Primary research · Roofing
Free inspection positioning on roofing websites
Share of brands surfacing a free-inspection positioning frame. (Single measurement.)
Roofing carries almost the entire adoption in the study. Storm and insurance work makes the free inspection close to a category standard here, since the inspection is the step that establishes whether there is a claim at all.
That puts roofing above the combined figure of 8.7% across all 380 brands , by 12.8 percentage points. Here is the same measurement in the other two trades we inspected.
| Trade | Free inspection positioning | Sites |
|---|---|---|
| Roofing (this page) | 21.5% | 130 |
| Remodeling | 0% | 146 |
| HVAC | 4.8% | 104 |
Why it costs you work
This is the cheapest risk reversal in the trades and the least used. A free inspection converts a stranger who is not sure they have a problem yet into somebody standing in their own driveway next to a person holding a ladder. And the per-trade spread on this one is the widest of any metric in the study, which means it is a positioning choice rather than a trade constraint.
Checking your own roofing site
Search your own homepage for the word free. If it appears only in the footer or not at all, and you do in fact inspect for free, you are running an offer you never told anyone about.
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 |
| Quote form field count | 49.5% |
| Multi-step forms | 3.1% |
| Named customer testimonials | 34.6% |
- What was measured
- Share of brands surfacing a free-inspection positioning frame. (Single measurement.)
- How we measured it
- We read the pages looking for a free inspection, free estimate or free assessment offer put somewhere a visitor would see it.
- The technical version, for anyone checking our work
- free-inspection positioning frame in HTML body copy
- Scope
- all captured pages
- Denominator
- 130 roofing brands.
- Collection window
- 2026-05-10 to 2026-05-16
- Who ran it
- Fervor Studio, first-party capture. Nobody paid to be included or excluded.
This measurement across every trade: Free inspection positioning. 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.