Research · September 2026 · 50 companies · 13 US metros

We measured 50 roofing company websites

Not a survey. Not opinion. We ran the same public-data audit on 50 roofing companies pulled from Google Maps across thirteen American cities, and counted what we found. Six in ten do not appear in the Google Map Pack when someone searches for a roofer in their own city.

Every number on this page carries the number it was measured out of. Where our instrument could not read something, we say so rather than counting it as a failure — an unmeasured check is not a broken business, and treating it as one is how research turns into marketing.

The three findings that matter

These are three separate measurements that happened to land close together, not one finding counted three ways. A company can rank on page one and still be missing from the Map Pack, and plenty here are.

Speed

Median mobile load time was 4.14 seconds to the largest element on the page. Google treats 2.5 seconds as the line between good and not.

Getting the call

16 of 44 — 36% — had no working lead form on the page a customer lands on. The denominator is 44 rather than 45 because one site's form could not be assessed, so it is excluded rather than assumed.

How the sample scored overall

Each company receives a presence score out of 100. The median was 67.1, the range 44.3 to 86.4.

What nobody was failing

A study that finds everything broken is not measuring, it is selling. Four checks came back clean across the entire sample:

• 0 of 45 were missing a robots.txt or a sitemap.
• 0 of 45 had a missing page title or meta description.
• 0 of 45 had an unclaimed or incomplete Google Business Profile.
• 0 of 45 were missing click-to-call on mobile.

The basics are handled. The gaps are in the work that has to be done deliberately, by someone who knows to do it.

The most uniform result in the study

All 45 were flagged on referring-domain authority — and not one scored zero. Every roofing company in this sample has some other websites linking to it, and not one has enough to stand apart from the others. In a field where everyone is equally invisible, this is the measurement with the most room in it.

Method

50 roofing companies drawn from Google Places across Phoenix, Dallas, Houston, Denver, Kansas City, Oklahoma City, Nashville, Charlotte, Atlanta, Tampa, Orlando, Columbus and Indianapolis. Deduplicated by domain; directories and social pages excluded, so every entry is a roofing company's own website. Every one carries Google's own roofing_contractor category, so the sample is what it claims to be by Google's classification rather than ours.

Each site got a real browser render, its Google Business Profile read through a pinned Place ID, live search results for three keywords, and a PageSpeed measurement. Every business was asked the same three questions — roofing contractor in their city, best roofing contractor in their city, and roofer near me — because a study whose subjects were asked different questions has measured nothing.

No individual business is named anywhere in this study, and none was contacted. Everything here was read from public sources, aggregated, and reported only as distributions. Publishing a named company's score without their consent is the behaviour this whole instrument exists to argue against.