A roofing company website exists to turn someone with a damp patch on the ceiling, or a roof that needs replacing, into a booked survey: one page per job (re-roofing, repairs, flat roofs, leadwork, fall protection, asbestos removal), real projects with before and after photos, a quote form that asks for the postcode and a photo, and straight answers on price, guarantees and paperwork. On 22 roofing company homepages that Google showed in Turin, Bologna and Naples on 14 November 2026, 21 showed jobs or projects, but only 1 gave a price per square metre.
Photos of roofs, almost everyone has.
The problem is where the site ends up. In the UK, a mobile search for "roofer website" on the same day returned a page full of directories and lead sellers (Yell, Checkatrade, Bark, TrustATrader, MyRoofQuote, Compare Roofers), a map with three roofers and only a handful of roofers' own sites. In Italy the pattern was the same: for "rifacimento tetto" (re-roofing) in Turin and Bologna, only 3 of 15 organic results were roofing company pages: two from RinnovaLaCasa, based near Vicenza, and one from the ProTetto blog. Local roofers sat in a carousel of "related websites" under the map.
In Naples, though, the top organic result was a re-roofing guide written by General Cover, a roofer whose phone number has a Como dialling code, in the far north.
A roofer from the other end of the country outranking the local ones?
Not for the jobs: for the page. It shows that one well-written page on a roofer's site can beat the directories, even outside its own area. The mistakes we saw most often:
- no price at all, not even an average: 21 of 22 sites leave "how much" to quote portals;
- tax relief mentioned on only 7 sites, with Italian rates that change on 1 January 2027;
- asbestos removal on 6 homepages, the required registration on none.
Why listen to a web agency about a trade done on ladders?
We have no roofing clients with public figures, and we do not invent any: the numbers in this guide come from surveys run for it, with date and method. What we can do shows in our projects: for Scovaventi we rebuilt a site that had visits but no sales, and in its first year it brought in €77,000 of sales. We have already measured which searches bring work to a roofer; this guide starts there and deals with the website.
What you will find below:
- what 22 roofing websites have (and lack), item by item;
- where the site shows up when someone searches for a roofer;
- the pages to build, with monthly searches for each job;
- the quote form that brings in complete requests;
- prices, licences and guarantees, and the page that goes out of date;
- what a roofing website costs in the UK and in Italy.
Let's start with the data.
What 22 roofing websites have (21 show their work, 1 shows a price)
The typical roofing website has photos of jobs, a phone number and the word "quote". What it usually lacks is the information people need to decide: an indicative price, tax relief or grants, licences.
| What we looked for on the homepage | Sites (of 22) |
|---|---|
| Jobs, projects or gallery mentioned | 21 |
| The word "quote" (preventivo) | 16 |
| VAT number visible | 15 |
| Tap-to-call phone link | 14 |
| Contact form | 13 |
| WhatsApp link | 12 |
| Fall protection (roof anchor systems) | 10 |
| Guarantee on the work | 9 |
| Emergency or 24-hour call-out | 9 |
| Leaks | 8 |
| Tax relief or bonuses | 7 |
| Areas served | 7 |
| Asbestos | 6 |
| FAQs | 6 |
| LocalBusiness structured data (or a subtype) | 4 |
| Price in euros per square metre | 1 |
| RoofingContractor type in structured data | 1 |
| Asbestos removal registration number | 0 |
The most complete site in the sample belongs to TettiTOP, a roofer working around Avellino, Benevento and Salerno that Google also shows to people searching in Naples. It says "the average is around €200 per square metre, structural work and asbestos excluded", offers a 20-year written guarantee, explains the tax relief and uses the RoofingContractor type in its structured data. It is the only one doing all four.
The other 21 stop earlier.
Emergency work is a missed opportunity: in the UK, "emergency roof repair" averages 720 searches a month and jumped to 1,600 in October 2026, yet only 9 of our 22 homepages mention a call-out service.
Where a roofer's site shows up in search (in the carousel, rarely in the organic results)
On mobile, a re-roofing search shows an AI answer first, then a map with 3 or 4 firms, then the related websites carousel, and only after that the organic results. It is the layout we describe in our guide to the local pack, except that here the organic results mostly belong to someone else.
- Turin: map with 4 listings (15 to 233 reviews), carousel with 5 sites, 8 organic results with 1 roofing company page;
- Bologna: map with 4 listings (25 to 44 reviews), carousel with 9 sites, 7 organic results with 2 roofing company pages;
- Naples: for "rifacimento tetto" no map, a single firm's profile and the guides by General Cover and Gruppo ASAP (based in Bologna) at the top; for "impresa rifacimento tetti" a map with 4 listings, a carousel with 8 sites and 3 Naples roofers in the organic results.
