Roofing has one of the highest cost-per-click rates in local search. Every percent of conversion matters — this audit covers what's costing roofers leads.
Every audit item below traces back to one of these jobs. If the site doesn't make them frictionless, conversion suffers.
These don't show up in a generic Lighthouse audit, but they decide whether a roofing contractor site actually converts.
Post-storm searches spike. Roofers that lead with 'we're responding to [storm]' win the lead.
Most residential roofing in storm-prone regions is insurance-funded. Owners want a contractor that handles the claim.
Roofs are visual products. A photo gallery is the entire pitch.
Warranty is the differentiator on a 20-year purchase. Hidden warranty = no trust.
Roofing lead costs are high; every dropped form is $50+ of ad spend wasted.
Every audit also covers the four standard Lighthouse categories — the same ones Google uses to rank pages in mobile search.
Core Web Vitals (LCP, FCP, CLS, TBT). Slow sites lose mobile users in the first 3 seconds.
Meta tags, headings, indexable content, mobile-friendliness. The basics Google needs to rank you locally.
HTTPS, image optimization, no console errors, security headers. The hygiene Google penalizes if missing.
Color contrast, ARIA labels, tap targets. Required for many ADA-sensitive customers and rewarded in ranking.
Pulled from real audits across the niche. Sorted by impact on conversion and ranking.
| Issue | Severity |
|---|---|
| Slow mobile load — heavy gallery images Storm-season searches need sub-3-second sites or they bounce | Critical |
| No insurance-claim language Insurance-funded jobs default to the roofer that says 'we work with your insurer' | Critical |
| No project photo gallery Customers can't picture their roof done by you — they call the next listing | Major |
| Quote form too long Ad-spend roi tanks. Each extra field is a measurable conversion drop | Major |
| No financing options shown Re-roof customers stall on a 5-figure decision without a visible payment path | Major |
| Stock-photo only, no real jobs Trust never forms — and roofing scams are common, so trust is everything | Major |
The free audit at the top of this page is the demo. The real product audits every roofing contractor on Google Maps for a whole city — sorted worst-website-first, with verified contacts, a drafted outreach email, and a white-label PDF report ready for every prospect.
Deeper guide: finding roofing contractors leads on Google Maps.