"Should we be going after emergency roof repair searches?"
No, and the ad market agrees with us.
Emergency roof repair draws roughly 11,000 monthly searches. Roof replacement draws about 110,000.
Ten to one, toward the person who is not in a hurry. Roofing is unusual that way — in plumbing the ratio runs hard in the other direction, where the urgent searches outnumber the research ones by roughly five to one.
The advertising market prices it the same way. Planned-work roofing terms carry meaningfully higher click costs than emergency ones, which is the opposite of what you'd expect and tells you where advertisers think the money is.
So the pages worth building are the ones the unhurried person reads: replacement, cost, inspection, material comparison. Those return organic results and AI summaries rather than a three-business map box, which means a well-built page can actually win them.
"Our work is mostly insurance. Does any of this apply?"
More than it does for retail roofing, and this is the part most roofing sites get wrong.
Verisk's 2025 US Roof Report found roofing line items accounted for more than a quarter of all residential claim value, with the average replacement claim reaching $17,631 and repair claims averaging $4,699. Verisk also recorded non-catastrophic wind and hail claims growing from 17% to 25% of all residential claims between 2022 and 2024.
Which means a large share of the people searching are not asking what you charge. They are asking whether insurance will cover it and how to file.
That question has high intent, low competition, and almost no good content behind it. If your site answers price and not claims, you are losing people who had already decided to buy.
"Everyone says trust matters. What does that actually mean here?"
It means something specific in roofing that it doesn't mean elsewhere, because of storm chasers.
Out-of-state crews arrive after hail, knock doors, sell insurance-funded replacements and leave. Homeowners know this happens. So underneath the research they are running one question: is this company going to exist in five years.
Adjectives don't answer that. A verifiable address, a license number, manufacturer-backed warranty, named people, and work you can point at in that county do. The storm chaser can't produce any of them, which is exactly why they work.
The second trust problem is one you can measure. A roof is bought once every twenty to thirty years, which means every job is a cold acquisition — no repeat customer, no maintenance plan, no lifetime value to amortize against. Plumbing gets the same customer back in two years. You don't. Every dollar of marketing has to pay for itself on the first job, and that changes what's worth spending on.
"When should we start?"
Before the storm, which is the answer nobody likes.
Every other trade has a season on a calendar. Yours has a trigger with no date on it. Calendar seasonality in roofing is mild — one analysis of Ahrefs data across 2023 and 2024 found "roof repair near me" peaking in September at only 24% above baseline. What's violent is the storm, and it arrives without notice.
You cannot index a page the week hail lands. In our experience the page has to be aged and ranking already, because a storm turns a dormant page into booked work very quickly. The work gets done in the quiet months, which is precisely when it feels least urgent.
"What does it cost, and when do we pay?"
$500 to start, and no monthly fee until we hit the page-one target we agree with you before any work begins. If we never hit it, you never pay a monthly fee. Details on pricing.
of pages we build rank on Google's first page
location pages built for a single client across 7 states
page-one placements for one client across 5 cities
growth in monthly search impressions for a Nashville client
Limitless Doors
Commercial automatic doors, five Alberta metros
- 63+ page-one placements across 5 cities
- 85%+ of 74 pages on page one
- 4,483 clicks in 12 months
PM2
MRO inventory and storeroom optimization, Orlando and Tampa
- 589 to 1,300 monthly organic visitors
- 85%+ of pages on page one within 90 days
- First inbound leads in the company's history
Haus of Sovereign
Somatic and spiritual wellness, Nashville
- 132 to 2,900 monthly impressions
- 1,903 organic clicks in 6 months
- 15.6% average click-through rate
We also built and ranked a 208-page location program for a security and surveillance company across 15 metros in 7 states, with 85%+ of pages reaching page one. That client has asked not to be named.
Common questions
We do commercial as well as residential. Same pages?
No. A facilities manager procuring a commercial re-roof reads differently and buys on a different timeline. The market prices the difference too — commercial roof repair carries roughly a $19 click against the residential terms' much lower cost. It needs its own pages.
Is it worth writing about hail damage?
Yes, and months before hail season. A page published the week after a storm is competing from zero against pages indexed since spring.
Our competitors all have more reviews than us. Does that sink this?
Not for the searches we're targeting. Reviews decide the map box. Replacement, cost and insurance-claim searches are decided in the organic results, where a substantive page beats a thin one with more stars.
How long does this take?
Typically sixty to ninety days for first placements on specific, lower-competition terms, and six months or more on anything contested. A newer domain waits longer.
What if a page never ranks?
It gets rewritten or retired. And under our terms you're not paying a monthly fee until the agreed target is hit, so a page that doesn't move is our problem before it's yours.
Where we work.
We build for local service businesses across the US and Canada, with dedicated pages in every market you cover.
Other trades we work in.
$500 to start. No monthly fees until we hit the page-one target we agree on.
The $500 one-time setup fee covers page research, page development and the website build. Monthly billing only starts once we hit the page-one target we agree on before any work begins. If we never hit it, you never pay a monthly fee.