How we score

The whole rubric, published. Every check is mechanical, runs identically on every site, and looks only at things that affect whether a homeowner calls you. None of them check which website builder, host, or agency you use.

The four categories

Found on GoogleWhether homeowners searching for a roofer in your area ever see you

28 pts

Turns visitors into callsHow easily a homeowner on your site becomes a lead

30 pts

Trust & proofThe signals that tell a homeowner you're legitimate

24 pts

Speed & mobileMost roofing searches happen on a phone, often on cell data

18 pts

Found on Google

Whether homeowners searching for a roofer in your area ever see you

Rewrite your page title to name roofing and your cityGoogle shows this line in search results. 'Home' or a bare company name tells a searching homeowner nothing.5 pts

Add a search description that sells the clickThe two lines under your name in Google results. Without one, Google scrapes whatever text it finds first.3 pts

Give the homepage one clear headlineBoth Google and a homeowner scanning for three seconds use the headline to decide what you do.3 pts

Add RoofingContractor structured dataThe markup that puts your phone, hours, service area, and star rating directly in search results.6 pts

Add service-area pages for the towns you coverHomeowners search 'roofer in [their town]'. A page per town is how you show up in each one.4 pts

Add real content about your services and processThin pages don't rank. Google needs enough substance to know you're a roofer, not a directory listing.5 pts

Publish a sitemap so Google finds every pageTells search engines which pages exist instead of making them guess.2 pts

Turns visitors into calls

How easily a homeowner on your site becomes a lead

Make every phone number tap-to-callMost roofing traffic is on a phone. A number that isn't a link makes the homeowner copy it by hand — most won't.7 pts

Put your phone number in the header, on every pageStorm-season buyers call the first roofer whose number they can find without scrolling.4 pts

Add a short 'get my free estimate' formRoughly half of homeowners researching at night won't call — they fill out a form or they leave.7 pts

Add clear 'Free Inspection' buttons throughout the pageA homeowner should never have to hunt for the next step, no matter where they stop scrolling.5 pts

Mention financing and monthly paymentsA $15,000 roof feels impossible; $180 a month doesn't. Financing copy lifts lead volume more than almost anything else on the page.4 pts

Offer an instant roof measurement on your siteHomeowners get a number in 30 seconds instead of waiting two days for a callback — and you get their address either way.3 pts

Trust & proof

The signals that tell a homeowner you're legitimate

Show your Google reviews on the siteHomeowners trust other homeowners. Reviews sitting only on Google do nothing for the visitor already on your page.6 pts

Build up your Google review countThe single biggest factor in whether a homeowner clicks you or the roofer listed above you.5 pts

State that you're licensed, bonded, and insuredInsurance-claim work lives or dies on this. Homeowners have been burned by storm chasers and they look for it.5 pts

Spell out your workmanship warrantyTurns a price comparison into a value comparison — the cheapest bid rarely carries a real warranty.3 pts

Display your manufacturer certificationsGAF Master Elite or Owens Corning Preferred is proof you can offer the warranties competitors can't.3 pts

Add a before-and-after project galleryRoofing is bought with the eyes. Photos of finished roofs in familiar neighborhoods close doubt fast.2 pts

Speed & mobile

Most roofing searches happen on a phone, often on cell data

Serve the site over a secure connectionBrowsers flag sites without it as 'Not secure' — a homeowner about to type their address sees that warning.4 pts

Make the site scale properly on phonesWithout this, a phone renders your site zoomed-out and unreadable. Roughly 70% of roofing searches are mobile.5 pts

Compress and lazy-load your photosJob-site photos straight off a phone are 6MB each. On cell service, that's a blank screen and a bounce.5 pts

Cut the page down so it loads in under two secondsEvery extra second of load time costs roughly 7% of your leads.4 pts

Two things we deliberately don’t do

We don’t score a site we couldn’t read. If your site sits behind a bot check or a firewall, we have no evidence about it either way, so we report no score at all rather than publish a low one. Security software is not a defect.
We don’t penalize anyone’s platform. No check looks at your CMS, host, theme, or who built the site. A great site built on anything scores well.

How we estimate missed jobs

The dollar figure is an estimate, and the report shows every input so you can argue with it:

· Monthly visitors are inferred from your Google review count — the only public signal of how established a local contractor is.
· Your current conversion rate comes from the checks that actually drive calls, reduced if the site is slow or not mobile-friendly.
· A rebuilt site is projected under 5% conversion, which is a good roofing website, not a spectacular one.
· Jobs assume a 25% close rate on new leads and a $14,500 average ticket.

Your real close rate and ticket will move the number in both directions. It is a starting point for a conversation, not a promise.

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