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The PPC.io Roofing Swipe File

8 Best Roofing Landing Page Examples, From 97 We Captured

Every page here was running live Google Ads

We grabbed 97 roofing pages that were running live Google Ads and read every one. These eight are the ones worth your time. Everything we found is here, free.

Start with number one
We pulled all eight of them apart for you, so you get 21 lines you can steal and a checklist to run against your own page.
A note from Stewart
Stewart Dunlop

Roofing clicks cost $50-150 each and half the people clicking just had a storm rip shingles off their house. They're stressed, they're arguing with an insurer, and they want someone who'll still be around when the warranty matters. On a roofing page, proving you're trustworthy does most of the selling for you.

Stewart Dunlop · PPC.io
01
97
pages captured from live ads
02
8
winners analyzed in full
03
21
lines you can copy off this page

How we built this. We found the pages roofing companies were running behind live Google Ads. We saved each one in full, desktop and mobile, plus the ad that sent us there. Then we read all 97 properly, going through the headlines, the forms and the offers, and eight of them earned a spot here. The method is the one inside our app postclick: give it your page and it does this to yours.

See what's working
All eight pulled apart line by line
Build a new one
The page we'd build from all eight
Score your own page
13 checks, counted from the file
Take the copy
21 lines you can steal
The Winners

Eight pages worth stealing from

Every page is named and linked, so you can go and look at it yourself. We'll show you what to copy, what to rewrite and what to fix first. They're in the order that teaches you the most. We don't have anyone's conversion data, and neither does anybody else outside these companies.

Know what you need? Skip ahead
Storm and insurance work Commercial roofs Repair work The shortest form One-field entry
01
#1 skymarkroofing.com
Form + phone entry 7-field form Free roof analysis offer Phone in the first screen
G roofing company california
Sponsored
skymarkroofing.com
Roof Repair & Replacement | Quality You Can Trust
Fast turnaround, great communication and clean jobsites. Get started today.
The real ad we caught this page running
skymarkroofing.com/services/roof-coatings
Skymark Roofing full landing page
Open the live page ↗
The overview

Skymark is the most reviewed roofer in the file, 1,400 of them, and their headline rewrites its ending nine times to match whatever the visitor searched for. The catch sits lower down: a seven-field form.

The bit that works
"Roofing That Outperforms the Storm / Florida Weather / the Competition" +6 more

The headline cycles through nine different endings, covering storm damage, how long the roof lasts and how they compare, so whatever you're worried about you see it.

Steal these
  • +
    The review band reviewshard to earn
    1400+ ★★★★★ Reviews and Counting

    They put 1,400 reviews under the form instead of under the headline. Your review count is the first thing a nervous homeowner checks, so move yours up above the fields, where it settles the argument before anyone starts typing.

  • +
    The dual CTA makes it easiereasy
    START MY ROOF ANALYSIS CALL US NOW

    If you've got water coming in you want to phone someone, and if you're comparing quotes you'd rather type. Skymark lets you do either.

  • +
    The no-pressure offer line answers a worryeasy
    Start with a free, no-pressure roof analysis. We'll guide you from there.

    Call it an analysis and you sound like a service, but call it an estimate and you sound like a salesman coming round.

The rewrite
Their line
Trusted by Homeowners, Businesses, and Builders across Central Florida for quality craftsmanship and long-term protection.
You could paste that sentence onto any roofing page in America and nobody would notice. It names no customer, no place and no number.
Try instead
"1,400+ Central Florida homeowners chose Skymark after the storm. Here's why they're glad they did."
What's broken
  • ✕
    The form asks for 7 fields Fix first

    Cut yours down to four and ask for first name, phone, city and message, because everything else can wait until you ring them back.

  • ✕
    License number stuck in the footer

    For a Florida roofer it's the biggest question you leave hanging. One line under your button fixes it.

  • ✕
    No warranty terms

    They promise "ongoing support, warranty guidance" in step four and leave the rest in a closed FAQ. Name your workmanship warranty and say how many years it runs.

Lines worth keeping
Code-first Installation Standards Free Inspection → Expert Assessment → Professional Installation → Lifetime Support
Does the page answer the buyer's real questions?
✓Do they serve my area? Florida map with pins and a named city list.
~Will they rip me off? 1,400 reviews and manufacturer logos help, and the license number is there but sat in the footer.
~Will insurance cover this? A Financing & Insurance section exists, but no claims-help promise.
~How long will it take? The 4-step process names the stages but no timeline.
✕What if they damage my property? "Licensed, insured crews" is claimed twice, with no bonding and no cover amount.
✕What happens after the job? No warranty terms on the page.
Worth testing
  • Cut the form to name, phone, city and message. Run it a fortnight and count the submissions. Lead quality takes a month to read, so do not judge it on that yet.
  • CCC 1331404 should sit under the button, not in the footer. It takes ten minutes to move and it is the answer a Florida homeowner goes looking for.
Who this page is for

Built for: Central Florida homeowners with storm damage or an aging roof, ready to talk. Who bounces: anyone who clicked expecting the specific service in the URL. This is a homepage doing landing-page duty.

02
#2 capstoneroofing.biz
Form-first 6-field form Free inspection offer No phone in the first screen
G contractor in california
Sponsored
capstoneroofing.biz
North Bay's Best Contractor | Family-Owned, Local Roofers
Protect Your Home With Expert Roofing From Capstone Roofing. Get A Free Estimate
The real ad we caught this page running
capstoneroofing.biz/residential-roofing-lp
Capstone Roofing full landing page
Open the live page ↗
The overview

Capstone stacks four ratings in one blue strip under the form: Yelp 4.8, Google 5.0, BBB A+ and a Best of Sonoma County badge. A stranger sees all of it without scrolling.

