Conversion rates for roofing forms vary, but most contractors can expect between 5% and 15%. This means that out of every 100 visitors landing on a service or landing page, 5 to 15 will fill out a form requesting an inspection or quote. Numbers outside this range are either a warning sign (too low) or an opportunity to scale (if higher).
Of course, there are some other factors to consider, too. Thus, in some cases, anything above 3% might be acceptable, too.
Why does the range exist? Roofing jobs differ. Emergency repair pages often convert at the higher end because urgency is high. Replacement or flat-roof projects may convert lower, since buyers want to compare options before committing. Either way, the goal of roofing SEO is not just traffic—it is traffic that takes action.
Improvement comes from testing, not guessing. Contractors can adjust headlines, button text, and form length to see what raises completion rates. A form with four fields—name, phone, postcode, and service type—will almost always outperform a long questionnaire. Adding proof beside the form, such as a short review or trade badge, increases trust and nudges people to submit.
Tracking is vital. Use analytics to measure how many visitors reach the page and how many actually complete the form. Without measurement, conversion is a guess. With it, small refinements can move a page from 4% to 10%, which can double leads without spending more on ads.