How we score

The whole rubric, published. Every check is mechanical, runs identically for every company, and looks only at things that affect whether a homeowner calls you. None of them check which website builder, host, or agency you use.

The five areas

Found on GoogleWhether homeowners searching for a roofer in your area ever see you

24 pts

Turns visitors into callsHow easily a homeowner on your site becomes a lead

26 pts

Trust & proofThe signals that tell a homeowner you're legitimate

20 pts

Speed & mobileMost roofing searches happen on a phone, often on cell data

18 pts

Standing among nearby roofersHow your Google reviews compare with the roofers listed next to you

12 pts

Found on Google

Whether homeowners searching for a roofer in your area ever see you

Rewrite your page title to name roofing and your cityGoogle shows this line in search results. 'Home' or a bare company name tells a searching homeowner nothing.5 pts

Add a search description that sells the clickThe two lines under your name in Google results. Without one, Google scrapes whatever text it finds first.3 pts

Give the homepage one clear headlineBoth Google and a homeowner scanning for three seconds use the headline to decide what you do.2 pts

Add RoofingContractor structured dataThe markup that puts your phone, hours, service area, and star rating directly in search results.5 pts

Add service-area pages for the towns you coverHomeowners search 'roofer in [their town]'. A page per town is how you show up in each one.3 pts

Add real content about your services and processThin pages don't rank. Google needs enough substance to know you're a roofer, not a directory listing.3 pts

Publish a sitemap so Google finds every pageTells search engines which pages exist instead of making them guess.1 pts

Have a hail and storm damage pageAfter a storm, homeowners search 'hail damage roof' and their town. A page about it is how you show up that week, when the work is.2 pts

Turns visitors into calls

How easily a homeowner on your site becomes a lead

Make every phone number tap-to-callMost roofing traffic is on a phone. A number that isn't a link makes the homeowner copy it by hand — most won't.6 pts

Put your phone number in the header, on every pageStorm-season buyers call the first roofer whose number they can find without scrolling.4 pts

Add a short 'get my free estimate' formRoughly half of homeowners researching at night won't call — they fill out a form or they leave.6 pts

Add clear 'Free Inspection' buttons throughout the pageA homeowner should never have to hunt for the next step, no matter where they stop scrolling.4 pts

Mention financing and monthly paymentsA $15,000 roof feels impossible; $180 a month doesn't. Financing copy lifts lead volume more than almost anything else on the page.3 pts

Offer an instant roof measurement on your siteHomeowners get a number in 30 seconds instead of waiting two days for a callback — and you get their address either way.3 pts

Trust & proof

The signals that tell a homeowner you're legitimate

Show your Google reviews on the siteHomeowners trust other homeowners. Reviews sitting only on Google do nothing for the visitor already on your page.5 pts

Build up your Google review countThe single biggest factor in whether a homeowner clicks you or the roofer listed above you.4 pts

State that you're licensed, bonded, and insuredInsurance-claim work lives or dies on this. Homeowners have been burned by storm chasers and they look for it.5 pts

Spell out your workmanship warrantyTurns a price comparison into a value comparison — the cheapest bid rarely carries a real warranty.2 pts

Display your manufacturer certificationsGAF Master Elite or Owens Corning Preferred is proof you can offer the warranties competitors can't.1 pts

Add a before-and-after project galleryRoofing is bought with the eyes. Photos of finished roofs in familiar neighborhoods close doubt fast.1 pts

Show real photos of your crews and finished roofsA homeowner can tell a stock photo from a real crew in half a second. Six honest photos from your own jobs do more than any paragraph.2 pts

Speed & mobile

Most roofing searches happen on a phone, often on cell data

Serve the site over a secure connectionBrowsers flag sites without it as 'Not secure' — a homeowner about to type their address sees that warning.3 pts

Make the site scale properly on phonesWithout this, a phone renders your site zoomed-out and unreadable. Roughly 70% of roofing searches are mobile.3 pts

Compress and lazy-load your photosJob-site photos straight off a phone are 6MB each. On cell service, that's a blank screen and a bounce.3 pts

Cut the page down so it loads in under two secondsEvery extra second of load time costs roughly 7% of your leads.3 pts

Speed up the site on a phoneGoogle's mobile performance score for your homepage is 0 out of 100. Under 50 and a homeowner on cell service is looking at a blank screen for seconds.6 pts

Standing among nearby roofers

How your Google reviews compare with the roofers listed next to you

Catch up with the nearby roofers on review countGoogle lists 9 other roofing companies within 15 miles. Ranked by reviews, you're #5 of 10; the leader has 200.8 pts

Lift your rating to the local averageThe roofers around you average 4.6 stars. Homeowners compare these side by side on the map.4 pts

Two things we deliberately don’t do

We don’t score a site we couldn’t read. If your site sits behind a bot check or a firewall, we have no evidence about it either way, so we report no website score rather than publish a low one. Security software is not a defect. The same goes for the nearby-roofer comparison: if the lookup isn’t possible, that area is left out and the score is taken over the points we could measure.
We don’t penalize anyone’s platform. No check looks at your CMS, host, theme, or who built the site. A great site built on anything scores well.

How we estimate missed jobs

The dollar figure is an estimate, and the report shows every input so you can argue with it:

· Monthly visitors are inferred from your Google review count — the only public signal of how established a local contractor is.
· Your current conversion rate comes from the checks that actually drive calls, reduced if the site is slow or not mobile-friendly.
· With the fixable findings fixed, the site is projected under 5% conversion, which is a good roofing website, not a spectacular one.
· Jobs assume a 25% close rate on new leads and a $14,500 average ticket.

Your real close rate and ticket will move the number in both directions. It is a starting point for a conversation, not a promise.

The three questions

Who answers the phone, how fast a web lead hears back, and what happens after a storm can’t be seen from outside, so we ask. The answers don’t change the score. They feed a second estimate, shown separately:

· Inbound calls a month are inferred from review count, the same way visitors are, and capped at 120.
· The share of calls missed depends on who answers: a cell phone on a roof misses about a third, voicemail about 60%, an answering service about 10%, an AI receptionist about 3%.
· Half of the callers who get no answer are assumed not to try again, and 40% of calls are assumed to be new work.
· Web leads go cold at a rate set by reply speed: none within minutes, 10% within the hour, 30% by next morning, 50% after a day or two.
· Storm readiness is a verdict, not a dollar figure. We show the verified hail days near your office and leave the maths to you.

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