The bit that works
"Spring in North Bay brings rain, wind, and hidden roof damage"

The first line names your problem, in your season, where you live. Most roofing pages open with the company name.

Steal these
  • +
    The triple review strip reviewseasy
    4.8 Yelp · 5.0 Google · A+ BBB

    Three platforms with real numbers in one strip, because anyone can pad their reviews in one place but nobody manages it in three.

  • +
    The one-day promise answers a worryeasy
    most projects finished in a single day

    It answers how long the job takes before you ask. Your competitors bury that, or never say it.

  • +
    The year anchor proof you can checkeasy
    Trusted Locally Since 1989

    A year beats "decades of experience" because you can check it. It also tells you they'll be around when the warranty matters.

The rewrite
Their line
Ask About Our Available Discounts!
"Available discounts" is a placeholder. It signals uncertainty, and it gives nobody a reason to call.
Try instead
"Save Up to $500 on Your Spring Roof Replacement. Ask Us How."
What's broken
  • ✕
    License number buried in the footer Fix first

    CSLB#629383 sits in the small print at the very bottom, so put it and "Licensed, Insured & Bonded" under the button instead, because in California people really do go and look it up.

  • ✕
    The form vanishes on mobile

    On a phone you get the headline and some copy, but no form. You have to scroll before you can do anything.

  • ✕
    No insurance-claim help

    Storm damage gets one line in the hero and then nothing after it. Insurance claims never come up at all. Half the people clicking a roofing ad are mid-claim with an adjuster, and Capstone has nothing to say to them.

Lines worth keeping
More than half of our roofers have been with Capstone Roofing Inc. for over 15 years. Our Diamond Certified team uses GAF-backed materials
Does the page answer the buyer's real questions?
✓How long will it take? "Most projects finished in a single day," stated in the hero.
~Will they rip me off? Three review platforms in the first screen, and the CSLB number is only in the footer.
~Do they serve my area? "North Bay" in the H1, "Sonoma, Marin, Napa & Beyond" further down.
~What about the warranty? The FAQ gives you 5 years on workmanship and 50 on GAF materials, but you have to scroll to the bottom to find it.
✕Will insurance cover this? Not mentioned anywhere.
✕What if they damage my property? No bonded or liability language.
Worth testing
  • Move "Licensed, Insured & Bonded, CSLB#629383" out of the footer and under the button. In California people really do go and look it up.
  • Swap "Book Your Inspection" for "Get My Free Roof Inspection". The word free is doing the work, so change one button and leave everything else alone.
Who this page is for

Built for: North Bay homeowners with aging shingle roofs weighing a full replacement. Who bounces: anyone needing an emergency patch. The page is scoped entirely to replacement.

03
#3 steadfastroofingfl.com
Form-first 5-field form Roof visualizer tool Phone in the first screen
G roofing companies in florida
Sponsored
steadfastroofingfl.com
1 Roof Inspection Riverview FL Company
Award-winning roofing company, trusted by homeowners in the Tampa Bay area. Learn more!
The real ad we caught this page running
steadfastroofingfl.com/roofing/riverview/roof-inspection
Steadfast Roofing full landing page
Open the live page ↗
The overview

Steadfast sells roof inspections in one Florida town, and their page opens with the owner's photo and his signature. The other seven winners are a logo and a phone number. There is also a roof visualiser you can try before anyone asks your name.

The bit that works
"Jon Starry / Owner & CEO" with a handwritten signature

The owner is named, photographed, and signs the page. When you're worried about being ripped off, seeing a face settles it before the selling starts.

Steal these
  • +
    The visualizer makes it easiermedium
    See Your New Roof Before Installation with Our Roof Visualizer

    You get to play with it before anyone asks for your name, and you should let your customers do the same.

  • +
    The named process answers a worryeasy
    Say "Hello" / Sign / Sealed / Delivered

    Four friendly step names like these make picking up the phone feel safe instead of scary for your customer.

  • +
    The town name in the ad itself proof you can checkeasy
    1 Roof Inspection Riverview FL Company

    The line is off their Google ad rather than the page, and it names the exact town, so somebody knows before they even click that you cover the street they live on.

The rewrite
Their line
Get Your Project Started
It's a button that tells you nothing about what you get, whether it costs anything, or what happens next.
Try instead
"Book Your FREE Roof Inspection. Riverview FL. No Obligation. Results Same Day."
What's broken
  • ✕
    The free inspection is named right at the bottom Fix first

    The ad promises an inspection and the hero just says "Get Your Project Started", so you have to scroll most of the page before "schedule a free inspection" turns up. Say the offer out loud, in the first screen.

  • ✕
    Ratings with nothing behind them

    Google, Facebook and Yelp all show 5.0, but not one of them says how many reviews that is. "5.0 from 214 reviews" beats a bare 5.0 every time.

  • ✕
    No response-time promise

    Nothing tells you how fast they turn up. If someone's got a leak, "on site within 48 hours" is what gets you the call.

