A focused analysis of 1,244 roofing contractor websites across 8 states, comparing digital readiness in one of the most competitive home service trades.
“Wyoming roofers average just 19 Google reviews while Nebraska roofers average 121 — a 6x gap that directly impacts who shows up in local search.”
Wyoming roofers average 19 Google reviews. Nebraska: 121. South Dakota: 108. Colorado: 100. The gap is staggering for businesses in the same industry operating in adjacent states.
Wyoming's low population density is only part of the explanation. Montana roofers average 53 reviews despite similar demographics. The difference: Colorado and Nebraska roofers actively solicit reviews as part of their sales process. Wyoming's roofing market is small enough that word-of-mouth still works — but Google doesn't care about word-of-mouth.
South Dakota leads roofing schema adoption at 60.9%, followed by Nebraska at 58.7%. Colorado — the largest market with 450 roofers — sits at 56.4%. Wyoming trails at 41.3%.
South Dakota's lead is notable because it's the smallest market (46 roofers). With fewer competitors, the bar is lower — but the roofers who do invest in SEO reap outsized rewards. When there are only 46 competitors in the entire state, having schema markup puts you ahead of 60% of them.
South Dakota and Nebraska roofers lead SSL adoption at 89.1% and 88.5% respectively. Wyoming lags at 72.7% — meaning more than 1 in 4 Wyoming roofing websites show 'Not Secure' in the browser.
For an industry where the average job is $8,000-$15,000 and homeowners are already anxious about contractor fraud, that 'Not Secure' warning is a deal-breaker. A homeowner comparing two roofing websites will always choose the one that doesn't trigger browser security warnings.
Across all 1,244 roofing websites, only 2.8% have Open Graph tags. Wyoming is at 0.7% — essentially zero. Montana leads at a still-pitiful 5.9%. In an industry where storm damage creates urgent Facebook community group posts asking 'who's your roofer?', having no social media preview is like handing out a business card with no name on it.
Roofing contractor website health across 7 states.
| State | Total | Schema % | Sitemap % | Viewport % | SSL % | OG Tags % |
|---|---|---|---|---|---|---|
| CO | 450 | 56.4% | 62% | 72.7% | 87.3% | 2.7% |
| UT | 263 | 51.3% | 52.9% | 64.6% | 81% | 4.2% |
| WY | 143 | 41.3% | 49.7% | 60.8% | 72.7% | 0.7% |
| ID | 132 | 44.7% | 55.3% | 68.2% | 78.8% | 1.5% |
| NE | 104 | 58.7% | 69.2% | 79.8% | 88.5% | 1.9% |
| MT | 102 | 53.9% | 52% | 71.6% | 79.4% | 5.9% |
| SD | 46 | 60.9% | 69.6% | 84.8% | 89.1% | 2.2% |
| Unknown | 4 | 50% | 50% | 50% | 50% | 0% |
The largest roofing markets and how they compare on web fundamentals.
| City | Total | Schema % | Sitemap % | Viewport % | SSL % | OG Tags % |
|---|---|---|---|---|---|---|
| Omaha, NE | 30 | 73.3% | 80% | 83.3% | 96.7% | 3.3% |
| Greeley, CO | 29 | 62.1% | 65.5% | 86.2% | 93.1% | 6.9% |
| Billings, MT | 28 | 67.9% | 64.3% | 85.7% | 82.1% | 0% |
| Lincoln, NE | 28 | 67.9% | 71.4% | 89.3% | 100% | 3.6% |
| Colorado Springs, CO | 27 | 55.6% | 70.4% | 77.8% | 96.3% | 3.7% |
| Grand Junction, CO | 27 | 44.4% | 55.6% | 59.3% | 63% | 0% |
| Littleton, CO | 26 | 61.5% | 76.9% | 88.5% | 100% | 0% |
| Logan, UT | 26 | 69.2% | 53.8% | 69.2% | 92.3% | 3.8% |
| Northglenn, CO | 26 | 53.8% | 69.2% | 76.9% | 92.3% | 11.5% |
| Ogden, UT | 26 | 42.3% | 46.2% | 50% | 80.8% | 0% |