Of the 12 listings in the three Italian maps, only 2 used the "Roofing contractor" category; the rest used "Construction company", "Building firm", "Renovation services" and even "Building authority". The category takes two minutes to change, as we explain in our Google Business Profile guide.
So if the map wins anyway, why bother with the site?
Because people who compare three quotes read sites, not map pins. And it is pages on a roofer's site, not the profile, that Google ranks first hundreds of miles from base, like General Cover's guide in Naples.
Is your site stuck in the carousel?
Of 15 organic results for re-roofing in Turin and Bologna, 3 were roofing company pages and none came from the local firms in the carousel. Let's look at which pages on your site could reach the first page and what is missing.
Book a strategy callThe pages a roofing company needs (one per job, with real search demand)
A roofer needs one page for each job it does, because each job has its own searches and its own value. Monthly UK searches, averaged from November 2025 to October 2026:
| Search (UK) | Searches per month | Peak month |
|---|---|---|
| roofers near me | 33,100 | 60,500 (Mar, Oct) |
| roof repair | 5,400 | 8,100 (Nov, Dec) |
| asbestos roof removal | 1,000 | 1,600 (Jun) |
| emergency roof repair | 720 | 1,600 (Oct) |
| roofer website | 70 | 140 (Mar) |
In Italy the same pattern shows up in what advertisers pay: "infiltrazioni tetto" (roof leaks) costs €5.82 a click and "riparazione tetto" (roof repair) €5.43, while "coibentazione tetto" (roof insulation) costs €0.61 because people comparing materials search it too. How to choose between them is covered in SEO for roofers, so here we stick to the site.
1. Job pages
Re-roofing, repairs, flat roofs, insulation, leadwork and guttering, fall protection, asbestos: one page each, with what the job includes, typical timings, a documented project and the form at the bottom. A bullet list inside "Services" ranks for none of these searches.
2. Projects, one per page
Town, roof type, square metres, the starting problem, before and after photos. 21 of 22 sites already mention jobs or projects on the homepage. A gallery with no text, though, tells neither Google nor AI tools where the job was or what was done.
3. Licences and documents
In the UK, the Health and Safety Executive separates licensable work with asbestos from non-licensed and notifiable non-licensed work: say which you are allowed to do and show the licence if you hold one. In Italy the equivalent is registration in category 10 of the national waste managers' register, set by article 8 of ministerial decree 120/2014, and none of the 6 homepages that mention asbestos shows the registration number. Business details matter too: regulation 6 of the Electronic Commerce Regulations 2002 requires your name, geographic address, email and VAT number to be easily accessible, and 7 of our 22 Italian homepages showed no VAT number.
4. Areas served, only the real ones
One page for each area you actually work in, with the jobs done there. Town pages with the same text and a different place name do not help; we explain why in our guide to builders' websites, which applies to roofers too.
The quote form (postcode, size and a photo, not just "name and phone")
The right quote form for a roofer asks four things besides contact details: postcode, type of job, rough roof size and at least one photo of the roof or the stain. With those, you can tell before the survey whether it is a repair or a full re-roof.
In our sample, 13 homepages had a form, 14 a tap-to-call link and 12 WhatsApp. ChatGPT, which we asked on 14 November 2026 how a roofer's website should work, also recommends allowing photo uploads and keeping the form short.
Two extra fields worth the friction:
- owner-occupier or landlord, because it changes who decides and, in some countries, the tax relief;
- house or block of flats, because with a block the managing agent or the residents decide, and that adds months.
Track every form submission and every call tap as a conversion, or you will never know which page brings work. If the site gets visits but no enquiries, start with our guide to why a website is not generating leads.
Prices, tax relief and guarantees on the site (and the page that expires)
A roofer's website should show an indicative price per square metre with what it includes, any grants or tax relief with the year they apply to, and the length of the guarantee. Those are the three questions people ask on the phone, and right now they find the answers elsewhere.
Price. Google's AI answer for "rifacimento tetto" in Rome on 14 November 2026 quoted Instapro, a quote portal: €120 to €350 per square metre. If you do not publish yours, customers arrive at the survey with that number in mind. TettiTOP publishes an average of €200 and lists the exclusions: a model worth copying with your own prices.
Tax relief. Italy shows how fast this goes stale. According to the Italian Revenue Agency (page updated 29 July 2026), renovation tax relief is 36% for spending in 2025 and 2026, or 50% on a main home, up to €96,000 per property; for spending in 2027 it drops to 30%, or 36% on a main home.
