Marketing, websites and systems built for roofing companies.
Roofing runs on speed and trust. A homeowner with a leak or a hail-damaged roof calls three companies and hires the first one that answers with a real person and a clear next step. Meanwhile the season decides your volume, the insurance process decides your close rate, and a website migration done badly can erase years of rankings in a week. We have built for roofing companies: recovered traffic after a platform move with a full redirect map, rebuilt Google Ads around real lead conversions, shipped an instant roof estimate tool, and wired a speed-to-lead dialer with SMS follow-up into the CRM the sales team lives in. This page explains what we design, build and run for roofers.
Questions this page answers
- Who is the best marketing agency for roofing companies
- Website builders for roofing companies
- How do I get roofing leads faster than my competitors
- Instant roof estimate tool for my website
- How to sync website leads into JobNimbus or AccuLynx
- Google Ads management for roofers
- Storm season marketing for roofing companies
What are you trying to grow?.
Pick the closest one. A senior operator reads every brief and replies within one business day.
Where growth is won or lost in roofing.
A roofing company is really two businesses sharing a truck. Retail work starts with a leak, a realtor's inspection report or a neighbor's new roof, and the homeowner collects three quotes for a job that runs well into five figures. Storm work starts with hail on the news, and the same homeowner now has an insurance claim, an adjuster meeting and a deductible to think about before anyone talks price. Both begin with a free inspection that costs a commissioned rep half a day, a ladder or a drone, and a report. Spring hail and fall re-roof season carry the year; January is when everyone rewrites the marketing plan.
The job goes to the first company that puts a person on the line with a next step, and that is usually nobody after four in the afternoon because the reps are on roofs and the office is closing out invoices. Storm week makes it worse: out-of-town crews knock every door in the hail path, the office cannot keep up, and the lead that waited until morning signed a contingency agreement with someone else. Prior vendors sold shared leads that four competitors bought, ran ads that counted every misdial as a conversion, and launched a new website without a redirect map, losing the rankings that fed the retail side.
We fix the clock first: a dialer that rings the sales team the moment a lead arrives, texts the homeowner when nobody picks up, and logs every attempt in JobNimbus or AccuLynx. Then we give each funnel its own front door, a retail path with an instant estimate and financing, and a storm hub with the claim process and inspection booking that turns on the day the hail falls. Ads are trained on inspections booked and contracts signed rather than form fills, every site move ships with a redirect map, and the reporting shows cost per signed roof by source and season.
The problems we see in roofing companies.
- 01
Speed to lead decides the job.
A roofing lead that waits an hour is usually gone. Most companies route web forms to an inbox and calls to whoever is not on a roof, and never measure how long a new lead sat before someone reached out.
- 02
Ads that count the wrong thing.
Campaigns optimized on form submits and phone clicks fill the pipeline with tire kickers and spam. Without qualified lead conversions flowing back from the CRM, the ad account learns to buy the wrong people.
- 03
Migrations that erase rankings.
A new site launched without a redirect map, matching URLs and preserved content quietly drops years of organic traffic. The drop shows up months later when the phones go quiet in a busy season.
- 04
Storm and insurance work is its own funnel.
Hail and wind events bring a surge of homeowners who need help with claims, adjusters and deductibles, and a site built for retail re-roofs has no answer for them when the storm hits.
What a great roofing website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
- 01
Storm and hail damage hub.
Activates by ZIP after an event with the date of the storm, what to check, free inspection booking and a tracked number, and holds the door-hanger traffic.
- 02
Insurance claim guide.
Walks through filing, the adjuster meeting, deductibles, supplements and depreciation in plain language, positioning your rep as the person to have on the roof that day.
- 03
Roof replacement page.
Sets price ranges by material and pitch, shows real tear-offs and finished roofs, and leads to the estimator so the homeowner arrives at the inspection expecting your number.
- 04
Roof repair and leak page.
Catches the urgent search with same-day repair windows, photos of common failures, and a path that books the inspection rather than promising a phone quote.
- 05
Financing page.
Monthly payment framing for a full replacement, the lenders you use, and a prequalification step that creates the lead with the payment range already on it.
- 06
Instant estimate tool.
Address in, roof measurement and a range out, in exchange for contact details and consent, with the result stored on the lead for the rep who calls next.
- 07
Service area city pages.
One page per city and suburb with local jobs, hail history, HOA and permit notes, and the reviews from that ZIP, built to win the map pack there.
- 08
Recent roofs and reviews.
Job pages with CompanyCam photos, the shingle and color, the neighborhood and the customer's review, refreshed as jobs close so the proof stays current.
- 09
Careers and crew page.
Recruits foremen, installers and sales reps with pay structure, the trucks and the culture, because the crew shortage caps growth as hard as lead flow does.
Web, marketing, creative and systems for roofing companies.
Web
Websites and digital product.
