What roofing contractor website design has to get right
Roofing contractor website design is mostly a trust problem. Roofing is a big purchase that most homeowners make once or twice in their lives, and it often comes right after a hailstorm, when every neighborhood is suddenly full of yard signs, flyers and trucks from out of town. People have heard about storm chasers. When a homeowner looks you up, they are asking two questions: are you actually from around here, and will you still be around if something leaks next spring?
Your site answers those questions or it does not. Local towns named plainly, your own crews and roofs in the photos, a clear explanation of how an inspection works, and a phone number that gets answered do more than any slogan.
Maurice Johnson builds roofing sites one at a time from Big Sandy, Texas. Every page is written by hand for your company and your service area, and you see a working demo before you pay anything.
A roofing website has two seasons
Most trades have steady demand. Roofing swings. Calm months are for planned replacements and maintenance; storm weeks bring a rush of inspection requests. The site should be built for both from the start, so you are not rewriting it in a panic the morning after the hail.
Calm months
- Roof replacement pages that explain materials and what changes the price
- Repair and maintenance pages for leaks, flashing and worn shingles
- Gallery of finished roofs by town, so neighbors recognize the work
- Financing information, only if you actually offer it
- City pages that build search traction before the rush
Storm weeks
- A storm damage page that explains what an inspection involves, step by step
- A banner you can switch on naming the area you are inspecting this week
- A short form that asks for address and a good time, and emails you right away
- Plain, general answers to the insurance questions people ask, with no promises
- Phone coverage for the calls that come in while every crew is up on a roof
Insurance wording we will and will not put on your site
Homeowners want to know how insurance fits in. A roofing site can explain the process in general terms, but it is not the place for promises, and some promises are against the law in Texas.
| We write things like | We do not write |
|---|---|
| "We inspect the roof and document what we find with photos." | "We'll cover your deductible" or "No out-of-pocket cost." The Texas Department of Insurance says offering to waive, rebate or absorb a deductible is illegal in Texas. |
| "Your insurance company decides what the policy covers. Call them with questions about your claim." | "We handle your claim for you" or "We negotiate with your adjuster." Texas law bars a contractor from acting as a public adjuster, or advertising to adjust claims, on a property where it does or may do the work. |
| "Here is what to expect when an adjuster visits." | Any promise that a claim will be approved or a roof will be paid for. |
| "Ask for a written contract before work starts." | Advice on how to word a claim, or anything that reads as legal or insurance advice. |
TDI also says a Texas roofing contract of $1,000 or more that will be paid by insurance has to include a notice that the policyholder must pay the deductible. That belongs in your paperwork; your website can simply tell homeowners to expect it. Outside Texas, check your own state's rules, and talk to your attorney if you are unsure. We write marketing copy, not legal advice.
Showing you are local and legitimate
The single biggest edge a local roofer has over a storm chaser is that you will still be here. The website should make that obvious without bragging. That means your service towns named on every page and on their own pages, your Google Business Profile linked and your reviews shown (Pro and Agency display your real Google reviews; we never write any), and photos of roofs you have done, by town if you have them.
On licensing, show exactly what you hold. Roofing rules vary by state and city. In Texas, a 2025 bill (HB 3344) proposed a state reroofing license through the Texas Department of Licensing and Regulation, so check TDLR and your city for what applies to you today; we do not guess for you. If your state, city or county requires a license or registration, the number goes on the site. If you hold a voluntary credential or a manufacturer's program status, it can go on too, worded the way the issuer allows. Nothing goes on that you cannot back up with a document.
Built to hold up when the phones light up
The worst time for a roofing website to be slow or broken is the morning after a storm, when half the town is searching at once on a phone with one bar of signal. We build for that morning. Photos are compressed and served at the size of the screen, pages carry no heavy sliders or video backgrounds, and the tap-to-call number sits in the header where a thumb can reach it.
