Key takeaways
- Fix tracking first, in the same week as the profile, so you can prove what the rest of the list changed.
- List Roofing contractor as the primary category and add Gutter service only if crews install or repair gutters.
- A storm damage and insurance claims page is the item most roofing sites are missing.
- Run the full list again before spring storms, and a short version the week after any hail event.
This local SEO checklist for a roofing company covers fifteen items across your Google profile, website, reviews and tracking. Work through it in the order below and most roofers can finish it in about three weeks. Each item is something a homeowner with a leak, storm damage or an aging roof will notice before deciding whether to call.
The checklist
- Profile: Roofing contractor as the primary category. It is the closest match to what homeowners search. Add Gutter service as a secondary category only if crews really install or repair gutters (Google's category guidance).
- Profile: service areas set, street address hidden. List the towns or ZIP codes you would send a crew to tomorrow, not every place a storm might reach.
- Profile: services in the words homeowners use. Roof leak repair, full roof replacement, hail and wind damage inspection, insurance claim help, gutter installation. Add a one-line description to each.
- Profile: photos from this month. Tear-offs in progress, finished roofs from the street, lettered trucks and trailers, crew members in harnesses. Stock photos of perfect roofs persuade nobody.
- Profile: hours that match how you answer the phone. If someone picks up on Saturdays during storm season, say so. If not, do not claim it.
- Website: one page per core service. Repair, replacement, storm damage and insurance, gutters. Each one explains what happens during the inspection.
- Website: a storm and insurance claims page. Walk through the sequence: inspection, photos, the homeowner files the claim, the adjuster visit, approval, the build. This is the page most roofing sites are missing.
- Website: area pages only where you have finished roofs. Each needs real projects and reviews from that town.
- Website: a short inspection request form. Name, phone, address and one question: leak, storm damage, selling the home, or an old roof. Put a tap-to-call button above it.
- Website: matching business details everywhere. The same name, phone and website on your site, Bing Places (Bing Places), Apple Business Connect and any manufacturer contractor directory you are listed in.
- Reviews: ask every customer at the final walk-around. Same milestone, same message, by text with your direct review link (Google's tips).
- Reviews: reply to each one within a few days. Mention the type of job when you can, without any insurance or claim details.
- Tracking: a tracking number on the profile. Keep your main line as an additional number so your business details stay consistent.
- Tracking: a tagged website link on the profile, so profile visits show up as their own source in analytics instead of blending into organic traffic.
- Tracking: lead source required in your CRM. Make it a required field in JobNimbus or AccuLynx, so inspections and signed roofs can be counted by where they came from.
The local SEO checklist at a glance
Google profile
- Primary category matches your main service
- Service area set, address hidden
- Services and photos filled in
Website
- A page for each main service
- Tappable phone number on every page
- Fast on a phone
Reviews
- Requested from every customer
- Every review answered
Listings
- Same name and phone everywhere
- Duplicates removed
What to fix first
Fix the measurement and the profile together, in the first week. If you change the website before tracking is in place, you will never know which change moved the phone.
| When | Items | Done when |
|---|---|---|
| Week 1 | 1–5 and 13–15 | The profile is complete, the tracking number rings the office, and the CRM will not save a lead without a source |
| Week 2 | 6, 7 and 9 | Service pages and the storm and insurance page are live, and a test form submission lands in the CRM within minutes |
| Week 3 | 8, 10, 11 and 12 | Area pages exist for your strongest towns, listings match, and the review request goes out automatically |
Item 7 deserves extra time if you do insurance work. Homeowners after a storm are unsure whether they need a roofer or an adjuster first, and a page that explains the order of events wins their trust before you ever reach the driveway.
If one item has to wait, make it the area pages. A roofer with a strong profile and clear service pages will still collect calls close to home. One with area pages and a half-finished profile usually will not. The Google Maps ranking guide for roofers explains why the profile carries so much weight.
How often to review
Review on a schedule tied to the weather, because that is what your phone follows.
Every month : Add new job photos, check the profile for edits you did not make, read and answer new reviews, and compare inspection requests by source in the CRM.
Before spring storm season : Run all fifteen items again. Update the storm page with current inspection availability, refresh hours, and confirm the tracking number still forwards correctly.
The week after a hail or wind event : Publish or update the storm page, post photos of the inspections you are doing, and make sure the form and phones can absorb the surge. Stay within the towns you actually serve.
Each winter : Add the season's finished projects to your area pages and decide which new town has earned a page. A full SEO audit is worth doing then too.
How VETS Growth Marketing helps
We work through this checklist with you as a dated project, so all fifteen items are done before the first spring storm rather than somewhere on a to-do list. The profile, site, tracking numbers and CRM fields stay in your name. We report booked inspections and signed roofs by source, so you can see what each fix changed. Book a growth consultation and we will run the list against your business.
Sources
- Manage your business category, Google Business Profile Help
- Manage your service areas for service-area & hybrid businesses, Google Business Profile Help
- Tips to get more reviews, Google Business Profile Help
- Bing Places for Business, Microsoft