- 01
Service and city architecture.
Replacement, repair, storm damage, insurance claims, metal, commercial and gutter pages, each with city variants for the service area, so searches land on a page built for that job.
- 02
Instant roof estimate tool.
A branded estimator that pulls roof measurements from the address, applies your pricing and financing options, and delivers a range in exchange for contact details and consent, creating a lead in your CRM.
- 03
Storm-season hubs.
Pages that switch on after a hail or wind event for the affected area, with the claims process, inspection booking and a same-day response promise, backed by ads targeted to the damage path.
- 04
Insurance-claim content.
Plain-language guides on the claim process, adjuster meetings, deductibles, supplements and what a roofing contractor can and cannot do, so homeowners choose you before they file.
- 05
Migration with a redirect map.
When we replace a site, every old URL is inventoried, mapped and redirected, content is preserved or improved, and rankings are monitored through launch so you do not lose the traffic you earned.
Marketing
Demand, search and reputation.
- 01
Google Ads rebuilt on real conversions.
Campaigns by service and city with offline conversions imported from the CRM, so the account optimizes toward qualified leads and inspections booked rather than every form fill and misdial.
- 02
Local Services Ads with dispositioning.
Setup, licensing and insurance verification, weekly lead dispositioning to dispute junk charges, and budget moved to match crew capacity and the season you are in.
- 03
Local SEO and the map pack.
Google Business Profile services, photos and review cadence, city pages, structured data and citations that put you in the three-pack for replacement and repair searches.
- 04
Meta and remarketing.
Before-and-after work, financing offers and storm response promoted to homeowners in your service area and to people who visited the estimator but did not book an inspection.
- 05
Reviews engine.
Review requests triggered from job completion in JobNimbus or AccuLynx, routed to Google, with responses handled and photos attached, because volume and recency drive local rank.
Creative
Brand, photography and collateral.
- 01
A brand that survives the yard sign.
A mark, palette and type built to read from the street on trucks, yard signs and door hangers, and to look trustworthy on a financing page.
- 02
Crew and job photography.
Direction for real photos of your crews, tear-offs, finished roofs and drone shots, replacing stock across the site, ads, proposals and Google Business Profile.
- 03
Storm-response kit.
Door hangers, yard signs, social templates and landing pages ready to deploy the day a storm hits, all carrying tracked numbers and a claims-help offer.
- 04
Proposal and inspection report templates.
Branded inspection reports and proposals built around your CompanyCam photos and EagleView or Hover measurements, so the homeowner understands what they are buying.
Development and systems
Integration, automation and data.
- 01
Speed-to-lead dialer with SMS nurture.
A dialer on Twilio that rings your sales team within seconds of a new lead, connects the homeowner, and falls back to an SMS sequence and scheduled callbacks when nobody answers, all logged in the CRM.
- 02
CRM sync into JobNimbus, AccuLynx or HubSpot.
Every lead from forms, calls, LSA and the estimator is created once, with source, campaign and consent attached, and the pipeline stage flows back to reporting and ad conversions.
- 03
LSA and call dispositioning.
Calls and LSA leads scored and dispositioned so you are not billed for spam, and so the ad platforms learn from the leads that became inspections and contracts.
- 04
Per-source call tracking.
Tracked numbers by channel with recording and keyword-level attribution, so you know which campaign, page or yard sign produced the job.
- 05
Estimate and claims data.
Estimator results, roof measurements and claim status stored on the lead record, and reporting that shows cost per inspection and per signed contract by source.
Where the demand comes from, and when.
The tools roofing companies already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
JobNimbus.
Leads, contacts and jobs created from every source with pipeline stages synced back to reporting.
AccuLynx.
Web, call and estimator leads pushed in with source fields; job status drives review requests.
GoHighLevel.
Pipelines, SMS nurture and missed-call text-back for teams running on GoHighLevel.
HubSpot.
Contacts, deals and offline conversion exports for Google Ads and Meta.
CompanyCam.
Job photos pulled into inspection reports, proposals and before-and-after marketing.
EagleView.
Aerial roof measurements feeding the instant estimate tool and proposal pricing.
CallRail.
Tracked numbers per channel, call recording and lead scoring pushed into the CRM.
Local Services Ads.
Setup, verification, weekly dispositioning and budget tuned to season and crew capacity.
The numbers that matter in roofing.
- 01
Speed to first contact.
Minutes from lead arrival to a human on the line, the number that decides most storm-week jobs.
- 02
Cost per booked inspection by source.
Inspections are the real unit of spend since each costs a rep half a day, so every channel is judged on this.
- 03
Inspection-to-contract rate.
How many inspections become signed roofs, split by retail and insurance, which shows lead quality and rep performance together.
- 04
Revenue per lead by source and season.
Ties spend to signed contract value rather than lead counts, so storm leads and retail leads are compared on the same footing.
