Your best photos prove you can do the work. Reviews prove you will show up and not leave a mess. For a stranger hiring from a phone, the second question usually wins. They have never seen your crew. They have seen what other homeowners said.
People skim stars first, then a couple of recent sentences. They look for “on time,” “cleaned up,” “fair quote,” and “they actually answered.” A gallery of roofs does not answer those. A review from last month does.
That is why reviews belong on the homepage, not buried on a third-party tab. If the customer has to leave your site to decide if you are real, many will decide on the next listing instead.
A portfolio still matters — especially for bigger jobs. It just is not the first filter. Trust is. The contractor who looks safe to call gets the conversation. The one with only pretty pictures and no proof waits.
Ask for reviews the same week the job is done, make it easy, and put the strongest ones where a thumb lands. That is not vanity. That is how strangers hire.
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