Who This Guide Is For
This guide is for roofing company owners and office managers who want more calls from Google and other search engines—without a tech degree. Whether you’re just getting started with SEO or tightening up what you already have, you’ll get plain-English steps to check, fix, and delegate the right tasks.
📈 Check out our Complete Roofing SEO Framework to plan your next moves.
Perfect if you:
- Want more visibility in Google Maps and local search.
- Aren’t sure if your Google Business Profile is set up correctly.
- Serve multiple cities and need clearer city/service pages.
- Suspect your site is slow on phones or forms aren’t converting.
- Need a simple review game plan that runs every week.
What you’ll learn (owner-level, no jargon):
- What to check first (GBP, NAP, contact buttons, page basics).
- How to spot quick wins you can do today (titles, images, CTAs, speed).
- How to evaluate city & service pages so homeowners choose you.
- When to bring in an expert (content at scale, link building, advanced tracking).
What you’ll walk away with:
- A prioritized 30/60/90-day plan for your roofing SEO audit.
- A printable checklist you can hand to your team or agency.
- Baseline metrics to track: calls, forms, and top search terms.
Time & tools: You can complete a basic roofing SEO audit in about an afternoon using free tools (Google Business Profile, Search Console, and PageSpeed Insights). No fluff—just clear actions that make your website easier to find, trust, and contact.
What Is an SEO Audit for Roofers?
A roofing SEO audit is the online equivalent of a home inspection for your business: it checks the essentials that help homeowners find, trust, and contact you. In plain English, it reviews technical basics (site speed, mobile experience, crawl/index issues), on-page elements (clear titles, headings, helpful content, working CTAs), and off-site issues and opportunities such as local signals that matter most to roofers (Google Business Profile setup, NAP consistency, reviews, and unique city pages). Using free tools like Google Search Console and PageSpeed Insights—and a simple crawler if available—you’ll spot slow pages, broken links, thin or duplicate content, and missing meta tags. The result is a prioritized to-do list with quick wins you can tackle this week and a 90-day plan for bigger improvements, all aimed at lifting local rankings, driving more calls and quote requests, and booking more roofs.
Why a Roofing SEO Audit Matters (in Dollars & Calls)
A roofing SEO audit matters because it turns simple website and Google fixes into more calls, quote requests, and booked inspections. By tightening the basics that determine whether you show up in local search—an optimized Google Business Profile, fast mobile pages, unique city/service pages, and a steady stream of recent reviews—you remove the hidden roadblocks that cap your visibility and scare off prospects. The payoff is biggest during storm season: when hail and wind hit, homeowners search immediately; being audit-ready means you capture that surge instead of handing it to competitors. A focused audit delivers quick wins this week and a 90-day plan for deeper improvements, lifting local rankings, increasing organic traffic, and building trust—all of which translate directly into measurable revenue (more tracked calls, forms, and booked jobs).
What You Need Before You Start
Before you begin your complete SEO audit, line up the essentials: logins for your Google Business Profile (GBP), Google Search Console (GSC), and your website/CMS. These SEO audit tools give you the truth on what’s showing in Google, which searches bring visitors, and where your site may be underperforming.
Use a few free or low-cost tools to speed things up: PageSpeed Insights to check load times and Core Web Vitals, a simple site crawler to spot broken internal links and missing titles/descriptions, and a review tracker to monitor ratings, recency, and responses. Together they provide a clear snapshot of site health and what to fix first.
Keep everything organized in a simple audit sheet—with columns for Status, Owner, Due Date, and Impact (Low/Med/High)—so you can prioritize quickly, assign tasks, and make sure nothing slips through the cracks.
The Simple Roofing SEO Audit (Step-by-Step)
A thorough SEO audit is your blueprint for better local visibility and more calls. Use the steps below to spot weak points, fix them fast, and strengthen the pieces that influence Google Maps rankings, organic traffic, and conversions. Each section stays in plain-English paragraph form for easy reading and quick execution.
Can Customers Find Your Business on Google?
Start with your Google Business Profile making sure your GBP categories, services, and phots are correct and consistent. Make sure your NAP—name, address, and phone—matches your website exactly, set your primary category to Roofing contractor, and add relevant secondaries like gutter installation or roof inspection. Aim for 20+ recent reviews and respond to each one; then put a simple weekly system in place to request new reviews from happy customers. Refresh your GBP with real photos of crews, trucks, and before/after projects, plus a short intro video to build trust. Finally, tag your Website and Call buttons with UTM parameters or use call tracking so you can see precisely how people find and contact you.
Can People Reach You in One Click?
Your website should make contacting you effortless. Ensure your phone number is tap-to-call on mobile and place Call Now or Get a Free Estimate buttons where they’re immediately visible. Keep forms short—name, phone, address, and the issue—and test submissions regularly to confirm every lead hits your inbox or CRM. Display your service area and emergency hours prominently so homeowners instantly know you serve their location and can help when it matters.
Are Your Most Valuable Pages Clear?
Build and polish the pages that drive revenue: Home, Roof Repair, Roof Replacement, Emergency/Storm Damage, and key [City] Roofing pages. Each should have one clear H1, a concise intro, a scannable services list, helpful FAQs, appropriate schema markup, and a strong, visible CTA. Add credibility with project photos, GAF/Owens Corning badges, warranties, and real testimonials. Optimize title tags and headings with city + service intent, and weave in internal links to related services and locations to guide users—and Google—through your site.