Why should a UK roofer care?
Because any page quoting a scheme or a rate has an expiry date. One of the sources Google cited in Rome was a page by EdiliziAcrobatica still summarising the 2025 bonuses. Put the year next to every figure and diary the update.
Guarantee. Only 9 of 22 homepages mention one. If you give 10 years on a flat roof, say so, and say what it covers.
Structured data and the Google profile (RoofingContractor on 1 site in 22)
Structured data is code that tells Google, in a format it reads without guessing, that the site belongs to a local business, where it is and what it does. Schema.org has a dedicated type, RoofingContractor, which inherits every LocalBusiness property.
In our sample 4 of 22 sites had LocalBusiness structured data and only 1 used RoofingContractor. The markup to copy, with name, address, phone, service area and opening hours matching the Google profile, is in our guide to LocalBusiness schema, based on Google's documentation.
The link has to work both ways: the profile points to the site, and the site repeats the profile's details. If the profile says "Building firm" and the site says "roofing and leadwork", Google gets two different messages.
What ChatGPT and AI Overviews read (and why they cite someone else)
AI answers in this trade cite whoever has written the answer clearly and checkably. In Google's AI answer for "rifacimento tetto" in Rome on 14 November 2026, 3 of the 9 sources were companies that work on roofs (EdiliziAcrobatica, Rifacimentotetto.it and Gruppo Tetto360), cited for costs, stages of the job and guarantees. The rest were portals, a technical software firm, a roof window manufacturer and a YouTube video.
When we asked ChatGPT how a roofing company's website should be built, its sources were four web agencies and no roofers. Its answer put a lead-generating site at €2,000 to €4,000 and an advanced project at €4,500 to €8,000, without a word on asbestos, licences or tax relief.
To be among the sources you need pages that answer the sub-questions an AI splits a search into (cost per square metre, permissions, timings, grants), with figures, dates and places: the mechanism is explained in our guide to query fan-out. Nobody can promise a citation, but a site with no prices and no described projects has nothing to be cited for. What drives AI visibility for local businesses we measured separately.
What a roofing website costs (and what that price should include)
A roofing website costs about as much as a professional brochure site of 10 to 15 pages. In the UK, Ubie Websites puts a five to ten page site at £500 to £3,000 from a freelancer and £2,500 to £10,000 from an agency, before VAT (October 2026), as we report in how much a website costs. In Italy the 10 pages we compared ranged from €300 to €5,000 for the same kind of site.
The price difference is not the design. It is job and project pages written one by one, the photo upload form, conversion tracking and structured data. Before signing, ask who writes the copy, whether project pages are included and whether the site will be built for SEO from day one.
A quick sum: at €5.36 a click for "rifacimento tetto" in Italy, €300 of ads buys about 56 clicks. A site that converts those clicks is worth more than one that wastes them, which is the same logic we apply to Google Ads for roofers and to lead generation for roofers. If you want to build it with us, see how we work on our web development page.
Frequently asked questions
Yes. The profile brings calls from the map, but the site is what Google shows in the related websites carousel and what people read when comparing quotes. In Naples on 14 November 2026, the top two organic results for "rifacimento tetto" were guides written by roofers based in other regions.
It depends: a fixed price list, no; an average with exclusions, yes. In our sample of 22 Italian roofers only 1 does it (around €200 per square metre, structure and asbestos excluded). If you do not, customers arrive with the €120 to €350 range that Google quotes from a portal.
It depends on the country and the work. In the UK, HSE distinguishes licensable, non-licensed and notifiable non-licensed asbestos work; in Italy removal requires registration in category 10 of the national waste managers' register. Whatever applies, put the number on the asbestos page.
One for each job (re-roofing, repairs, flat roofs, insulation, leadwork, fall protection, asbestos), one for each documented project, the areas served, an about page with licences and documents, and a quote form that accepts photos.
It depends on how many pages are written and by whom: in the UK, Ubie Websites puts a five to ten page site at £500 to £3,000 from a freelancer and £2,500 to £10,000 from an agency, before VAT. For 10 to 15 pages with projects, a photo form and tracking, the bottom of the range rarely covers it.
Roofing websites in short (and one thing to do on Monday)
One page per job, not a list.
One project per page, with town and square metres.
An average price with the exclusions.
Every rate with its year.
The licence number on the asbestos page.
On Monday, open your homepage on your phone and search for "2026". If it sits next to a grant, a rate or an offer, your site already has an expiry date: put it in the diary, and turn that page into the first guide that a customer in another town could find before the directories.
If you want to know which pages your site is missing, get in touch. Speak soon!
