SEO for roofers: what 41 roofing websites get wrong
We ran the same checks as our free scan on 41 independent roofing websites across the South West in October 2026. Here is what came up most, what it costs a roofer, and what to fix first.
Scans are paused for a moment. Join the waitlist and we'll tell you when they're back.
The problems that came up most often
Based on 41 roofing businesses. Each figure shows how many sites it was measured on.
88%of sites took more than four seconds to show their main content on a phone (36 of 41). Only 1 loaded in the time Google counts as good.
After a storm, people search for a roofer on their phone, often standing in the garden looking at the damage. If your page is still loading, they ring the next one.
First fix: Start with the large photo at the top of the homepage: resize and compress it, and make sure nothing else has to load before it. Put your phone number where it loads first.
40%of sites were missing a page title or description on more than 30% of the pages we sampled (16 of 40).
Google then writes your search listing for you, often from whatever text it finds first, such as a cookie notice or a list of the towns you cover.
First fix: Give each service page its own title and description: the job (flat roofs, repairs, chimneys, guttering), the area, and a reason to call you.
Check your titles and descriptions40%of sites did not tell Google they were a roofer, or even a local business, in their structured data (16 of 40).
When someone searches for a roofer near them, Google has to work out what you do and where you work from the page text. Structured data states it outright.
First fix: Add RoofingContractor structured data to your homepage with your service area, phone number and hours, matching your Google Business Profile.
Check your structured data44%of sites had no DMARC record at all, and only 3 of 41 told inboxes to quarantine or reject fake email sent in their name.
Roofing jobs often start with a deposit. A fake invoice from your address with changed bank details is easier to send without DMARC, and harder for the customer to spot.
First fix: Add a DMARC record to your domain, start it in monitoring mode, then move it to quarantine once your own email passes.
Check your DMARC record
What to fix first
If you run a roofing business, this is the order we would take these in. Then run the free scan to see which apply to your site.
Make the first screen fast on a phone
Most roofing work starts on a phone, often in a hurry. Compress the hero image and put your phone number where it loads first.
Write a title and description for every service page
Repairs, flat roofs, new roofs, chimneys, guttering: each needs its own page title naming the job and the area, not just your business name.
Tell Google you are a roofer and where you work
Add RoofingContractor structured data with your service area, phone and hours, matching your Google Business Profile.
Protect the email your quotes and invoices go out from
Add SPF and DMARC records. It is a one-off job for whoever manages your domain, and it makes fake invoices in your name harder to send.
About this research
- 41 independent roofing businesses across twelve South West towns, audited on 3 October 2026 with the same checks our free scan runs. No site is named on this page.
- Homepage plus up to six further pages per site. Mobile speed is Google PageSpeed Insights lab data, measured twice and averaged.
- A site counts as failing a check only when it clearly misses it. Borderline results, such as a DMARC record in monitoring mode, are counted separately and not included in the fail figures.
- Some checks could not be measured on every site, for example when a page would not load. Each figure says how many sites it is based on.
Common questions
Further reading
All postsHow Large, Uncompressed Images Destroy Page Speed (With a Real 13.6 MB Example)
One accidental 13.6 MB upload can add over 20 seconds on slow 4G. Here's what that costs in load time, rankings, and visitors - and how to catch oversized assets before they wreck a page.
Read moreWhat Is a Title Tag? The One HTML Element Most Small Sites Get Wrong
The title tag is one of the smallest pieces of code on your page and one of the biggest factors in whether anyone clicks through from Google. Here's what it is and how to write one properly.
Read moreLocalBusiness Schema: The Structured Data That Actually Matters for Local Search
LocalBusiness schema is the one piece of structured data almost every local business should add. Here's the full property list, how multi-location sites should handle it, and the placeholder mistake that quietly undoes it.
Read moreStart with one page. Then let AuditCrow watch the rest.
Scan a page free to see how AuditCrow thinks. When you want the whole site, your data and a plan to work from, move into the platform.
The platform is in invite-only beta. Join the list and we will send your invite.