Roofing Website Statistics 2026: 131 Canadian Roofing Companies Scored

How we scored each business

Every business gets two scores out of 100, and the Debut Digital Score is the average of the two. Scoring is rules only: the same checks and points for every business, with no manual adjustments.

Debut Website Score (100). Same six categories and weights as our home builder study, so every trade compares with it.

Debut Profile Score (100). From the business's public Google Maps listing. This edition scores the 60 points a signed-out visitor can see, then scales them to 100.

Grades: A 90+, B 80 to 89, C 70 to 79, D 60 to 69, F under 60.

Roofing proof items. Licences and certifications count when the page names GAF, CertainTeed, IKO or Owens Corning certification, RCABC or CRCA membership. A general licence, membership, accreditation, BBB, WorkSafeBC, WSIB or WCB mention also counts. Warranty counts for any warranty or guarantee.

Most roofers score a B

41% of the 131 roofing companies we scored landed in the B band, and the median Digital Score was 81.0. On the Website Score alone the average was 73.3, a C. 16 businesses earned an A. The best scored 95.7 and the lowest 47.0.

On the website alone, 31% of roofing sites score a D or F, against 15% on the Google profile alone. 74% of roofers score higher on Google Maps than on their own website.

Where do roofers lose the most points?

Roofing businesses lose the most points on speed (60% of points earned) and accessibility (62%). They do best on profile completeness (98%).

Speed matters most on a phone: a page that takes 10.6 seconds to show its main content loses visitors before they read a word. Accessibility errors also trip up older homeowners and anyone reading on a phone in bright light.

In 14 of the 16 trades we scored, the website half of the score trails the Google profile half. A Google profile fills in most of its basics as soon as you set it up. A website only earns its points if someone built it to.

What does the top quarter do differently?

The top quarter of roofers (33 businesses) averaged 90.4, and the bottom quarter 63.1. The widest gap is in review count.

The top quarter's median business has 174 Google reviews, against 20 in the bottom quarter. Both quarters have the same median Lighthouse score (59). Speed is a weak spot at both ends, so the top quarter wins on the basics a customer sees and Google reads.

What the top quarter does, ranked by the gap in adoption:

1. Licences, memberships or certifications: 97% of the top quarter vs 45% of the bottom quarter.
2. Reviews or testimonials on the home page: 100% of the top quarter vs 55% of the bottom quarter.
3. Years in business stated: 88% of the top quarter vs 42% of the bottom quarter.
4. Warranty or guarantee stated: 85% of the top quarter vs 42% of the bottom quarter.
5. City or region in the title or H1: 94% of the top quarter vs 55% of the bottom quarter.

Speed: how fast do roofing websites load on a phone?

The median roofing website scored 59 out of 100 on Google Lighthouse's mobile test, and its main content took 10.6 seconds to appear. Google's "good" mark for Largest Contentful Paint² is 2.5 seconds. Lighthouse calls 90 to 100 good, 50 to 89 needs work and under 50 poor (Lighthouse scoring³).

2% of roofing websites pass all three (Web Vitals⁵, Total Blocking Time⁶). The median home page weighed 2.6 MB, and the fastest quarter of sites showed their main content in 5.3 seconds or less.

Lighthouse tests a mid-range phone on a slow 4G connection, which is close to what a homeowner sees standing in a driveway. Large photos, sliders, video backgrounds and stacks of plugins are the usual causes of a slow first screen.

What to do:

• Shrink your photos. Save them as WebP and keep each one under 200 KB.
• Load photos lower on the page only when someone scrolls to them.
• Cut sliders, video backgrounds and plugins you don't use.
• Use a fast host.
• Test your home page with Google's free PageSpeed Insights⁷ after every change.

Contact: can a customer reach you from their phone?

89% of roofing websites have a tap-to-call link. But only 68% show a phone number before you scroll on a phone, and 61% show a quote or contact button there.

46% show both a phone number and a quote button before the customer scrolls, and 17% show neither. 91% have a contact form on the home page or one click away. 8% offer online booking.

What to do:

• Put your phone number and one "Get a quote" button at the top of the page on phones.
• Make the number a tap-to-call link.
• Keep your form short: name, phone, address and a note.

Proof: do roofing websites show customers you're the real deal?

79% of roofing websites show reviews or testimonials, and 82% show project photos or a gallery. The weakest proof item is warranty or guarantee stated, at 65%.

Licences, memberships or certifications show up on 78% of sites, and 66% say how long the business has been around. 34% show all five proof items, and 19% show two or fewer. 21% use a review widget, and 2% link to or show a HomeStars badge.

