1Claim Your Google Business Profile

The first place Google looks is your Google Business Profile (GBP). If you don't have one—or if you haven't verified it—you're invisible. Google doesn't rank businesses that can't be verified.

When a customer searches "roofer in Bristol" or "emergency roof repair Manchester", Google's local algorithm first checks which roofing contractors have active, complete profiles in that area.

How to fix it:

  • Go to google.com/business and search for your roofing company by name
  • If it exists, claim it. Google will send you a postcard to your business address with a verification code
  • If it doesn't exist, create a new profile—choose "Roofing Contractor" as your business type
  • Fill in your service area (all postcodes you cover), hours, phone number, and website
  • Add high-quality photos: completed roof jobs, before/after repairs, materials being used, you and your team on site
  • Highlight emergency cover and response time: "Available 24/7 for emergency repairs" or "Response within 2 hours"
  • Wait 2–4 weeks for the postcard, then verify
Top tip

Emergency roofing searches happen when customers need you most. Add phrases like "emergency roofer", "roof leak repair", and "same-day service" to your GBP description. Customers searching in panic mode will find you first.

2Fix Inconsistent Business Information (NAP)

Google trusts consistency. If your business name, address, and phone number appear differently across the web, Google assumes you're unreliable or possibly a duplicate. This tanks your local ranking.

For roofers, this is especially critical because customers cross-reference your information across Google, your website, Checkatrade, Rated People, TrustMark, and the NFRC (National Federation of Roofing Contractors) directory. One mismatch and they doubt you're legitimate.

What to check:

  • Your Google Business Profile name (should match official business registration exactly)
  • Your website contact page, footer, and "About" sections
  • Checkatrade, Rated People, Trustpilot, local chamber of commerce listings
  • Industry directories: TrustMark, NFRC, RIBA Registered Practices (if applicable)
  • Social media profiles (Facebook, LinkedIn, Instagram, TikTok)
  • Local business directories and review sites

Fix any inconsistencies today. If your Google profile says "Example Roofing Solutions Ltd" but your website says "Example Roofing", change one immediately. Even spaces and punctuation matter to Google.

Common mistake

Many roofers list their mobile number on Google but their office number on their website—or use different trading names across platforms. Stick to one primary phone number everywhere, and ensure your TrustMark or NFRC registration number is consistent across all listings. This is what customers check when deciding whether to hire you.

3Speed Up Your Website

Google's algorithm now heavily weights page speed. A website that loads in 3 seconds will rank higher than one that takes 7 seconds—all else being equal. For roofers, customers in the middle of a leak need fast loading on mobile over 4G networks.

If your website is slow, you're losing local SEO points and losing customers (research shows 40% of people abandon a page if it takes longer than 3 seconds). Roofing websites are often the biggest offenders because they're packed with large before/after images that destroy page speed.

How to check your speed:

  • Go to pagespeed.web.dev and paste your website URL
  • Note your "Mobile" score (this is what Google prioritises)
  • Anything below 50 needs urgent fixing; 50–89 is acceptable; 90+ is excellent

Quick wins to improve speed:

  • Compress images ruthlessly (use tools like Tinypng.com or Squoosh before uploading)
  • Resize before/after photos to max 1200px width—you don't need 4000px images on your site
  • Remove unused plugins and scripts
  • Enable caching (your hosting provider can help)
  • Use a Content Delivery Network (CDN) like Cloudflare (free tier available)
  • Upgrade hosting if you're on a cheap shared server
Pro tip

Your before/after roof galleries are what sell your work—but they're also what slow your site to a crawl. Compress all images to 80% quality using Tinypng.com, resize to web dimensions, and lazy-load your gallery. You'll see dramatic speed improvements and your photos will still look great.

4Add Roofing Contractor Schema Markup

Schema markup is code that tells Google "this page is about a roofing contractor" and provides key details (service area, hours, reviews, credentials). Without it, Google has to guess.

Roofers with schema markup typically rank 15–25% higher than those without, because Google can confidently display your business details in search results (phone, hours, star rating, certifications).

How to add schema markup:

Add this JSON-LD code to your website's head section (ask your web developer to add it, or use a plugin like Yoast SEO or All in One SEO):

{ "@context": "https://schema.org", "@type": "RoofingContractor", "name": "Your Roofing Company Name", "telephone": "01234 567890", "url": "https://yourwebsite.com", "address": { "@type": "PostalAddress", "streetAddress": "123 Business Road", "addressLocality": "Bristol", "postalCode": "BS1 1AB", "addressCountry": "GB" }, "serviceArea": [ "Bristol", "Bath", "Weston-super-Mare", "South Gloucestershire" ], "priceRange": "££", "sameAs": [ "https://www.trustmark.org.uk/consumer/search?q=yourcompany", "https://your-facebook.com" ], "knowsAbout": [ "flat roof repairs", "pitched roof repairs", "slate roof repairs", "emergency roof repairs", "guttering", "chimney pointing" ] }

Best practice

Include your TrustMark or NFRC membership details in the schema if you have them—these build enormous trust with both Google and customers searching for qualified, certified roofers. Customers want to know you're properly qualified.

