A common challenge for roofing contractors is that website copy conflates two fundamentally different warranty types — the contractor's own workmanship warranty and the manufacturer's labor-and-material warranty. For commercial clients, this distinction is not a footnote; it is often a deciding factor. This article captures the strategy developed with SBSWI for surfacing that difference clearly on their website.
See also: [1] | [2]
SBSWI holds manufacturer warranty authorization from four manufacturers:
- Genflex
- IKO
- Geico
- Sherwin-Williams
Large commercial clients and facility managers evaluate roofing contractors differently than residential buyers. Key concerns include:
"When big companies look for a roofer, they're looking for someone who can outlast them. A manufacturer's warranty is that tool." — Brandon Aman
Not every client will want or need the manufacturer warranty — many smaller clients opt out due to cost. The goal is to make it clearly available and to communicate its value to the clients for whom it is a differentiator.
The existing site copy does not distinguish between the two warranty types. Phrases like "warranties provided — confidence in our workmanship" are vague and fail to communicate the manufacturer warranty's unique value to commercial decision-makers.
Create a dedicated FAQ page (or FAQ section) that explicitly answers:
- What is the difference between your workmanship warranty and a manufacturer's warranty?
- What does a manufacturer's warranty cover?
- Is the warranty transferable if we sell the building?
- Why does a manufacturer's warranty cost more?
- Which manufacturers are you certified with?
Owner: Brandon Aman drafts the technical content; Melissa's team refines into polished copy.
Consolidate all certification and affiliation logos into a single scrolling carousel on the About Us page. Rather than IKO-specific boilerplate, write general copy explaining what it means to be authorized to offer a manufacturer's labor-and-material warranty — applicable across all four manufacturers.
Carousel should include:
| Category | Logos |
|---|---|
| Manufacturer Warranty Authorization | Genflex, IKO, Geico, Sherwin-Williams |
| Industry Membership | NRCA (National Roofing Contractors Association) |
| Individual Training | Brandon's personal certification |
Brandon's technical notes are the source of truth for accuracy. The risk is that direct transcription of those notes produces "clunky" copy that reads as internally written rather than professionally crafted. The workflow:
This division of labor — subject matter expert + copywriter — is the right model for any client-facing technical content where precision and readability must coexist.