What a roofer website needs: pages, words and photos

A roofer's website needs to show that you are a real, local, insured company that will still be around when the warranty matters. Put your phone number, towns and a "free inspection" or "free estimate" button at the top, list repairs and replacements separately, name the roofing materials you install, show your own job photos, and explain your warranty in plain words. A homeowner spending this much money reads carefully, so clear pages beat flashy ones.

What a homeowner is weighing

A new roof is one of the biggest bills a homeowner pays, and they may only buy one or two in a lifetime. They cannot judge the work from the ground, they have heard stories about crews who vanish after the deposit, and they know a bad install shows up years later as a ceiling stain. So before they call, they look for:

A local address and a company that has been around a while.
License (where your state licenses roofers) and insurance, including workers' comp, because people fall off roofs.
Photos of real roofs you have done, not stock photos.
The materials you work with and whether you are certified by a shingle manufacturer.
A warranty they can understand.
Reviews that mention cleanup, communication and finishing on time.

Repair customers are in a different spot. They have a leak, a missing patch of shingles or a flashing problem, and they want to know whether you do small jobs at all. Many roofers do not, and the ones that do should say so loudly.

The top of the home page

Before scrolling on a phone, show:

"Roofing contractor in [town], serving [county]".
Your phone number as a tappable button.
A one-line proof point that is true: "Family owned since 2004" or "Licensed and insured, [state] #12345".
Two buttons: "Free roof estimate" and "Report a leak".

Splitting replacement and repair at the top sends each visitor where they need to go and saves your office from sorting calls.

The pages a roofing website needs

Roof replacement. What a replacement includes, step by step: tear-off down to the deck, deck inspection and replacement of rotten boards (and how that is priced), underlayment, ice and water barrier at eaves and valleys, flashing, ventilation, new shingles, cleanup with a magnet sweep for nails. Say how long a typical job takes and that you protect landscaping and the driveway.

Roof repair. Leaks, missing shingles, flashing around chimneys and skylights, vent boots, valley repairs. If you have a minimum charge for repairs, mention it so nobody is surprised.

Materials. One page or one section per material you install: architectural asphalt shingles, metal roofing (standing seam, exposed fastener), flat and low-slope roofing (TPO, EPDM, modified bitumen), tile or slate if you do them. For each one, a short honest comparison: what it looks like, roughly how long it lasts, what it is good for, what it costs compared to asphalt in plain terms like "more" or "much more".

Gutters, siding, skylights, if you do them. Keep each to a short section unless it is a big part of your business.

Storm damage and insurance claims, if you do that work. It is large enough to be its own page and its own topic, covered in storm season and your roofing website.

Warranty. A plain explanation of the two warranties a roof usually carries: the manufacturer's warranty on the materials, and your own warranty on the workmanship. Say how long yours lasts, what it covers, and whether it transfers if they sell the house. If you are certified by a manufacturer for an extended system warranty, explain what that adds.

About. Who owns the company, whether your crews are your own employees or subcontracted, how long you have been in business, and who the homeowner talks to during the job. Many homeowners worry about the crew they never meet, so say who runs the crew on site.

Contact. Phone, form, address, hours. Ask in the form whether it is a leak or a replacement, and how old the roof is.

Words that help a roofer

Roofing has a lot of jargon. Use it, but explain it once: "drip edge, the metal strip along the roof edge that guides water into the gutter". Homeowners like learning the words because it makes them feel less likely to be fooled.

Lines worth putting on the site:

"Your estimate is written, itemized and good for 30 days."
"We show you photos of any rotten decking before we replace it, and the price per sheet is in your estimate."
"We don't take the full payment up front." Then say how payment works, such as a deposit for materials and the balance on completion.
"The same project manager is your contact from estimate to final walkthrough."
"We run a magnet over the yard and driveway for nails before we leave."

That nail line sounds small, but it is a specific promise every homeowner with kids or a dog cares about.

Photos that prove the work

Roofing is one of the easiest trades to photograph, because the result is big and visible. Take:

The finished roof from the street, on a clear day, the way a neighbor would see it.
A drone or ladder shot of clean valleys, ridge caps and flashing around a chimney.
Tear-off in progress, showing the deck and the new underlayment going down. It proves you do not roof over problems.
The crew with your trucks and dumpster, logo visible.
The yard after cleanup.

A before-and-after pair from the same angle, curled old shingles next to the new roof, is often the strongest single image on a roofer's site. Before-and-after photos and how to show your work has tips on matching the angle.

What to leave off

Stock photos of roofs that are clearly in another climate, like Spanish tile in a Minnesota roofer's header.
"Lowest prices guaranteed". Homeowners hear it as "we cut corners".
Pressure lines like "Call before your roof fails". The person who is on your site is already worried.
Every shingle color swatch the manufacturer makes. Link to the manufacturer's color page instead, or show the five most popular in your area.
A long gallery with no captions. Add the town and the material to each photo.

Check it from the street and from the phone

Open your site on your phone standing in a customer's driveway, or at least pretend to. Can you find the leak button in a few seconds? Does the estimate form ask too many questions? Is your license and insurance line visible without hunting? Send a test request and see who gets it and how fast. Then search your business name and check your Google listing matches the site's phone and address.

What to do this week

Split your services into "replacement" and "repair" on the home page, each with its own button.
Write the step-by-step replacement section from tear-off to cleanup.
Write your workmanship warranty in one plain paragraph.
Photograph your next finished roof from the street and from the ridge.
Run the phone test and send yourself a test request.

If your current site already explains your work but looks dated next to the roofs you build, you can see your site rebuilt first before deciding anything.