| St. George, UT | 26 | 57.7% | 53.8% | 69.2% | 73.1% | 11.5% |
| Cheyenne, WY | 25 | 64% | 64% | 84% | 96% | 0% |
| Denver, CO | 25 | 72% | 72% | 92% | 100% | 0% |
| Grand Island, NE | 25 | 44% | 48% | 68% | 72% | 0% |
| Great Falls, MT | 25 | 36% | 32% | 48% | 60% | 0% |
| Missoula, MT | 25 | 60% | 52% | 72% | 80% | 12% |
| Boulder, CO | 24 | 54.2% | 45.8% | 66.7% | 87.5% | 8.3% |
| Bozeman, MT | 24 | 50% | 58.3% | 79.2% | 95.8% | 12.5% |
| Meridian, ID | 24 | 54.2% | 66.7% | 79.2% | 95.8% | 0% |
| Parker, CO | 24 | 41.7% | 62.5% | 58.3% | 91.7% | 0% |
| Provo, UT | 24 | 33.3% | 41.7% | 54.2% | 70.8% | 0% |
| Rapid City, SD | 24 | 66.7% | 70.8% | 87.5% | 100% | 0% |
| Coeur d'Alene, ID | 23 | 52.2% | 65.2% | 73.9% | 82.6% | 0% |
| Fort Collins, CO | 23 | 69.6% | 65.2% | 78.3% | 95.7% | 4.3% |
| Pueblo, CO | 23 | 26.1% | 30.4% | 30.4% | 65.2% | 0% |
| Riverton, UT | 23 | 60.9% | 43.5% | 69.6% | 82.6% | 8.7% |
| Gillette, WY | 22 | 45.5% | 50% | 50% | 63.6% | 4.5% |
| Idaho Falls, ID | 22 | 36.4% | 50% | 63.6% | 77.3% | 4.5% |
| Pocatello, ID | 22 | 40.9% | 45.5% | 54.5% | 59.1% | 4.5% |
| Sioux Falls, SD | 22 | 54.5% | 68.2% | 81.8% | 77.3% | 4.5% |
| Bellevue, NE | 21 | 42.9% | 76.2% | 76.2% | 81% | 0% |
| Castle Rock, CO | 21 | 61.9% | 66.7% | 71.4% | 85.7% | 4.8% |
| Draper, UT | 21 | 57.1% | 71.4% | 81% | 100% | 4.8% |
| Arvada, CO | 20 | 50% | 70% | 80% | 90% | 0% |
| Lakewood, CO | 20 | 70% | 70% | 75% | 90% | 0% |
| Loveland, CO | 20 | 65% | 75% | 80% | 95% | 0% |
| Sheridan, WY | 20 | 35% | 60% | 70% | 75% | 0% |
| Layton, UT | 19 | 52.6% | 84.2% | 68.4% | 84.2% | 10.5% |
| Centennial, CO | 18 | 72.2% | 66.7% | 83.3% | 83.3% | 0% |
| Commerce City, CO | 18 | 44.4% | 44.4% | 50% | 66.7% | 0% |
| Aurora, CO | 17 | 47.1% | 41.2% | 64.7% | 76.5% | 0% |
| Jackson, WY | 17 | 41.2% | 29.4% | 58.8% | 76.5% | 0% |
| Lehi, UT | 17 | 52.9% | 47.1% | 70.6% | 70.6% | 0% |
| Longmont, CO | 17 | 64.7% | 76.5% | 82.4% | 88.2% | 5.9% |
| Nampa, ID | 17 | 47.1% | 64.7% | 82.4% | 94.1% | 0% |
| Rock Springs, WY | 17 | 11.8% | 35.3% | 35.3% | 47.1% | 0% |
| Laramie, WY | 16 | 50% | 50% | 56.3% | 68.8% | 0% |
| Westminster, CO | 16 | 62.5% | 43.8% | 68.8% | 87.5% | 0% |
| Boise, ID | 14 | 42.9% | 50% | 71.4% | 85.7% | 0% |
| Englewood, CO | 14 | 64.3% | 71.4% | 85.7% | 92.9% | 7.1% |
| Salt Lake City, UT | 14 | 50% | 50% | 50% | 92.9% | 0% |
| West Jordan, UT | 14 | 50% | 64.3% | 71.4% | 71.4% | 0% |
| Casper, WY | 13 | 38.5% | 53.8% | 69.2% | 76.9% | 0% |
| Evansville, WY | 13 | 30.8% | 46.2% | 53.8% | 69.2% | 0% |
| Murray, UT | 13 | 46.2% | 46.2% | 69.2% | 84.6% | 7.7% |
| West Valley City, UT | 12 | 41.7% | 33.3% | 58.3% | 75% | 8.3% |
| Caldwell, ID | 10 | 30% | 30% | 40% | 40% | 0% |
| Broomfield, CO | 9 | 44.4% | 55.6% | 66.7% | 77.8% | 0% |
| Orem, UT | 9 | 44.4% | 55.6% | 55.6% | 66.7% | 0% |
| Taylorsville, UT | 9 | 44.4% | 55.6% | 66.7% | 66.7% | 0% |
| Sandy, UT | 6 | 50% | 50% | 66.7% | 100% | 0% |
| Thornton, CO | 6 | 50% | 50% | 66.7% | 100% | 0% |
We analyzed 1,244 roofing contractor websites across 8 states sourced from Google Business Profiles. Each website was audited for SSL certificates, XML sitemaps, robots.txt files, viewport meta tags, Open Graph tags, and Schema.org structured data markup. 1058 sites had full technical audits completed. Data collected January–February 2026.
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