helps Google understand your work. Real job photos beat stock photos.
What roofers say went wrong with marketing companies
In our study of 402 complaints about marketing companies, roofers described a dead phone number added to their Google profile, ads that called them a painting and siding company, and a website that was paid for but never built. Before you hire anyone to fix your site, get in writing who owns the domain, the website and your Google profile.
For budgets, our guide to what a contractor website costs in 2026 has current price ranges. Roofing-specific search advice is on our SEO for roofers page. If you'd rather have the issues on your site fixed for you, our Fix Pack does it for $497 one-time.
Frequently asked questions
What should a roofing website have?
At minimum: a tappable phone number, a short quote form, a page for each main service, your service area, real project photos, a link to your Google Maps listing and local business markup. In our check of 149 roofing home pages, only 28% had all four local basics.
How fast should a roofing website be?
The server should send the home page in well under 1.5 seconds. In our sample the median was 1.3 seconds, and 11 of 149 took more than 3 seconds just to send the page's HTML.
How can I check my own roofing website?
Run it through our free website check. It runs the same checks we used here. Your score is free and instant; enter your email to unlock the full explanation of each result.