Are Online Reviews for Roofing Contractors in Madison, WI Trustworthy?

We surface Google ratings and review counts for every listed Madison roofing contractor because Google's review moderation is harder to game than on most directory sites. It isn't perfect, but it's the most reliable public signal available.

20 listed providers serve Madison with an average 4.9-star Google rating. Still, no review system is foolproof — look for signals beyond the star number before you commit.

Favor reviews with photos, specific project details, named dates, and neighborhood references. "John's crew did a great job on our kitchen in Madison last March" is far more credible than "Great service!!!" in isolation. Bulk-fabricated reviews almost always lack specifics.

Read the 3-star reviews carefully — they're often the most honest. A middle-star review is harder to fake convincingly than a five-star rave. A business that responds professionally and specifically to mixed reviews demonstrates real customer service; one that attacks the reviewer or doesn't respond at all is a signal.

Check review velocity: a provider with 200 reviews accumulated steadily over five years is far more credible than one with 50 reviews all posted in the last 60 days. Sudden review spikes often correspond to pay-for-review campaigns or outright fabrication.

Cross-check the Google rating against Better Business Bureau accreditation, Wisconsin licensing board disciplinary history, and your Madison neighborhood Facebook or Nextdoor groups. Real local word-of-mouth is still the best complement to online reviews.

Finally, remember that zero negative reviews across hundreds isn't a green flag — it's a yellow one. Every real business upsets at least a few customers. A provider with a realistic mix of 4- and 5-star reviews and thoughtful responses to criticism is usually more trustworthy than one with a suspiciously perfect profile.