Lines worth keeping
Prompt, professional and genuine. I highly recommend. Local, Family-Owned Commitment to Quality
Does the page answer the buyer's real questions?
✓Do they serve my area? Riverview is in the badge, the URL and the copy.
~What do customers say? One named Google review in the first screen. No volume.
~Can they help with my claim? Storm damage is a form option. No claims promise.
✕How much will it cost? No price and no range, and the free inspection is only named near the bottom.
~Are they licensed? License CCC1334242 is on the page, right down in the footer.
✕How fast can they come? No timeline anywhere.
Worth testing
  • Say "free inspection" in the first screen, the same words the ad used. Right now you have to scroll most of the page to find out it costs nothing.
  • Burt's quote needs a number beside it. One quote reads like one happy customer, and a rating with a count beside it reads like a business.
Who this page is for

Built for: Riverview homeowners booking an inspection: routine, pre-sale, or post-storm. Who bounces: emergency storm traffic looking for insurance help and a same-day callout.

04
#4 advancedroofing.com
Commercial 11-field form No phone in the first screen Occupied-building specialty
Capture: April 2026 · desktop + mobile, full page · no SERP ad in our capture for this page
advancedroofing.com/commercial-roofing-contractor-florida-lp-c
Advanced Roofing full landing page
Open the live page ↗
The overview

Advanced has forty years behind it, a national magazine ranking they name so you can check it, and Chase and the University of Miami on the client wall. The miss is at the sharp end: no phone number, and an eleven-field form.

The bit that works
"#1 Commercial Roofing Contractor in FL (#16 in the Nation)" · Roofing Contractor Magazine

Every roofer says they're number one, but this one tells you who ranked them so you can go and check for yourself.

Steal these
  • +
    Numbers instead of adjectives proof you can checkmedium
    250 Re-Roofing Projects Completed

    A satisfaction figure and a solar figure sit next to it. Count your own finished jobs and print the number, because "experienced" is a word and 250 is a fact.

  • +
    The occupied-building angle answers a worryeasy
    Professional Roofing Services For Occupied Buildings

    What your property manager actually worries about is turfing out tenants, so say that and the job's yours.

  • +
    The client logo wall names you knowhard to earn

    Chase, Simon, FAU and the University of Miami. If you're buying commercial, those logos do more than any paragraph.

The rewrite
Their line
Get a Qoute
The primary CTA has a typo, on a page asking for a five-figure commercial contract.
Try instead
"Get My Free Commercial Roof Assessment"
What's broken
  • ✕
    No phone number in the first screen Fix first

    A property manager with a leaking roof won't sit and fill in eleven fields, so put your number and a response time at the top.

  • ✕
    "How did you hear about us?"

    "How did you hear about us?" is your reporting problem and not your customer's. The UTMs on the click already hold the answer, no field needed.

  • ✕
    The form disappears on mobile

    The hero photo shoves your only form below the fold, and there's no number to ring instead.

Lines worth keeping
Your investment in your roof now is your safety and savings 20 years from now.
Does the page answer the buyer's real questions?
~What do customers say? Three named Google reviews low on the page. No rating summary up top.
~What materials do they use? "Premium materials" claimed, none named.
~Do they serve my area? "Florida," with no city list or service map.
✕How much will it cost? "Get your free Project Quote now" sits above the form, but there's no price range anywhere.
✕Are they licensed? No FL license number on the page.
✕How fast can they come? No emergency or response-time language at all.
Worth testing
  • A property manager with water coming through a ceiling is going to ring somebody, and right now it will not be you. Your number belongs in the first screen, next to a "Free Assessment" button.
  • Cut the form to four: name, phone, email, project type. Your sales rep gets the rest on the call, which is where they were always going to get it.
Who this page is for

Built for: Florida property managers and building owners planning re-roofs of occupied buildings. Who bounces: homeowners, and anyone with an emergency leak. There's no fast path here.

05
#5 shakeguys.com
Repair-first 5-field form 17-point inspection offer Phone in the first screen
Capture: April 2026 · desktop + mobile, full page · no SERP ad in our capture for this page
shakeguys.com/roofing-illinois-lp
Shake Guys full landing page
Open the live page ↗
The overview

Shake Guys open by saying most roofs do not need replacing, which no other roofer here dares to put first. Their free offer is a 17-point inspection with a photo report instead of an estimate. Their footer still carries the developer's placeholder license number.

The bit that works
"Most roofs don't need a full replacement—just the right repairs at the right time."

Your customer is afraid of being talked into a $20,000 replacement they don't need. This page says so in its first sentence, before it asks for anything.

Steal these
  • +
    Say what the free thing is answers a worryeasy
    Free 17-Point Inspection + Photo Report

    Everyone else offers you a free estimate, which means a salesman in your driveway, but a 17-point inspection with photos is something you'd actually book.

  • +
    The symptom list proof you can checkeasy
    Stops Leaks, Rot, Cupping & Curling Early

    If you've looked at your own roof, you know what cupping and curling are. Name those symptoms on your own page and you'll sound like someone who has actually been up on a roof.

  • +
    Reviews at the form reviewseasy
    250+ 5-Star Google Reviews

    The review count sits right above the form fields, which is the exact moment your customer stops and wonders whether to bother.

The rewrite
Their line
Get Started
They spend the whole page promising a repair instead of a replacement, and then the button says "Get Started". Started at what.
Try instead
"Book My Free 17-Point Inspection"
What's broken
  • ✕
    The license number is still the developer's placeholder Fix first

    Their footer reads "Licence #1234567", their spelling and all, which is the dummy number a developer types before anyone fills the real one in, and it's been live on a page buying clicks. Go and read your own footer today, then put "Licensed and Insured in Illinois" with your real number under the review strip.

