Where your competition is in Michigan
The largest concentrations of roofing companies in our Michigan data are in Grand Rapids, Jackson, Kalamazoo, Traverse City, Saginaw, Lansing, Battle Creek and Flint. Competition for the map pack is heaviest there, and so is the reward: the same review count that dominates a small town is invisible in Grand Rapids.
The map pack in Michigan
In Michigan, 39.1% of roofing companies have fewer than ten reviews. That is the good news if you have twenty: most of your local competitors are not trying. The bad news is that the three shops in the map pack for Jackson searches are not in that group. They are near 232 reviews and they ask every customer.
The website gap in Michigan
20.3% of Michigan roofing companies list no website on their Google profile, about as many than the national 22.6%. Nationally, roofing companies with a website have a median of 21 reviews against 3 without. A five-page site with tap-to-call and a page per service is the cheapest gap to close.
How Michigan compares
Of the 51 states in our data, Michigan ranks 13th for the number of roofing companies, 9th for median review count, and 33rd for the share with no website. The review bar is higher than in most of the country, so plan on a steady review habit rather than a one-time push.
| State | Listed | Median reviews | No site |
|---|---|---|---|
| Michigan | 2,425 | 18 | 20.3% |
| Illinois | 3,082 | 17 | 18.4% |
| Indiana | 2,148 | 14 | 21.8% |
| Iowa | 1,212 | 13 | 19.4% |
| Kansas | 854 | 11 | 20.7% |
| Minnesota | 2,004 | 14 | 14% |
| Missouri | 1,979 | 18 | 16.8% |
| Nebraska | 617 | 12 | 17.3% |
| North Dakota | 472 | 8 | 21.4% |
What to do first in Michigan
- Set a review velocity. One review per job day, asked at the door, moves a 18-review shop past the Michigan 75th percentile (77) within a year. The guides have the scripts.
- Finish the Google profile: primary category, every service you offer, real job photos, and hours that match reality. It is free and it is where Michigan customers decide.
- Follow up every lead within five minutes. Speed to lead beats ad spend in a trade where the customer is collecting three quotes. The calculator shows what slow replies cost.
- Then, and only then, spend on ads. Pointed at a profile with 18 reviews and no website, ads pay for your competitor's education. Pointed at a finished profile, they work.
The full national picture, with percentiles, ratings and hours, is in the benchmark report. The method is on the about page.