Getting roofing ad clicks is great—but if your landing page isn’t built to convert, all that traffic means nothing. A well-designed landing page is the difference between a curious visitor and a booked inspection. It’s where interest becomes action. And for roofers, that action is usually a call, form fill, or quote request.
In this guide, we’ll break down exactly how to design landing pages that convert clicks into leads. Whether you’re running Google Ads, Meta Ads, or email campaigns, these principles will help you get more value from every visitor.
What Is a Landing Page?
A landing page is a standalone web page built with one purpose: to turn a visitor into a lead. Unlike your homepage, which has multiple links and distractions, a landing page is focused, streamlined, and conversion-driven.
For roofers, that goal might be:
- Scheduling a roof inspection
- Filling out a quote form
- Calling your office
The more focused your page, the more effective it will be.
Why Landing Page Design Matters
Even with the best ad targeting, poor landing page design leads to:
- High bounce rates
- Low conversion rates
- Wasted ad spend
On the flip side, a high-converting landing page can:
- Lower your cost per lead
- Improve Quality Score in Google Ads
- Increase trust with homeowners
- Boost booked jobs with the same traffic
Learn what makes a high-converting roofing landing page for more detailed layout tips.
Core Elements of a High-Converting Roofing Landing Page
1. A Clear, Localized Headline
Your headline should immediately tell the visitor what you do and where you do it.
“Welcome to Our Roofing Company” “Trusted Roof Repairs for Frisco Homeowners – Book Today”
Use your service area’s name to make the page feel personal and relevant.
2. A Strong Subheadline That Builds Trust
This is your chance to reinforce credibility. Use social proof or a benefit-oriented statement.
“5-Star Rated by 200+ Homeowners in McKinney – Fast, Reliable, Insurance-Friendly Roofing”
3. Simple, Fast Contact Form
Keep it short and sweet. The more fields you add, the fewer people will fill it out.
Recommended fields:
- Name
- Phone number
- Address or zip code
- Brief service description (optional)
Make the form mobile-friendly and place it near the top (“above the fold”).
4. Visual Proof: Photos and Reviews
Show that you’ve done the work before—and done it well.
- Add before-and-after roofing photos
- Use real customer reviews with location references
- Add Google or Facebook star ratings as images or widgets
Trust is visual. Show the proof, don’t just say you’re reliable.
5. One Clear Call-to-Action (CTA)
Don’t give people multiple options. Keep the CTA focused on one thing—like booking an inspection or getting a free quote.
- “Get Your Free Roof Inspection Today”
- “Book My Free Storm Damage Estimate”
- “Talk to a Roofing Specialist in Allen”
Use buttons and repeated CTAs throughout the page to keep conversion easy.
6. Mobile Optimization
Most roofing traffic comes from mobile devices. Make sure your landing page:
- Loads in under 3 seconds
- Has large, tappable buttons
- Features a form that’s easy to fill out on a phone
- Uses tap-to-call phone numbers
7. Local Language and Pain Points
Speak like your customer—not like a marketer. Address what they’re dealing with.
- “Roof leaking after last week’s storm?”
- “Worried about your insurance claim? We handle that too.”
- “Need fast roof repairs before the next rain?”
This messaging should match your ad copy and homeowner concerns. Learn how in this guide to writing pain-point-driven ad copy.
8. Trust Badges and Guarantees
Anything that reduces risk helps boost conversions. Add:
- “Licensed and Insured” badges
- “Satisfaction Guarantee” statements
- “Locally Owned” or “25+ Years Experience” proof points
These small elements go a long way toward building credibility.
9. No Navigation or Distractions
Keep your landing page laser-focused. Avoid links to your blog, homepage, or social media. Your only goal is to convert the click—not to encourage browsing.
10. Thank You Page After the Form
After someone fills out your form, send them to a thank-you page that:
- Confirms receipt of the submission
- Outlines the next steps (“We’ll call you within 1 hour”)
- Provides a way to call or schedule immediately if urgent
Bonus: use the thank-you page to track conversions in Google Ads or Meta.
How HOWL Designs High-Converting Roofing Landing Pages
At HOWL, we build landing pages that do one thing: turn paid traffic into real roofing leads. Our pages are:
- Localized with city-specific content and CTAs
- Designed for mobile-first performance
- Equipped with real testimonials and proof of results
- Tested and optimized based on lead conversion data
We combine design best practices with real behavior insights to maximize every click your ads bring in.
Final Thoughts: Your Landing Page Should Do the Selling
If your ad is what gets someone to knock on the door, your landing page is what convinces them to come inside. When built correctly, it does the heavy lifting of trust-building, educating, and converting—all before your team picks up the phone.
Apply to work with HOWL and let us build a conversion-optimized landing page that turns your ad clicks into booked roofing jobs—without wasting another dollar on traffic that doesn’t convert.