Web Design for Roofers
You’re selling against a reputation you didn’t earn.
The trust problem is the whole problem
A roof survey is £175. A repair, £505. A flat roof in EPDM, £1,790. Fascias, soffits and guttering, £1,830. A full re-tile, £5,090.
Decent money — and every one of those jobs happens somewhere the customer physically cannot go.
That’s your central difficulty and no other trade on this list shares it. A kitchen fitter’s work gets inspected daily by whoever lives there. Yours is thirty feet up, and the homeowner is taking your word for what was wrong, what you did about it, and whether it needed doing in the first place.
Now layer on a trade with a genuinely poor public reputation. Cold-callers, storm-chasers, cash up front, work invoiced but never done. Your website isn’t competing on price or even on quality. It’s competing on whether you’re one of the honest ones. Most roofing websites don’t attempt to answer that — they say “family run” and “free quotes” and stop.
What actually answers it
Show the roof before you touched it. Drone footage or ladder photos of the actual fault, then the same angle afterwards. This is the highest-impact thing a roofer can put on a website and hardly anyone does it, because it proves the problem was real. It removes the exact suspicion that’s costing you jobs.
Explain what you found and why it needed doing. A short write-up per job — what was wrong, what the options were, what it cost, why you recommended one over another. It reads as a competent tradesman explaining his reasoning, which is precisely what a nervous customer is hunting for.
Be explicit about payment. “We don’t ask for money up front” is worth more on a roofing website than any design decision on this page. The people you’re competing against do ask, everybody knows it, and saying so plainly separates you instantly.
Carry the trade bodies. NFRC at around £500 a year, CHAS, TrustMark. In a trade with a cowboy problem, membership of a body that can remove you carries real weight.
Never cold-call, and say so. If someone knocked on their door about their roof last week, being visibly the opposite is a positioning advantage you get for free.
The storm angle nobody uses
Roofing demand spikes after weather. A named storm produces a wave of leaks, and most roofers respond by being slammed for a fortnight and then quiet again.
You can plan for that instead. Paid budget that switches on when the weather does, an emergency page ready to go rather than written in a panic, and a two-stage process for people who need a tarpaulin today and a proper job in March. That second part is a real revenue line — the temporary fix earns now, the permanent job books for spring, and you’ve filled a quiet month.
Hardly anyone in the trade is set up for it, which is exactly why it works.
What we’d actually build
A homepage that leads with before-and-after, not with a stock photo of a roof.
A project section where each job gets its own short page — the fault, the photos, what you did, roughly what it cost. Ten of those is worth more than any amount of homepage copy. A dedicated repairs page for the people with an active leak, fast-loading with a call button, because that traffic behaves like emergency plumbing traffic.
Separate pages for re-tiles, flat roofing and roofline, since those are three different buying decisions on three different timescales. A clear payment and guarantee page — terms, deposits, what your guarantee actually covers and for how long. And a storm page that sits dormant and goes live when you need it.
Accreditations throughout, not in the footer.
The mistakes we see most on roofers’ sites
Only showing finished roofs. A finished roof looks like every other finished roof. The before shot is what proves the work was needed and it’s the thing that separates you from the outfit that knocked on their door.
No mention of payment terms. In a trade with a deposit-and-disappear reputation, silence reads badly. Say plainly how and when you take money.
“Free no-obligation quote” as the main message. Everyone says it, including the people your customer is frightened of. It carries no information.
Nothing about scaffolding costs. It’s often a big chunk of the quote and it blindsides people. Explaining it up front prevents the sticker shock that loses the job at quote stage.
No storm page. When the weather turns, demand arrives all at once and goes to whoever is visible that week. Having the page ready beats writing it while the phone is ringing.
What’s a job actually worth?
Average job £1,790 · jobs won per month 4 · enquiries 12
One in three. Get to one in two and it’s £42,960 a year.
Every enquiry lands in Gaffer
Survey photos attach to the job, so the before-and-after library builds itself as you work rather than being a winter admin job you never get to. Quote from a template — repair, re-tile, flat roof, roofline. Invoice off the job. And when the next storm comes through, everyone you’ve worked for is a list rather than a memory.
Questions roofers ask
Drone footage sounds expensive.
A usable drone costs less than one repair job and pays for itself on the first re-tile it wins. If you’d rather not, consistent ladder photos do most of the work.
People only want the cheapest.
Some do and you won’t win those. Anyone getting three quotes for a £5,000 re-tile is far more worried about being ripped off than about £200. Show them why you’re not the risk.
Is it worth marketing in summer?
Yes, for planned work — re-tiles, roofline, flat roofs. People book those in dry weather. The leaks find you regardless.
I get work from insurance.
Then the site has a different job: looking like a contractor a loss adjuster can put their name against. We’d build for that instead.
What about scaffolding costs putting people off?
Explain them rather than hiding them. “Scaffolding is typically £X and here’s why it’s not optional” is the kind of honesty that wins the job.
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