Key points
70% of customers say reviews and photos are what made them choose one tradesperson over another (BrightLocal, 2023).
Consistency across platforms increases enquiries by up to 30% (Moz, 2022).
A clear “why us” message makes you stick out from a crowd of identical offers (FMB, 2022).
Do this first: Update your Google Business Profile with three new job photos this week.
Why roofers all look the same online
Search “[roofer near me]” and you’ll see it: vans, logos, and websites that all blend together.
Same colours. Same “free quote” promise. Same stock photos of shiny tiles.
The problem isn’t skill, it’s sameness. And sameness kills memory. Customers default to price because nothing else tells them who to trust.
| Term | Plain Meaning | Why It Matters |
|---|---|---|
| Sameness | Everyone looks alike | Customers forget you instantly |
| Proof | Reviews, photos, stories | Turns “just another roofer” into the safe bet |
| Personality | Tone, voice, local presence | Makes people feel they know you |
How to stand out without spending thousands
- Show real job photos, not stock
Action: Post before/after photos from site.
Check: At least one per week.
Evidence: Real images get 3x more clicks than stock (Sprout, 2023). - Make reviews your “why us”
Action: Ask every happy customer for a Google review.
Check: 10+ reviews puts you above 70% of competitors.
Evidence: 87% of customers trust Google reviews like word-of-mouth (BrightLocal, 2023). - Use simple, human words
Action: On your website/socials, write like you talk.
Check: Drop jargon like “roofing solutions.”
Evidence: Plain, relatable copy converts better than technical speak. - Highlight one unique angle
Action: Maybe it’s “fast turnaround,” “local family firm,” or “30-year guarantee.”
Check: Put it in your tagline or about section.
Evidence: A single clear differentiator drives recall. - Stay visible where customers look
Action: Keep your Google profile, Facebook page, and Yell listing active.
Check: No gaps longer than a month.
Evidence: Consistency across listings can lift local rankings by 30% (Moz, 2022).
Gotcha: Don’t try to look bigger than you are. Customers value honesty and proof over polish.
| Option | When It Wins | Risks | If This Then That |
|---|---|---|---|
| Reviews | Fastest trust builder | Takes asking | Do this first, instant credibility |
| Job photos | Free, visual proof | Forgetting habit | Make it weekly |
| Website upgrade | Good for bigger jobs | Costly if done too soon | Only once basics are nailed |
| Paid Ads | Quick visibility | Waste if you look the same | Fix proof signals first |
FAQ
Do I need a rebrand to stand out?
No. Reviews + photos + clear words beat expensive logos.
Isn’t price the only thing that matters?
Not always. When trust is equal, price wins. When proof is stronger, people pay more.
What if I’m not good at writing?
Keep it simple. “Roof done in 3 days, 10-year guarantee” is better than jargon.
Can I just rely on word-of-mouth?
It helps, but new customers check Google and socials first. Empty pages lose trust.
How fast can this change perception?
Weeks, once you’ve got fresh photos and reviews live, you look established.
Evidence and sources
BrightLocal, 70% of customers cite reviews/photos in decision, 2023
Sprout Social, Real photos get 3x engagement, 2023
Moz, Consistency improves enquiries by up to 30%, 2022
FMB, Clear messaging improves recall, 2022
Why trust Dentons Digital
Author: Dominic Cross
Dentons Digital specialises in marketing for UK trades and construction firms. First-hand: helped roofing SMEs stand out in crowded local markets through proof-driven tactics.
