What was loaded
Each company's own homepage, once, in November 2026. We started from 246 listings and left out 34: pages that did not load, parked domains, links that led to another site, and pages that were not the homepage. That left 212.
What we found on 212 roofing websites
In November 2026 we tested the homepage of 212 Twin Cities roofing companies on a phone-size screen. Three problems kept coming up.
Three things kept coming up.
Each count is out of the homepages that could be measured for it.
79 of 212
had no quote form on the homepage. After hours, there was no form to ask for a price.
22 of 212
had no tap-to-call link. The number was plain text or missing.
158 of 191
took longer than 2.5 seconds to show their main content.
How long the homepages took to show.
Time until the main content appeared, for the 191 homepages that gave a reading. The middle one took 7.4 seconds.
| Time | Share | Homepages |
|---|---|---|
| 2.5 seconds or less | 33 | |
| 2.5 to 5 seconds | 33 | |
| 5 to 10 seconds | 53 | |
| 10 to 20 seconds | 42 | |
| Over 20 seconds | 30 |
33 of 191 met Google's line. The other 158 did not.
Good reviews, kept off the page.
54 homepages showed no reviews in their text. 46 of those companies had 4.5 stars or better on Google, from 10 or more reviews.
The rating was earned and public. It was just not on the page where a customer decides whether to call.
How we tested.
How it was loaded
In a phone-size lab test: a screen 390 pixels wide, the processor slowed four times, a mobile connection of about 1.6 megabits a second, and nothing cached. Speed readings exist for 191 of the 212.
What was counted
A quote form, a tap-to-call link, and reviews, from what was on the homepage itself. A page counted as having a form if it had any form other than a search box (a form in a pop-up counts), a form or booking tool shown in a frame, or two or more loose fields. The pages were read twice, on November 13 and 14, 2026. Where the two readings disagreed, the page was counted as having a form. Google ratings came from each company's public Maps listing.
What it covers
Roofers in the Twin Cities, November 2026. Homepages only, so a company may have a form or a phone link on another page. A phone-size lab test, so a fast phone on good wifi will do better. No business is named.
What we build instead.
A homepage we designed for a roofer: the estimate form on the first screen, a Call button that dials, and one picture to load before the page shows.
The same findings as a list you can run on your own site: what a local business homepage needs.
Questions about the study.
Can I see which companies were tested?
No. No business is named or shown here. The point is the pattern, not any one company.
Is 2.5 seconds a rule?
No. It is the target Google sets for a good experience: main content showing in 2.5 seconds or less. A slower page still works, the visitor just waits longer to see it. Source: Largest Contentful Paint, web.dev. We wrote more about it in how fast a small business website should be.
Will you test my site the same way?
Yes. The free site check is the same test on your homepage, with your own numbers.
Talk it through with us.
Call, or ask for a free site check. No sales team. You talk to an owner.