Assignment Selling Blog

Building Trust in Roofing Sales: Testimonials, Reviews, and Case Studies

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We're excited to dive into a topic that's not just about shingles, gutters, and estimates but about something even more vital—trust

Building trust is like building a sturdy foundation in roofing sales to your customer relationships. It's the key to closing a deal and opening the door to lasting partnerships.

You know what they say—trust is the name of the game in the roofing industry, and it's not just a fancy buzzword.

Building trust is like the secret ingredient that can seal the deal or send it packing. 

American writer Zig Ziglar says it quite well, “If people like you, they’ll listen to you. If they trust you, they’ll do business with you.” 

So why is trust so important? And what’s the best way to build trust in the sales process? Keep reading to find out…

The Importance of Building Trust in Roofing Sales

Having established the significance of trust in the roofing sales process, let's now explore the importance of building and maintaining trust in the roofing industry.

Increased Customer Loyalty and Repeat Business

Customers who trust you become loyal fans. They'll keep coming back for your roofing services time and time again. It's like having friends who always want to hang out with you because they know you're reliable and trustworthy.

Positive Word-of-Mouth Referrals

Trust isn't a solo act—it's a chorus of positivity. Satisfied customers who trust you become your unofficial brand ambassadors. They tell their friends, family, and anyone who'll listen about the fantastic experience they had with you. Your reputation soars and it's all thanks to trust.

But wait, there's a flip side: the consequences of a lack of trust in roofing sales.

This might look like:

Lost Sales Opportunities

Trust is necessary for you and potential customers to succeed. They might explore other options instead of choosing to do business with you.

Negative Online Reviews and Reputation Damage

In the internet age, everyone has a voice and isn’t shy about using it. You might have some not-so-flattering online reviews if you don’t incorporate trust-building in your sales process. Your reputation could take a hit, and in a world where digital word-of-mouth matters, you don’t want that.

Related: Why Your Roofing Website Should Be Your #1 Salesperson

Now, let’s move on to how you can build trust with content created from working satisfied customers.

Building Trust Through Testimonials, Reviews, and Case Studies (+Examples)

An excellent way to build trust with prospects is to incorporate testimonials, reviews, and case studies on your website and in your sales conversations. You can provide valuable insights and concrete illustrations of your completed roofing jobs and your customers’ delight. 

Let's look at how testimonials, reviews, and case studies differ with some examples.


 A testimonial represents a declaration from a prior customer detailing how a product or service has benefited them. A business typically crafts these testimonials, relying on targeted questions from customers. 

Well-written testimonials demonstrate the impact through “before-and-after” comparisons and can be written content or videos.

We want to note that obtaining permission from your customers before featuring their testimonials on your website is essential. This helps ensure they are genuine and accurately represent your company with their experiences. 

Akron Roofing does a great job creating a slide of their recent testimonials right on the homepage of their website. 

You can also read more of their testimonials on a dedicated page—which could be shared directly with prospects during a sales conversation. 


Reviews are something your customers write on their own, typically unprompted, and are the most ‘raw’ form of feedback. 

testimonials, reviews, case studies

Reviews can offer numerous benefits that can contribute to the success and growth of your business while providing potential customers insights into the quality, professionalism, and customer service they can expect.

Be sure that the reviews are legitimate and accurately reflect the experiences of your satisfied customers. 

We appreciate how Holladay Grace (a Roofing Demand client) features reviews written by its customers shown directly on its homepage. As you can see, these reviews originate from a third-party website, such as Google or Yelp, and can be seamlessly integrated into your website. 

By providing authentic perspectives from satisfied customers, reviews play a vital role in building confidence and ultimately influencing prospects to move forward with their purchases.

Case Studies:

Case studies feature customers' challenges, solutions, and results using your services and showcase your work quality. They are a great way to demonstrate your ability to handle roofing challenges and your commitment to customer satisfaction.

Case studies are typically in-depth and tell a story from start to finish.

It could be the most valuable resource a potential buyer encounters when they’re on the verge of purchasing.

A case study effectively tells the authentic account of a real-life customer who encountered a challenge and triumphed over it. It carries considerably more influence than any other marketing materials at your disposal.

Roof Crafters does an excellent job of showcasing their case studies using video and written content. This is critical in showing potential customers what their company can provide.

Whether featuring testimonials, reviews, or case studies on your website, using video as much as possible is a great way to show your potential customers who you are and what service you offer. 

Essential tip: There is no better way to feel trust and confidence during your buying journey than putting a face to a name with a video. 