  • ✕
    No timeline promise

    Nothing on the page tells you when the inspection actually happens, and a line like "within 48 hours" would sort that.

  • ✕
    No warranty language

    If you're selling repairs you need a guarantee even more than on a replacement. One sentence does it.

Lines worth keeping
Everything from Cedar to Composite & Shingles — Built to Last Stops Leaks, Rot, Cupping & Curling Early
Does the page answer the buyer's real questions?
~Will they rip me off? 250+ reviews help and the repair-first framing helps more, but the only license number on the page is a placeholder.
~Do they serve my area? "Serving Chicago and the surrounding areas," at the bottom.
~Insurance claim help? Storm damage is in the form dropdown. Nothing more.
✕How long will it take? No timeline for the visit or the work.
✕What about the warranty? Not mentioned.
✕Property damage cover? No insured or bonded language.
Worth testing
  • Replace #1234567 with your real license number, under the review strip. Do this one before you test anything, because a fake license number costs you the customers who checked.
  • The offer belongs on the button: "Book My Free 17-Point Inspection". They already wrote that line further up the page and then kept it away from the one thing people click.
Who this page is for

Built for: Chicago-suburb homeowners with a known roof concern: a leak, visible damage, or pre-winter worry. Who bounces: anyone outside the service area, and pure researchers with no symptom yet.

06
#6 tadlockroofing.com
Call + form No form on the page Financing CTA Phone in the first screen
Capture: April 2026 · desktop + mobile, full page · no SERP ad in our capture for this page
tadlockroofing.com/roofing/roof-replacement
Tadlock Roofing full landing page
Open the live page ↗
The overview

Tadlock writes out all six steps of the job, from the first call to the follow-up after the crew leaves, and says 'Explore Payment Plans' out loud. What the page never shows is a form.

The bit that works
"Initial Contact → Prompt Scheduling → Meet Your Roofing Consultant → Receive Your Free Estimate → Begin Work → Completion and Follow-up"

Most people don't fill in the form because they don't know what happens after they call. Name every step and they can see the whole thing before they commit to any of it.

Steal these
  • +
    Phone first, everything else second makes it easiereasy

    The number is in the header, in the copy and in the process steps, so somebody with a leak can ring you without filling anything in at all.

  • +
    The financing CTA answers a worrymedium
    Explore Payment Plans

    A new roof is a five-figure decision. Mention payment plans on your page and you'll keep hold of the customers who can't afford the job this year.

  • +
    The material grid easy to findeasy
    Tailored Roofing Options for Florida's Homes

    Tile, metal, shingle, flat and coated roofs all get their own section, so if you know what's on your house you'll find it in a heading.

The rewrite
Their line
Comprehensive Roofing Solutions for Every Need
A heading that fits any service business in any industry. It says nothing about roofs or Florida.
Try instead
"From Tile to Metal to Flat Roofs: Tadlock Replaces Every Florida Roof Type"
What's broken
  • ✕
    No review proof in the first screen Fix first

    They've got "America's Top 100 Roofing Contractor" up in the header, but there's no star rating or review count anywhere near the point where you actually decide. Put a trust strip under your headline.

  • ✕
    The license line is the smallest text up there

    LIC. CCC1336800 sits under the logo, which is further than anyone else goes, but it's set so small you have to hunt for it. Florida homeowners are told to check their contractor, so make that line easy to read.

  • ✕
    There's no lead form on the page at all Fix first

    The only box on here signs you up to a newsletter, and every "Free Estimate" button sends you off to another page to start again. Put the form on the page you're paying to send people to.

Lines worth keeping
Flexible Financing. No Stress. When It's Time to Replace Your Roof: Signs You Shouldn't Ignore
Does the page answer the buyer's real questions?
~Will they rip me off? "America's Top 100 Roofing Contractor" in the header and a "Meet The Entire Team" link, but no reviews up top.
~Insurance help? "Potential Insurance Savings" heading exists. Thin on detail.
✓How long will it take? "Most appointments are set within 24 hours", inside the six-step process.
~Do they serve my area? "Serving Florida." No city list.
~What about the warranty? A lifetime workmanship warranty is named further down, though not near either button.
✕Property damage cover? No bonding or insurance language.
Worth testing
  • Add a star rating and a review count under the headline, before you change anything else. It is ten minutes of work and nothing in the first screen does that job today.
  • Test a headline about what the homeowner gets against "Roof Replacement in Florida". The current one describes the service, and everyone else in the auction describes the same service.
Who this page is for

Built for: Florida homeowners comparing replacement contractors, wary of storm-chasers. Who bounces: visitors expecting a price, a city-specific page, or claims help.

07
#7 thompsoncreek.com
Zip-first entry One zip field Price-estimate offer Phone hidden on mobile
Capture: April 2026 · desktop + mobile, full page · no SERP ad in our capture for this page
thompsoncreek.com/roofing
Thompson Creek full landing page
Open the live page ↗
The overview

Thompson Creek's first step is one box and five digits: a zip code and a button that says 'Get My Price Estimate'. They ask twice on the page and never once mention a review count.

The bit that works
"Enter your zip code to begin your request: GET MY PRICE ESTIMATE"

A zip code is the least personal thing you can ask for. It starts the form, tells them you cover their area, and commits them to nothing.

