Insurance-related roofing work is any job where the homeowner has opened, or is about to open, a claim with their insurer for roof damage. This service helps you market that work honestly: explaining what your company does, what the homeowner and their insurer do, and nothing more. It is marketing help only. We do not give insurance, claims-handling or legal advice.
What the service is
It is a set of pages, scripts and ad copy written for homeowners in the middle of a claim. Those homeowners are stressed, often dealing with water inside and an unfamiliar process, and they are wary of contractors who seem too eager.
The goal is to make your company the calm, clear option. That means explaining your steps plainly (inspection, photos, written estimate, repair, final photos) and being direct about what you don't control, like coverage decisions and timing from the insurer.
Who it is for
Roofers for whom insurance-related repairs are a real part of the business, or who want them to be. It is particularly useful if:
- your current website says "insurance claims specialists" with no explanation
- your office staff aren't sure what to say when a caller asks "will insurance cover this?"
- you've had homeowners frustrated because they expected you to deal with the insurer for them
- you want to show up for claim-related searches without sounding like a storm chaser
What is included
- A "working with your insurer" page. Describes your process step by step, what documents and photos you can provide when the homeowner asks, and the questions the homeowner should take to their insurer instead of you.
- Office phone script. How to answer "will insurance pay for this?" honestly: "That's up to your insurer. What we can do is inspect, document what we find and give you a written estimate."
- Ad and profile wording review. We remove phrases that imply results or affiliations you can't support.
- Follow-up templates. Short texts and emails with placeholders such as [Customer first name] and [Inspection date], sent only to people who contacted you first.
- A referral line. A plain sentence pointing homeowners to their insurer or broker for coverage questions.
Wording we remove, and why
Anything that promises an outcome, implies an affiliation or offers to cut the homeowner's costs in ways that raise legal issues. Google's misrepresentation policy prohibits misleading statements about your affiliations and claims that present an unlikely result as the likely one. The Competition Act prohibits false or misleading representations to the public, as the Competition Bureau explains.
| Remove | Replace with |
|---|---|
| "Insurance approved roofer" | "We provide photos and written estimates you can share with your insurer" |
| "We'll get your claim paid" | "Coverage decisions are made by your insurer" |
| "No cost to you" | Nothing. Cost depends on the homeowner's policy, which we don't interpret |
| "We cover your deductible" | Nothing. Raise any such idea with your lawyer, not your marketing |
| "Preferred by [Insurer name]" | Only if a written agreement exists and allows you to say so |
Timeline
About three weeks. Week one is a review of your current pages, ads and scripts. Week two is writing. Week three is a short training call with whoever answers your phone, and final edits.
How results are measured
We look at the share of claim-related enquiries that turn into booked inspections, and at complaints. A good insurance-work page should lift the first number and lower the second, because homeowners arrive with accurate expectations. We also track how many callers ask questions your page already answers, which tells us what to clarify.
Mistakes to avoid
- Acting like an adjuster. Don't tell a homeowner what their policy covers. You don't know, and you could be wrong.
- Over-promising timelines. You control your schedule, not the insurer's.
- Hiding your price structure. If inspections carry a fee, say so up front.
- Copying another roofer's "insurance" page. Their claims may not be true for you, or for them.
The full do-it-yourself version is our insurance-work marketing basics guide. Pair it with the storm-season plan, since many claims follow severe weather, and with reviews, which reassure nervous homeowners more than any headline.
Frequently asked questions
Can you tell me how to get more claims approved?
No. We don't advise on insurance policies, coverage or the claims process. That is between the homeowner and their insurer, and any licensed adjuster involved. We help you describe your own work clearly.
Can I say I 'work with all insurance companies'?
Only if it is literally true and you can explain what it means, for example that you provide photos and estimates to any insurer the homeowner uses. Implying a formal partnership you don't have is misleading.
What about contracts and payment from insurers?
That is a legal question. Have a lawyer in your province review any contract, authorisation or payment wording before it appears in your marketing or paperwork.
Is insurance work worth marketing separately?
If it is a real share of your jobs, yes. Homeowners with a claim open search differently and worry about different things, so a dedicated page and script usually converts better than a generic repair page.
Sources
- Google Ads Help: Misrepresentation policy (2026-10-22)
- Competition Bureau Canada: Deceptive marketing practices (2026-10-22)