Roofing Landing Pages That Generate Appointments

Roofing companies collectively waste millions in Google Ads spend every month on clicks that go nowhere. The ads work — people click. But when they land on a generic homepage or a cluttered services page, they bounce. They call the next roofer on the list. Your click, your money, their customer.

A dedicated landing page changes everything. Instead of hoping visitors navigate your website and find a way to contact you, a landing page gives them one clear path: book a free inspection or call for an estimate. The best roofing landing pages convert at 20–30% — meaning one in every 3–5 clicks becomes a booked appointment.

Here's how to build roofing landing pages that actually fill your inspection calendar through PPC for roofing companies.

The Homeowner's Mindset When They Click Your Ad

Understanding what's going through a homeowner's head is the key to building pages that convert. Roofing searches fall into three categories, and each requires a different landing page approach:

Storm Damage / Insurance Claims

Their mindset: Stressed, uncertain, possibly dealing with water in their house. They need someone to inspect the roof, tell them what's wrong, and help navigate the insurance process.

What they need to see:

• "Free Storm Damage Inspection"
• Insurance claim assistance mentioned prominently
• Photos of storm damage repairs you've completed
• Speed ("We can be there today")
• Certifications that insurance companies recognize

Roof Replacement

Their mindset: Researching, comparing quotes, making a significant financial decision. They're likely contacting 2–4 companies. This is a $10,000–$30,000+ purchase.

What they need to see:

• Free estimate offer
• Financing options
• Material options (with photos)
• Before/after project photos
• Warranty details
• Company credentials and experience
• Reviews from homeowners who went through the same process

Roof Repair

Their mindset: Urgent but hoping the fix is small and affordable. A leak, missing shingles, or visible damage prompted the search. They want it fixed fast and don't want to be sold a full replacement.

What they need to see:

• Same-day or next-day availability
• Honest messaging ("We repair — not push replacements")
• Price transparency (repair ranges)
• Emergency availability if applicable
• Quick contact method (phone preferred)

Above the Fold: Win or Lose in 3 Seconds

A homeowner who clicked your "roof replacement" ad and sees a headline about "Complete Home Exterior Solutions" is already reaching for the back button. Your above-the-fold content must pass the instant relevance test.

The Perfect Above-the-Fold Layout

Left side (or top on mobile):

• Headline: Service-specific, benefit-driven. "Free Roof Inspection + Estimate — [City] Roofing Experts"
• Subheadline: Address the biggest concern. "Licensed, Insured, and GAF Certified. No Pressure, No Obligation."
• 3 bullet points: Your strongest differentiators. E.g., "25+ Years in [City]," "500+ Roofs Completed," "Financing Available"
• CTA button: "Schedule My Free Inspection" or "Get My Free Estimate"

Right side (or below on mobile):

• Short form: Name, phone, address (for service area validation), service needed (dropdown)
• Or a prominent phone number with "Call for Same-Day Inspection"

Trust bar below:

• Google rating + review count
• Manufacturer certifications (GAF Master Elite, Owens Corning Preferred, CertainTeed)
• "Licensed & Insured" + license number

Want roofing landing pages that actually book inspections? We build high-converting landing pages as part of every PPC for roofing companies campaign. Get a free strategy session →

The Elements That Make Roofing Pages Convert

1. Project Photos: Before and After

Roofing is visual. Homeowners want to see what their roof could look like after you're done. Generic stock photos of a roof don't do this.

What works:

• Before/after slider images of real projects
• Aerial drone shots of completed roofs
• Close-up photos of craftsmanship (flashing, ridge caps, clean lines)
• Photos from your actual service area (recognizable neighborhoods add credibility)

How to display them:

• 4–6 project photos in a grid or carousel
• Brief caption for each: "Complete tear-off and replacement — [City neighborhood], GAF Timberline HDZ, Charcoal"
• Include the scope: "Full replacement" vs. "Repair" vs. "Storm damage restoration"

2. Social Proof That Matters to Homeowners

Roofing is a high-trust purchase. People are letting strangers onto their roof, into their attic, and trusting them with a $15,000+ investment. Your social proof needs to address trust head-on.

Effective social proof for roofing:

• Google reviews with specific quotes: "They replaced our entire roof in one day. Crew was professional, cleaned up everything, and the price was exactly what was quoted." — Sarah M.
• Review count and rating: "4.9 stars from 280+ homeowner reviews"
• Years in business: Longevity signals stability
• Projects completed: "Over 1,200 roofs installed in [City area]"
• Manufacturer certifications: GAF Master Elite (only 2% of contractors qualify), Owens Corning Platinum Preferred
• Insurance and licensing: License numbers visible

Place your best 3–4 reviews mid-page. Each review should mention a different service type or highlight a different strength (speed, pricing, communication, quality).