Remember, it does not need to be perfect, and you do not need a professional videographer to achieve this. Using what your team has, even if it is just a smartphone, is enough to make a video and share it with your customers who do not need a “perfect” video to see what you offer. 

Related: Videos To Increase Pipeline Velocity for Roofers - Without a Videographer

So, how can you use these in the sales process? Don’t worry, we have you covered. 

How to Use Testimonials, Reviews, and Case Studies in the Sales Process

Let's discuss how you can harness the power of testimonials, reviews, and case studies to supercharge your sales process. These powerful tools serve as a compelling means to build trust, credibility, and confidence in the minds of your prospects. 

You can strategically weave them into various stages of your sales journey to enhance your approach. Here’s how:

Testimonials - The Personal Touch:

Consider testimonials as warm, personal recommendations from satisfied customers. These snippets of praise can be woven into your sales pitch to add more credibility. 

Sharing testimonials occurs early on in the sales process. During the initial contact/introduction, overcoming objections or integrating into your presentation would be a great way to reinforce the value of your service. 

Start by selecting testimonials that align with your email's purpose, target audience, and offer. Avoid randomly choosing generic praises. Instead, opt for testimonials that directly address a specific issue, benefit, or objection your email aims to address. For instance, if your email addresses a pain point about cost, feature a testimonial that speaks to the value and investment of your roofing services.

Reviews - The Voice of the Crowd:

Reviews are like a chorus of approval from many people. They're powerful because they're unfiltered opinions. 

They are best shared in the sales process when prospects are in the research and evaluation stages, as they provide authentic, unbiased insights into previous customers' experiences. They offer valuable social proof, helping to build trust and credibility. 

In follow-up communications, reviews continue to reassure customers of their decision and can be shared on your website, in emails, and through social media to enhance your online presence. 

Case Studies - The Proof in Action:

Now, case studies are the real showstopper. They're like success stories demonstrating how your service can transform a customer's life. 

Case studies are strategically employed in sales when prospects seek in-depth, real-world examples of how your service can solve specific problems or meet their unique needs, often towards the end of the sales process. 

Case studies are particularly effective when engaging with prospects who require a deeper understanding of how your offering can address their complex requirements. 

The key is to use these gems at the right moment. 

Remember, these tools are not just about selling. They're about building trust, confidence, and genuine relationships with your customers

Let's look at what it might look like using each of these on your website. 

Making it Easy to Share Testimonials, Reviews, and Case Studies with Customers 

Making it easy for your customers to access testimonials, reviews, and case studies is a smart move. 

Here's how you can make that happen in a friendly, user-friendly way:

Testimonials - Front and Center:

Imagine your homepage as a warm welcome to your online home. Testimonials, especially video ones, can be like the friendly faces that greet guests. Have a section on your homepage dedicated to these. Customers who land on your website will immediately see these trust-building pieces of content. It's an instant mood-lifter and a sign that you've got a great thing going on.

Reviews - Sprinkle Them Everywhere:

You can place reviews on any website page. If you've got some fabulous Google Reviews, why not embed them directly on your site? That way, wherever your customers roam on your web space, they'll find those little praises, assuring them they're in the right place.

Case Studies - A Deep Dive:

Case studies are the meatiest part of your storytelling and should get dedicated site pages. When customers want to dig deeper, they should easily navigate to these pages for an in-depth look at how your services work wonders.

Internal Repository - A Team Effort:

Create a Google Sheet or internal shareable document to collect all this gold. Your team can easily access and share these materials with potential customers facing particular pain points. It keeps everyone on the same page and helps streamline the sales process.

Remember, the goal is to make it effortless for your customers to find these trust-boosting elements. 

So, when potential customers leave your site, they'll do it knowing they've got the confidence and proof they need to take the next step or make a purchasing decision.

Final Thoughts

Trust is the cornerstone of success in roofing sales. Without it, you’ll miss out on opportunities to close more deals. 

As we wrap up, it's clear that testimonials, reviews, and case studies are not just about sealing the deal; they're about forging genuine connections with customers. The real stories, the authentic feedback, and the success narratives all come together to build lasting relationships. 

Remember, in roofing, it's not just about protecting structures; it's about protecting your reputation and building trust, one satisfied customer at a time. So, go out there, tell your stories, and continue to shape the roofing industry with trust, reliability, and excellence. 

We hope you have been inspired as you read through ways to incorporate trust into your website.

Have questions? 

We would love to hear from you! Take some time to talk with an advisor today!

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