A roofing website that books inspections does three things well: it loads fast on a phone, it makes calling, texting or booking possible in one tap from every page, and it proves you've done real work in the visitor's area. Pretty design helps, but these three decide whether a homeowner with a leak contacts you or hits the back button.
This guide covers the pages you need, speed targets, the buttons that matter, the booking form, and how to build suburb pages without getting into trouble with Google.
What pages does a roofing website need?
Keep the structure simple and useful. Most roofers need around 20 to 35 pages once services and suburbs are added.
| Page | Why it matters |
|---|---|
| Home | Says what you do, where, and how to get an inspection, in the first screen |
| One page per service | Restoration, repairs, leak detection, re-roofing, gutters, metal, tile. Each answers what's involved, rough timeframes and how to book |
| Suburb or area pages | Only where you've done real jobs (see below) |
| Gallery / recent jobs | Real before-and-after photos with the suburb and job type |
| Reviews | Real reviews, with a link to your Google profile |
| About | Who you are, licences and insurance, your crew |
| Free roof inspection / health check | One clear form that books the inspection |
| Contact | Phone, text, email, service area, hours |
| Privacy and terms | Required if you collect details through forms |
Each service page should answer the questions homeowners actually ask: what's the problem, how do you fix it, how long does it take, what affects the price, and how do I book. Write it in plain English, the way you'd explain it on the driveway.
Interactive · A roofer homepage that books inspections
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Phone number up top
Big and tappable on mobile. Most people who want a roofer call or text, they don't fill in long forms.
How fast does a roofing website need to be?
Google measures real-world page experience with Core Web Vitals. The "good" targets, measured at the 75th percentile of visits, are:
Largest Contentful Paint (LCP)
- What it means
- How quickly the main content appears
- Good target
- 2.5 seconds or less
Interaction to Next Paint (INP)
- What it means
- How quickly the page reacts when tapped
- Good target
- 200 milliseconds or less
Cumulative Layout Shift (CLS)
- What it means
- How much the page jumps around while loading
- Good target
- 0.1 or less
| Measure | What it means | Good target |
|---|---|---|
| Largest Contentful Paint (LCP) | How quickly the main content appears | 2.5 seconds or less |
| Interaction to Next Paint (INP) | How quickly the page reacts when tapped | 200 milliseconds or less |
| Cumulative Layout Shift (CLS) | How much the page jumps around while loading | 0.1 or less |
The usual culprits on roofing sites are huge uncompressed photos, sliders, chat widgets loading too early and heavy page builders. Fixes:
Speed fixes
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Free tools like Google's PageSpeed Insights show your scores and what's slowing you down.
Which buttons should be on every page?
Most visitors arrive on a phone, often while looking at a water stain. Make it easy:
Buttons on every page
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Every one of these should land somewhere that gets answered fast. A button that rings a phone nobody answers is worse than no button. That's where missed-call text-back earns its keep.
What should the inspection booking form ask?
Short forms get filled in. Ask only what you need to book and prepare:
- 1NameWho you're booking in.
- 2MobileSo you can call or text back.
- 3Suburb (or postcode)To check you work there.
- 4What's happening?Leak, restoration, repair, re-roof, gutters, other.
- 5Roof type, if knownTile, metal, not sure.
- 6Optional: upload a photoHelps you prepare for the inspection.
- 7Preferred day or timeSo you can book it straight in.
Add a clear consent line under the form if you'll send anything beyond replies about their enquiry, and link to your privacy policy. Then make sure the form goes somewhere that replies within minutes, not into an inbox you check on Fridays.
How should roofers build suburb pages?
Suburb pages can help you show up in local searches. Done badly, they can hurt you.
Google's spam policies describe "doorway abuse" as creating pages to rank for specific, similar search queries. One of Google's own examples is "having multiple domain names or pages targeted at specific regions or cities that funnel users to one page". The same policies warn against "scaled content abuse": many pages generated mainly to manipulate rankings.
What makes a suburb page genuinely useful:
- A real job from that suburb: photos, what the problem was, what you did.
- A real review from a customer in or near that suburb, with permission.
- Local detail: common roof types in the area, typical issues (salt air near the coast, older terracotta in heritage streets), access considerations.
- Clear links to the relevant service pages and the booking form.
The practical rule: build a suburb page when you finish a real job there, not all at once on launch day. Over a year, those pages become the most convincing part of your site.
What proof should a roofing website show?
Homeowners are letting someone onto their roof and into their budget. Show them why they can trust you:
- Licence numbers where your state requires them, and proof of insurance.
- Real before-and-after photos, labelled with suburb and job type.
- Real Google reviews, linked to your profile.
- Warranties, written in plain English.
- Your face and your crew's faces. Stock photos of smiling models in hard hats convince nobody.
Never use fake reviews, stock "testimonials" or made-up numbers. The ACCC's guidance on online reviews makes clear that fake or misleading reviews can breach the Australian Consumer Law, and customers can usually tell.
How does the website connect to Google Maps?
Your website and your Google Business Profile support each other. Use the same business name, phone number and service area on both. Link your profile to the website, and link the website's reviews section to your profile. Our guide to Google Business Profile for roofers covers the profile side.
Should I build it myself or pay someone?
DIY builder
- Good for
- Very small budgets, simple sites
- Watch out for
- Slow templates, no booking system, your evenings
Freelancer
- Good for
- A fixed price for a one-off site
- Watch out for
- Who maintains it and answers the forms afterwards
Agency
- Good for
- Ongoing work and support
- Watch out for
- Lock-in contracts, who owns the domain
| Option | Good for | Watch out for |
|---|---|---|
| DIY builder | Very small budgets, simple sites | Slow templates, no booking system, your evenings |
| Freelancer | A fixed price for a one-off site | Who maintains it and answers the forms afterwards |
| Agency | Ongoing work and support | Lock-in contracts, who owns the domain |
Whatever you choose, make sure the domain is registered in your name, you have the logins, and someone is responsible for replying to every form.
Our roofer websites are 30 to 35 pages, built to book inspections, with every form answered within 60 seconds. On their own they're $3,500 one-off plus $99/month care, or included in the Growth plan ($997/month + $1,997 setup). All prices AUD, no GST charged, and you own the domain.
Frequently asked questions
How many pages should a roofing website have?
Enough to cover each service you offer, the areas you've genuinely worked in, your proof and a booking page. For most roofers that's somewhere around 20 to 35 pages, growing as you add real suburb jobs.
Are suburb pages bad for SEO?
Copy-and-paste suburb pages with only the name changed are the kind of thing Google's spam policies describe as doorway abuse. Suburb pages built around real jobs, photos and reviews from that area are genuinely useful and fine to build.
How do I check my website speed?
Use Google's free PageSpeed Insights and test the mobile result. Aim for the "good" Core Web Vitals targets: content loading within 2.5 seconds, quick responses to taps and a page that doesn't jump around.
Do I need a booking form or is a phone number enough?
Both. Some people want to call; many would rather fill in a short form or text, especially after hours. Offer all of them, and make sure every one gets answered quickly.
Should my website show prices?
Many roofers show starting prices or typical ranges with a clear note that the final price needs an inspection. It filters out time-wasters and builds trust. Avoid exact prices you can't stand behind without seeing the roof.
Sources and fact-check
Checked against these sources on 26 October 2026. Prices and rules change, so confirm with the provider before you buy.
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