Morgul Marketing

    Roofing websites built for supers, boards and brownstone owners

    A roofing site in this city has one job in the first few seconds: tell the visitor whether you work their borough and their kind of roof. Almost every site fails it, usually behind a hero image of a suburban house with a pitched shingle roof and a lawn, which is not a building any of your customers live in. The visitor is often standing on a landing under a wet ceiling, on a phone, with a signal that comes and goes. What follows is what the page has to answer, what the form has to capture for this trade, and what the site has to weigh before a super loses patience.

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    A super standing under a drip is your most valuable visitor

    The person most likely to call you today does not own the building and is judged entirely on how fast the problem stops.

    A superintendent has a wet hallway on the top floor and a board president who will ask about it tonight. He is not reading your history. He wants a phone number, a sense that you handle buildings like his, and the belief that somebody will pick up.

    Design the top of the page for him. Phone number visible without scrolling, tap to call on mobile, a plain statement of the boroughs you cover, and one line about emergency response that you can actually honor.

    The owner of a brownstone in Park Slope needs something different. She is deciding on a real expense, wants to know what the work looks like from the street, and will read further than the super ever will.

    Both should land in the same place and then diverge quickly. One path for something leaking now, one path for planned replacement or coating. Two clear doors beat one clever homepage.

    The first screen is a borough list and a phone number, everything else is decoration

    Until a visitor knows you cross their bridge and work their roof type, nothing else on the page can persuade them of anything.

    Put the coverage in text, high on the page, in words a person would use. Manhattan below 96th, all of Brooklyn, western Queens, the Bronx, Staten Island: whatever is true. Vagueness costs you calls from people who assume the answer is no.

    Say what kinds of roof you work in the same breath. Flat and low slope, coatings, modified bitumen, EPDM, parapet and coping repair, and pitched work if you sell it. An owner who cannot tell within seconds will simply go back to the results.

    Cut the rotating slideshow. It delays the only two facts that matter and, in most cases, is the heaviest object on the page.

    Trust marks belong further down, near the form, where somebody who has decided you might be right is checking whether you are legitimate.

    Ask how somebody gets to the roof, because that is what changes the price

    An inquiry form for this trade should collect what your estimator would ask on the phone, and in this city that starts with access.

    Building type first: brownstone, walk-up, elevator building, small commercial. Then number of floors. Then how the roof is reached, whether that is a bulkhead door, a hatch, a fire escape or through somebody's apartment.

    Add the questions that decide urgency. Is water coming in now. Which floor. Has it rained in the last day. Those answers put the inquiry in the right pile before anybody reads the message.

    One more field earns its place: whether the building has a managing agent or a board. Knowing that up front tells you whether this is a call to close or a process to enter, and the follow up should differ.

    Keep it short enough to finish on a phone in a stairwell. Six well chosen fields outperform twelve, and an address field with a map lookup saves more time than any other single element.

    Subway signal is the real speed test, not the score on your laptop

    Roofing sites die on weight, and a meaningful share of your visitors are loading yours on a phone with one bar underground or behind a building.

    Photographs are the problem. Full resolution roof shots straight off a phone, a gallery that loads every image at once, and a background video will cost you more visitors than any copy decision on the site.

    Compress everything, size images for the screen they appear on, and load the gallery only when somebody scrolls to it. The homepage should be lean enough to appear on a slow connection before the visitor gives up.

    Third party widgets are the other drag. A chat bubble, a review carousel, two tracking scripts and a booking embed can outweigh every photograph on the site combined. Pick the one that earns its keep and remove the rest.

    Test on a real phone on cellular, somewhere with poor signal, not on office wifi. That is the condition your customer is in when they need you.

    Give the managing agent one page to forward, not a PDF to chase

    In a large part of this market your website has to work as a document that gets emailed to people who will never meet you.

    Build one page carrying your license information, insurance coverage, how you handle certificates of insurance naming the required entities, and how you work through an alteration agreement and a freight schedule. Make it easy to send and easy to print.

    Do not publish specific board requirements as though they were universal. They are set building by building and vary widely, so say that plainly and note they are worth confirming with the managing agent.

    Add a short description of how a project runs on a building with restricted access: where the container sits, how material gets up, what a sidewalk shed changes, how the crew reaches the roof without disrupting residents.

    That page gets forwarded into board packets and agent emails and does selling you will never see. Treat it as a sales asset rather than a compliance footnote.

    Every flat roof photo looks the same, so shoot the details that justify the price

    Wide shots of finished membrane prove nothing to anybody, and an owner about to spend serious money can tell the difference.

    Photograph the parts an owner is being charged for and does not understand: flashing at the parapet, reset coping stones, a rebuilt drain, a properly detailed bulkhead threshold, the seam where your work meets the neighbor's roof on an attached row.

    Show the hard part of the job too. The hoist on the sidewalk, the container on a narrow street, the stair-carry in a walk-up. Nothing communicates that you work in this city more efficiently.

    Use your own crews and your own trucks. Stock photography of a shingle roof with a two car garage tells a New York owner that you do not work here.

    Skip the drone flyover as the centerpiece. It is heavy, it is generic, and it answers none of the questions that stand between an inquiry and a signature.

    Questions we get

    Do we need a new site or can ours be fixed?
    Often it can be fixed, and that is usually the cheaper path. If the site loads reasonably, is straightforward to edit and is not built on something abandoned, the work is coverage and roof types in the first screen, a rebuilt inquiry form, image weight and a credentials page worth forwarding. A rebuild earns its cost when the platform fights every change or the thing is unusable on a phone.
    Should we show prices?
    Not fixed prices, because access alone changes the job too much between a two family in Queens and a six story walk-up with no elevator. What helps is explaining what drives cost: roof size, what has to come off, how material gets up, whether the container can sit on the street. Owners comparing you to a national average need to understand why the same roof costs more here, and that explanation does more than a number would.
    Should the site be in more than one language?
    It depends on where your work comes from. Real pages in a second language, on their own URLs, written properly, are worth it if a meaningful share of your buyers read that language, and a translation widget is not a substitute. Decide it from your own call history rather than from a general assumption about the city.
    What should the form ask that ours does not?
    Building type, number of floors, how the roof is reached, whether water is coming in right now, and whether there is a managing agent or a board involved. Those five answers let you sort inquiries before anybody calls back, and they tell the caller you have worked in buildings like theirs, which is half the sale.
    Does the site need a blog?
    It needs pages, which is not the same thing. Pages about the roof types you work, the building types you know and how you handle access in this city are the ones that earn search traffic and get forwarded. A weekly post about roofing tips is not worth anyone's time. Publish fewer things that answer real questions and keep them current.

    Written by KC Thompson, Morgul Marketing. Updated .

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