Ever had a homeowner tell you, “I wish I found you sooner”? That kind of feedback is gold for roofing marketing, so don’t leave it trapped in a text message or post-job handshake. In the roofing marketing industry, trust isn’t just earned on the ladder; it’s leveraged online, too. When new prospects land on your website, what they see (or don’t see) can make or break the sale.
Testimonials give hesitant customers the confidence to say “yes.” They’re not fluff, they’re proof. But you’d be surprised how many roofing sites bury them, don’t have enough, or miss the chance to use them strategically.
In this article, you’ll learn how to turn client feedback into a powerful sales tool.
Why Testimonials Fuel Better Roofing Marketing Results
In competitive markets like yours, credentials alone aren’t enough to win the job. What seals the deal is trust, and in roofing marketing, testimonials deliver that trust instantly. According to PowerReviews, 99% of consumers read reviews before making a purchase decision, and service-based businesses are no exception.
When your website highlights positive customer experiences, you’re taking advantage of basic physiology by reducing buyer hesitation and creating an emotional connection.
There’s no amount of logos or license badges that will ever replace a positive review (they are still important, though). Roofing marketing thrives on credibility, and authentic testimonials are one of the most effective ways to earn it.
When and How to Ask for Testimonials
Timing matters. The best moment to request a testimonial is within 24–48 hours of completing a job. Just right after the client sees the finished roof, breathes that sigh of relief, and is most excited about the results.
Feeling awkward when asking for a review? Here’s a guide on how to make it feel natural:
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Include a testimonial request in your job completion follow-up email
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Use a simple Google review link with a pre-written message
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Offer to film a quick 30-second video while still onsite (with permission)
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Hand off a printed card with a QR code linking to your reviews page
We have Marketing Packages that include follow-up automation that requests feedback from every job, so you never miss an opportunity to collect valuable social proof.
What Makes a Testimonial Effective?
Not every positive review moves the needle. A truly great testimonial highlights real problems and real solutions, and it shines with emotional language (not just compliments). In roofing marketing, you want testimonials that reflect urgency, trust, and satisfaction.
Instead of a vague “They were great!”, aim for reviews like:
“After a major hailstorm, we were overwhelmed. These guys got here fast, walked us through the insurance process, and had our new roof installed within the week. It was seamless.” – See how it almost makes you travel there, feel the client’s stress and relief?
Ask for specifics: What was the problem? How did your team help? What surprised or impressed them? These details help future customers see themselves in the story.
Where to Place Testimonials for Maximum Impact
One common mistake in roofing marketing is hiding testimonials on a single “Reviews” page. Instead, spread them across your entire site as it will improve visibility. Here are some ideas:
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Add a 5-star quote near each service CTA
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Include rotating testimonials on the homepage
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Drop reviews onto landing pages for Google or Facebook Ads
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Embed video testimonials on your “About” or “Why Us” pages
Testimonials shouldn’t just live in one spot. They are much more efficient when they follow the visitor throughout their journey, reinforcing trust every step of the way. To see how we structure content that builds confidence, explore our Roofing Website Design Process.
Repurpose Testimonials in Roofing Marketing Campaigns
Think of testimonials as a power for your ads, emails, and social media. Use snippets in your Facebook ads, overlay quotes on Instagram photos, or start your email newsletters with a client success story. A few other ways to repurpose them:
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Use reviews as captions for before-and-after photos
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Create Instagram Story Highlights with customer shout-outs
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Add testimonials to printed flyers or proposal templates
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Feature them in video case studies on YouTube
According to Social Media Examiner, user-generated content like testimonials increases engagement and lowers ad costs.
Make Reviews Part of Your Sales Process
When testimonials are built into your roofing marketing (and not just tacked on as an afterthought), they become one of your best sales tools. That’s why collecting, organizing, and displaying reviews should be part of your daily workflow.
Feeling overwhelmed? You don’t actually need hundreds of reviews. Even a dozen high-quality testimonials can significantly boost conversions. And when your team gets in the habit of requesting feedback, your pipeline of social proof grows naturally.
When you’re ready to set up review collection systems, schedule a free call with us. Roof Contractor Marketing specializes in making your satisfied customers your loudest advocates, right where it matters most.
