Your website is losing customers before they get the chance to call you.
We took a close look at your website the way your customers see it — on their phones, searching for a roofer in Cairns. Here's what we found.
The line "18 years serving Cairns & Far North Queensland" is one of the strongest things on your site. It's specific, it's local, and it builds trust. Most roofing sites just say "experienced" — yours actually proves it.
Saying "Specialists in metal roofing, ceiling & wall cladding" is much better than vague claims like "quality roofing services." Visitors know immediately whether you do the work they need.
Your ABN is visible, you mention you're licensed and insured, and you've got tracking set up. These are the foundations — they just need to be more visible and better supported by the rest of the site.
These aren't small design preferences — they're specific problems that cost you calls every week.
The problem: There's a green "CALL US TODAY" button, but the actual phone number isn't printed anywhere on the screen. Not in the header, not next to the button, nowhere.
Why it matters: Over 70% of people searching for a roofer on their phone want to call right away. If they can't see the number, they hit the back button and call the next listing. You're losing half your visitors before they even scroll.
The problem: Your website uses http instead of https. Modern browsers show a "Not Secure" warning in the address bar. Some browsers block the page entirely.
Why it matters: Google has penalised sites without https since 2018. More than 80% of visitors close the tab when they see that warning. For a business with zero Google reviews, this warning is the difference between a call and a lost customer.
The problem: The entire top of the page is a plain white background with text. No roofing photos, no completed projects, no team — nothing that shows what you actually do.
Why it matters: People decide whether to trust a tradie in the first 8 seconds. Without a real job photo, your site looks unfinished. Visitors can't judge your quality, so they keep searching.
The problem: Your Google rating and review count don't appear anywhere on the site. No star rating, no testimonials, no "47 happy customers" — nothing that proves other people trust you.
Why it matters: 88% of customers check reviews before contacting a local tradie. If they can't see proof that others have used you and were happy, they'll pick the roofer with reviews front and centre.
The problem: The design — black header bar, centred logo, all-caps green nav, white empty space — is a pattern from 2015. It hasn't been updated since.
Why it matters: Visitors judge your business by your website in a fraction of a second. An outdated site makes people wonder if you're still active, still reliable, still the right choice. Modern competitors win by default.
Google's own speed test gave your mobile site a performance score of 56 out of 100. The page takes over 8 seconds to show the main content on a typical phone. Most visitors are gone by then.
More calls from Google Maps. When your phone number is visible and tap-to-call works properly, the people already finding you on Google will actually ring. That's immediate.
Visitors stay and trust you faster. A real photo of a Cairns roof you've completed, your Google star rating displayed prominently, and a modern design that doesn't look abandoned — these make people stop scrolling and start reading.
Better rankings in local search. Adding https, fixing your page titles, and including the right structured data signals to Google that you're a legitimate, active Cairns business. Over time, that means showing up higher for "roofer near me" and similar searches.
You stop losing mobile visitors. A faster site, a visible phone number at the top of the screen, and a contact button that works the way people expect — these changes turn "quick exit" into "quick call."
This audit is yours to keep. It's an honest snapshot of where things stand right now and what's costing you business.
If you'd like to talk through what a redesign would look like — what we'd keep, what we'd change, how long it takes, and what it involves — we can walk through it together in about 30 minutes. No pressure, no sales pitch. Just a clear picture of the path from here to a site that actually works for you.
Book a 30-minute walkthrough and we'll show you exactly what your new site could look like.
We'll answer your questions, show you examples, and give you a clear picture of the work involved — no obligation.
Audit completed 16 May 2026 · A & J Roofing Solutions · Cairns