Roofing Contractor Website Statistics: What We Found Scanning Atlanta

The numbers

What these numbers mean if you sell to roofing companies

Roofing is one of the highest-value local verticals per closed job, which makes its digital profile genuinely striking. 19 percent have no website at all, 27 percent of those that do have no analytics, and only 16 percent name a decision-maker anywhere on the site. A market with five-figure jobs is being run, in large part, on a phone number and a reputation.

The advertising figure is the one that should shape your list. At 23 percent running a pixel, roofing sits below the study-wide average of 26 percent, which is surprising for a category where lead generation is the dominant business expense. The likely explanation is that a large share of roofing acquisition happens through lead marketplaces and storm-chasing rather than through owned advertising, so the spend is real but it never touches the contractor's own site.

That matters commercially. A roofer buying marketplace leads has an acquisition cost they can quote you from memory and usually resent. That is a much warmer opening than persuading someone to start advertising, and it is invisible in any firmographic database, because it is a fact about the market rather than about the company.

The 16 percent naming a decision-maker is the practical constraint on outreach. Five in six roofing companies will give you a general inbox, so any sequence that depends on reaching a named owner by email will underperform here regardless of data quality. Verified contact on a general address, or the phone, is the realistic channel.

One caveat specific to this vertical: roofing has unusually high business turnover, and our churn measurement is a general figure rather than a roofing-specific one. Treat any roofing list older than a quarter as suspect until re-checked.

How this was measured

We searched Google Maps for roofing companies in Atlanta, took every matching business rather than a sample of the well-known ones, and then fetched each business's own website and read what was actually there: whether a site exists and loads, what platform it runs, whether analytics and advertising pixels are present, whether an llms.txt file is published, and whether any person is named as a decision-maker.

Businesses with no website were counted rather than dropped. That choice is why the "no website" figure exists at all: most datasets in this space silently exclude them, which makes every other percentage in those datasets flattering and wrong. The wider study covers 5,443 businesses, 4,524 of which had a website.

Nothing here is a survey, a projection, or an industry estimate. If we did not measure it, it is not on this page. The full cross-industry table is on the research index, and every field we collect is defined in the public data dictionary.

How fast does this data go stale?

A snapshot is only half the picture, so we measured the other half separately. We re-checked 4,527 business websites a median of 106 days after first observing them: 2.1 percent no longer loaded at all, and 1.9 percent of the sites we could read on both passes had switched a core platform such as a CMS, booking system or CRM. In a separate study we SMTP-verified 2,482 business emails scraped from company websites and found 14.2 percent of the decisively checkable addresses were dead.

Applied here: a list of roofing companies built one quarter ago is not the list you think you have. Full methodology in the website churn study and the email decay study.

Other industries in this study

• Dentist website statistics
• Auto Repair Shop website statistics
• Med Spa website statistics
• HVAC Company website statistics
• Veterinary Clinic website statistics

The full cross-industry comparison table, including six industries without their own page yet, is on the research index.