Roofing Website Benchmarks by City: How Your Market Compares Across 121 Cities

A roofing company in Austin competes against websites averaging 60 on our Website Quality Index. A roofer in Houston competes against sites averaging 52. Same state. Same trade. Completely different competitive bar.

When we audited 1,409 roofing websites across 121 cities in Texas, Florida, and Georgia, the city-level data told a sharper story than any national average. Some markets have surprisingly strong websites. Others are wide open — where even basic improvements would put a roofer ahead of every local competitor.

This breakdown shows how your city compares. The numbers come from our full 34-point audit of every site.

Texas: 709 Sites Across 57 Cities

Texas is the largest roofing market in our dataset. With 529 hail events in 2024 (a 167% increase year over year), demand is massive — but website quality varies wildly.

The Texas Takeaways

San Antonio leads Texas with an average score of 63 across 50 audited sites. Plano follows at 62 with 30 sites. Both markets have roofers who invest in their websites — storm galleries, certifications, clear CTAs.

Houston is surprisingly weak at 52 despite being the state’s largest roofing market (49 sites). Houston roofers face massive storm demand but compete with websites that don’t communicate trust. A roofer in Houston with a score above 70 would stand out immediately.

El Paso, Frisco, and Sugar Land cluster near 49 — well below the competitive threshold. In these markets, the bar is low. Basic fixes like adding a storm damage gallery and manufacturer certifications would leapfrog most competitors.

The DFW metro tells an interesting story: Plano scores 62 while Frisco scores 49. Same metro area, completely different website quality. A Frisco roofer looking at Plano competitors would see a playbook worth copying.

Florida: 531 Sites Across 49 Cities

Florida is the hurricane capital of the roofing industry. With $25 billion in insured losses in 2024 and 42% of claims denied, the stakes are enormous — and so is the demand for roofers who can navigate insurance.

City	Sites	Avg Score	Notable Gap
Tampa	61	61	No emergency page
Jacksonville	49	61	No warranty info
Miami	43	52	No insurance content
Orlando	41	60	No testimonials
Cape Coral	32	—	No rapid response
Fort Myers	32	—	No certifications
Pensacola	30	—	No storm gallery
Port St. Lucie	27	—	No schema markup
Sarasota	26	—	No social proof
Fort Lauderdale	24	—	No estimate CTA

The Florida Takeaways

Tampa and Jacksonville tie at 61 — the highest in Florida. Both are mature roofing markets with established contractors who invest in their digital presence. But even at 61, there’s significant room to climb.

Miami at 52 is the biggest missed opportunity. It’s a high-ticket market (average roof replacement around $13,000) with extreme insurance complexity. Yet Miami roofing sites lack the insurance claim content that would differentiate them. A Miami roofer with a clear insurance guide would dominate search.

Cape Coral and Fort Myers — ground zero for Hurricane Ian damage (2022) and ongoing rebuilds — have some of the weakest roofing websites in the state. These markets are still recovering, and contractors are busy. But the ones who fix their websites now will capture the long tail of search traffic as rebuilds continue.

Pensacola — a frequent hurricane landfall zone — has 30 audited sites and some of the lowest storm gallery adoption. In a city that gets hit regularly, homeowners expect visual proof of storm work. Roofers without it are invisible.

Georgia: 108 Sites Across 15 Cities

Georgia is the newest addition to our dataset. With 108 audited sites across 15 cities, the data is thinner but the pattern is consistent.

Atlanta leads at 36 sites but scores vary widely. The metro area (including Marietta at 28 sites and Savannah at 25) shows similar gaps to Texas and Florida — missing certifications, no storm galleries, weak CTAs.

Georgia’s hail exposure is growing. As the state sees more severe weather events, roofing contractors who prepare their websites for storm season will have an advantage when demand spikes.

The Pattern Across All 121 Cities

Regardless of state, the same gaps appear everywhere:

The “Free Estimate” CTA is missing on 31% of sites in every state. It’s not a regional problem — it’s an industry-wide blind spot.
Storm damage galleries are missing at roughly the same rate across TX and FL, despite both states having extreme storm exposure.
Schema markup adoption is low everywhere. This tells us it’s an awareness problem, not a priority problem. Most roofers don’t know schema exists.
Insurance content is weakest in Florida, where it matters most. This is the single biggest opportunity for FL roofers.

How to Use This Data

If you’re a roofing contractor, here’s how to read these benchmarks:

If your city’s average is below 55: The bar is low. Basic improvements — gallery, CTA, certifications — will put you ahead of most competitors. You don’t need a perfect site. You need a better-than-average one.

If your city’s average is above 60: The competition is stronger. You need the full playbook — storm gallery, insurance content, emergency page, schema, quantified social proof. Check the 34-point checklist and aim for 80+.

If you’re in a metro area: Compare yourself to neighboring cities, not just your own. A roofer in Frisco (avg 49) competing for DFW customers is up against Plano (avg 62) and Dallas (avg 56). Your real competition is the metro, not just your zip code.

For city-specific data, the market reports break down every metric — score distribution, top gaps, and nearby city comparisons.

The Markets With the Most Opportunity

Some cities have high demand and weak websites — the ideal combination for a roofer ready to invest in their digital presence:

City	Why It’s an Opportunity
Houston, TX	Largest TX market, avg 52, heavy storm demand
Miami, FL	High-ticket market, avg 52, insurance complexity
El Paso, TX	Avg 49, low competition bar
Frisco, TX	Avg 49, fast-growing suburb, affluent homeowners
Sugar Land, TX	Avg 49, Houston suburb, high property values
Fort Myers, FL	Post-hurricane rebuild market, weak digital presence
Pensacola, FL	Regular hurricane zone, no storm galleries

In these markets, a roofing company with a 70+ website score would be an outlier — and outliers get the calls.

The roofers who treat their website as a competitive weapon — not just a business card — are the ones pulling ahead in every one of these 121 cities.