Do You Show Up in the Right Cities?
Create unique location pages for the cities and towns that matter most. Write genuinely local content: common roof types in that area, weather issues like hail and wind, recent projects with photos, landmarks, and an embedded map. Avoid copy-pasting the same text across pages; unique, useful copy plus descriptive internal anchors signals strong local SEO relevance and prevents duplication issues.
Is Your Site Fast & Phone-Friendly?
Speed is non-negotiable on mobile and is especially crucial with Google’s mobile first indexing. Compress large hero images (prefer WebP) and lazy-load galleries, then remove heavy sliders or intrusive pop-ups that slow pages down. Check Core Web Vitals for load speed and stability; ensure text is readable without zooming, buttons are well-spaced for thumbs, and nothing jumps around as the page loads. A fast, stable mobile experience keeps visitors on the page and boosts conversions.
Are You Answering the Questions People Ask?
Answer homeowner questions directly on your service and city pages with short FAQ sections covering cost, timelines, insurance, and materials. Publish one helpful blog each month—think hail-damage checklists, repair vs. replacement guides, or seasonal maintenance tips. Use clear language, step-by-step lists, and realistic cost ranges to earn featured snippets, build authority, and convert searchers into estimates.
Are You Measuring What Matters?
Measure what turns into revenue. Track calls, form submissions, and GBP actions (calls, directions, website clicks), then review Google Search Console to see which queries and pages drive results—and which need attention. Hold a simple monthly review to log wins, identify blockers, and update your 30/60/90-day plan so your roofing SEO audit translates into steady gains in rankings, traffic, and booked jobs.
Red Flags That Kill Roofing Leads (Fix These First)
A few common issues quietly choke off leads for roofing companies: inconsistent NAP (name, address, phone) between your Google Business Profile and website confuses Google and customers, missing or thin city pages limit your visibility in the towns you actually serve, and slow mobile pages or broken buttons frustrate homeowners before they can call or request an estimate. Add in few or outdated reviews—especially without owner responses—and your credibility takes a hit. A quick roofing SEO audit that cleans up NAP across the web, restores fast mobile performance, fixes CTAs and forms, and refreshes location pages and reviews will remove these blockers and unlock more calls, quotes, and booked inspections.
Need Help Getting Your Roofing Site on Track?
Staying visible in local search takes steady maintenance, especially as Google updates roll out. Focus first on the essentials that move the needle for roofers: a mobile-friendly, fast-loading site, an up-to-date Google Business Profile with fresh photos and recent reviews, and locally relevant content on service and city pages. If you want a partner that speaks plain English and ties work to results, Horton-Digital can help—book a 20-minute free SEO audit review to see exactly what to fix now, what to delegate, and how to turn searchers into paying customers.
30/60/90-Day Plan for Roofing SEO (Owner-Friendly)
In the first 30 days, tighten the basics: correct NAP everywhere, tune your Google Business Profile (categories, photos, services), compress large images, make the phone number tap-to-call, and repair any broken forms and make the necessary page-level fixes; publish or refresh your core Roof Repair, Roof Replacement, and Storm Damage pages with clear CTAs and brief FAQs. By day 60, roll out unique pages for your top three cities with local proof (projects, landmarks, weather issues), standardize citations on major directories, implement a simple weekly review-request process, and add internal links between related services and locations to guide both users and Google. By day 90, expand remaining location pages, add 2–3 short case studies with before/after photos, secure a handful of local links (chamber, suppliers, sponsorships), and review Google Search Console data to identify near-page-one terms and create supporting content—turning early quick wins into steady growth in rankings, traffic, and booked jobs.
Insights. Ideas. In Your Inbox
Summary
A roofing SEO audit is the fastest way to find and fix the issues that keep homeowners from discovering and contacting your business. By aligning your Google Business Profile and website, speeding up mobile pages, strengthening service and city content, encouraging steady reviews, and tracking calls and forms, you’ll raise local rankings, grow organic traffic, and convert more searches into estimates. Keep the momentum with a simple 30/60/90-day plan, revisit your metrics monthly, and adjust based on what drives real leads—so your roofing company stays competitive, credible, and consistently busy.
Frequently Asked Questions
What is an SEO audit for roofers?
An SEO audit for roofers assesses your website’s visibility, trustworthiness, and user-friendliness to improve online presence and lead generation. By identifying areas for improvement, it enhances your business’s accessibility to potential customers.
Why is a roofing SEO audit important?
A roofing SEO audit is crucial for enhancing your online visibility, ultimately driving more inquiries and appointments. It prepares your business to effectively capture demand during the busy seasons.
What do I need to start a roofing SEO audit?
To start a roofing SEO audit, ensure you have access to your Google Business Profile, Google Search Console, and your website login, as well as tools like PageSpeed Insights and a site crawler. These resources are essential for a comprehensive evaluation of your site’s performance.
How can I ensure my key service pages are effective?
To ensure your key service pages are effective, make them easy to navigate with clear titles and headers, and incorporate proof such as photos, certifications, and testimonials to build trust. This will enhance user experience and credibility.
What are some common red flags that can kill roofing leads?
Inconsistent NAP information and slow mobile pages are common red flags that can deter roofing leads. Additionally, a lack of city pages and limited or outdated reviews without owner responses can significantly undermine credibility.