The second weak point is the phone itself. During storm weeks, every crew is up on a roof and the office line rings out. A homeowner who reaches voicemail during a rush often calls the next roofer on the list. That is the gap the AI phone agent on the Agency plan was built for: it answers, takes the address and a callback time, and passes the details on. It is a monthly service after a free week, so try it during your busy season and keep it only if it earns its place.
Finally, the storm damage page should be easy to change. When you shift crews to a new part of town, you should be able to ask Maurice to update the area named on the page that same day.
Pages we would plan for a roofing company
- HomeWho you are, the towns you cover, your best roof photos, and two clear ways to reach you: call now or request an inspection.
- Roof replacementMaterials you install, what the job looks like day by day, what affects the cost, and how you protect the yard and driveway.
- Roof repairLeaks, flashing, missing shingles and how quickly you can usually get out there.
- Storm damage and inspectionsWhat you check, how you document it, and the honest general word on insurance from the table above.
- AboutWho owns the company, where you are based, and the licenses or registrations you hold.
- Town pagesOn Pro, ten researched city pages; on Agency, a page for each town-and-service pairing the keyword research supports.
A small roofing crew can start with five of these on Starter and add more later. A company covering several counties gets the most from Agency, where the research decides which pages are worth writing at all.
Packages for roofers, one time
Starter
$497 one-time
For a business that needs a clean, working website and nothing complicated.
- 5-page website: home, services, about, contact and service area
- Every page written for your business by hand, never filled into a template
- Works on phones, tablets and desktop
- Contact form that emails you every lead
- Page titles, descriptions and sitemap submitted to Google
- Google Maps and your hours on the page
- Links to your Facebook and Instagram
- Live in 7 to 14 days
- You own it outright
Pro Most Popular
$997 one-time
For a business that wants the website to bring in calls from more than one town.
- Everything in Starter, plus:
- 10-page website with a photo gallery
- Lead capture on every page, not only the contact page
- Local SEO: schema markup and Google Business Profile setup
- 10 city pages, each town researched, then written from scratch
- Your Google reviews displayed on the site
- AI chat widget that answers visitors 24/7 and takes their name and number: free for 14 days, then $297/mo
Agency
$1,997 one-time
For a business that wants to cover its whole service area, town by town.
- Everything in Pro, plus:
- Keyword research across your whole service area first
- A hand-written page for every town-and-service combination the research says is worth having, usually 30 to 60 pages
- Pages delivered in waves, the first ones live inside two weeks
- Custom design for your brand
- AI phone agent setup. The agent itself is free for 7 days, then $297/mo for up to 750 minutes, cancel any time (not part of the one-time price)
Hosting, maintenance and updates are included while you keep the AI agent. Without it, they are $49/mo.
We do not sell page counts. Every page on every plan is researched and written by hand for your business and your town. That is slower than generating a few hundred pages from a template, and it is the reason these pages get read. If the research says your service area needs thirty pages, you get thirty good ones rather than a hundred thin ones.
One note for roofers specifically: on Agency, the AI phone agent setup is included, and the agent is free for 7 days, then $297 a month for up to 750 minutes, cancel any time. For a company that loses calls during storm weeks, that is the piece worth testing. On Pro, the AI chat widget is free for 14 days, then $297 a month if you keep it.
About the phone line: (903) 636-7511 is answered any hour by an AI receptionist. Ask about a website preview, or ask for Maurice or a person, and it transfers you to Maurice.
From demo to launch
- Ask for the demoGive your business name and what you do on the demo page, or call (903) 636-7511.
- Look at it on your phoneYou get a link to a site built for your business. Show it to whoever you show things to.
- Pick a package or walk awayStarter, Pro or Agency, one-time price. If it is not right, you owe nothing.
- Maurice writes and builds itEvery page written by hand, then launched on your domain, usually in 7 to 14 days for Starter.
Maurice will ask for the towns you cover, the work you want more of, photos of finished roofs, your license or registration details, and how you handle inspections. The full process is on how it works.