In BC, the Roofing Contractors Association of BC⁸ runs the RoofStar Guarantee, and the Canadian Roofing Contractors Association⁹ is the national association. Naming either gives a homeowner something they can check. Roof work is high-risk, so showing WorkSafeBC¹⁰ or Workplace Safety and Insurance Board¹¹ coverage tells them your crew is covered.

What to do:

• Put three real Google reviews on your home page, with the customer's first name and town.
• Show 6 to 12 photos of your own jobs.
• State your warranty in plain words.
• Name what you hold: GAF, CertainTeed, IKO or Owens Corning certification, RCABC or CRCA membership.

Roofing checks: what do roofing websites show a homeowner?

A roof is one of the biggest repairs a homeowner pays for, and they can't climb up and check the work. So we ran extra roofing checks on every home page: which services get their own page, which shingle makers are named, how the warranty is written and how storms are handled. These are tracked, not scored, so the Digital Score stays comparable with the other 15 trades.

The biggest split is service pages. 48% of roofing home pages link to both a repair page and a replacement page. In the top quarter, 85% do. In the bottom quarter, 15% do.

Roofers that link to both a repair and a replacement page averaged a Website Score of 77.1, against 69.7 for those that don't (63 and 68 businesses). That's linked with, not caused by, the pages. But it makes sense: a leak call and a re-roof quote are different jobs, and a homeowner looking for one doesn't want to read about the other.

Three more things stand out.

• The shingle maker is a free trust signal. 34% of roofing sites name the products they install, and 12% name a maker's contractor program. Those programs mean something to homeowners: GAF, for example, says only the contractors it certifies can offer its strongest guarantees and warranties (GAF contractor finder¹²). Roofers that name a maker averaged a Digital Score of 82.7, against 76.6 for the rest.
• Warranties stay vague. 28% give a warranty term in years. Of the 25 sites that state a workmanship or labour term we could read, the median was 10 years. "Lifetime" shows up on 8% of sites, usually without saying whose lifetime or what it covers.
• Associations are almost invisible. Only 4% name or link a roofing association in text a script can read. Some show a logo as an image, which a homeowner may see but Google and AI tools can't read. In BC, the RoofStar Guarantee¹³ is backed by both the roofer and RCABC Guarantee Corp., which takes over if the roofer goes out of business. That's worth spelling out in words if you offer it.

What to do:

• Give roof repair and roof replacement their own pages, each with its own photos, and link both from the home page.
• Add a page for each roof type you want more of: asphalt, metal, flat or cedar.
• Write your warranty as a term: "10-year workmanship warranty, in writing," not "lifetime peace of mind."
• Name the shingles you install and any maker program you hold, in text, not only as a logo.
• Show your Google rating and three recent reviews beside the quote button. 73% of the top quarter do, against 12% of the bottom quarter.

Storm, hail and insurance: how roofers sell across Canada

Roofing websites read differently depending on the weather outside. On the Prairies, the pitch is hail and insurance. In BC, it's leaks, metal and flat roofs. We split the roofing checks by region.

The Prairie numbers have a clear cause. On August 5, 2024, a hailstorm hit Calgary and caused nearly $2.8 billion in insured damage, the second-costliest insured event in Canadian history, with almost one in five Calgary homes affected and more than 130,000 claims (Insurance Bureau of Canada¹⁴). Roofers there learned that homeowners after a hailstorm have two questions: will my insurance pay, and can I trust you with the claim. 48% of Prairie roofing sites answer the insurance question on the home page. In BC, 6% do, and 60% lead with emergency or 24/7 service instead, which fits a wet winter full of leak calls.

Storm work brings door knockers, and Alberta has a rule for that. A business that sells in person away from its own office and takes money before the work is done needs a prepaid contracting business licence from the province, including a criminal record check and a security (Government of Alberta¹⁵). If you hold one, say so on your storm page. Homeowners are told to ask for it.

What to do:

• If you work in hail country, build one storm and insurance page: how the claim works, what you photograph, what the homeowner pays and how fast you can tarp.
• If you're on the coast, lead with leak repair and same-week inspections in the rainy months.
• Match the page to your region. A BC roofer copying a Calgary hail page reads as a storm chaser.
• In Alberta, show your prepaid contracting licence if you take deposits at the door.

Prices and after-hours: what homeowners want that roofing sites skip

Two gaps showed up when we compared what roofing websites do with what homeowners say they want.

Prices. In Roofing Contractor magazine's 2026 homeowner survey, 65% said they're more likely to call a roofer that shows transparent pricing on its website (Roofing Contractor¹⁶). In our study, 2% of roofing websites show any price at all. You don't need a price list. A line like "most asphalt re-roofs we do in Kelowna run $11,000 to $18,000" tells a homeowner they're in the right place before they call.

