In today’s digital world, your roofing business’s first impression usually isn’t your handshake — it’s your website.
If you think you need a fancy, multi-page site with flashy videos and endless service descriptions, think again. The 2025 Roofing by the Numbers report — and Roofr’s expert marketing team — prove that simple websites are driving big success for roofing companies across the U.S.
Here’s why a basic online presence is often all you need to land more jobs, earn customer trust, and grow your business — and how you can get started.
All stats and insights are pulled from the 2025 Roofing by the Numbers report and our Website Best Practices Masterclass hosted by Pete McKendrick, Nic Capobianco, and marketing professional Kate Robertson.
Why simple wins: The data and experience say it all
Roofers with even a single-page website are outperforming those with complex sites or no websites at all.
According to our report, businesses with a simple one-page site closed over 500 jobs per year on average. Compare that to about 275 jobs for businesses with no website presence at all.
Kate emphasized that websites aren’t just about looking good — they’re about being findable and trustworthy:
“A website makes you more discoverable. It builds a lot of trust… It allows you to really stand amongst your competition.”
She also reminded us that creating a site isn’t as expensive or difficult as roofers may think:
“With tools like Webflow, Wix, Squarespace, or WordPress, you don’t have to be tech-savvy. It’s very plug and play. You can build a professional website yourself.”
What makes a "conversion-friendly" roofing website?
It’s not about bells and whistles. The best roofing websites all have a few simple things in common:
- Clear contact information
- Lead capture form
- Customer reviews and testimonials
- A short overview of services
- Simple navigation
Kate shared that 80% of millennials decide whether they want to work with a roofer before ever reaching out — just based on your website. That means your homepage has to do the heavy lifting.
“The first impression builds trust, makes you more discoverable, sets you apart from competitors, and helps you capture leads.”
Also: Keep it short. Long lists of services or paragraphs of technical descriptions just overwhelm visitors.
“You actually do yourself a disservice by having too much [text]… People won't read it. Less is more.”
Why websites still beat social media alone
Social platforms are great. Accoding to the Roofing by the Numbers report, 53% of roofers use them for lead generation. But they aren’t a replacement for a real website.
“Social media changes all the time. Having a website you own gives you a stable foundation — one you can control and update as your business grows.”
Even more importantly: 71% of roofers say word-of-mouth referrals are their top lead source. And what’s the first thing people do when they get a recommendation? They Google you.
Without a site, you risk losing those leads before they even call.
Extra proof: Website owners close faster
Roofers who have a website aren't just getting more leads — they're closing faster. Once again, according to our report, Roofers with an online presence were significantly more likely to close jobs within a week compared to those without.
As Pete put it: “Speed matters because homeowners often go with the first contractor who responds.”
How to build a simple, high-converting roofing website
Kate broke down the structure of a top-performing homepage into a clear, step-by-step wireframe. Here’s how to follow her advice:
- Hero section: Headline, subheadline, clear CTA (e.g., "Get a free estimate"), a high-quality image or video, and a trust badge (like “Rated 4.9 on Google”).
- Top 3 services: Display these in a grid with brief descriptions. Skip the giant lists.
- Lead capture form: Use Roofr’s Instant Estimator or a basic contact form. Bonus: include a timeline for when you’ll follow up.
- Your unique story: Include an “About Us” section that tells your story — not just what you do, but why and how you started.
“One of the best About pages I’ve seen made me feel like I knew them before we even talked,” said Pete. - Project gallery: Add photos of your work — especially in-progress shots that show your crew on the roof.
“Before-and-after is good, but showing your team in action builds trust,” said Kate. - Customer reviews: Use 5-star Google reviews and highlight them visually. Add a testimonial carousel or grid.
“The more reviews you have, the more trust you build — and roofers asking for reviews do about 400 more jobs a year.” - Final contact block: Include another CTA like “Book a call” or “Get in touch,” and a clean footer with your logo, links, service area, and contact info.
The bottom line: Simple sells
You don’t need a complicated, expensive website to win more roofing jobs in 2025. A basic one-page site can:
- Capture more leads
- Build credibility instantly
- Help you close jobs faster
- Support your referral marketing efforts
- Give you a stable foundation to grow and adapt
“Your goal isn’t to close the deal on the homepage. It’s to hook them — get that form filled, so you can follow up fast,” said Kate.
Download the full Roofing by the Numbers report to see even more insights on what’s working for real roofing businesses across the country — and how you can stay ahead.