Industry Focus
Roofing Contractors
Digital Infrastructure
Storm chasers have poisoned homeowner trust in the roofing industry. Aggregators sell shared leads at $100+ each. Google's Guaranteed badge now determines who captures emergency calls. Your website needs to communicate permanence, expertise, and local commitment in an industry where fly-by-night operators have made every homeowner skeptical.
Operating Reality
Roofing has a trust problem that no other trade deals with, and most roofing company websites make it worse instead of better:
Storm chasers have contaminated the industry's reputation. After every significant weather event, out-of-state operators flood affected markets with door-knocking crews, promise insurance-covered replacements, perform substandard installations, and leave town before the first leak appears. Local news investigates. Homeowners become suspicious of all roofers. Your 20-year track record means nothing if your website looks identical to the company that arrived last month from three states away.
Angi and HomeAdvisor (now the same company) sell roofing leads to 3-4 contractors simultaneously. You pay $75-150 per lead for a homeowner who's receiving competing bids within hours. The close rate on shared roofing leads averages 10-15%. Your estimator spends 2+ hours per prospect (drive time, measurement, proposal building) on a lead that statistically closes at a rate that makes your effective cost per signed contract $800-1,500. The aggregator model treats roofing leads as a commodity and your time as free.
Insurance restoration and retail roofing are fundamentally different businesses that most roofing websites treat as identical. A storm damage customer doesn't choose based on price. They choose based on who will navigate the insurance process: filing the claim, meeting the adjuster, submitting supplements for additional damage, and recovering depreciation. A retail replacement customer compares materials, warranties, and price. Serving both without separate digital funnels means you're underserving each.
Google Local Service Ads with the Guaranteed badge have created a new hierarchy in roofing search results. Badge holders appear above organic results with Google's implicit endorsement. Homeowners associate the badge with safety and reliability. Roofers without it are pushed below the fold for emergency and storm damage searches. Google controls the screening process, the per-lead pricing, and the dispute resolution. The badge is now table stakes, and Google is the gatekeeper.
What we actually fix
Trust architecture separates you from storm chasers. Local office, manufacturer certifications, verifiable licensing, and community presence showcased prominently so homeowners can instantly distinguish your established business from transient operators.
Insurance restoration content captures storm damage demand. Claims process walkthroughs, supplement education, and adjuster navigation content that positions you as the expert guide through the insurance restoration journey.
Direct lead generation eliminates aggregator dependency. Neighborhood SEO, Google Business Profile optimization, and review generation that builds exclusive organic lead flow at a fraction of the shared-lead cost per signed contract.
Google Guaranteed plus organic SEO covers the full demand spectrum. LSA optimization for emergency calls combined with organic content for retail replacement research, creating a dual-channel system that captures both halves of the roofing market.
Systems we build
Each capability applies specifically to roofing contractors operations.
Results across our portfolio
While we build your industry's case study, here's what we deliver across our portfolio.
675+Projects Delivered
+308%Avg Impressions Growth
42 moAvg Client Retention
10xLead Growth
Common questions
Storm chasers flood our market after every hail event. How do we differentiate digitally?
Storm chasers can't replicate what they don't have: years in the community, a physical office, manufacturer certifications, and a warranty backed by a company that will still be here in 10 years. We build content that makes these differences impossible to miss: verifiable contractor license pages, manufacturer certification showcases (GAF Master Elite, CertainTeed ShingleMaster), local office and team presentation, and a warranty page that contrasts your commitment with the disappearing-contractor risk. We also create "how to spot a storm chaser" content that ranks for searches homeowners make after storms, positioning your company as the trustworthy alternative at the exact moment trust matters most.
We pay Angi $100+ per lead and close maybe 15%. How do we reduce that dependency?
By building organic search visibility that generates exclusive leads. When a homeowner searches "roof replacement [your city]" and finds your website directly, you're the only roofer they're talking to. Close rates on exclusive organic leads average 40-50% because there's no simultaneous bidding war. We build neighborhood-specific landing pages, Google Business Profile optimization for local pack dominance, and review generation systems that compound your visibility over time. Most roofing companies can begin shifting budget away from Angi within 4-6 months of SEO investment as organic leads replace shared leads at a fraction of the cost per signed contract.
Insurance restoration is half our business but our website barely mentions it. What should we do?
Insurance restoration requires completely different content than retail roofing. The homeowner with hail damage isn't shopping on price. They're searching "how to file a roof insurance claim" and "will insurance cover my roof replacement." We build dedicated storm damage sections with claims process walkthroughs, supplement explanation pages, and content about working with adjusters. This captures a higher-value customer who needs a guide through the insurance process, not a cheap bid. Companies that own the insurance restoration content in their market capture homeowners before the storm chaser knocks on their door.
This works for:
Roofing companies with established local presence ready to differentiate from storm chasers
Contractors building insurance restoration practices that need claims-process content
Companies ready to reduce Angi/HomeAdvisor dependency and own their lead pipeline
This is not for:
Roofers satisfied with current aggregator close rates and costs
Storm-chasing operations without permanent local presence
If trust, lead ownership, and storm-season preparedness matter to your roofing business, we should evaluate your current digital infrastructure.