Water spots the ceiling. A storm tore tiles off the ridge. A tarpaulin flaps where the covering should hold. Someone searches for a roofer near them, opens your site, and decides in a few seconds whether they can ask for a visit without guessing. Soft roof stock and a form that never says what happens next do not count. They open the next firm that already says what to do next.
A roofing website is not a brochure for people who already know your van. It is the front desk when the leak is already real — or when the next rain will not wait for a vague “we’ll get back to you”.
That first screen has to answer:
- What you do — emergency leak repair, storm damage, new roof, flat or pitched — in the first sentence.
- The area you cover, named towns, not “we serve the region”.
- How to get a visit or a quote: what you need from them (photos, address, how urgent it is) and how fast you reply.
- How to reach you now: a number that works on a phone, and whether you take messages when you are on a roof.
- A little proof you are real — your name, the town, a job from this season, not a stock handshake next to a ladder.
You do not need a long essay about every tile. You need a page that lets a wet hallway finish the ask without hunting.
If your current site still makes them hunt for that, write to hello@merkwell.com. Say what a first enquiry must answer on the first screen. We can put the desk where they can find it.