You have a roofing company. Your company has a website. People visit your site, but you aren’t getting enough business. Does this sound at all familiar? If your answer is yes, then it can be supremely frustrating. If you’re wondering how to turn your visitors into an actionable customer, then you need to deliver what they’re looking for.

What Are Roofing Customers Looking For?

Your first thought might be that they’re looking for someone to work on their roof. That could be inspections, repairs, maintenance, replacements, and full installations. Those are all end products, though. What are they looking for right now? Leads. Roofing customers are looking for potential professionals like you to service their immediate need. Availability isn’t enough; you have plenty of competition they might be looking at, too. So how do you stand out?

Specifics Future Clients Want


Competitive Pricing - Flexible Scheduling - Someone to Trust


A visitor to your site who is looking for roofing professionals or businesses is usually looking for three different things at the same time:


  1. Competitive pricing
  2. Flexible scheduling
  3. Someone they can trust


In terms of pricing, you already know how competitive your local market is. You might even have winning pricing and still not be getting website conversions.

In regards to scheduling, they don’t want strangers showing up whenever. They want to know when you’ll be there, and they’ll probably want to be home when you show up.

Why? Trust. They’re going to give you access to part of their home, and they’re going to trust you to fix an important part of their home. Somehow, you have to convince them you can be trusted, but you have to do it with an impersonal website.

Two Answers

If you want people looking for roofers to trust your roofing website, then the easiest thing to do is to just borrow the trust they have in someone else. You can do this in two different ways:


  1. Certifications
  2. Trust Badges



Several industry association badges.


Great Certifications for Roofer Websites

When consumers are looking for roofing answers, they might actually be looking for two things at once. The first is roofers, but the second might be actual roofing materials they want used on their home or business.

Is your roofing company certified to sell, use, and install particular products or brands? If so, then look into displaying your certification status right on your website!

Reputable brands of roofing and siding materials consumers trust include the following:

  • CertainTeed
  • GAF
  • IKO
  • Owens-Corning

There are many benefits to having such certifications for your roofing company listed on your website:

  • Consumers who want one of those brands in particular might choose you just based off of your certification.
  • Certifications tell consumers that your roofing business cares about doing great work instead of just good work.
  • Brand-specific certifications mean your company is recognized by industry peers for the quality of your services and craftsmanship.
  • Consumers wanting products you are certified for know that your workers will install them right without voiding warranties.

Trust Badges

Trust badges are similar to certifications in how they can increase your e-commerce conversions. However, trust badges are universal to e-commerce and not something specific to the roofing industry.


Boosting conversion rates with trust badges.


What Is a Trust Badge?

A trust badge itself is a seal or badge you place on your website to generate trust with prospects. Traditionally, these badges were visible during a checkout process, but the new thing is putting them right on your home page.

Consumers are often wary of getting scammed in the roofing industry, so anything you can do to engender trust is going to help you.

Five Trust Badges You Might Want


Guide to using trust badges on a roofing industry website.


Not all of these may apply depending on how you actually do business through your website, but consider any that might help you convert more customers.

  1. Safety and Security Guaranteed: Secure socket layer or SSL technology protects online connections and any information shared within that connection.
  2. Free Shipping, Free Returns: Even if most of your business is roofing services, you might still sell physical products through your website. If so, keep things as easy as possible for your shoppers.
  3. Third-Party Endorsements: These have a lot of overlap with your certifications of specific brands. Google Customer Review badges and accredited status by the Better Business Bureau tell consumers you’re not collecting project deposits only to skip town with unfinished roofing work hanging.
  4. Accepted Payment: The potential ways people pay for things is a growing list. Of course, list Mastercard, AMEX, and Visa logos if you take those credit cards. However, does your business take PayPal payments? That might open you up to newer younger customers. Taking cryptocurrency as payment for roofing services isn’t really necessary yet, but you might need to in a few years.
  5. Money-Back Guarantee: This might just be the most important badge of all. If you can’t stand behind your products or work, then why should a consumer contact you at all?


Related Post: Convert More Roofing Customers by Heat Mapping Your Website


Give Us a Chance

We don’t expect you to just blindly trust us as being worth your time and money. Give us the chance to prove our own service to you by signing up for a free website audit.


We’ve helped other websites turn more of their traffic into actual business and customers. We can demonstrate our abilities and experience to you free of cost or obligation.