The 40-point roofing website audit checklist
This is the audit we run before we quote any roofing website — forty checks, in the order a homeowner meets them. Tick them off on your own site and you will know, in about forty-five minutes, whether your site is a salesperson or a brochure. Nothing to download, nothing to hand over: it scores itself as you go.
Run it the way a homeowner uses your site
Most website audits are run by the owner, on a desktop, on office wifi, on the homepage. Almost no roofing customer arrives that way. They arrive on a phone, on cellular data, often outdoors, often on an interior page, and usually with water coming through a ceiling. Run the list in those conditions or the score will flatter you.
One: use your own phone on cellular, not wifi, standing outside. Two: start from a service page you found in Google, not from the homepage. Three: tick a box only if a stranger could verify it — “we have reviews somewhere” is not the same as reviews on the page beside the form.
The five sections run in the order the visitor meets them: what they see in the first eight seconds, whether the phone works, whether they can act, whether they believe you, and whether anyone at your end answers. A check you cannot honestly tick is not a failure — it is a line item with a price attached, and the last section of this page ranks them by what they are worth.
40 checks, in the order a visitor meets them
Tick as you go — the bar at the bottom keeps score, and your ticks are remembered on this device so you can come back to it. Each section links back to the reasoning behind it in the teardown post.
What the number actually means
The score is not a grade, it is a position on a curve. Most roofing sites we audit land between 14 and 24 — which is exactly why most roofing sites convert between three and seven percent.
Work down the list above with your own site open on your phone. The verdict updates as you go.
What to fix first, if you only get one week
Ranked by revenue moved per hour of work, for a five-to-fifty person roofing company on WordPress with no developer on staff. Do them in this order.
| # | The move | Impact | Effort | The number that proves it |
|---|---|---|---|---|
| 1 | Make every number tappable and add the sticky call/text bar | High | 30 minutes | Calls per 100 mobile visits |
| 2 | Cut the form to two fields plus job type, add photo upload | High | 1 hour | Form starts → submits |
| 3 | Write the five-minute response rule down and switch on missed-call text-back | High | Half a day | Median first-response time |
| 4 | Rewrite the hero: problem, place, timeframe, one countable proof | High | 1 hour | Homepage bounce rate |
| 5 | Build the three intent pages: leak, replacement, storm claim | Medium | 2 days | Entry page per booked job |
| 6 | Install GA4 events, call tracking, and start the Monday scorecard | Medium | Half a day | Cost per booked job |
Impact ratings are our own, from audits of small and medium home-service sites — they are a starting order, not a measurement of your business. Validate against your own analytics before you spend.
Would you rather we ran it for you?
Send us the URL and we will run these forty checks on your roofing site and send back a short recorded teardown — what fails, what it is costing, and the fix for each, ranked. No pitch deck, no obligation, and the findings are yours either way.