3. The "How It Works" Section

Homeowners hesitate because they don't know what to expect. A simple 3–4 step process breakdown reduces that anxiety:

1. Schedule Your Free Inspection — "Call us or fill out the form. We'll schedule at your convenience."
2. We Inspect Your Roof — "A certified inspector evaluates your roof and documents any issues with photos."
3. Review Your Options — "We present our findings and a detailed estimate. No pressure, no obligation."
4. We Complete the Work — "Our crew installs or repairs your roof, backed by our workmanship warranty."

Visual icons or numbered steps make this scannable. Keep descriptions to one sentence each.

4. Financing Section

Roofing is expensive. Many homeowners need financing, and if they don't see it on your landing page, they assume you don't offer it — and they bounce to a competitor who does.

What to include:

• "Financing available — payments as low as $XXX/month"
• 0% interest promotional periods if you offer them
• "No money down" if applicable
• Logo of your financing partner (GreenSky, Hearth, Service Finance)
• "Check your rate with no impact to your credit score"

Put the financing section above the second CTA — it removes a major objection right before you ask for the conversion.

5. Service Area Map

Homeowners want to know you work in their area. A simple map showing your service radius does two things:

• Confirms you serve their location (removes uncertainty)
• Shows you're local (not some out-of-state company chasing storm damage)

Keep it simple — a map graphic with your service area highlighted. List the major cities/towns you serve below it.

Form Optimization for Roofing Leads

The Right Number of Fields

Every form field reduces completion rates. But roofing has a unique challenge — you need the address to confirm service area and schedule the inspection. The optimal form:

1. Name (first and last)
2. Phone number (required — you need to call to schedule)
3. Address or zip code (for service area verification)
4. Service needed (dropdown: Roof Replacement, Roof Repair, Storm Damage / Insurance, Free Inspection, Other)

Skip the email field. You're calling them to book the inspection — email adds friction without value at this stage.

Form Button Copy

• For replacements: "Get My Free Estimate"
• For repairs: "Schedule My Repair"
• For storm damage: "Book My Free Inspection"
• Generic: "Request My Free Quote"

Avoid "Submit" — it converts at the lowest rate across every industry.

Phone Number Prominence

For roofing, phone calls typically convert better than form fills. Many homeowners — especially older demographics — prefer calling. Make the phone number:

• Visible above the fold
• Large enough to read easily (18px+)
• Click-to-call on mobile
• Repeated in the sticky header/footer on mobile

One Landing Page Per Campaign

Running one landing page for all your roofing Google Ads campaigns is a common mistake. Each campaign should have its own page:

The keyword someone searched should be reflected in the headline they see. This alignment (called "message match") dramatically improves conversion rates and Quality Scores.

Mobile Optimization: Where Most Roofing Leads Come From

65%+ of roofing searches happen on mobile. A homeowner sees a leak, pulls out their phone, and searches "roofing company near me." Your mobile experience determines whether they call you or your competitor.

Mobile essentials:

• Sticky call button — a "Call Now" button that stays visible as they scroll
• Fast load time — under 3 seconds (compress images, minimize scripts)
• Thumb-friendly form fields — large input areas, proper spacing
• Vertical layout — no horizontal scrolling
• Collapsed sections — FAQs and details expand on tap
• Compressed images — use WebP, lazy load below-the-fold images

What to Remove From Roofing Landing Pages

Every link that isn't your phone number or form is a leak in your conversion funnel. Remove:

• Main website navigation — prevents wandering
• Footer links — no social media, no blog links, no "about us" pages
• Multiple service offerings — if this is a roof replacement page, don't mention gutters, siding, or windows
• Competitor comparisons — don't mention competitors by name (gives them free attention)
• Walls of text — use bullets, not paragraphs

The only things a visitor should be able to do are: call you, fill out the form, or scroll down to learn more before calling or filling out the form.

Tracking and Measurement

You can't improve what you don't measure. Every roofing landing page needs:

• Call tracking (CallRail or equivalent) with dynamic number insertion
• Form submission tracking in Google Ads
• Call recording for lead quality assessment
• Google Analytics for behavior analysis (time on page, scroll depth, bounce rate)
• Heatmapping (Hotjar or Microsoft Clarity) for understanding what visitors actually look at and click

Review this data weekly. Look for:

• Which campaigns have the highest conversion rates (and why)
• Where visitors drop off on the page
• Which form fields cause hesitation
• Whether phone or form is the preferred conversion method
• Time-of-day conversion patterns

The Conversion Rate Benchmarks You Should Target

If you're below "Good" on any metric, that's your next optimization target.

Ready for landing pages that fill your roofing inspection calendar? We build custom, high-converting landing pages for every PPC for roofing companies campaign — designed for your market, your services, and your customers. Schedule your free strategy call →