Most homeowners buy a roof once or twice in a lifetime, so they come to the search with no frame of reference and a real fear of being taken. Your Google Business Profile is the whole first impression, storm week or slow week. This audit scores yours out of 100 on twelve things you control and sorts the fix list by the points you gave away.
Run the free tool ↓Answer from the live profile rather than memory, so pull it up on your phone first. Twelve questions, a couple of minutes, no signup, and your score and fix list appear right here once you answer the last one.
Prefer a full page? Open the Google Business Profile Audit tool here.
The twelve questions are the same for every trade. Which ones cost you a roof is not.
Three bands come back: strong at 85 and up, decent with gaps from 60 to 84, needs work below that. Which points came off tells you more than the number, and on roofing profiles they tend to come off in the same places.
A strong result is unremarkable. Verified, one accurate category, every field current, photos from this season, a review from this month, posts somebody actually publishes. A weak result rarely belongs to a bad roofer: it belongs to a company that set the listing up in a busy stretch and then spent six years on ladders. The tell is a profile that reads like a single storm, reviews stacked in one spring and nothing since.
The limits, plainly. It is self-reported and never touches your profile, so it cannot read review text, tell you where you rank, or see the out-of-area listings that show up in your market the week after a hail event. It never asks for your address or service area either, and those decide a lot about which searches you appear in. The weights and the fix order sit on the general Google Business Profile audit.
Both companies below are invented, with round answers.
Say a two-truck residential roofer in a hail market. Verified, category right, more than fifty reviews, nearly all from the spring after a storm two seasons back. Hours and description mostly filled, six or seven photos from that run of jobs, no secondary categories, a few services, no posts, no Q and A, replies only sometimes, messaging off. That returns 51, inside needs work, and the fixes come back in order: post weekly, get fresh reviews, add photos monthly, then secondary categories, Q and A, the empty fields. Fifty reviews and a failing score is what a storm profile looks like.
Now imagine a shop where the commercial half pays the bills. Verified, specific category, every field complete, photos from good seasons but nothing lately, reviews between eleven and fifty with a fresh one this month, all answered, posts occasionally, messaging watched, no seeded Q and A. It scores 71. Top of the fix list is the empty secondary categories and the missing services, so nothing on the profile says the words flat roof. A property manager does not shop the way a homeowner does, and this listing never spoke to one.
Different situations put a roof on the schedule and each one reads the listing differently. The leak wants current hours and a number that rings a person. The storm puts a whole subdivision on the same search inside two weeks, most of them working out who is local first. The replacement somebody keeps putting off is the quiet one: months of reading, and photos from three seasons ago answer the question for them.
Then the lane most roofing listings ignore. A buyer's inspector writes the roof up with a closing date already set, or a carrier declines to renew over the age of the shingles. Those searches carry words like inspection and certification, and your listing answers them only if those words sit in your services. What we build for roofers is on the roofing page, the site behind the pin belongs to the website report card for roofers, and whether an assistant names you at all to the AI visibility checker for roofers.
Nothing on the fix list needs an agency. A weekly post, a services menu, ten honest photos and a seeded Q and A come to about an hour a week for whoever runs the office, the same person already scheduling crews and waiting on an adjuster.
If it should be someone's job, ongoing local SEO runs $1,500 to $3,500 per month for most businesses, and $3,500 to $7,500 per month in competitive metros or for multi-location companies. Month to month, no long-term contract, and you own the Google Business Profile, the site and the accounts. Detail is in what SEO costs, and the wider budget question in what should you pay.
Kelly WM is Orlando-based, working with local service businesses nationwide since 2008, and this audit is one of more than 50 free tools published at kellywm.com/tools, with no email wall.
Not the answers. A service-area setup gets verified like any other, and every question still applies to you. The one thing to hold in mind is that the audit never asks for your radius, so a shop covering three counties and a shop covering one town can post the same score and still turn up in very different searches.
Because count and recency are separate questions. A cluster from one hail spring answers the first and gives away the second, and a homeowner reading it eighteen months later sees a company whose last busy stretch was a while ago. The fix is a habit rather than another push: the same ask, from the same person, on every job that closes, storm work or not.
Yes, as long as you explain and never predict. Walking a homeowner through the order of events, what the adjuster is looking at, why a supplement gets filed and how the deductible lands in the final number is all publishable, and it calms people down. What you cannot post, in any wording, is that hiring you gets a claim approved. That call belongs to the carrier.
Your own position, in plain writing. A number of states treat paying, absorbing, rebating or waiving a homeowner's insurance deductible as illegal for a contractor, and some also limit what a contractor may do with a carrier on the homeowner's behalf without the right license. Check where your state sits, then answer it there. They will ask somebody, and the door knocker will answer.
List what you actually self-perform. The audit scores whether services are listed and detailed, and a facility manager pricing a flat roof survey types words a homeowner never will: TPO, EPDM, modified bitumen, leak response. If you sub all of it out, leave it off.
No, and nothing here promises that. The twelve questions cover the parts of the profile you control. Distance from the searcher is a real input the score cannot see, competitors are invisible to it, and where you rank today is outside what a self-assessment can read.
Google Business Profile Audit: full tool page and methodology · Marketing for roofing companies · AI Visibility Checker for Roofers · Website Report Card for Roofers · Review Response Writer for Roofers · All free tools
Work the top three items off your fix list before the weather decides for you, so the listing is ready when the neighborhood starts searching. Want a second opinion on it and the site behind it? We will build a free concept mockup of your homepage, yours to keep.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.