Steal these
  • +
    The zip-first entry makes it easiermedium

    You type five digits, then the real form appears. Ask for the smallest thing first and people carry on, because once someone has started they finish.

  • +
    The shingle color gallery easy to findmedium

    GAF swatches you can browse. Once you're picking a colour, you're already imagining the roof on your house.

  • +
    The warranty pairing answers a worryeasy
    Locally Crafted, Warranty Guaranteed

    That's four words doing two jobs at once, telling you they're local and that you're covered if it goes wrong.

The rewrite
Their line
Aside from protecting you and your family from the elements, your roof plays a critical role in properly circulating the air you breathe...
They open a page they paid for by explaining what a roof is for. The visitor already knows. They clicked because theirs is broken.
Try instead
"Your roof is the most expensive part of your home to get wrong. Get your free estimate today."
What's broken
  • ✕
    No review proof anywhere that counts Fix first

    One testimonial with five stars on it, and no review count anywhere on the page. On a company this size that reads as an answer rather than an oversight. Print your number instead, even if it is 40.

  • ✕
    The phone number is grey on black, at the far end of a utility bar

    Their number is a normal size, bigger than the navigation under it. It's the contrast that hides it: mid grey on near black, parked right of three utility links in the strip above the logo. Asking for a zip code first works fine if you're planning ahead, but if your roof is leaking right now you want that number to be the thing you see.

  • ✕
    It reads like head office, and you want it to read like a crew

    It reads like a national website. You want it to read like the crew who'll turn up at your house: a photo of your team, and your service area by name.

Lines worth keeping
Home Improvement Made Easy
Does the page answer the buyer's real questions?
~Will they rip me off? One named testimonial with stars. A warranty section. No volume proof.
~What about the warranty? They link to the "No-Hassle Warranty and Buyer Protection Guarantee" but never explain what's in it.
~Do they serve my area? The zip gate answers it implicitly.
~How long will it take? A three-step process section, no timeline.
✕Insurance claim help? Never mentioned. A real gap for storm traffic.
Worth testing
  • One testimonial with five stars on it tells a homeowner nothing about how many roofs you have actually done. Your review count and rating go in the first screen.
  • Keep the zip box and add a phone number beside it, big enough to read. The zip works fine for someone planning ahead, and it is useless to someone standing under a leak.
Who this page is for

Built for: Mid-Atlantic homeowners who already decided to replace and want a price. Who bounces: storm-damage visitors needing claims help and a same-day call.

08
#8 dryhome.com
Storm claims 14-field form Carriers named No CTA in the first screen
Capture: April 2026 · desktop + mobile, full page · no SERP ad in our capture for this page
dryhome.com/roofing
DryHome full landing page
Open the live page ↗
The overview

DryHome names the insurers, USAA, State Farm and Amica, and no other page in the 97 names a single carrier. The top of the page spends that advantage on a headline over a storm photo with no button, no form and no reviews.

The bit that works
"We Specialize in Restoration Claims to Repair Storm Damage" · preferred contractor with USAA, State Farm and Amica

If your customer is claiming on storm damage they need to know their insurer will accept you, and naming USAA, State Farm and Amica settles that. No other page in the 97 does it.

Steal these
  • +
    The carrier list answers a worryeasy

    If you work with insurers, name them. Naming them is the cheapest way for you to stand out in the storm market.

  • +
    The manufacturer badge row names you knoweasy
    CertainTeed · GAF · TAMKO · Owens Corning

    You already recognise all four brands, so the badge row answers what's actually going on your roof before anyone has to ask.

  • +
    Four answers in one sentence proof you can checkeasy
    fully licensed, bonded, and insured... serving Northern Virginia since 1988

    One line of body copy gives you licensed, bonded, insured and the year they started, which is four answers for the price of a sentence.

The rewrite
Their line
Top Roofing Contractor in Northern VA
Every roofer in Virginia could run that headline. The insurance story underneath it is the one thing nobody else here has, and the headline says nothing about it.
Try instead
"Northern VA's Storm Damage Specialists Since 1988. Preferred by USAA, State Farm & Amica."
What's broken
  • ✕
    No CTA button in the first screen Fix first

    The top of their page is just a headline over a storm photo. Put a one-field inspection request in that spot on yours.

  • ✕
    Mobile hides the phone

    On a phone their number vanishes into the burger menu, and storm traffic is phone traffic, so keep your call button where a thumb can reach it.

  • ✕
    Zero reviews on the page

    The footer is stacked with award badges, but there's not a single star, review count or testimonial anywhere, and they even ask you to write in for references. Put your reviews on the page instead.

Lines worth keeping
We work with all insurance companies No Job Too Small
Does the page answer the buyer's real questions?
✓Insurance claim help? A dedicated section with named carriers. Best in the file.
✓Do they serve my area? Counties and towns listed by name.
~Are they licensed? "Licensed, bonded, and insured" in copy. No number to verify.
~How much will it cost? A free inspection exists, further down the page.
✕What do customers say? No reviews, ratings or testimonials at all.
✕How fast can they come? No scheduling or response language.
Worth testing
  • Put a name box, a phone box and a button in the first screen, with "Book My Free Inspection" on the button. There is nothing to click up there at all right now.
  • There are no reviews anywhere on this page, and that is a bigger hole than any sentence on it. A Google rating strip near the top comes before you touch a word of the copy.
Who this page is for

Built for: Northern Virginia homeowners with storm damage and an insurance claim to file. Who bounces: mobile visitors who want to call now, and anyone who wants to read a review before they trust a contractor.