- 05
Review velocity by city.
New reviews per month per service area, the signal that keeps the map pack when storm-week competition arrives.
Compliance and credentials.
Insurance claim wording.
Never offer to waive, absorb or rebate a deductible, and never present the company as a public adjuster; claim pages describe the process and stay inside it.
License and registration numbers.
Where the state or city licenses or registers roofers, the number appears on ads, landing pages and trucks exactly as issued.
TCPA consent for the dialer.
Storm-week texting and automated callbacks need written consent captured on the form, with quiet hours and opt-out enforced across every sequence.
Door-to-door solicitation rules.
Many cities require a peddler permit and honor no-knock lists after storms; the canvass plan checks each municipality before the first door.
The roofing playbook.
- 01
Audit the funnel end to end.
We review rankings and traffic history, the ad account and its conversion setup, call handling, response times and the CRM, and find where leads are lost between the search and the signed contract.
- 02
Fix tracking and response first.
Qualified conversions wired from the CRM back to the ad platforms, tracked numbers on every channel, and a speed-to-lead process in place before we spend another dollar on traffic.
- 03
Build the site, estimator and integrations.
A service-and-city site with storm and insurance content, the instant estimate tool, and the dialer, SMS and CRM sync that turn each lead into a scheduled inspection.
- 04
Run by season and capacity.
Google Ads, LSA, Meta and content run against the storm calendar and your crew capacity, with weekly dispositioning and monthly reporting on cost per inspection and per contract.
Why roofing companies choose us.
- 01
We have built the roofing stack end to end.
Traffic recovery after a migration, Google Ads rebuilt on real conversions, an instant estimate tool, a speed-to-lead dialer and a CRM sync are all things we have shipped for a roofing company, not a slide deck.
- 02
We write the software, not just the campaigns.
The dialer, the estimator and the CRM integrations are custom code we build and maintain, so the pieces work together instead of being stitched from third-party automations that break.
- 03
Proven on our own properties first.
We operate our own lead-generation properties and tracking layer, so the attribution, content and local search methods we bring to a roofer are ones we already rely on.
Reading for roofing companies.
- 01
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
Lead Generation · 15 min readYou can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
View - 02
Website Migration SEO Checklist: How to Keep Your Rankings.
SEO · 10 min readMigrations lose traffic by accident, one category of pages at a time. This is the checklist that keeps rankings through a redesign, a platform change or a new domain.
View - 03
Home Services Marketing Agency: The Complete System for Contractors.
Lead Generation · 10 min readThe full system we run for roofing, HVAC, plumbing, electrical, tree care and remodeling companies, from site architecture to per-source call tracking, and how to judge an agency that says it does the same.
View - 04
The Conversion Tracking Audit Checklist We Run Before Spending a Dollar.
Lead Generation · 10 min readAutomated bidding optimizes toward whatever you call a conversion. This checklist makes sure that definition is true before the budget goes up.
View - 05
Buy Leads or Generate Your Own? How to Decide.
Lead Generation · 16 min readIt is rarely either/or. It is a portfolio decision about speed versus durability, and most brands that get it right buy to scale now while building owned generation underneath.
View
Hiring an agency for a roofing business.
- Who is the best marketing agency for roofing companies?
- The right agency for a roofer measures success in inspections and signed contracts, not clicks, and can wire the whole path from ad to CRM. We run Google Ads and LSA on qualified conversions, build the site and estimate tool, and integrate leads into JobNimbus, AccuLynx or HubSpot. Ask any firm to show how fast a new lead gets a call and where that lead ends up.
- How fast do you contact new roofing leads?
- Our dialer rings your sales team within seconds of a new form, estimator or call lead and connects the homeowner live. If nobody picks up, an SMS sequence and scheduled callbacks take over, every attempt is logged in the CRM, and the response time is reported by source so you can watch it improve week to week.
- Will a new website hurt our rankings?
- It should not, if the migration is done properly. We inventory every existing URL, build a redirect map, preserve or improve the content that ranks, keep titles and structure consistent, and watch Search Console through launch. We have recovered traffic for a roofing company after a migration done without those steps, so we know what to protect.
- Can you sync leads into JobNimbus or AccuLynx?
- Yes. We build the integration so every lead from the website, calls, LSA, Meta and the estimator is created once in JobNimbus, AccuLynx, GoHighLevel or HubSpot with its source and consent attached. Pipeline stages flow back to reporting and ad conversions, and job completion can trigger review requests automatically.
- How do you handle storm season?
- We keep a storm kit ready: hub pages for the affected area, ads targeted to the damage path, claims-help content, door hangers and yard signs with tracked numbers, and a follow-up sequence built for insurance timelines. Budgets and crew capacity are coordinated so you respond fast without booking more inspections than you can run.
Let’s grow your roofing business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805