The roofing landing page that converts at 14%: a tear-down
We rebuilt a Tampa roofer's landing page last June. Conversion went from 1.8% to 14.2%. Here's the exact structure and why each element earned its place.
We rebuilt the landing page for a Tampa roofing company last June. Before: 1.8% conversion. After: 14.2%. Same ad spend, same source traffic, 8x the leads.
Here’s the exact structure we used and why each element earned its place.
Above the fold
Headline (hero):
“Storm damage? We assess your roof in 24 hours. Estimate within the week.”
What it does: names the customer’s exact problem (storm damage), commits to a specific timeline (24 hours / 1 week), and skips marketing language.
What we cut: “Tampa’s premier roofing experts. Family-owned since 1998. We do residential, commercial, and storm-damage roofing.” All true. None of it converts.
One-line offer:
“Free aerial drone inspection. No obligation. Tampa, Brandon, St. Pete.”
What it does: removes the cost barrier (“free”), adds a specific deliverable (“drone inspection”) that sounds technical and valuable, and confirms service area.
CTA button: “Schedule my free inspection →” — full width, amber gradient, 64px tall on mobile.
Below the button: small text “Phone too tied up? Call (555) 555-0199” — gives the phone-first customer an out.
The trust strip (immediately below the fold)
A single horizontal row with 4 elements:
- License number: CCC1331823
- Stars + count: ★ 4.9 · 412 reviews
- Insurance: GL & WC insured to $2M
- Years: Serving Tampa since 1998
Why this works: storm-damage customers are paranoid (rightly) about getting scammed by storm chasers. Four trust signals in one strip, instantly visible, kills the “are these guys real?” objection.
The “how it works” section
Three steps. Numbered. One line each.
- Aerial drone inspection — we fly the roof in 30 minutes
- Detailed report + photos — within 48 hours
- Insurance claim help — we work with your adjuster
Each step has a small line icon. Total height: 120px. Doesn’t take up the whole screen.
Two case studies
Right below “how it works”:
- Photo of damaged roof + photo after repair
- One-paragraph story: “After Hurricane Ian, the Smiths in Brandon had a…” with the homeowner’s first name + city
- Their actual quote (recorded with consent): one or two sentences
Two case studies. Real photos. Real names. Real cities. This is where most roofing landing pages fail — they have stock photos and fake-sounding testimonials.
Pricing transparency
A single section called “What does this cost?”
Three bullets:
- Inspection: $0
- Typical asphalt shingle replacement (2,000 sq ft): $11,000–$16,000
- Most storm-damage replacements: fully covered by insurance
The “fully covered by insurance” line is the kicker. It removes the biggest objection in storm-damage roofing.
Second CTA + objection killers
Final section:
- Repeat the CTA button
- Three small objection-killer boxes:
- “Will you work with my insurance?” → “Yes — we do all the paperwork.”
- “How fast can you get here?” → “Inspection in 24 hours.”
- “What if I don’t need a full replacement?” → “Then we don’t quote one.”
Total page length
The whole page is 4 viewport heights on mobile. Loads in 1.1 seconds. Has zero JavaScript except the form. No carousels. No video. No popups. No exit-intent. Just a clean, direct, conversion-optimized landing page.
That’s why it converts at 14%.