45% of the 380 contractor websites we inspected, across roofing, remodeling and HVAC. That is 171 brands of 380.

A stranger landing on your site has one question they will not type into a form: can I let these people into my house. A name answers it. An anonymous quote does not, because anonymous quotes are what a stranger assumes the marketing person wrote. And the trades where this rate is lowest are the trades where the work costs the most.

The number by trade

Trade	Named customer testimonials	Brands	Scope
Roofing	34.6%	130	all captured pages
Remodeling	48.6%	146	all captured pages
HVAC	52.9%	104	all captured pages

So the spread runs from HVAC at 52.9% to roofing at 34.6%. Which trade you work in changes what "normal" looks like, so read your own trade's page rather than the combined number.

Roofing

Roofing has the lowest named-testimonial rate of the three trades, roughly a third of brands. Roofing leans on the gallery instead, and photos of finished work are doing the trust job that a name would do better. Photos prove the crew can shingle. A name proves the crew showed up when they said they would.

Full roofing breakdown for this metric

Remodeling

Remodeling sits near the combined rate. Remodeling has the strongest natural case for named proof, since the customer is letting a crew live in their kitchen for six weeks, and a bit under half of them act on it.

Full remodeling breakdown for this metric

HVAC

HVAC leads the three trades on named testimonials, which is the opposite of what its accessibility and speed numbers would predict. The likely explanation is the review-platform integrations that ship with HVAC field-service software. The names are on the page because the software put them there, not because somebody made a positioning decision.

Full HVAC breakdown for this metric

Check your own site in ten minutes

Count the named quotes above the fold on your homepage. If the answer is zero, you almost certainly have the raw material sitting in your review platform already, and moving three of them onto the page is an afternoon, not a project.

What was measured: Share of brands surfacing named-customer testimonials. (Single measurement.)
How we measured it: We read the pages looking for customer reviews with a real name attached, rather than anonymous quotes or bare star ratings.
The technical version, for anyone checking our work: testimonial-section detector (DOM class/id, heading, or schema.org Review)
Sample: 380 contractor brands. Roofing 130, remodeling 146, HVAC 104.
Collection window: 2026-05-10 to 2026-05-16
Combined aggregation: weighted (sum of per-trade brand counts over sum of trade sample sizes)
Who ran it: Fervor Studio, first-party capture. Nobody paid to be included or excluded.

How the sites were picked, captured and scored: the methodology. Every metric we publish: the research index.

The full reports this measurement came out of: State of Roofing, State of Remodeling, and State of HVAC.