When it comes to turning clicks into roofing leads, trust is everything. And one of the fastest ways to build trust with homeowners is by including customer testimonials on your landing page. In an industry where reputation matters, your past customers can do the heavy lifting of selling your services—if you use their words in the right way.
In this article, we’ll break down why testimonials belong on your roofing landing pages, how to use them effectively, and the impact they have on conversion rates.
Why Customer Testimonials Matter in Roofing
Roofing is a high-stakes investment. Homeowners want to be 100% sure they’re choosing the right contractor before scheduling an estimate or inspection. That means they’re not just looking at your pricing or services—they’re looking for proof that other people trust you and had a good experience.
That’s where testimonials come in. They offer third-party validation that your company:
- Shows up when promised
- Delivers quality work
- Communicates clearly
- Stands behind the job
For skeptical or hesitant visitors, that reassurance can make the difference between bouncing and booking.
The Benefits of Adding Testimonials to Landing Pages
1. Build Instant Credibility
Most homeowners have had bad experiences with contractors—or know someone who has. Featuring honest, local reviews on your landing page counters that fear and shows you’re a contractor they can trust.
2. Increase Conversion Rates
According to multiple studies, landing pages with testimonials convert better than those without. That’s because testimonials provide social proof—a psychological trigger that increases the likelihood of action when people see others making the same decision.
3. Humanize Your Roofing Business
Great testimonials tell a story. They show the real-life impact of your services, from fixing storm damage to helping a family stay dry before the next rain. These emotional elements connect on a human level and help your brand stand out.
4. Support Your Local SEO Efforts
When testimonials include city names, neighborhoods, or zip codes, they add hyper-local relevance to your landing pages. This can help improve local keyword density and support your local SEO rankings.
Where to Use Testimonials on a Roofing Landing Page
1. Near the Call-to-Action
Place a testimonial right next to your form or phone number. It reassures visitors as they’re deciding whether or not to submit their info.
2. Below the Fold
After explaining your services and offer, use a few customer quotes to reinforce that others have taken the same action and were happy with the results.
3. In Headline or Subheadline Form
Turn a powerful review into a featured quote at the top of your page to grab attention instantly.
“HOWL replaced my roof in 2 days and handled the insurance start to finish—flawless experience!” – Sarah L., Frisco, TX
4. As Visual Blocks or Carousels
Use design elements like review cards, quote bubbles, or sliders to make testimonials feel more engaging. Include headshots or images if you have permission—it makes the testimonial feel more authentic.
What Makes a Strong Testimonial?
The best testimonials are:
- They mention the service provided, timeline, and outcome
- They reference the customer’s city or neighborhood
- They share a problem and how your roofing company solved it
- They include relief, satisfaction, or praise in the customer’s own words
Examples:
- “After the April hailstorm in McKinney, I called three roofers and HOWL was the only one that showed up on time. They inspected the roof, helped with the insurance claim, and finished everything in two days. Highly recommend!”
- “We had water leaking into our attic in Allen. HOWL responded within hours, tarped the roof, and scheduled a full replacement. Super professional and no hassle.”
How to Collect and Use Testimonials Effectively
1. Ask at the Right Time
The best time to ask for a review or testimonial is right after the job is completed—when the customer is most satisfied. A simple follow-up email or text with a link works great.
2. Request Permission to Use on Marketing Materials
Always get written or verbal confirmation that you can use their review on your website, ads, or social posts.
3. Pull From Your Google Reviews
You already have a goldmine of testimonials in your Google Business Profile. Repurpose these on your landing page—especially those with location references.
4. Keep It Fresh
Rotate testimonials every few months so your content stays relevant. Feature recent jobs in neighborhoods you want to target.
How HOWL Uses Testimonials to Improve Roofing Lead Conversion
At HOWL, we build landing pages that convert—and testimonials are a key part of that. Our approach includes:
- Collecting and curating testimonials based on target service areas
- Embedding reviews next to CTAs and quote forms
- Highlighting reviews with high emotional impact or strong before-and-after outcomes
- Incorporating testimonial copy into ad headlines, descriptions, and retargeting creatives
We don’t just display your reputation—we use it to drive leads and revenue.
Final Thoughts: Your Customers Are Your Best Salespeople
Roofing is a trust-based business. No matter how strong your offer is, a skeptical homeowner needs proof. Customer testimonials deliver that proof in the most relatable, persuasive way possible. Use them on your landing pages to ease doubts, increase conversions, and grow your business with confidence.
Apply to work with HOWL and let us design landing pages that not only look good—but use your customers’ voices to close more roofing jobs, faster.