The short answer: a roofing website needs separate pages for repair, replacement and each material you install, an insurance-claim help page, real job photos, your license number where your state requires it, and an inspection request or call button on every screen. Building it yourself means a domain, a monthly plan and email; having us build it adds one fixed price, agreed in writing before the first page is designed.
The pages a roofing website needs
A roofing site needs one page for each job a homeowner searches for, plus the pages that prove you are local and licensed. Repair and replacement are different customers with different budgets and different searches, so they never share a page.
| Page | What it answers | What to put on it |
|---|---|---|
| Home | Who are you, where do you work, how do I get an inspection? | Your name as it appears on your license, the area you serve, an inspection button and a tap-to-call link in the first screen. |
| Roof repair | Can you fix my leak, and how fast? | Common repairs you handle, how you diagnose leaks, what a repair visit looks like, photos of repairs. |
| Roof replacement | What does a new roof involve? | Your process from inspection to cleanup, materials you offer, warranty terms you actually provide, timeline in your own words. |
| One page per material | Do you work on my kind of roof? | Shingle, tile, metal, flat or foam: only the ones you install, each with its own photos. |
| Storm damage and insurance claims | What do I do after a storm? | What the homeowner does with their insurer, what you provide, what to watch out for. See the section below. |
| Projects | Have you done jobs like mine nearby? | Real before-and-after photos with the city, the material and the type of job. |
| About and licenses | Are you legitimate? | Owner's name, years in business, license number, proof of insurance on request, service area. |
| Contact and inspection request | How do I reach you? | Short form, phone number, hours, and what happens after they submit. |
For the general checklist that every business site shares (domain, email, hosting, legal pages), see what you need for a business website. The rest of this guide covers what is specific to roofing.
The one action a roofing website should drive: an inspection request
For most roofers the action that matters is a request for an inspection or estimate, with a phone call as the backup. Everything on the site should lead there. Put an "Request an inspection" button at the top of every page and a tap-to-call link next to it, so a homeowner on a phone can reach you with one tap.
Keep the form short: name, phone, address or ZIP code, "repair, replacement or not sure," and a box for details. Add an optional photo upload only if your form tool supports it; otherwise ask them to reply to your confirmation email with photos of the leak or the damage. Tell them what happens next and when you usually respond. Our step on user journeys and high-value actions shows how to measure whether visitors actually reach that button.
How a roofing website overcomes storm-chaser distrust
A roofing website earns trust by showing what an out-of-town crew cannot: a long local history, a license in your name and finished jobs on streets the homeowner recognizes. The FTC tells homeowners to be wary of contractors who appear right after a storm, to use only licensed and insured contractors, to get a written contract and to avoid paying in cash. Your site should make each of those checks easy:
- Show your license number in a place people can see it and link to your state's license lookup so they can confirm it in one click.
- Say how long you have worked in the area and name the cities you serve. A real street-level service area page beats a generic map.
- Explain your contract and payment terms in plain language: written estimate, written contract, when deposits are due if you take them, how you accept payment.
- Use photos of your own crews and jobs. Stock photos of smiling roofers are exactly what a fly-by-night site uses.
- Keep your name identical everywhere: license, trucks, website, email and Google Business Profile. A storm chaser's paperwork rarely lines up.
Where to show your roofing license number (rules vary by state)
Many states require contractors to show a license number in advertising, and some set rules for how it appears on a website, so check your own licensing board before you publish. Arizona is a clear example. The Arizona Registrar of Contractors explains that licensed contractors must put their license number on ads, vehicles, letterheads and other customer-facing documents. Since 2021, a vehicle, radio, internet or billboard ad can skip the number if it includes a web address and the license number is prominently displayed on the website. To qualify, your name and license number must appear on the home page itself, clearly visible, in a reasonable font size, and not tucked in the footer.
Other states have their own wording, and some cities and counties license roofers separately. Search for your state's contractor licensing board, read its advertising rules, and put the license number on the home page even if your state does not require it. It costs nothing and answers the question homeowners are asking.
