The job this example is built for.
A residential roofer wants replacement estimates for the roof types and area it serves. The estimator has capacity for appointments. The example makes no claim about insurance coverage, storm damage or a homeowner’s technical diagnosis.
This is an Stan Consulting teaching example, with fictional inquiries and outcomes. It does not report a client campaign or demonstrate a measured sales increase.
Wording a customer can understand.
Sample contractor page copy
Planning a roof replacement?
Tell us where the property is and what has you considering a new roof. We will confirm whether the project fits our service area and explain the roof assessment and written estimate process.
Suggested button labelRequest a roof assessment
Name the roof types you work on, explain who attends the assessment and say how the written scope is prepared. Make repair work and assessment charges clear if they apply.
Adapt this to your actual business before publishing. The button label above is part of the example, not a booking control.
Give the office enough to act on.
- Name and preferred contact method
- Property location
- What is happening with the roof?
- When are you hoping to have the work done?
“A leak” does not establish whether the roof needs replacing. Let the estimator determine that. The form gathers enough context for a useful conversation without asking the homeowner to diagnose the roof.
A reply you can adapt
Hi [name], have you had a chance to look at the roof estimate? Is there anything in the scope or next steps you would like us to explain? If your timing has changed, let us know so we can update the record.
Use for an existing customer inquiry after a written estimate has been sent, at an agreed follow-up time. The estimator handles technical or scope questions.
A record that shows what happened.
These five fictional inquiries are a teaching sample. Each appears once. Open work stays open; accepted work stays separate from completed work. Use the blank file for your own records in your approved business tools.
| Inquiry reference | Customer request | Area fit | Inspection | Proposal | Decision | Next action |
|---|---|---|---|---|---|---|
| R-01 | Replacement | In area | Held | Sent | Accepted; job not completed | Confirm scheduling with operations |
| R-02 | Leak; scope unknown | In area | Booked | Not yet | Open | Estimator determines suitable work |
| R-03 | Small repair | In area | Not booked | Not applicable | Outside chosen campaign scope | Handle separately; review search term |
| R-04 | Replacement | In area | Held | Sent | Open | Follow up on the existing proposal |
| R-05 | Replacement | Outside area | Not booked | Not applicable | Not serviceable | Check location settings |
On a small screen, scroll the record sideways. The downloadable file contains the same columns and rows.
There is one accepted proposal, not one completed roof. R-02 is still uncertain and R-04 is still open. A report showing five replacement leads or two failed quotes would misstate these records.
What to change from this record.
Investigate the repair and location mismatches. Give R-04 a follow-up owner. Keep R-02 in the assessment process rather than excluding it because the homeowner described a leak.
Five records cannot establish a reliable channel cost or conversion rate. Use a larger, comparable inquiry period, include related costs and allow time for open work to reach a decision. Use the roofing lead worksheet and calculator for your own figures.
What Stan Consulting can build for your business.
- A replacement page with roof types, assessment details and an estimate request.
- A campaign brief and job categories that keep small repairs visible separately.
- An inspection-to-proposal record and agreed follow-up for open estimates.
We agree which parts you need, the price and who maintains them before work begins. Advertising spend is separate. Your business supplies accurate service details, approves claims and handles technical decisions, estimates and the work on site.
What we check before handoff
Submit a replacement request and an uncertain leak request. Both must retain the customer’s wording. Check that accepted, scheduled and completed jobs remain separate in reporting.
When to use a different approach.
Use this when replacement work fits your crews and estimator capacity. If profitable repair work is the priority, give it its own message and budget rather than treating it as a bad lead.
How this example was prepared.
Stan Consulting prepared this educational example with AI-assisted drafting, using the job distinctions in our roofing marketing guide. The sample records were constructed to show different decisions; they were not taken from a client account. Read our content and example standards or see who is behind Stan Consulting.