THIS WEEK
Last week we looked at CRO (conversion rate optimization) for the phone calls you get.
⚠️ Here's problem #2 some face: The One-Page Wonder (That Isn’t)
Another contractor recently mentioned seeing poor-performance from mailers last year.
After reviewing their website… it was obvious (to me) why:
One lonely page.
No details about the company.
No reviews, roof systems explained, or service areas listed.
The design looked "complicated" and untrustworthy.
It didn’t feel like a real solid business — let alone one I’d trust with a six- or seven-figure roof project.
✅ Solution: Build Confidence
A few tips to improve your website’s conversion rate fast:
Add “About Us”, “Services”, and “Roof Systems” pages
Include certifications, client logos, and before-and-after pics
Install clear CTAs (call-to-actions): “Request Estimate”
Display recent Google reviews prominently
Make sure your site loads fast (under 3 seconds!)
Add FAQ sections to reduce buyer hesitation
Bottom line... fix the "leaks" in your lead pipeline.
If the phone call or website doesn’t instill trust, your best leads will disappear before you ever talk to them.
Want me to take a quick look at your website?
Reply with “CRO help” and I’ll personally review it.
Watch next week's email for solution (or, principle) #3 😁
Keep On Coating,
-Owen
P.S. Did you miss last week's Smarter Roofer Elite mastermind call?
Here are a few topics covered:
Stephen: Secured several restoration projects through cold calling, including a 9,000 sq ft repeat client and a 14,000 sq ft car dealer
Elias: Closed $157,000 worth of work across three roofs, leveraging relationships and referrals
Ben: Sold a 38,000 sq ft roofing project for $500k+, initially connected to a solar panel installation
Chris: Closed two membrane coating jobs totaling nearly $100,000, stemming from a warranty call on a previous client's roof
Also, covered these topics on the call:
Marketing and Follow-up Strategies
Industry Observations
Networking and Referrals
Go to https://smarterroofer.com/grow to learn more.
SPONSOR
Need a website that loads FAST, looks pro-fessional, and doesn't cost the price of a new Graco 833? Contact Owen and get a f.r.e.e scan of your current site or no-obligation quote on a new one. Just bang the reply button or visit CommercialRoofingWebsites.com to get a beautiful site just like Ernest Schwartz, Elias Raber, Little Man, Pete Miller and so many, many others!
RESOURCES
I've been a fan of Patrick Lencioni's teachings for around a decade, so when he published his latest book, "The 6 Types Of Working Genius," I not only dug into it but also taught a workshop on it to a group of roofers.
If you're serious about working well with people, I encourage you to get a copy of the The 6 Types Of Working Genius book and also take the assessment.
In 2020, Pat began to question why he occasionally felt drained and frustrated in his own job, and in the process of figuring out why, Working Genius was born. Since then, Working Genius has helped hundreds of thousands of individuals and teams discover their gifts and transform their work.
Placing your employees into the areas they thrive in should improve not only production, morale, and longevity but also their joy and satisfaction working at your company.
Also, Smarter Roofer Growth Alliance members get access to my workshop replay at no c0st. Isn't that genius?!