5Target Emergency + Location Keywords

Roofers are inherently local. A customer in London searching "emergency roofer" gets London results; one in Edinburgh gets different results. You need emergency keywords and location keywords throughout your website so Google knows where you operate and how quickly you respond.

Emergency searches have extremely high intent—homeowners are actively looking to hire right now. Without emergency keywords, you miss these lucrative, urgent jobs. With them, you appear when someone Googles "roofer near me" or "emergency roof repair now".

How to add these keywords:

  • Create a service area page listing all towns and postcodes you cover (e.g., "/roofer-bristol/", "/emergency-roofer-manchester/")
  • Write unique 200–300 word descriptions for 3–5 of your biggest towns, mentioning roofing services you offer in that area
  • In page titles, include emergency terms: "Emergency Roofer in Bristol | 24-Hour Response" or "Roof Repair in Manchester | Same-Day Service"
  • Add your service postcodes to your Google Business Profile
  • In website copy, naturally mention: "We're available for emergency roof repairs 24/7 across Bristol, Bath, and South Gloucestershire. Call now for same-day cover."
  • Target keywords: "emergency roofer [town]", "roof repair [area]", "roofer near me", "flat roof specialist [town]", "guttering repair [area]", "emergency roof leak repair", "roof damage after storm"
Content idea

Write a short blog post: "What to Do If You Spot a Roof Leak During Winter" or "Storm-Proof Your Roof: A Bristol Homeowner's Guide" or "How to Get a Slate Roof Repair in Manchester". Include your location, link to your service pages, and answer real customer questions. These get found by panicked homeowners searching for roofing help.

6Gather Reviews Urgently

Reviews are Google's trust signal. A roofer with 80 five-star reviews will consistently rank above one with 5 reviews, regardless of other factors. Google's algorithm interprets reviews as proof that you deliver what you promise.

For roofing work—where customers' homes are involved and stakes are high—reviews are absolutely everything. Customers want to see that others have trusted you with their roofs and are satisfied. A roof leak happens in a storm; the decision to hire you happens fast. You need reviews at that moment.

How to get more reviews:

  • After completing a roof job, text or email the customer within 24 hours while their relief is fresh—include a link to your Google Business Profile review request (use Google's built-in review request link in your GBP dashboard)
  • Ask verbally on site: "If we've done a great job, we'd really appreciate a quick Google review"
  • Make it easy—put a QR code on your invoice linking directly to your reviews page
  • Respond to every review (thank positive reviewers, professionally address negative ones)
  • Aim for 1 review per 3 completed jobs over 6 months
  • Monitor your Checkatrade, Rated People, and Trustpilot scores—consistency across platforms matters
Important

Never offer discounts or payments for reviews. Google will detect this and may suspend your GBP. Asking for reviews is fine; incentivising them is against Google's rules and will harm you more than help. Get genuine reviews by doing excellent work and asking promptly.

7Create Separate Pages for Each Roofing Service

Roofers offer multiple, very different services. A flat roof repair customer is searching for different things than someone needing emergency leak repairs or a full re-roof. If you lump everything on one homepage, you rank nowhere. Separate pages let each service rank independently for its own keywords.

Creating dedicated service pages is one of the highest-impact SEO moves you can make as a roofer. Each page can rank for different searches, capturing customers searching for specific types of roof work in your area.

Service pages to create:

  • Flat Roof Repairs & Replacement: Target "flat roof repair [town]", "EPDM roof", "GRP roof", "fibreglass flat roof"
  • Pitched Roof Repairs: Target "slate roof repair", "tile roof repair", "asphalt shingles", "re-roofing cost"
  • Emergency Roof Repairs: Target "emergency roofer near me", "roof leak urgent", "water damage", "same-day roof repair"
  • Guttering & Downpipes: Target "gutter cleaning", "gutter repair", "gutter replacement", "guttering near me"
  • Chimney Pointing & Flashing: Target "chimney pointing", "flashing repair", "chimney maintenance", "lead flashing"
  • Roof Inspections & Surveys: Target "roof survey cost", "roof inspection", "structural survey", "EICR for roofers"

Each page should include:

  • A clear, keyword-rich title and heading
  • 200–400 words describing the service, what you offer, and common problems customers face
  • Before/after photos specific to that service
  • Location keywords: "We repair flat roofs across Bristol, Bath, and South Gloucestershire"
  • A clear call-to-action: "Get a free quote for your [service type] — call 01234 567890 or request a callback"
  • Links to other relevant service pages and your service area pages
Result

A roofer with 5–6 well-optimised service pages can rank for 20+ different search queries, compared to one with just a homepage ranking for 2–3. You'll capture customers searching for specific problems you solve, in specific locations you serve.