After hours. 48% of roofing sites say they offer emergency or 24/7 service. But only 2% invite a text, 8% offer online booking and 18% have a chat window. In our survey of 1,113 Canadian homeowners, 84% said that in an emergency they'd hire the first contractor who answered, and a leaking roof was one of the examples (Debut Contractor SEO Statistics). If "24/7" on your site means a voicemail at 2 a.m., the homeowner moves to the next listing.

What to do:

• Add a price range for your most common job, in your own words, with what changes it (pitch, layers, roof size).
• Put a text option next to your phone number. It works when a homeowner is standing in a wet hallway.
• If you say 24/7, answer 24/7, or say "emergency tarping, call any time" and have someone pick up.

What roofing websites say about themselves

We read the words on each home page and counted the trust claims. These are the lines a homeowner uses to decide if you're safe to let into their home.

Debut page script, home page text, 131 websites. A claim counts when the words appear anywhere on the home page.

The claims that most separate the top quarter are names an award, "best of" or "top rated" (36% against 6%), emergency or 24/7 service (58% against 30%) and eco-friendly or low-impact claim (45% against 18%). Only 44% of roofing home pages say the business is insured, and 30% say it's licensed. Those are two of the first questions a careful homeowner asks.

A claim works better when it's specific. "Fully insured" is fine. "$5 million liability insurance and WorkSafeBC or WSIB coverage, certificate on request" is better, because the homeowner can check it. The same goes for awards: name the award and the year.

What to do:

• Say you're insured (and licensed, where your trade needs it) near the top of the home page, then give the details on your About page.
• Name your safety coverage (WorkSafeBC, WSIB or your provincial WCB).
• If you put estimates or warranties in writing, say so. Only 15% do.

Mobile: do roofing websites work on a phone?

Most roofing websites fit a phone screen: 86% set a mobile viewport and 100% have no sideways scrolling. Tap targets are the weak spot, with 61% passing the 24 by 24 pixel minimum in the accessibility guidelines¹⁷. 52% pass all four phone checks.

This matters for more than phone visitors. Google ranks websites from their phone version¹⁸, so a page that works badly on a phone is judged that way in search too.

What to do:

• Make buttons and menu links at least 44 pixels tall.
• Keep body text at 16 pixels.
• Check every page on a phone for anything that scrolls sideways.

Google basics: can Google tell what you do and where?

80% of roofing websites name their city or region in the page title or main heading, and 68% have exactly one H1. 53% use LocalBusiness structured data, and 32% pass all five checks. 27% of home page titles run past 60 characters, so Google cuts them off; 15% of home pages have no meta description; and 30% use the RoofingContractor structured data type, which tells Google exactly what the business does.

Google's own advice is to write descriptive, concise page titles¹⁹, and LocalBusiness structured data²⁰ can help a business show up in Search and Maps features.

What to do:

• Write a page title like "Roofing in [City] | [Business name]".
• Use one main heading (H1) that says what you do and where.
• Write a meta description²¹ of 140 to 160 characters.
• Add LocalBusiness schema with your name, address and phone.

Accessibility: can everyone use roofing websites?

37% of roofing websites have at least one critical accessibility error, and 93% have at least one error of any kind. We tested against WCAG 2.1 AA²², the standard most Canadian rules point to, using the free axe-core²³ checker.

The most common problems are text with too little colour contrast (74% of sites), links with no readable name (60% of sites), images with no alt text (16% of sites) and pinch-to-zoom turned off (15% of sites). Ontario's AODA²⁴ requires businesses and non-profits with 50 or more employees to make public websites meet WCAG 2.0 AA. The Accessible Canada Act²⁵ covers federally regulated organizations such as banks and telecoms. For a small roofer, the bigger reason is practical: older homeowners and people on bright job sites need readable, usable pages.

What to do:

• Label every form field.
• Add alt text that says what each photo shows.
• Darken light grey text until it passes a contrast checker.

Google profiles and reviews: how do roofers show up on Maps?

The median roofer has 77 Google reviews and an average rating of 4.73. 43% have 100 or more reviews and 7% have fewer than 10. 30% hold a perfect 5.0, and 12% sit under 4.5.

A strong Google profile does not mean a strong website. The two scores were only loosely linked (a correlation of 0.28, where 1 would mean they always move together).

Google says more reviews and positive ratings can help local ranking²⁶, along with complete and accurate profile details. Keep in mind these are the businesses Google showed first for "roofing contractor" in each market. Their profiles likely run stronger than the average roofer's.

