Elevator pitch examples for roofers
An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.
Ten of them follow, written for roofers rather than filled in from a template. Your customer is a homeowner with a stain on the ceiling or hail on the news, and what they are weighing up before they get in touch is storm-chasers who take a deposit and disappear.
The one-liner
We are roofers in [your town] — we handle roof replacement and leak repair for a homeowner with a stain on the ceiling or hail on the news.
Use this when you have one sentence and no idea who you are talking to.
Problem first
The thing people worry about with roofers is storm-chasers who take a deposit and disappear. That is the part we deal with. We are roofers, and we get on the roof and show you what we found before quoting.
Use this where the problem is instantly recognisable and the service is not.
Names who it is for
We work for a homeowner with a stain on the ceiling or hail on the news. Mostly roof replacement and leak repair. If that is not you, you probably know someone.
Use this at an event where most people are not your customer, to find the ones who are.
Credential first
We are licensed, bonded and insured. Bonded and carrying workers’ comp, so a fall on your roof is never your liability. We mostly do roof replacement and leak repair.
Use this in a room where qualification is the thing that buys attention.
The contrast
Most roofers [what the default does]. We are the one that is still in town when the warranty is called on. That is more or less the whole difference.
Use this when your market has a clear default and you are not it.
With a number in it
We are roofers — [number] years, [number] jobs, and we photograph the roof before and after.
Use this when you have a real number. Do not invent one.
The origin
We started because storm-chasers who take a deposit and disappear was normal in this trade and it did not need to be. So that is the business: roofers where we get on the roof and show you what we found before quoting.
Use this when the reason you started is short and true.
Ten seconds
Roofer. Roof replacement, mostly. [your town].
Use this when someone asks what you do and is already half-turned away.
Ends with the ask
We are roofers doing roof replacement and leak repair. If you ever hear someone say [the thing your customers say], that is us.
Use this when the point of the conversation is a referral, not a sale.
The warm version
[their question] — we are roofers. The part people usually ask about is still being in town when the warranty is called on.
Use this where the pitch would land badly and a conversation would not.
Writing for roofers: what actually matters
What should a roofer’s website say that a generic one does not?
Three things, in this order. That you are licensed, bonded and insured. That you understand the thing people are actually worried about, which for roofers is storm-chasers who take a deposit and disappear. And what happens next: we get on the roof, photograph what we find, and show you. Everything else on the page is decoration by comparison.
What does a homeowner with a stain on the ceiling or hail on the news check first?
The credential, then the proof. For roofers it sounds like this. We photograph the roof before and after. We carry workers comp, so a fall is never your liability. We are certified by the manufacturers whose materials we fit. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a roofer’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We get on the roof, photograph what we find, and show you" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining storm-chasers who take a deposit and disappear — there, specifics earn their length.
Everything else for roofers
Elevator pitch for other trades
- Plumber
- Electrician
- HVAC Technician
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer
- Dentist