What to put on an insurance-claim help page
An insurance-claim help page should explain that the homeowner files and manages the claim with their own insurer, and describe the documentation you can give them. Many roof replacements after storms are paid partly by insurance, so homeowners look for this page, but it is also where roofers get into trouble.
Rules on what a contractor may say and do about claims vary by state. In Texas, the Texas Department of Insurance says a roofer may not act as a public adjuster on a claim for work they are doing, may not advertise that they will negotiate or file claims for the policyholder, and may not offer to waive or absorb the deductible. Check your state's insurance department and talk to an attorney before you write this page. What is generally safe to include:
The homeowner contacts their insurer
Explain that the policy is between the homeowner and their insurance company, and that the homeowner reports the damage and works with the insurer's adjuster.
You inspect and document
Describe your inspection and the photos and written estimate you give the homeowner, which they can choose to share with their insurer.
The homeowner reviews the decision
Say plainly that coverage decisions come from the insurer. Point them to their policy and their agent with questions.
You do the work under a written contract
Explain your contract, schedule and payment terms. Do not promise to cover or waive a deductible.
Avoid phrases like "we handle your claim," "we fight your insurance company" or "free roof." Even where they are legal, they read like door-knocker scripts.
Photos of real roofing jobs that sell the next one
Use your own photos, organized by job type and material, with a short caption that names the city and the work done. Before, during and after shots show the process a homeowner cannot see from the ground: decking, underlayment, flashing. Shoot with your phone on every job, delete the blurry ones, and add the best two or three to the matching service page and the projects page. Avoid photos that show a customer's house number or face without permission.
What a roofer should put on Google Business Profile
Your Google Business Profile should use your exact business name, a roofing category, the cities you serve, your hours, real job photos and a link to your website. Many homeowners find a roofer in the map results before they ever see a website, and they compare reviews there. Our step on setting up Google Business Profile covers eligibility, service areas and tracking which calls come from the profile.
What a roofing website costs: three paths
For a roofer, the bigger cost is usually not the monthly plan but the time it takes to photograph jobs and write the claim-help page. Do that yourself on a monthly plan, or have us build it for a fixed price in a written quote, with the domain, hosting and email paid separately. Prices below are current storefront prices; taxes and fees are extra, and plans renew until you cancel.
| Path | What you pay | Best for |
|---|---|---|
| Build it yourself | Website Builder Business $9.99/mo or Business Plus $14.99/mo, or WordPress Basic $12.99/mo; .com $24.99 first year; email from $4.99/mo per inbox | Roofers comfortable writing their own pages and adding photos as jobs finish. |
| Have Force Domains build it | A written quote with a fixed price before we start, plus domain, hosting and email paid separately at storefront prices | Roofers who want the pages, license display, forms and tracking done right without learning the tools. |
| Start with just domain and email | .com $24.99 first year; email from $4.99/mo per inbox | New roofers who need a matching email on estimates now and a website later. |
When we build it, the inspection button and tap-to-call sit on every screen of the phone layout, each repair, replacement and material page is written so Google and AI assistants can understand it, and your estimates go out from an email domain protected with SPF, DKIM and DMARC. Domain, hosting, Google Search Console and analytics are connected for you. You own the domain, files, hosting and email, and the site can be in English, Spanish or both. Google Business Profile setup, competitor research or monthly care can be part of your written quote. Full details are on our website design page, and our guide to what a small business website costs breaks down the yearly totals.
Which storefront plan fits a roofing company
For most roofers, Website Builder Business Plus is the simplest fit because it includes Online Appointments, so a homeowner can pick an inspection time without a phone call. It also adds social media integration, which helps if you post job photos on Facebook. If you plan a large site with many project and city pages, WordPress Deluxe at $16.99 a month adds daily backups, a staging site to test changes and a Cloudflare CDN. For email, the Pro plan at $5.99 a month per inbox adds read receipts and an invoice builder. Compare all options on our web hosting page and business email page, and if you still need a name, read our guide to roofing domain names.