Industries
Marketing for roofing companies
Websites, Google Ads and SEO for roofers who want more planned re-roofs and flat roof replacements alongside the leak and storm-damage calls. Everything is built around how homeowners vet a roofer before they let anyone up a ladder. Get past that check and you're the one they ask to quote.
The situation
How the work is won.
Roofing work comes in two shapes. One homeowner has water coming through the bedroom ceiling after a storm. Another is planning a full re-roof or a flat roof replacement and will collect three quotes. Both start on Google, but they need different pages, different ads and a different speed of response. And every roofer carries the trade's trust problem: customers can't see the roof for themselves, and they've heard the stories about unnecessary repairs.
What sends them looking
- A storm or a week of heavy rain brings a sudden rush of leak, slipped-tile and flashing calls.
- Spring and summer need filling with planned re-roofing and flat roof work.
- You've become an approved installer for a flat roof system such as GRP or EPDM, and want the enquiries to match.
- Too many enquiries are small repairs miles outside the area your crew can cover efficiently.
- You've added a second crew and need bigger jobs to keep both busy.
The problem
Why it's harder than it looks.
Where the work slips away
- Emergency and planned roofing need handling separately: the storm-damage caller wants someone today, the re-roof customer wants a detailed written quote.
- Homeowners can't see the problem themselves. They lean on your photos, explanations and reviews to judge whether a repair is needed at all.
- Storm weeks bring more calls than one crew can handle, then demand drops away just as fast. That makes budgets and staffing hard to plan.
- Searches mix high-value re-roofs with small jobs like gutter clearing, and an untidy ad account pays for both without telling them apart.
- Stock photos of roofs give a homeowner nothing to judge you on. A gallery of your own jobs, sorted by roof type, gives them plenty.
What makes customers hesitate
- Homeowners worry they'll be sold a new roof when a repair would do.
- Customers want to know if a guarantee still means anything should the company stop trading. That's why insurance-backed guarantees come up so much.
- People with storm damage want to know if you can supply photos and a written report for their insurer.
- Plenty of customers are wary of roofers who knock on the door. They look for a proper business address and a review history that goes back further than last month.
The approach
Where Arête would start with roofing companies.
Every service works on its own. Which one comes first depends on how your customers search and decide.
- Website design
A website that splits urgent and planned roofing
An emergency page built for fast calls. Separate pages for re-roofing, flat roofs, chimneys and leadwork. And a gallery sorted by roof type, with your guarantees and accreditations right beside the work they cover.
Websites for roofing companies - Google Ads
Google Ads that follow the weather and the diary
Emergency and planned campaigns run separately. Storm-week budgets rise and fall without touching your re-roofing enquiries, and call tracking shows which searches turn into booked jobs.
Google Ads for roofing companies - SEO
SEO for each roofing service and town
Service pages for the roofing work you want more of, and a map listing full of your own projects and reviews. Plus content that answers what homeowners search before they call a roofer, built so your name is familiar by the time they're ready.
SEO for roofing companies
Proof and measurement
What customers check, and what counts.
What customers look for before they call
- Project galleries sorted by roof type (pitched tile, slate, flat, chimney, leadwork), each with the town named.
- Accreditations that apply to your work, such as NFRC membership, TrustMark registration, CompetentRoofer or approved installer status with a flat roof system manufacturer.
- Your guarantee on workmanship and materials: how long it lasts, and whether it's insurance-backed.
- Public liability insurance stated up front, next to the business's registered details.
- Photos from the roof that show the customer the problem before any work is agreed. Few things build trust faster.
What counts as an enquiry
- A call from a mobile search about a leak or storm damage, traced to the ad or listing that sent it.
- A re-roof or flat roof quote request with the postcode, roof type and a few photos taken from the ground.
- A booked roof survey or inspection.
What gets tracked
- Calls by campaign and page, with emergency and planned enquiries counted separately.
- Enquiries by job type, from single repairs to full re-roofs, so your spend follows the work that pays.
- How many planned-work quotes turn into jobs, by source.
- Missed calls in storm weeks. Those are the ones most likely to end up with the next roofer.
Worth knowing
The rules and the practicalities.
Constraints for roofing companies
- Re-roofing can fall under Building Regulations, and members of a competent person scheme can self-certify some of that work. It's worth saying which scheme applies to you.
- Claims like 'fully insured', 'insurance-backed guarantee' or 'approved installer' must be accurate, because UK advertising rules expect claims to be backed by evidence.
- Quotes agreed in a customer's home are usually treated as off-premises contracts. These carry cancellation rights under consumer law, and your paperwork should reflect them.
- Roofing runs on the weather. Ad budgets and response promises need to flex with the forecast and the diary.
Questions
Marketing for roofing companies: your questions answered
Should roofing marketing focus on emergency repairs or planned re-roofs?
For most roofers, both, handled separately. Emergency repairs bring fast calls, and once you've been up on the roof they can lead to bigger work. Planned re-roofs and flat roofs are worth more, but the customer will compare several quotes, so your website and reviews carry more weight.
What accreditations should a roofing company show online?
Every one that applies to the work you do, such as NFRC membership, TrustMark, CompetentRoofer or approved installer status with a flat roof system manufacturer. Put each one next to the service and guarantee it relates to, as well as in the footer. Not in a scheme? Plain insurance details, guarantees and reviews still do a lot of the heavy lifting.
How can a roofing company keep work coming between storms?
Push planned work through spring and summer, when homeowners are thinking ahead: re-roofs, flat roof replacements, roofline upgrades. When emergency demand drops, shift ad budget towards those planned jobs. SEO works in the background all year, helping the site stay visible for planned roofing searches.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.