What to do:

• Ask every finished customer for a review, and send them a direct link.
• Reply to every review.
• Don't offer a discount in exchange. Google prohibits incentives for reviews²⁷.
• Keep your hours current.
• Set your primary category to the trade you want calls for, following Google's profile guidelines²⁸.

The first page of Google Maps: what roofing customers see

Besides the 131 businesses we scored, we kept every listing Google Maps showed for "roofing contractor" in each of the 21 markets. That's 578 listings, not counting ads, and they show what a homeowner sees when they search.

10% of those listings had no website. 24% had fewer than 10 reviews, and 6% showed no hours. 27% said "Open 24 hours". Unless someone really answers at 3 a.m., that's a setting worth fixing, because a customer who calls at night and gets voicemail moves on.

Google Maps public results, signed-out view, 578 organic listings in 21 markets, October 6 to October 7, 2026.

The top 3 spots had a median of 77 reviews, against 53 for spots 4 to 10 and 27 for spots 11 to 20. Ratings barely change from spot to spot. Google says ranking depends on relevance, distance and prominence, and that reviews help with prominence (Tips to improve your local ranking on Google²⁶). Distance from the searcher still matters, so treat this as a pattern, not a formula.

A perfect 5.0 usually means few reviews. 39% of rated listings show 5.0 stars, with a median of just 18 reviews.

To most homeowners, a 4.8 with 200 reviews looks more solid than a 5.0 with 12.

Primary categories. The 131 businesses we scored used 5 different primary categories on Google. The most common:

In Whitespark's 2026 survey of 47 local search experts, the primary category ranked as the #1 factor for showing up in the map results (Local Search Ranking Factors 2026²⁹). Pick the one that matches the work you want most, following Google's Guidelines for representing your business on Google²⁸.

Ads on the map. We saw 9 sponsored listings in 6 of the 21 market searches. We searched signed out, so a homeowner searching on their own phone may see different ads.

What to do:

• Link your website from your Google profile. It's a free edge over the 10% who don't.
• Check your hours. Turn off "Open 24 hours" unless you really answer at 3 a.m.
• Send every customer your direct review link when the job is done. Google suggests sharing a link or QR code (Tips to get more reviews³⁰).

Trade checks: what else do roofing websites offer?

These checks are tracked, not scored. Service-area page or list is the most common (61%). Among the roofing checks, emergency or 24/7 service leads at 48% and drone inspection trails at 5%.

Only 2% show any prices. 37% mention financing. 56% show the owner or team.

Pages, profiles and tracking: what roofing home pages link to

The pages and profiles a home page links to are where an interested homeowner goes next, and the tags behind it decide whether you know where your calls came from.

Debut page script, home page links and code, 131 roofing websites.

The biggest gaps are the blog (91% against 48%), the gallery (94% against 55%) and the financing page (39% against 3%). Only 10% of roofing home pages link straight to the "write a review" box on Google, and 24% have no analytics, ad tag or call tracking at all.

What to do:

• Link your Google profile from the footer, and add a short review link to your invoice email.
• Add a gallery of your own roofs and a reviews page, and link both from the home page.
• If you run ads, use call tracking or Google's call reporting so phone leads count.

Tools and tracking: what are roofing websites built on?

WordPress runs 58% of roofing websites, followed by Wix at 15%.

76% have Google Analytics or Tag Manager installed. 40% carry a Google Ads tag, 18% a Meta pixel and 5% call tracking. A business that runs ads without a tag can't tell which clicks turned into calls.

By region: how do roofers compare across Canada?

Prairies roofers scored highest on average (83.9), and Atlantic lowest (70.1). Regions with fewer than 30 businesses (Atlantic) are directional only.

Markets: BC (Vancouver, Surrey, Chilliwack, Kelowna, Victoria, Nanaimo, Comox Valley), Prairies (Calgary, Edmonton, Red Deer, Saskatoon, Regina, Winnipeg), Ontario (Toronto, Ottawa, Kingston, Sudbury, Thunder Bay), Atlantic (Halifax, Moncton, St. John's). Quebec is not in this edition.

How do roofers compare with other trades?

Roofers rank 3 of 16 trades we scored with the same method in the same window.

Our home builder study scored websites only: 153 builders averaged 56.3 on the same six categories. It drew its sample a different way and ran in its own window, so compare it with the trades above with care.

10 fixes that move a roofer up a grade

Ranked by the Digital Score points the average roofer in this study would gain. Website points count half in the Digital Score, and profile points are scaled.

Most fixes on this list are content changes a business can make in a week; speed usually needs a developer or a lighter website.