A financing page is the cheapest piece of financing marketing you'll ever buy, and it works around the clock. Its job is simple: tell a homeowner that paying over time is possible, explain how it works with your lender partner, and make it obvious that the lender, not your company, decides.
What it is
This service produces three pieces of writing that work together:
- A financing page on your website that answers the questions homeowners actually ask: who the lender is (if your agreement lets you name them), what the application involves, roughly how long a decision takes, and what happens if they aren't approved.
- A short block for each replacement service page, such as asphalt shingle replacement, metal roofing or flat-roof work, so the option appears where the price question comes up.
- An estimate line, one or two sentences that go on every printed and emailed estimate, worded exactly as your lender allows.
We also write the internal links between them so search engines and visitors find the financing page from the pages that matter.
Who it's for
It's for any roofing company that already has a lender partner and a website that doesn't explain the program, or explains it in a single line buried in the footer.
It's especially useful if:
- your estimators say homeowners "didn't know we offered financing"
- you sell upgrades, such as metal or impact-rated products, that homeowners decline on price
- you work in a region with a short install season, where an undecided homeowner can easily drift into the next year
It isn't for companies still choosing a program. We can't describe a product that isn't settled.
What's included
- an hour-long working call with you and whoever handles the lender relationship
- a review of your lender's approved marketing materials and any wording rules in your agreement
- the financing page, the service-page blocks and the estimate line, drafted for your approval
- a plain-language FAQ on the financing page covering the application, timing and who to call with questions
- a checklist of wording to avoid, such as "everyone's approved" or rates the lender hasn't published
- placement on your site and links from your replacement-season ads, if you run them
Timeline
- Week 1: working call, review of the lender's materials, first drafts.
- Week 2: your edits, then the drafts go to your lender for review if your agreement requires it.
- Week 3: final changes and publication.
The schedule depends mostly on how fast your lender reviews marketing copy. Some answer in days; some take weeks. We plan for the slower case.
How results are measured
A page doesn't sign roofs by itself, so we measure what it can influence:
- visits to the financing page and where they come from
- calls, texts and emails that start on or after a visit to it, tracked with a dedicated number where possible
- how often homeowners mention financing at the estimate, recorded by your office
These feed the monthly report in our financing tracking service.
What a good financing page answers
A useful page answers the homeowner's questions in the order they ask them. We usually cover:
- Can I pay for a new roof over time? Yes, through the licensed lender you partner with, if the homeowner applies and is approved.
- Who decides? The lender. Your company doesn't see the credit decision and can't change it.
- What do I need to apply? Whatever the lender's materials list, summarised in plain language.
- Does applying change my estimate? It shouldn't; the price for the roof stays the same however the homeowner pays, unless your lender agreement says otherwise and you disclose it.
- Who do I call with questions? Your office for the roof, the lender for the loan.
That last point matters more than it looks. Homeowners who know which questions go where trust both of you more.
Mistakes we see, and avoid
- Putting a rate on the page. Rates belong to the lender, change often, and can trigger disclosure duties. Our guide to roof-financing advertising rules explains why a stated rate or payment can require more information alongside it.
- "No credit check" or "everyone qualifies" claims. They're rarely true and they invite exactly the wrong expectations.
- Burying the option. If financing only appears on the estimate, the homeowner has already formed an opinion about the price.
- Different wording everywhere. When the website, the estimate and the estimator all say different things, homeowners lose trust. One approved description, used consistently, is the goal.
To see how this fits with the other services, go back to the services overview or check pricing.
Frequently asked questions
Can the page show an example monthly payment?
Only if your lender provides one in its approved materials, with the disclosures that go with it. We never calculate or invent a payment figure ourselves.
Who owns the pages you write?
You do. The pages live on your website and stay there if you stop working with us.
How long does it take?
Usually two to three weeks, most of which is waiting for your lender to review the wording. The writing itself is quick.
Will the page hurt my search rankings?
No. A useful financing page is ordinary helpful content. We link it from your replacement pages so it supports them rather than competing.