✦
We could not leave these two out

Two wildcards

Neither of these made the top eight, but both do something worth borrowing anyway.

skymarkroofing.com/roof-repair
Skymark roof repair page
Wildcard
skymarkroofing.com/roof-repair

Same company as winner #1, different page, and the same four-step graphic on both, running from free inspection to "Lifetime Support". Skymark draws that story on every page it buys clicks for, so the question about what happens after the crew leaves gets answered inside the picture. Draw yours once and reuse it. Ad we caught: "Shingle, Metal & Flat Roofing | Free Roof Inspection Today" on roofing services in texas (210 searches/mo).

homegeniusexteriors.com/deals/roof-replacement-chicago-il
Home Genius Exteriors Chicago roof replacement page
Wildcard
homegeniusexteriors.com

Three numbers in one band: "47,500 Jobs Completed · A+ BBB Rating · 10,500+ Excellent Reviews". How many roofs they have done, what the BBB thinks, and how many people wrote in. Copy all three onto one line. Any one of them on its own leaves the other two questions open.

✦
All eight in one table

Compare the eight

Here are all eight side by side, so you can find the one closest to the traffic you're buying.

PageEntry pathForm fieldsOfferPhone in first screenStandout move
#1SkymarkForm + call7Free roof analysisYesRotating H1, 1,400+ reviews
#2CapstoneForm6Free inspectionNoTriple-platform review strip
#3SteadfastForm5Free inspection, named lateYesOwner signature + visualizer
#4Advanced RoofingForm only11Commercial quoteNoAwards + client logo wall
#5Shake GuysForm + call517-point inspection + reportYesRepair-first framing
#6TadlockCall, or leave the pageNoneFree estimateYes6-step named process
#7Thompson CreekZip code first1Price estimateYesOne-field entry, twice
#8DryHomeForm14Free inspectionYesNamed insurance carriers

Which one fits you? Read the keywords you are buying. If people find you after a storm or a leak, put a phone number in the first screen, because those visitors want to talk to somebody now and they will ring whoever answers. If you sell planned replacements, a short form or a single zip box does better. Thompson Creek asks for five digits, Tadlock has no form at all, and Advanced asks for 11 things before you have spoken to anyone. You paid for all three of those clicks the same.

✦
Take these to your copywriter

The copy bank

The best lines from all 97 pages, sorted by the job they do. Every one is real, we tell you whose page it's from, and one click copies it.

Headlines & hooks
"Most roofs don't need a full replacement—just the right repairs at the right time."
shakeguys.com
"Fix Small Roof Issues Before They Get Expensive"
shakeguys.com
"Don't Let a Small Leak Turn into a Big Problem"
homegeniusexteriors.com
"ROOF REPLACEMENT ALTERNATIVE THAT WILL SAVE YOU THOUSANDS"
roofmaxx.com
"Warning: May Cause Roof Gawking"
owenscorning.com
Offers that name the deliverable
"Free 17-Point Inspection + Photo Report"
shakeguys.com
"Start with a free, no-pressure roof analysis. We'll guide you from there."
skymarkroofing.com
"Free Estimates & No Trip Charge. Same Day Service"
rotorooter.com
"Same-Day Quote, Remains Valid For One Year"
renewalbyandersen.com
"50% OFF MATERIALS · NO PAYMENTS UNTIL 2027 · 0% APR · ZERO DOWN"
homegeniusexteriors.com
Trust & risk reversal
"guaranteed not to clog, or we will clean your gutters for free"
leafguard.com
"Yes, we are fully licensed and insured in Florida. Our license number is #CCC1334242."
steadfastroofingfl.com · their quote page. The answer sits one click away from the page in winner #3, so the ads never reach it.
"We won't treat just any roof. Roof Maxx may not be the answer."
roofmaxx.com · the honest disqualifier
"When you do a job right every time, you don't mind providing a guarantee"
powerhrg.com
"More than half of our roofers have been with Capstone Roofing Inc. for over 15 years."
capstoneroofing.biz
"we'll fix it, no matter where you bought it"
searshomeservices.com
Before → after rewrites
Their lineGet a Qoute
Try instead"Get My Free Commercial Roof Assessment"
advancedroofing.com · our rewrite
Their lineGet Started
Try instead"Book My Free 17-Point Inspection"
shakeguys.com · our rewrite
Their lineAsk About Our Available Discounts!
Try instead"Save Up to $500 on Your Spring Roof Replacement. Ask Us How."
capstoneroofing.biz · our rewrite
Their lineDependable Roof Replacement Services
Try instead"40+ Years. The Same Crew You Called for Your Windows."
thompsoncreek.com · our rewrite
Their lineStress-free Process
Try instead"You'll know the scope, timeline, and total cost before we start. No surprise invoices."
skymarkroofing.com · our rewrite
✦
Patterns

What the winners share, and skip

We counted every number here off the screenshots rather than the page text. Start with the license row. Seven of the eight bury that answer somewhere you have to hunt for it, and moving yours takes ten minutes.

6 of 8
Phone in the first screen

Advanced and Capstone leave it out entirely. Thompson Creek prints one at a readable size and then greys it out on a black utility bar, which is the same problem arriving through contrast instead of size. If storm and leak searches are in your keywords, make yours the obvious one.

1 of 8
License number in the first screen

Only Tadlock puts theirs up top, tucked under the logo. Four more print one down in the footer, and Shake Guys never swapped out the developer's placeholder, so their live page still reads "Licence #1234567".

