You do good work. You've got happy customers. But when a homeowner nearby searches for a roofer, your name doesn't come up. Here is why, and what fixes it.
By Kevin Potter · Potter Gold Digital
Every month, thousands of homeowners in your area type "roofer near me" into Google.
They are not browsing.
They have a problem, a leak, a missing tile, a flat roof that needs replacing, and they need someone today.
Three names come up. They call one of them.
If it is not you, you never even knew the job existed.
Most roofers who are invisible online have the same three problems.
Their website has not been updated in years.
Their Google Business Profile is incomplete or unverified.
Their site does not mention the specific towns they cover.
Google ranks local businesses based on relevance, proximity, and trust.
If your website says "roofing services" with no location and no recent activity, Google has no reason to show it to anyone.
Google sends a crawler to read your website and decide what it is about.
If your site is slow, heavy, or poorly structured, Google struggles to read it properly.
The content it can't read doesn't get indexed.
Content that isn't indexed doesn't rank.
The fix is a clean, fast website that loads quickly and clearly states your trade and your area on every page.
Not buried in a footer.
Not hidden behind a fancy slider.
Right at the top, in plain language: what you do, where you do it, and how to contact you.
The three businesses that appear in the Maps section, the local pack, are there because their Google Business Profile is set up correctly.
That means a verified address, the right trade categories, a proper description, real photos of your work, and recent reviews.
44% of all clicks go to the number one position in the local pack.
Positions two and three share most of what is left.
If you are not in the top three, you are effectively invisible to most customers searching locally.
Google rewards businesses that stay active online.
A website that hasn't changed in two years looks like a business that might not be trading.
Publishing one new piece of content a month, a guide to spotting roof damage, advice on flat roof maintenance, a case study of a recent job, tells Google your business is active and relevant.
It also puts you in front of homeowners who are researching before they have an urgent problem.
That is the customer who calls you for the quote, not the emergency at 6pm on a Friday.
When Google shows your business in search results, it picks an image.
If that image is a logo on a white background, fewer people click.
If it is a clear photo of a finished roof job, tiles laid properly, guttering clean, site tidy, more people click.
More clicks means Google shows you more often.
Take photos on every job. Upload them to your Google Business Profile and your website.
Real work photos are one of the fastest ways to improve how often you appear.
Set up and verify your Google Business Profile, make sure your website mentions the towns you cover, collect regular reviews, and keep both your site and profile active with recent content and photos.
It depends on your area. Look at who is currently in positions one, two and three for "roofer near me" in your town and count their reviews. That is your target. In most UK towns, 30 to 50 recent reviews will put you in contention for the top three.
Yes. Google favours websites with recent activity. A monthly update, a new job case study, a seasonal guide, a FAQ about a common roofing problem, keeps your site active and relevant in Google's eyes.
The local pack is the section of Google search results that shows three local businesses on a map. It appears for most trade searches. Getting into the top three is the single biggest thing you can do to increase inbound calls from new customers.
We get roofers into the Google local pack.
Free website, Google Business Profile setup, and local SEO, all included from £299/month.
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