Roofing has a trust problem that good roofers pay for. Rogue traders knock on doors after storms, quote one price and charge another, or take a deposit and disappear. Homeowners know it, and they are cautious.
That caution is an opportunity. The roofers who make it easy to see they are genuine win work that cheaper, less transparent firms lose.
The scale of the problem
- Research by Checkatrade in 2023 found 21% of UK homeowners said they had been the victim of a rogue trader, losing £1,150 on average.
- The same research found 51% would rely only on word of mouth, without further checks.
- Checkatrade said roofers made up 19% of the 668 tradespeople it turned away at sign-up between December 2023 and May 2024.
Trading Standards teams also warn about rogue roofers after storms. Aberdeenshire reported a sharp rise in roofing complaints, to 93 in 2024, following Storm Arwen.
What homeowners look for
1. Recent reviews
Reviews come first. In BrightLocal's 2026 survey, based on a US sample, 97% of people read reviews for local businesses and 74% only cared about reviews from the last three months. Show your star rating, the number of reviews and a few recent ones on every page.
2. Real photos of local jobs
Stock photos raise suspicion. Photos and drone shots of your own work, with the town named, show you are real and local.
3. Accreditations they understand
Accreditations help, but only if you explain them in plain English.
- Competent person schemes. For roof re-covering in England and Wales, roofers registered with a government-authorised scheme can self-certify that the work meets Building Regulations. GOV.UK lists two for roofing: CompetentRoofer, run by the NFRC, and NAPIT. For larger jobs this saves the homeowner applying to building control separately.
- TrustMark is the UK government-endorsed quality scheme for work in and around the home.
- Trade association membership, such as the NFRC, and any manufacturer approvals for the systems you install.
Only show what you genuinely hold, and link to your listing so homeowners can check it.
4. A proper business
A landline or mobile that is answered, a business name that matches your van and your website, a company number if you are a limited company, and insurance details. Small things, but rogue traders rarely have them.
5. A clear written quote and guarantee
Homeowners want to know exactly what they are paying for. A written quote that lists the work, materials, scaffolding, waste removal and payment terms, plus a written guarantee, shows you are not going to change the price halfway through.
Put your proof everywhere
The mistake many roofers make is hiding all this on an "about us" page nobody reads. Instead:
- Put reviews, accreditation logos and a recent job photo at the top of every page.
- Use real job photos and short videos in your ads.
- Add your accreditations and guarantee to your quote template.
- Include a short "what to expect" section, from survey to sign-off.
If you want your website and ads to show homeowners you are the real thing, ask us for a free 15-minute lead audit.