Roofing websites: what to publish, and when

A page written the morning after a storm front hits is too late — it takes Google weeks to months to rank a new page properly, and the surge in emergency searches lasts a fortnight. The businesses that get the call in June built the page in autumn. This is a practical calendar for when to publish what, not a case for having a storm page — that argument is already made on the roofer trade page.

Why the calendar matters more than the content

Two roofing businesses can have identical storm pages, word for word, and get completely different results from them — because one published in March and one published the week the front came through. Search ranking is not instant. A new page needs to be indexed, crawled repeatedly and given time to earn trust before Google will show it for a competitive, time-sensitive search. Publishing reactively means the page is barely indexed by the time the search volume has already passed.

A rough year for a Perth roofing site

1. Autumn (March–May), before the season turns. This is when the storm and emergency-leak page needs to already be live and settled, not written. If it does not exist yet, this is the single most urgent thing to publish — everything else on this list can wait a season, this cannot.
2. Early winter (June). Storm season itself. This is not writing time — it is answering-the-phone time. If the emergency page and the two-doors setup from the first section are not already working, there is no time left to fix them before the volume passes.
3. Late winter into spring (July–September). The quiet-in-comparison stretch right after storm season is genuinely useful: publish the insurance-claim page while the process is fresh from real jobs, and start collecting the before-and-after photos from the restorations you are now booked solid doing.
4. Spring and summer (October–February). Planned-work season — restorations, re-roofs, tile-to-Colorbond conversions. This is when the cost and comparison content earns its keep, because buyers in this window are researching slowly rather than panicking.

What the storm page needs, briefly

The roofer trade page covers this in full, so it is only worth restating the one point that affects timing: the page has to distinguish emergency leak response from planned restoration from the first screen, because they are different customers on different clocks and a shared contact form loses the urgent one. Write it once, properly, well before the season it is meant to earn in.

Collect the before shots on the way through, not afterwards

A restoration is sold on the before-and-after pair, and the before shot is the one everybody forgets to take because nobody is thinking about the website while they are up a ladder in July. Build it into the job: same angle, same position, before you start. By the quiet stretch after storm season you will have a genuine batch of pairs ready to publish, rather than trying to reconstruct them from memory in October.

Asbestos content is evergreen, not seasonal

Unlike the storm page, a plain-language page about Super Six and asbestos roofing does not have a season — it is a steady, year-round search from owners of older Perth housing stock working out whether they can touch their own roof. It is worth publishing whenever it gets written, but it belongs on the same list, because it is one of the highest-value pages a roofing site can have and it is rarely done well.

If you are rebuilding an existing roofing site

A rebuild ahead of storm season carries real risk if it is not handled properly — a redesign that changes URLs without redirects can drop a page that was ranking for “emergency roof repairs perth” right before the season it earns in. If a rebuild is on the cards, do it in late winter or spring, well clear of the season, and read our guide to redesigning without losing rankings first.

We build this calendar into every roofing website we make, so the storm page is ranking well before the front arrives rather than written the morning after.

John Ocello

Founder, PC Madness Web Services, Midland WA