7 of 8
Free offer in the hero

Seven of the eight open with something free. Only Shake Guys says what you actually get, which is a 17-point inspection with photos. The rest just say free estimate.

6 of 8
Manufacturer names on the page

They print GAF, Owens Corning and CertainTeed. Only Tadlock and Advanced skip it. A homeowner knows those names even if they have never heard of you, and copying that costs you one row of logos.

1 to 14 fields
Form length

Four of the seven pages with a form ask for your street address before you have spoken to anybody. Your rep gets that on the call in five seconds, so it has no business being on the page.

4 examples
Ways a page burns the click

A 404 in the wrong language, a gate before the content, a brochure with nowhere to go. Every one had a live ad and a daily budget pointing at it. All four are below, with the screenshots.

✦
The blueprint

The page we would build tomorrow

Here is what to put on your own page, top to bottom. We took the best bit off each of the eight and then filled in what all eight of them missed. Every line came off a real page and we name which one.

your-domain.com/roof-replacement · top to bottom
01
A header that stays put Skymark, #1
CALL US NOW

Six of the eight put a phone number in the first screen, and Thompson Creek greys theirs down onto a black utility bar where it reads as furniture. Make yours the loudest thing in the header, and keep a way to call and a way to fill in a form visible the whole way down your page.

02
Open on what they are worried about Skymark, #1
Roofing That Outperforms the Storm / Florida Weather / the Competition

Change the end of your headline to match what your buyers actually worry about, whether that's storms, how long the roof lasts, or how you compare on price. Keep both buttons in this first screen.

03
★★★★★
Reviews right under the headline Capstone, #2
1400+ ★★★★★ Reviews and Counting 4.8 Yelp · 5.0 Google · A+ BBB

Capstone runs three ratings across the bottom of the first screen, so you see them before you reach the form. Skymark writes the better line and then buries it under a seven-field form. Take Skymark's words and put them where Capstone puts its strip. Show the count from one platform and the scores from three, because anyone can pad their reviews in one place and nobody manages it in three.

04
Say exactly what they get Shake Guys, #5
Free 17-Point Inspection + Photo Report

A numbered inspection with photos is something the homeowner keeps. A free estimate is a bloke turning up in a van. One of the eight does this, so nobody in your market has taken it yet.

05
The license line everybody buries Steadfast, #3
Yes, we are fully licensed and insured in Florida. Our license number is #CCC1334242.

Five of the eight print a real license number and only Tadlock puts it in the first screen. Shake Guys never replaced the developer's placeholder, so their live page still says "Licence #1234567". Move yours up next to the button, where somebody deciding whether to trust you is actually looking.

06
Name every step of the job Tadlock + Steadfast
Say "Hello" / Sign / Sealed / Delivered

People hesitate because they don't know what happens after they call. Write out every step and finish on the follow-up. Tadlock runs six steps and Steadfast gives them friendly names, and you only need one of those two things to beat a page with neither.

07
An insurance section, if storms bring you traffic DryHome, #8
We Specialize in Restoration Claims to Repair Storm Damage

Name the insurers you work with. Four of the eight say they help with claims, but DryHome is the only one that names the carriers. Anyone making a storm claim wants to know their insurer will accept the contractor, and this answers it before they ask.

08
★★★★★
Four fields, with reviews right above them Shake Guys + the file's range
250+ 5-Star Google Reviews

These eight ask for anything from one field to fourteen. Four of them want a street address, so delete that one first. Keep first name, phone, city and message, and let your rep get the rest on the call. Put the review strip directly above the fields, because that is the spot where somebody stops and wonders whether to bother.

09
Manufacturer logos and a payment option DryHome + Tadlock
CertainTeed · GAF · TAMKO · Owens Corning Explore Payment Plans

Six of the eight print a manufacturer name a homeowner already recognises. That costs you one row of logos. Tadlock also puts payment plans on the page where most of these say nothing about money at all, which keeps the person who cannot afford a roof this year still reading.

✦
We had it drawn up

What that plan looks like as a page

Here's that same plan drawn up three ways. These three are mockups we had drawn from the blueprint above, on a made-up roofing company, so you can see the shape of it. Give postclick your own URL and it does this on your real page, then builds whichever one you pick.

Trust-first
your-roofing.co · trust-first concept
Trust-first roofing landing page concept

Reviews and the license number sit in the first screen, and the form asks for four things.

Storm response
your-roofing.co · storm-response concept
Storm response roofing landing page concept

This one opens on insurance claims for storm traffic, and the number stays on screen the whole way down.

Repair-first
your-roofing.co · repair-first concept
Repair-first roofing landing page concept

This one opens on what the homeowner gets, and the first thing it asks for is a zip code.

See yours redesigned
You keep whatever it builds.
Blurred on purpose

Four ways roofing pages burn money

All four of these were live when we found them, and we've kept the names out and blurred the logos because you don't need them to get the point.

Parked domain receiving ad clicks
01
The dead destination

This one is a parked for-sale domain, and it was taking paid roofing clicks when we found it. The ad was live, the budget was spending, and the destination was an ad for the domain itself.

The fix: click the destination on every one of your campaigns this week, on your desktop and then on your phone. The phone is where it usually breaks.

Italian-language 404 page
02
The wrong-language 404

US roofing clicks landing on "PAGINA NON TROVATA." The page is dead and the error isn't even in the searcher's language.

