Website SEO Audit for Roofers: Fix What’s Costing You Leads

A website SEO audit is like an inspection for roofers, but it’s a checklist you go through to see what’s working, what’s missing, and where you could improve to drive more roofing projects and revenue. If you are here reading this, you are either not getting enough traffic, you’re getting traffic but no calls, or you are getting leads but they are a mix of low quality and tire-kickers.

Some websites are just like CARBON MONOXIDE – secretly – silently killing your ability to generate roofing leads – poisoning you – without you even knowing it.

I’m sure you have carbon monoxide detectors at home to protect your family, friends, and pets. But what about your online presence – your website – can it be killing your ability to generate leads and calls without you ever suspecting it? Is there an “alarm” or “detector” that can expose the effects of a poorly structured, strategized, or executed website?

After all, you spent good money on your roofing website. You hired a pro, web developer, or SEO agency to build out the foundation of your roofing company. You signed off on it. It looks great. Everyone you showed it to said it looks great… but IS it? Is it secretly poisoning your ability to generate good-fit leads for your bread-and-butter services in your area?

The answer is YES, this Website SEO Audit is the carbon monoxide detector for roofers!

What We Look for When Auditing Website SEO for Roofers

When was the last time you gave your roofing company’s website a real checkup? If your answer is somewhere between “uhhh…” and “never,” don’t sweat it — you’re not alone. But here’s the deal: if you’re not regularly auditing your SEO and website performance, you’re leaving roofing leads (and money!) on the table.

1. Identify weak points
2. Uncover growth opportunities
3. Align your website goals with business goals
4. Supercharge your sales team’s spirit
5. Build upon your strengths
6. Skyrocket ROI and long-term success

If you want to rank higher and convert better, you need this audit. In fact, I don’t think there is a single successful roofing company in the U.S. that doesn’t audit its website SEO and marketing regularly.

How Did You Score?

Are you satisfied with your website grade? Most roofing businesses are shocked. But that is okay, as long as you make the improvements and revise your SEO strategy with it.

If you are kinda lost on where to go from here or just prefer a Done-for-You model to fast track your success and maximize your budget, schedule a one-on-one lead acceleration strategy session with Carm Taglia, CEO of Roofing REV Marketing. He will provide you with an actual blueprint that roofers are calling an absolute game changer, or we can discuss the options for your budget and have us do it all for you!

Even if you don’t feel like we’re a good fit… you’ll walk away with a clear, custom blueprint.

The 6 Most Important SEO Pillars We Audit On Your Website

Here’s a breakdown of what we look for in every roofing website SEO audit we do:

1. Core Website Setup

• Mobile Responsiveness: Does your site look great and function flawlessly on mobile? Over 70% of roofing traffic comes from phones.
• Page Speed: Is your load time under 3 seconds? Slow pages mean high bounce rates. Here’s Google’s free, instant, page speed insight tool to check.
• Secure (HTTPS): Google favors secure websites. If your site is still HTTP, you’re losing trust and rankings.
• Clean URL Structure: URLs like /roof-repair-chicago/ beat /page?id=14 every time.

2. On-Page SEO

• Title Tags & Meta Descriptions: Are your main service and city keywords included? Do your titles stand out in the search results to your target audience?
• H1 Tags: Every page needs one focused H1. Multiple H1s or missing H1s = SEO confusion.
• Keyword Placement: Are you naturally weaving in terms like “roof replacement” and “roof repair” in headers, paragraphs, and image alt text? Are you using the right keywords on the right pages of your roofing website?
• Image Optimization: Big images slow your site down. Are yours compressed and tagged properly?

3. Content Structure & Clarity

• Above-the-Fold Clarity: Can visitors immediately tell who you are, what you do, and where you serve before they even scroll down your page?
• Service Area Pages: Do you have unique, high-quality pages for each city or area you serve?
• Internal Linking: Are you linking to related pages and guiding users deeper into your site to learn more?
• Calls-to-Action (CTAs): Is it painfully obvious what you want a visitor to do? (book an inspection on the calendar, call for an estimate, etc.)

4. Roofing-Specific Website Content

• Roofing Terminology & Expertise: Are you using words roofers and homeowners both understand, and explaining your services clearly?
• Before & After Projects: Showcasing real results builds trust and drives conversions, especially when you can pair the B&A photos with the customer’s review.
• Pain Points & Solutions: Are you addressing the concerns that property owners have with scams, affordability, project timeline, insurance claims, etc?
• Blog or Resource Section: Do you have educational content answering common roofing questions?

5. Technical SEO Checklist

• XML Sitemap: Is one submitted to Google and Bing, and error-free? The XML sitemap is different from the HTML or PHP sitemap. The XML sitemap is for search engine bots to crawl while the other one is for humans.
• Robots File: Are you blocking important pages without realizing it? This is what a robots.txt file looks like and every website should have one.
• 404 Error Page: Are any broken pages creating dead ends for users (and Google)?
• Canonical Tags: Are you avoiding duplicate content issues by telling Google the right page to index?

6. Conversion-Focused Design Elements

• Sticky Phone Number or CTA Button: Can users reach you without scrolling?
• Forms That Work on Mobile: Are they easy to fill out?
• Trust Section: Are your certifications, licensing, insurance, awards, and warranties easily visible? It separates you from others and positions you as the authority in your area.
• Fast Navigation: Can someone get to any key page in one or two clicks?

What Your Conversion Rate Means:

• Top performers in roofing and home services — companies actively using optimized landing pages, strong CTAs, fast mobile performance, authentic trust signals (like reviews, warranties, guarantees) — can hit 10%–15% or even higher.
• If you’re below 3%, it’s a major red flag. It usually means problems with either your traffic quality (wrong audience) or your website (poor conversion design).
• If you’re between 5%–10%, you’re doing better than most but there’s still room to sharpen things up and squeeze out even more leads.

 

Is Your Roofing Website Built to Perform?

Let’s be real—your website should be doing more than just looking nice. It should be your hardest-working salesperson, answering questions, earning trust, and helping you close more jobs while you’re out swinging hammers or meeting with homeowners.

Start by asking yourself a few simple questions:

Can people see your phone number right away on every page? Is your site mobile-friendly and easy to tap with a thumb? Are you building trust with real customer reviews, before-and-after photos, and your actual crew—not stock photos in hard hats?

Does every section of your website guide someone to take action? Whether it’s calling, filling out a form, or using a calculator – you’ve gotta tell ‘em what to do.

Now think SEO. Do your titles mention your city and services clearly—like “South Elgin Roof Replacement” or “Bartett Roof Repair”? Got a page for each service, each city you serve, and even for extras like gutters or skylights? Are you using words that make sense to both your crew and your customers?

Finally—are you actually tracking what works? Do you have call tracking, analytics, and dashboards showing where leads come from and what’s making the phone ring? Are you using tools like ServiceTitan, AccuLynx, or JobNimbus to keep everything organized?

If you’re not checking off most of these, your website might be more Clark Kent than Superman. And that means missed leads and money left on the table.

Good news? You don’t have to fix it alone. We’ve got your back.

Ready to Put Your Roofing Website SEO Audit into Action?

If you want to stop “hoping” your marketing and SEO efforts are working and know it’s working, you need our complete 68-point roadmap. Download The Ultimate Roofing Marketing Checklist and get the complete picture of your SEO and marketing, including paid ads, social media, your website, email, automation, and more!

• Fix your SEO gaps
• Boost your Google rankings
• Turn your website into a lead machine
• Beat out the local competition