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What a Chicago roofing website needs before winter hits.

Late fall is when Chicagoland homeowners notice the leak, the missing shingles or the gutter pulling off the fascia. Here's what your roofing website should show them before they call someone else.

I build websites for local trades around Chicago, and roofing is one of the toughest sells online. A new roof is expensive, homeowners have heard the horror stories, and they usually call two or three companies before they pick one. Your website doesn't close the job. Its job is to get you onto that short list, fast, from a phone.

Here's what I check on a roofing site, in the order I check it.

1. Split repairs from replacements

Someone with water coming through the ceiling in November is not shopping for a full tear-off. They want to know if you'll come out and stop the leak. Someone planning a new roof for spring is in research mode. These are two different visitors, so give them two clear paths:

• Repairs and leaks: a short page or section that says you do repairs, how fast you usually get out, and a big call button.
• Replacements: a page that explains your process, materials you install, and how estimates work.

If your homepage only talks about full replacements, the repair calls go to whoever says "we fix leaks" first. Those small jobs are often how you get the replacement two years later.

2. Put your license number where people can see it

Illinois requires roofing contractors to be licensed by the state, and the Roofing Industry Licensing Act says the license number has to appear on your bids, contracts and advertising. Your website is advertising, so put the number in the footer and on your About page. Say you're insured, too. Homeowners who have been warned about storm chasers look for exactly this, and most roofing sites I see hide it or skip it.

3. Be clear about storm damage and insurance

After a hail or wind storm, homeowners search for roofers who handle storm damage. If you do inspections and work with insurance claims, say so in plain words and explain the steps you follow. Keep it honest: don't promise that insurance will pay, and never suggest you'll cover or waive a deductible. Explaining the process calmly is what separates you from the out-of-state crew knocking on doors.

4. Show real roofs you've done, with the town

Roofing is visual, and people want proof you've worked on houses like theirs. A strong project photo has three things:

• Your crew on a real job, not a stock photo of a roof in Arizona.
• A before and after when you have them.
• A short caption: the town, the type of house and the work done. "Full tear-off and architectural shingles, brick bungalow, Berwyn" tells a neighbor far more than a photo alone.

5. Name every town you work in

People search "roofer Oak Lawn" or "roof repair Arlington Heights," not just "roofer." List the towns and neighborhoods you actually serve in plain text, on the homepage and on a service area page. Make sure the list matches the service area on your Google Business Profile. If you only want jobs within 20 miles of your yard, say that too. It saves you calls you'd turn down anyway.

6. Make calling and requesting an estimate easy

Most homeowners will find you on a phone. Your number should be a tap-to-call button at the top of every page. Your estimate form should be short: name, phone, address, and "repair or replacement?" A spot to upload a photo of the damage is a nice extra. Everything else you'll learn when you climb the ladder. If you're not sure how your site does on a phone, try the 60-second phone test.

7. Explain how pricing works

You can't price a roof without seeing it, and homeowners know that. But they still want to understand what drives the number before they let you in the door. A short section helps:

• What changes the price: roof size, pitch, number of layers to tear off, materials, and any decking that needs replacing.
• Whether your estimates are free and how long they take.
• Whether you offer financing, if you do.
• What your warranty covers, in plain English.

You don't need to publish numbers. Just showing that you'll explain the price, not dodge it, builds trust.

A winter example

Picture a roofer in Oak Lawn whose site is a single page with a logo, a stock photo and a contact form. In December a homeowner in Evergreen Park has an ice dam leaking into the bedroom. She searches on her phone, sees two roofers in the map results, and taps through. One site says "Leak repairs, usually out within 48 hours" with a call button. The other shows a stock photo and a form. She calls the first one. Next spring, when it's time for a full replacement, she calls them again.

Your pre-winter checklist

1. Repairs and replacements each have a clear page or section.
2. State license number is in the footer and you say you're insured.
3. Storm damage and insurance steps are explained honestly.
4. At least six real project photos with town names.
5. Every town you serve is listed in plain text.
6. Tap-to-call at the top of every page, and a short estimate form.
7. Your Google reviews show on the site near the phone number.

Want someone to set it up?

This is the kind of site I build for contractors. You can see what's included on my contractor websites page. Most roofers fit the Local Growth package, $699 setup and $99 a month, which covers the service pages, town list and estimate form. If you want to talk it through first, book a free call or call me at (773) 474-4780.

Common questions

Should a roofing company put its license number on its website?

Yes. Illinois requires licensed roofing contractors to include their license number in advertising, and your website counts as advertising. The footer and About page are the usual places.

What's the most important page on a roofing website?

For most roofers, a repairs page with a clear call button. Leak and storm calls are urgent, and they often turn into replacement jobs later.

Should I post roof replacement prices on my website?

You don't need exact prices, since every roof is different. Explain what affects the cost, whether estimates are free and what your warranty covers, so homeowners feel comfortable calling.

Keep reading

• Do I Need a Website If I Have a Google Business Profile?
• Plumber Website Checklist for Frozen Pipe Season in Chicago

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Frank's Web Studio · Serving Chicagoland and the Midwest · (773) 474-4780 · [email protected]

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