Primary research · Roofing
Quote form field count on roofing websites
Share of brands with a captured form whose most-complex form has 11+ user-facing fields (denominator excludes brands with no captured form).
49.5% of the 130 Roofing contractor websites Fervor Studio inspected run a quote form asking customers to fill in eleven or more boxes.
Source: Fervor Studio, Contractor CRO Index 2026 (n=130 Roofing contractor websites in the United States and Canada, captured 2026-05-10 to 2026-05-16)
Roofing has the longest forms of the three trades by a wide margin, with roughly half the brands demanding eleven or more fields. Insurance work explains part of it. Once a roofer starts collecting carrier, claim number and date of loss up front, the form stops being a lead capture and becomes an intake packet.
That puts roofing above the combined figure of 39% across all 380 brands , by 10.5 percentage points. Here is the same measurement in the other two trades we inspected.
| Trade | Quote form field count | Sites |
|---|---|---|
| Roofing (this page) | 49.5% | 130 |
| Remodeling | 35.8% | 146 |
| HVAC | 29.9% | 104 |
Why it costs you work
Every field is a chance to quit, and the person filling it in is often doing it one-handed. The uncomfortable part is that long forms usually exist for the office rather than the customer. Somebody in dispatch asked for the property age and the roof pitch and the preferred contact window so they would not have to ring back. So the form got longer, the office got its data, and the leads that never finished the form never showed up in any report.
Checking your own roofing site
We opened the longest form on each site and counted the boxes a customer has to fill in, ignoring anything hidden.
Open your own quote form on your phone and count the boxes. Then ask which of them you could get on the phone in fifteen seconds once somebody has already raised their hand. Those are the ones to cut.
Everything else we measured on roofing sites
| Measurement | Roofing |
|---|---|
| Sites people with disabilities cannot use | 60.8% |
| Sites that are hard to use for the disabled | 97.7% |
| How long sites take to load on a phone | 7.88s |
| Multi-step forms | 3.1% |
| Named customer testimonials | 34.6% |
| Before and after galleries | 39.2% |
Methodology and sources, for anyone checking our work
- What was measured
- Share of brands with a captured form whose most-complex form has 11+ user-facing fields (denominator excludes brands with no captured form).
- How we measured it
- We opened the longest form on each site and counted the boxes a customer has to fill in, ignoring anything hidden.
- The technical version
- visible_form_fields.count_visible_form_fields() on the most-complex form per brand; >= 11 user-facing fields
- Scope
- brands with a captured form
- Denominator
- 111 roofing brands qualified for this measurement, out of 130 we inspected.
- Collection window
- 2026-05-10 to 2026-05-22
- Who ran it
- Fervor Studio, first-party capture. Nobody paid to be included or excluded.
This measurement across every trade: Quote form field count. How the capture works: the methodology.
The full report behind the roofing numbers: State of Roofing. Or see how individual roofing brands scored on the roofing leaderboard.