Own the Storm. Keep the Margin.
A demand and conversion system built for the way roofing actually earns — storm response speed, inspection-to-close ratio, and the job margin that survives after supplements.
Built Around Inspection-to-Close
Roofing does not have a lead problem when hail lands. It has a throughput problem. The winners are the ones whose phone, schedule, and inspection funnel can absorb a two-week surge without dropping the retail work that pays through the quiet quarters.
Instant inspection booking
Address-level scheduling with photo upload and roof-age intake, so the first conversation is qualified before a rep drives out.
Storm-response pages on standby
Pre-built, pre-approved event pages that publish inside the swath within hours — not after the canvassers have already been beaten to the door.
Retail and insurance split
Two funnels, two messages. Deductible and claim guidance on one side, financing and design selection on the other.
Review velocity by neighborhood
Post-install review capture routed to the profiles that rank in the ZIPs you actually produce in.
The First 72 Hours
When the swath map drops, the build is already done. This is what runs.
Hour 0 — Trigger
Hail or wind event confirmed against your production territory. The standby event template clones, geo-targeted to the affected ZIPs with date, storm type, and free-inspection offer already in the copy.
Hour 6 — Live
Page published, paid campaigns switched on, call tracking numbers issued per ZIP, and the inspection calendar opened to the capacity your production manager signs off on. Not one slot more.
Hour 24 — Saturate
Local search, paid, and door-knock QR routes all point at the same page so canvassers and clicks land on identical proof. Homeowners who saw the truck can book without calling.
Hour 72 — Sort
Leads scored by roof age, claim status, and drive time. Reps get the ones worth the appointment. The rest go to a nurture sequence that converts in the retail quarter.
Where Roofing Deals Die
Every roofing company can quote a close rate. Very few can tell you where the drop happens between the form fill and the signed contract, which is the only number that changes the year.
A hundred inbound leads. Sixty reachable. Thirty-eight inspections set. Twenty-six actually inspected. Twelve contracts. That is a healthy shop. Move reachable to seventy-five and inspected to thirty-four and you have added six jobs a month without spending another dollar on demand.
We instrument every one of those steps, then rebuild the ones losing the most. Usually it is response time, then inspection no-shows, then a proposal that arrives four days late in a PDF nobody opens on a phone.
What we fix, in order
Response under two minutes
Auto-text on submit, live call routing, and a fallback queue so nothing waits for a callback that never happens.
Inspection show rate
Calendar confirmation, rep bio with photo and license, reminder sequence, and a reschedule link that does not require a phone call.
Same-day proposals
Mobile-first proposal pages with good-better-best shingle options, financing terms, and an accept button. Signed on the driveway, not next week.
Margin visibility
Lead source carried through to the job record so you can see which channel produces the supplements and which produces the headaches.
Backlog pacing
Demand throttled to crew capacity so you are not selling January installs in a market where the homeowner will cancel by December.
What Gets Built
Authority Site
A brand that reads like the company a homeowner trusts with a $28,000 decision. License, insurance, manufacturer certifications, and warranty terms visible without scrolling.
Storm Template Library
Hail, wind, and hurricane event pages pre-written and pre-approved, sitting in staging until the map says go.
Inspection Scheduler
Capacity-aware booking tied to rep territories and drive time, with intake questions that pre-qualify claim versus retail.
ZIP-Level SEO
Neighborhood pages built on real completed work, permit history, and review density — the signals that hold the map pack after the storm chasers leave.
Review Engine
Automated post-install requests, response templates, and reputation monitoring across the profiles that feed local rankings.
Margin Dashboard
Cost per inspection, cost per contract, and gross margin by lead source in one view your production and sales managers both read.
Wired Into Your Stack
Leads land where your team already works. No rekeying, no lost source data.
Jobs, Inspections and Invoices on One Login
Every roofing company gets an isolated workspace at client.darkwater.work with the roofing modules switched on. One login, one bill, one partner — instead of a website vendor, a scheduler, an estimating tool, a photo app and a reviews service.
DW Essential
Authority site with license, insurance, certifications and warranty terms up front, on managed hosting with security, analytics, SEO monitoring, AI chat and monthly reports.
See what’s included →DW Business OS
Where most roofers land. Adds capacity-aware inspection booking, the lead CRM, estimates and same-day proposals, contracts with e-signature, invoices and Stripe-powered payments, job photos, customer and crew portals, review automation, email and SMS, and monthly strategy.
See what’s included →DW Industry Pro
Adds Dark Water Pocket — your business in every customer’s pocket. Native iPhone and Android for homeowners and crews, push updates through the install, loyalty and referral credits, gift cards, an AI receptionist for storm-window call volume, and roofing workflows with advanced analytics.
See what’s included →DW Essential $249/mo · DW Business OS $499/mo · DW Industry Pro $799/mo — setup is quoted once, up front, and halved when you pay annually. Multi-location and multi-brand operators run DW Enterprise from $1,500/mo. Compare every plan →
Frequently Asked
Six hours from confirmed event to published page with paid traffic behind it, because the template, the offer, the legal language, and the tracking are all built and approved during onboarding. The only variable at storm time is the ZIP list and the date.
It applies harder. Retail buyers compare three bids and care about design, warranty, and financing terms. We build a separate funnel with product selection, financing pre-qualification, and same-day proposals, and we keep it running through the quarters when there is no storm to chase.
The scheduler is capped by your production manager, not by demand. When the calendar fills, the page shifts from same-week language to a waitlist offer instead of overselling a backlog your crews cannot install.
They go into a long-cycle nurture built around roof age and claim deadlines. A homeowner who declined in August frequently signs in March when the deductible math changes. Those follow-ups are where a lot of the margin improvement comes from.
It is a subscription, not a project. Single-market roofing companies run DW Business OS — $499/mo for the site plus jobs, inspection scheduling, estimates, invoices, payments, contracts and reviews. Companies that want the native app, push updates and an AI receptionist for storm-window call volume run DW Industry Pro — $799/mo. Multi-market and multi-brand operations run DW Enterprise, from $1,500/mo, with multiple locations, unlimited users and custom integrations. Setup is quoted once, up front, and halved when you pay annually.
No. We take one roofing company per production territory and hold that exclusivity for as long as your subscription is active.
Stop Paying For Software. Start Running Your Business.
One Login. One Bill. One Partner. We replace disconnected software with one fully managed operating system that grows with your business.
DW Essential $249/mo · DW Business OS $499/mo · DW Industry Pro $799/mo — setup is quoted once, up front, and halved when you pay annually.