The fix: if you run international domains, check every geo-targeted campaign's landing URL separately.

Choice gate modal before content
03
The self-service gate

A manufacturer pays for the click, and the first thing the visitor sees is a box asking which kind of customer they are. Nothing else loads until they answer. The ad group already knew that, and the page asks them again anyway.

The fix: your ad group already knows what they wanted. Send them to the page that matches it and skip the quiz.

Brand education page as ad destination
04
The brochure sent to a paid click

A polished brand page was taking paid clicks with no form and no phone number anywhere on it. The product photography is beautiful and there's nowhere at all for the visitor to go.

The fix: open your page and say out loud what you want the visitor to do next. If you can't finish the sentence, don't buy clicks for it.

All four are pages we captured ourselves, and each screenshot above is the page as it served us. We print no total here on purpose. A count of dead pages needs every destination opened and its response recorded one at a time, and the capture log cannot tell a page that served an error apart from a page our own tool failed to reach.

✦
We are naming all three

Three pages we would switch off tomorrow

These three were buying roofing clicks when we captured them. We have named all three and linked them, so you can go and check we are being fair.

01 allstarpros.com Broken geo-templating
allstarpros.com/roofing/roof_replacement
allstarpros.com roofing landing page
G roofing companies medford oregon
Sponsored
allstarpros.com
We Only Work With The Best | Stop Searching - We Got It
Choose From Asphalt, Metal, Shake, And More.
The real ad we caught this page running

They bought "roofing companies medford oregon" and the page calls itself "Towcester's Roof Replacement Experts". Towcester is a town in England and the ads point at Oregon, so the geo-template is filling in a place nobody searched for. Look at the zip box while you are there: it is prompting NN12, which is a British postcode. There is no company name on the page, no photo of a crew and no license number, and a zip code is the only thing it ever asks you for.

The fix: load your own templated page with three different city parameters and read all three out loud. A geo-token that can print an English town on an Oregon search will do it on every city you buy.

02 allpropertymanagement.com Wrong category entirely
allpropertymanagement.com/plf
allpropertymanagement.com landing page

A box lands on top of the page before you can read it, asking "Are you looking for someone to manage your properties?" with a Yes and a No. This is a matching service selling property managers to landlords, and it turned up in a roofing ad pool. There is no roofing offer on it, no roofer, and nothing about a roof at all. Somebody who clicked a roofing ad gets asked a question about a business they are not in, and goes back.

The fix: this is what a broad match keyword and an automated asset do when nobody reads the output. Pull your search terms report for last month and read the destinations as well as the queries.

03 homeadvisor.com An article doing a landing page's job
homeadvisor.com/cost/roofing/install-a-roof
homeadvisor.com roof cost article

This one is a cost article, "How Much Does Roof Replacement Cost in 2025?", and it is taking paid clicks. The zip box and the "Request Project Quote" button are there in the first screen, so the mechanics are fine. What it sells is the problem. Somebody who searched for a roofer gets a national average, "$5,892 - $13,272", and no roofer: no company, no phone number, nobody who covers their street. It hands a buyer a price range and then asks them to start a form.

The fix: a price is a fine hook and a terrible answer. If you publish cost content and buy clicks for it, put a named local contractor next to the number, because that is the thing the searcher actually wanted.

✦
Do these this week

What we learned from 97 pages

  • 1

    Say what the free thing actually is. "Free 17-point inspection with a photo report" beats "free estimate", because one of those is a document and the other is a salesman in your driveway. One of these eight does it. Nobody in your market has taken it yet.

  • 2

    Read your own footer today, then move the license number up. Five of the eight print a real one and only Tadlock puts it where you can see it without hunting. Put yours next to the button. And read it properly while you are down there, because one of these eight is still running the developer's placeholder on a page buying clicks.

  • 3

    Cut your form to four fields. Name, phone, city, message. Start by deleting the address box, because four of the seven forms here ask for it and your rep gets it on the call anyway. If you only do one thing off this list, do this one.

  • 4

    Name the insurers, not just "we handle claims". Four of the eight say they help with claims. Only DryHome writes down which companies. Somebody filing a storm claim wants to know their insurer will accept you, so if storm words are in your keywords, put those names in the first screen.

  • 5

    Click your own ads before you change anything else. Take one campaign, open the destination on your desktop and then on your phone. We found a parked for-sale domain and a 404 in the wrong language, both taking live roofing clicks. It takes five minutes and it is the only item here that can be costing you every click.

✦
Your turn

Score your own roofing page

Every line here is something we counted off the screenshots. Open your own page in the next tab and tick what it already does. Most people stop at four.

Your page covers0 of 13
✓
Phone number in the first screen 6 of 8
✓
That number is the loudest thing in your header, not grey on a utility bar Skymark's move
✓
Your free offer says what they actually get Skymark's move
✓
Form asks 4 fields or fewer 1 of 7
✓
No street address field in the form 3 of 7
✓
License number up near your form, not in the footer 1 of 8
✓
Review count and rating right above your form Shake Guys' move
✓
More than one review platform shown Capstone's move
✓
You say you help with the insurance claim 4 of 8
✓
Insurance carriers named, not just "we handle claims" DryHome's move
✓
Manufacturer names on the page 6 of 8
✓
Every step written out, first call to follow-up Tadlock's move
✓
You clicked your own ad's destination this week Do it today
Tick these off as you go. You are chasing the first three you cannot tick. A perfect score is not the point.
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