What Makes a Roofing Website Actually Good

I audited 55 roofing company websites in Atlanta. About a third were broken. Another third were live but useless. The remaining third had some things going for them. Here's what the good ones did differently.

1. Real photos everywhere

The best sites had project galleries with 20-40 photos of actual roofs they'd done. Not stock photos of generic houses. Real roofs in real neighborhoods. Bonus: photos taken FROM the roof looking out at the street. That tells the homeowner you were actually up there.

2. A phone number you can't miss

The best sites put the phone number in the header. Desktop and mobile. Big and clickable. The worst sites hid the phone number on a contact page two clicks deep. A homeowner with water coming through the ceiling doesn't want to navigate. They want to call.

3. Individual service pages

The best sites had a page for roof repair, a page for roof replacement, a page for emergency service, a page for insurance claims. Each page was 500+ words and targeted a specific search term. The worst sites had one page that said "we do it all." Google can't rank a single page for "roof repair" and "roof replacement" at the same time.

4. Reviews on the site

The best sites embedded their Google reviews directly on the homepage. A rotating carousel of real customer quotes with star ratings. Social proof at the exact moment a homeowner is deciding whether to call.

5. A blog with recent posts

Not every good site had a blog, but the ones that did — and posted in the last 30 days — ranked measurably higher. A blog signals to Google that the business is alive and producing content. It doesn't need to be daily. Once a week is enough.