An owner story is the about page of a roofing company, written around the real person who answers for the work. It replaces "we are a trusted family business" with specifics: when you started, what you learned on the roofs, how you run a job and who the homeowner will actually deal with. We build it from an interview, then check every fact before it goes live.
What it is, and why roofing needs it more than most trades
A roofing job is expensive, noisy and hard to judge. Homeowners can't evaluate flashing details or underlayment, so they evaluate the people. An about page is often the second or third page a serious buyer reads, right after the service page and before the call.
A vague page signals a company with nothing to say. A specific one, with a name and a plain history, signals someone who expects to be around when the warranty is called on.
Who it's for
- Owner-operated roofing companies whose site has no named owner at all.
- Second-generation or acquired companies whose history is confusing on the current site.
- New companies whose owner has years in the trade but a young business, and needs to say that honestly.
- Commercial roofers whose property-manager buyers want to know who carries responsibility.
What's included
- The interview. About an hour. We ask how you started, what kinds of roofs you do and don't take on, how a typical job runs from estimate to clean-up, and what you'd want a homeowner to know before they hire anyone.
- The fact check. Every date, figure and name goes on a list. You confirm each against something you hold: a registration date, a certificate, an old invoice. Anything you can't confirm is softened or removed.
- The draft. A 600–900 word about page in your voice, with short paragraphs and clear sub-headings. It links to your credentials page and warranty page rather than repeating them.
- A short bio block. A 60–80 word version for your Google Business Profile description, quote documents and directories, so the story matches everywhere.
- Revisions. Two rounds, then final sign-off from you.
Timeline
Most owner stories take two to three weeks from interview to publication. The slowest step is almost always the fact check, waiting on a date or a document. That's a good sign; it means the page will hold up.
How we measure it
Nobody calls just because an about page exists, so we track what changes around it:
- How many visitors who read the about page go on to call, text or email.
- Time on page, compared with the old version.
- What you hear on calls. If buyers start saying "I read about you", the page is doing its job.
We report on these monthly. We don't promise a particular lift.
Mistakes we see on roofing about pages
- Borrowed years. "Serving the community since 1985" when the current company was registered in 2016. If there's real continuity, explain it. If not, drop it.
- Unverifiable superlatives. Calling yourself the most trusted roofer in town is a claim you'd have to prove, and buyers ignore it anyway.
- Stock crew photos. Homeowners spot them. A phone photo of your real crew on a real job is worth more.
- Story with no job. A page about values but nothing about how a re-roof is actually run. Buyers want process: tear-off, inspection of the deck, clean-up, final walk-through.
- Mismatched details. The about page says one start year, the Google profile another. Pick the true one and use it everywhere.
Where to go next
Owner stories pair naturally with an estimate proof pack, which carries a short version of the story into every quote. Our guide to interviewing a roofing owner shows the questions we ask, if you'd like to try a first draft yourself. To talk it through, see the contact page.
Frequently asked questions
Do I have to be on camera or in photos?
No. A real photo of the owner helps, but the story works in words alone. Stock images passed off as your crew or your roofs never appear on the page.
What if the company was bought from a previous owner?
Then the story says so. Buyers respect continuity told honestly: when the company was founded, when you took over, and what you kept or changed. Claiming the founder's years as your own is the kind of thing that unravels.
Can you mention crew members?
Yes, with their written permission and only with titles and certificates they actually hold. Many owners start with just themselves and add people later.
How long does the interview take?
About an hour, by phone or video, plus a short follow-up to check facts. You don't write anything; you just talk.