10 roofing websites that are tiling their way to the top

Standing out amongst the crowd isn't always easy, especially as a roofer in a crowded marketplace. However, when you make moves to stand out, you get recognised by more of your ideal clients and leave your competitors reeling.

It might not be obvious what works wells for roofing websites and online marketing, so let's make the process easier. We've examined some of the best roofing companies in the industry to see why they are flourishing.

So without making a hubbub of our choices, here are 10 roofing websites you can look to for inspiration in 2020:

1. SCJ Roofing
2. Aldersbrook Roofing Contractors
3. North American Roofing
4. Findley Roofing & Building
5. PML Construction
6. Baker Roofing
7. Metal Roofing Alliance
8. PHP Systems/Design.
9. Mr. Roof
10. Metro Contracting

We love the design of the SCJ Roofing website, which uses sloping elements within the design to portray a roof (without being overbearing on the page text).

A rich colour palette based on their existing brand and logo is used, meaning every element on the site is consistent.

In terms of layouts and conversion points, there are frequent calls to get a free quote (including in the header menu), so potential prospects can become engaged customers with ease.

The stats for this site speak for themselves. See how this specific roofer generated over £25k in online business in 6 months using the methods mentioned above!

The Aldersbrook site is a good example of well placed calls to action. From the homepage you'll find links to call the team, find out more on reducing heating bills and much more.

We love the fact that there are frequent blogs leaving the site - you'll know our focus on content creation as a means of getting a good quantity and quality of traffic.

Some areas for improvement - we'd look at the consistency of the design, primarily the spacing of various elements and the large shifts in font sizes which can be a little vexing on the eyes. Having a sticky header and header call-to-action may also assist in boosting conversion rates.

An example from across the pond - the minute you land upon this company's homepage, you are hooked by their full page hero (spotlight) which is an image with explanations of why they are a great company to work with. They have handpicked a few concerns a buyer may have, and show why they and their team are a viable solution.

If the above isn't enough, they provide further reassurance to site visitors with a menu that sticks whilst you scroll down the page. Added to this, the way they break down their page content is within the best we've seen in the industry. Using separate blocks, they blend heroes with imagery and text (which also click through to unique site pages).

We advocate that this site reflects the boilerplate of what any roofing company wanting to build an online presence should desire. It's sure well a source of inspiration for the team here at Sites Done Right.

In building on the success, we would advise they add some location-based solutions pages alongside landing pages which target the different groups of persons and entities that can benefit from their various services.

This is the type of site the team here at Sites Done Right would love to reconstruct. It's content rich and packed with energy, and a simple revamp and adjustment to its layouts will allow them to further blow their competition out the water.

What is done well on this site is the varied use of the CTA's throughout their pages. These cover topics ranging from getting a quote, through to financing options, and the provision of general and recommendations.

They aren't a company that shies away from video, and there is footage of their work and wider community involvement plastered throughout the site. Keep up the great work guys!

We must also give a shout out to the live chat feature integrated on the site - being able to deal with potential customer enquiries in real time serves near limitless marketing value.

One of the things that is most visually compelling when landing on this site is the quality images and large spotlight/hero area that draws you in. Each spotlight is accompanied with a subtitle/text and a call to action, so it serves a great purpose for conversions.

PML Construction show the breadth of their offering outside of roofing which may be useful for work that overlaps. What we find really compelling is the placement of the company's unique selling point on each of their service pages with a clear action point to discuss a project. Building trust with customers through copy is something we're advocates of, so this is a stellar example of it in action.

As with some other names on our roster, the use of live chat is fantastic and highly recommended.

The first thing we'll pull up with this company is their use of video content. These advisory pieces are wonderful short pieces, ranging from 1-2 mins and answering what would be frequently posed questions.

They are also using Drift - a conversational marketing platform, which is also a useful way for qualifying incoming queries. Where some companies have opted for live chat or the use of dynamic forms to qualify customer need, they have a bot which is programmed with answers and prompts to qualify leads (such as your issue, location and contact details), before transferring your details to their team.

Where we feel they let themselves down is with the form used to get an estimate. Our vast experiecne shows that wizard-based forms using images convert at 4-5x the rate of open ended forms with long 'your enquiry message' fields.

Trade bodies serve a significant role in the roofing space. If as a roofing contractor you obtain an accreditation or backing from an association, the confidence of buyers is increased. Especially in a growing age of cowboy work, accreditations and industry body recognition is all the more valuable.

A smart way in which this website achieves this is with it's 'Find a Professional' CTA which links to a form where they capture consumer information before releasing details of local members you can connect with.

We also like the use of video in the hero (spotlight) area of their website. This is an amazing way to drive interaction, whilst showcasing the best works related to the skills of their members.

Where the site could be improved is in its choice of layouts. All content rows seem to be the 50% imagery and 50% text, which alternates from row to row. After viewing a few pages this gets quite repetitive, and many pages end with the same CTA which is 'Find a Contractor' > 'Search Now'. Our recommendation is that they develop some new page templates and also discover more ways to engage their audience, giving them different reasons to reach out.

Back to the heroes (spotlights). This site provides a great example of exactly what they do. When you are able to take an image whether real or virtual and annotate it to show your companies installations, a viewer will understand what you do immediately.

With PHP Systems/Design, this is precisely what they do. They provide the image of a roof, with a series of infrastructures and panels (e.g. stair, pipes, solar panels), then place a tooltip over each fitting so that you can click through to a page advertising the product in view.

We like the fact that they have solutions based pages. In being clear about the industries they are able to serve (i.e. schools or hospitals), they are able to diversify and target their message to specific user groups.

Mr Roof makes use of big bold typography to sell its story. We also love the colour palettes used (red, white and blue) - a true nod to its USA roots.

Throught the site as you scroll and read content, the header menu sticks in place. This makes it simple for people to navigate around the site wherever they are, and most importantly to make that key action of calling the Mr Roof team or getting a free online estimate for work.

They also make use of breadcrumbs as a way of orientating yourself across the website. Each page give you a path of where you are in relation to the homepage.

There is a nice gallery section within their site showing examples of all the roofing applications they can apply. Now should it be the case that these are examples of work, which we are confident they are, we'd go a step further and build a separate case studies section, which hones in on the problem, solution and results of their work. At a minimum, before and after shots would serve well here.

Whilst we're fans of short forms (the less users have to think the better), we do feel there could be more effort put into the visual aesthetics of the form itself. For example, showing images of the services instead of a select/dropdown menu would be an awesome way of engaging users that one step futher.

We will immediately give props to the use of a form in the spotlight area on the homepage. It is a courageous and bold way of trying to convert visitors early on (maybe a little too bold?).

The design is clean and elegant, so it is not jarring on the eyes and easy for site visitors to follow and digest the roofing related content.

It is great that there are separate galleries from projects/case studies, but it is a shame there is no accompanying text to go with the projects themselves. Pictures do tell a large part of the story, yet a few words describing the problem presented, solution offered and results achieved can really build trust and improve conversions of visits to actual leads.

Another area for improvement would be adding a call to action in the header of the website (i.e. get an estimate) to get more visitors thinking about that critical step of getting in touch with project requirements.

Which of these players stands as the outright winner for you? Did we forget to mention either you or somebody you know of?

We're always looking to revisit topics down the line, so if you provide your honourable mentions in the comments section below, you may see them in a future publication or update to this article!