Ranking first and converting at 1% is worse than ranking third and converting at 4%. Here is what we find on nearly every roofing site we audit.
1. The Phone Number Is Not Tappable
Around 70% of roofing traffic is on a phone, and most roofing enquiries are calls rather than form submissions. If the number is an image, or buried in the footer, you are losing leads before anything else matters.
2. The Form Asks for Too Much
Eleven fields including address, roof age and preferred contact time. Cut it to name, phone, suburb and a one-line description. You can ask everything else when you call them back — and submissions routinely rise by half.
3. There Is No Evidence You Work Nearby
A homeowner in a specific suburb wants to see a roof you completed in that suburb. Generic galleries of unnamed roofs do almost nothing. Local project proof is the strongest conversion element available to a roofing company.
4. Cost Is Completely Hidden
Homeowners abandon pages that refuse to discuss price far more often than pages giving an honest range. A range plus financing options converts better than silence.
5. It Loads Too Slowly
Every additional second of mobile load time costs conversions. On roofing sites built from heavy multipurpose themes, this alone is frequently worth a third of the lost leads.