Trades
SEO for roofers: how to get found for leaks, repairs and re-roofs
SEO for a roofer comes down to four things: a complete Google Business Profile with a realistic service area, one page for each roofing job you want more of (repairs, re-roofs, flat roofs, chimneys, guttering), photographs and reviews of real jobs, and proof that you are vetted, such as CompetentRoofer or TrustMark.
Roofing has a trust problem that most trades do not, because customers cannot see the work. Good SEO answers that before the phone rings.
What do people search for when they need a roofer?
Two very different things, often on the same day. After a storm the searches are urgent: "roof leak repair near me", "emergency roofer Brighton", "slates blown off". Those are decided in the map results, on a phone, and the roofer who answers first usually gets the job.
The rest of the year the searches are planned: "flat roof replacement cost", "re-roof a three bed semi", "chimney repointing", "fascias and soffits replacement". These customers compare two or three websites, look for a price range, and check you are who you say you are. That is where a proper service page earns its keep.
Google says local results are "mainly based on relevance, distance, and popularity" (Google Business Profile Help). You cannot change distance, so the work is in being clearly relevant to each job and visibly well regarded.
Which pages should a roofer's website have?
One page for each job you want more of, written for the person who is about to choose. A single page listing every roofing service cannot rank for all of them, and it cannot answer the questions each customer has.
| Page | What the searcher wants to know | What the page should show |
|---|---|---|
| Roof repairs and leaks | Can you come quickly, what will it cost to look | Your real response times, a call-out or inspection price, a tap-to-call button |
| Re-roofing | Cost by house size, how long, scaffolding | A price range by roof type, a day-by-day outline, the guarantee you give |
| Flat roofs | Felt, EPDM or GRP, how long each lasts | The systems you fit, a range per square metre, photographs of finished roofs |
| Chimneys and leadwork | Repointing, flashing, removal | Before and after photographs, what is included, access and scaffold |
| Guttering, fascias and soffits | Replace or repair, uPVC options | A "from" price, colours, what happens to the old boards |
Each page should name the towns you cover, carry two or three reviews about that job, and end with a way to get a quote. A short form that lets the customer upload a photo of the problem saves you wasted visits.
Does CompetentRoofer or NAPIT membership help?
It helps customers trust you, and that is what turns a visit into a call. The government lists CompetentRoofer and NAPIT as competent person schemes for the replacement of roof coverings on pitched and flat roofs, in the GOV.UK list of current schemes. A member can self-certify that work rather than the customer arranging building control approval separately.
Put the scheme name and your membership number on every page, and link to your entry on the scheme's register. If you are TrustMark registered, say so and link to TrustMark, which customers can use to check a tradesperson. Nobody outside Google can prove these memberships move rankings. They clearly move the decision to ring.
How should roofers handle the trust problem?
Customers know roofing attracts cold callers who "noticed a few loose tiles". So the site has to do the opposite of a cold caller: show real work, give real prices and explain what you found. Photographs from the roof are the strongest evidence you have, because the customer will never go up there.
Take a photograph before and after every job, with the customer's permission, and use them on the matching service page. Explain your inspection: what you check, what you photograph, and that you send the photographs with the quote. That one habit sets you apart from most of the market, and it makes reviews more specific too.
How do reviews work for a roofing company?
The same way as any trade, with one difference: the job is often large and infrequent, so each review carries more weight. Google says "more reviews and positive ratings can help your business's local ranking". Ask on the day the scaffold comes down, by text, with a direct link, and ask the customer to mention the job and the town.
A review saying "replaced our flat roof in Lewes, kept us updated with photos" helps the next person searching for exactly that. Never pay for reviews or offer anything in return. Google removes them, and the Competition and Markets Authority's fake reviews guidance explains why buying them is unlawful.
What does SEO cost for a roofer?
The Business Profile is free, and so are reviews. A website with a page per roofing job is the main cost: ours start from £995 for one page and £1,495 for a multi-page site, on the price list. Monthly local SEO starts from £695 a month, and is worth it when you want a specific kind of work, such as more re-roofs or commercial flat roofs.
If you already have a site, a free SEO audit (normally £495, free for a limited time) shows what is holding it back. For the wider picture, read local SEO for trades and what a tradesman's website needs.
Questions roofers ask about SEO
How do roofers get more leads online?
Complete the Google Business Profile with the right category and a realistic service area, build one page for each roofing job you want more of, and ask every customer for a review that names the job and the town. Show photographs from the roof and your scheme membership on every page.
Is SEO worth it for a roofing company?
For the profile and a few strong service pages, almost always. Monthly SEO is worth it when you want a particular type of work, such as re-roofs or commercial flat roofs, and the margin on each job covers the cost several times.
How long does SEO take for a roofer?
Profile changes and new reviews can move map results within weeks. New service pages usually take two to four months to settle in the normal results, and longer in large towns.
Should a roofer put prices on their website?
Yes, as ranges. A range per roof type for re-roofs and flat roofs, and a fixed inspection or call-out price, filters out time-wasters and makes the right customers more likely to ring.