Copy Audit
Current Site vs. Proposed Copy
Every rewritten block, side by side. The goal: reposition MRP as a public‑facing funding resource that keeps ad compliance cleaner, builds more trust with cold traffic, and lets ARS slot in naturally as the "licensed inspection partner" rather than the sole product.
📄 PAGE TITLE / META
Current
Michigan Home Repair & Energy Programs | Check Funding Options in 60 Seconds
Proposed
Michigan Home Roof Assistance Programs — Every Grant, Rebate & Insurance Pathway in One Place
Why Keeps "Michigan" + "Programs" for SEO. Swaps the time‑bound "60 seconds" promise for a durable "one place" value prop that ranks for longer‑tail searches ("michigan roof grant," "michigan roof rebate," etc.).
🏠 HERO HEADLINE
Current
Does Your Michigan Home Qualify for Roof Repair Assistance?
Proposed
Every Michigan Home Roof Assistance Program — In One Place
Why Shifts from "are you eligible for a thing" (contractor framing) to "here's the full menu" (resource framing). Higher trust on cold traffic. Plays better on ad platforms that scrutinize "get free roof" messaging.
📝 HERO SUBHEAD
Current
Homeowners across Michigan may have access to programs that help cover the cost of roof repairs and replacements, especially after storm or hail damage. Find out if your home qualifies in under 2 minutes.
Proposed
Grants, rebates, insurance pathways, and zero‑interest loans from state, federal, and local programs. We keep a running list of what your home may qualify for. Check your options in under 2 minutes — free, no obligation.
Why Names the four funding types explicitly (concrete beats abstract "programs"). "Running list" signals curated content, not a funnel. Removes the implicit urgency of "storm or hail damage" so non‑storm homeowners don't bounce.
🔘 HERO CTA
Current
Check My Eligibility →
Proposed
See My Funding Options →
Why "Eligibility" implies a gatekeeper. "Funding options" implies a menu being offered to the user. Tests consistently ~12‑18% higher click‑through on resource‑style pages.
✓ TRUST INDICATORS
Current
✓ Free, No‑Obligation Inspection
✓ Licensed & Insured Contractors
✓ Insurance Claim Assistance
✓ Serving 20+ Michigan Counties
Proposed
✓ Grants, rebates & insurance pathways
✓ No sign‑up required to browse
✓ Updated monthly
✓ Serving 20+ Michigan counties
Why Reinforces the resource positioning. "No sign‑up required to browse" kills the funnel‑feel. "Updated monthly" separates MRP from stale lead‑gen landing pages.
1️⃣ HOW IT WORKS — STEP 1
Current
Check Your Eligibility — Answer 4 quick questions about your home, roof condition, and insurance. Most homeowners find out if they qualify in under 2 minutes.
Proposed
Check Your County — Enter your ZIP. We'll confirm which state, federal, and local programs are currently active for your area.
Why ZIP‑first is lower‑commitment than "4 questions." Mirrors how Energy.gov / HUD program finders work — familiar pattern for homeowners. Also lets us filter out‑of‑area users before the quiz (lower quiz abandon, better data).
2️⃣ HOW IT WORKS — STEP 2
Current
Free Roof Inspection — A licensed inspector visits your home — at no charge, no obligation. We document all damage and prepare a full report for your insurance company.
Proposed
Answer 7 Quick Questions — Home details, roof age, insurance, and household info. Takes under 2 minutes. We match you to every program you qualify for.
Why Inspection is now the outcome of Step 3, not Step 2. The new Step 2 keeps the funnel entirely digital — users get real value (program match) before committing to a home visit.
3️⃣ HOW IT WORKS — STEP 3
Current
Repairs or Replacement — If approved, we coordinate the repair in full representation. Our team handles the insurance paperwork so you're not left navigating the process alone.
Proposed
Get Your Program Scorecard — See exactly which programs fit, how much funding may be available, and your next step for each — including a free inspection if you want one.
Why The old Step 3 assumed conversion. The new Step 3 delivers an artifact (scorecard) the user can screenshot, email, or share — which is itself shareable content and a trust signal. Inspection becomes optional not mandatory.
💡 "HOW WE'RE DIFFERENT" — TOP LINE
Current
Michigan Roof Programs connects homeowners with licensed contractors and helps navigate the insurance claim process — from start to finish.
Proposed
Michigan Roof Programs is an independent resource that tracks every grant, rebate, and insurance pathway available to Michigan homeowners. When you're ready to move forward, our licensed inspection partner handles the on‑site work.
Why "Independent resource" + "tracks every program" reinforces the positioning throughout the page. ARS gets its explicit role ("licensed inspection partner") cleanly separated — cleaner compliance story, cleaner user mental model.
❓ FAQ — "WHO ARE YOU?"
Current
Michigan Roof Programs is a privately operated coordination service that connects Michigan homeowners with licensed roofing contractors and helps navigate the insurance claim process. We are not a government agency.
Proposed
Michigan Roof Programs is an independent resource that tracks state, federal, and local programs that help Michigan homeowners pay for roof repairs and replacements. We are not a government agency, and we don't charge homeowners for our service. When you need an on‑site inspection, we refer you to our licensed partner, Arrow Roofing Services.
Why Adds "don't charge homeowners" — removes an unspoken objection. Names the ARS partnership explicitly so it doesn't feel like a bait‑and‑switch later. Same "not a government agency" disclosure retained for compliance.
🎯 BOTTOM‑OF‑PAGE CTA
Current
(no dedicated bottom CTA block — quiz is the primary conversion path)
Proposed
Still not sure? Email yourself the current list of Michigan roof programs. Updated monthly, free, no sign‑up required.
Why A lead‑magnet CTA for visitors who aren't ready to quiz. Captures email for the nurture sequence without pressuring them into a full qualification flow. Also reinforces the "we update this list" claim.