About Us
We're Continually Pursuing Excellence!
We’re on a mission to be the contractor of choice in our community, the client of choice for our trade partners and the employer of choice in our industry. We’re never “done” growing, and we believe that continually challenging ourselves is where the reward is found!
First American: A Family Legacy
First American Roofing & Siding has always been, first and foremost, a family-owned business. Created in 2005 by Doug Werner, we quickly established ourselves as the go-to source for home exterior renovations and repairs. But everything changed when Doug passed away suddenly in 2010.
Doug’s son Dallas Werner had only recently returned from deployment in Iraq, working in First American’s sales department. But his father’s untimely passing left him and his wife Amy in charge of filling some big shoes. They jumped in headfirst, rebuilding the business from the ground up and learning along the way. They kept Doug’s spirit at the heart of our work, channelling his honesty, integrity, and professionalism into everything we do. Under their leadership, First American has grown into a thriving company, serving hundreds every year. Despite that growth, they’ve never lost sight of their ultimate goal: treating others the way they would want to be treated. Today, First American is proud to be a licensed and insured company, providing roofing, siding, and other services to homeowners and businesses across the Coulee Region!
Jessica S.
First American Roofing and Siding was amazing to work with from start to finish on our roofing project. Luke Frisch was with us every step of the way, providing clear and consistent communication and making sure our questions were answered. This company offers a first-class experience with their customer service-focused approach. We would definitely use their services again!
Conveniently Located Right Next Door to You
At First American Roofing & Siding, we like to say we don’t just serve customers—we serve neighbors (even if some of you live a few highways away). From fixing leaks to full siding overhauls, we’re here to keep your homes looking sharp and weathering the elements with style. Whether you’re just down the street or a bit further out, we take pride in every nail, shingle, and smile along the way. After all, there’s nothing better than a job well done—and maybe a wave from the driveway afterward!
Our Core Values
Family Values, First-Rate Roofing & A Little Bit of Fun
At First American, we run our business like we run our life: with a commitment to being the best we can be for ourselves and the people around us. For us, that means creating a set of core values that reflects the type of people we want to show up as every single day. You can count on us to bring the perfect blend of professionalism, perfectionism, and personality to every job we do. After all, we're more than just a family-owned business. We're your neighbors, friends, and community builders!
Intentional
We approach tasks with purpose and precision
Grateful
We appreciate teamwork and opportunities for growth.
Proactive
We anticipate challenges and solve them before they impact the project.
Genuine
We always act with honesty and transparency in every interaction
Dependable
Count on us to deliver reliable, consistent performance.
Our Community Involvement
We're not just a roofing company. We're a company that cares! Giving back has been a part of our business model since day one. We support a variety of organizations, lending our time, talents, and financial support to help our community grow and thrive.
Roofs For Troops
As a thank you to all those who served to protect our freedom, all active U.S. military, along with veterans and retirees, are eligible to receive a $500 rebate on select GAF Roofing Systems and a $250 rebate on select other services. Call us at, 608-247-5946 for more information!
Habitat for Humanity
Since 1976, Habitat for Humanity has built, renovated, or repaired more than 800,000 homes worldwide. First American Roofing and Siding, Inc. is proud to provide Habitat with materials and labor for all their roofing projects at no cost throughout the La Crosse, West Salem, and Onalaska Wisconsin area for the last 7 years.
Big Bikes for Little Tikes
A local charity that helps support of families of children with special needs make their dreams come true. First American Roofing and Siding, Inc. is proud to partner with 95.7 The Rock and other local sponsors to support these children the last five years.
Meet Our Team
Dallas Werner
Co-Owner / President / CEO
Upon returning from a second deployment to Iraq, Dallas came back to the family business, working in sales and management. When his father, Doug, passed away in 2010, Dallas stepped in to fill his shoes. First American continues to operate under the same values and integrity that Doug instilled in the business.
Amy Werner
Co-Owner / Vice-President / CFO
Amy officially joined the First American team in 2015. She brings professionalism, organization, innovation and efficiency to the marketing and financial side of the operations at First American Roofing and Siding.
JoAnn Adams
COO
JoAnn became part of the First American team in 2018 as the Office and HR Manager and was promoted to Chief Operating Officer in 2024. With her strong leadership and positive attitude, she ensures the office operates seamlessly.
Doug Werner
Founder (1957 - 2010)
Doug and his wife Gretchen built First American Roofing and Siding on the solid principles of honesty, integrity, and professionalism. Having been in the construction industry for over 20 years, they saw a desperate need in the Coulee region for property owners to have a roofing and siding contractor that they could trust. In 2005, they devoted themselves to the pursuit of this vision.
Ellie
Mascot
Ellie is a Fox Red Labrador Retriever born in 2013. She is the official greeter at First American Roofing and Siding and keeps the office clean by recycling the cardboard. She enjoys belly rubs, car rides, and lots of treats!
Casey Nicewander
Sales Manager
Casey joined the First American management team in 2024. With his people-first approach, he leads the sales team to deliver an exceptional customer experience.
Austin Sawvell
Project Manager
Austin joined the First American team in 2020 and leads the Service and Small Projects Division. His sense of humor creates an enjoyable work environment and keeps everyone on their toes. His motto: “Big or small, we fix them all!”
Randy Wagner
Project Manager
Randy, better known as Bud, has been with First American since 2022. With over 15 years of carpentry experience, he specializes in managing the company’s siding projects. Always wearing a smile, his vibrant personality and booming voice are hard to miss.
Nate Hooker
Project Manager
Nate joined the First American team in 2024, bringing with him many years of industry experience. His natural talent for innovative and strategic thinking along with his teamwork mentality makes him an excellent fit for managing all roofing projects.
Chelsey Kube
Operations Coordinator
Chelsey has been with First American since 2020 and has taken on a wide range of roles, from answering phones to overseeing project completion and everything in between. She brings remarkable attention to detail and excellent leadership skills to the team.
Jim Haggerty
Sales Representative
Jim was a member of the original First American crew in 2009. After nearly a decade away, he rejoined the team and returned to sales. Known for his energetic and upbeat personality, Jim goes above and beyond for both his customers and teammates.
Lucas Benn
Sales Representative
Lucas joined the First American team in 2024 as a recent college graduate. He brings a fresh perspective and a strong eagerness to learn and grow in his professional journey.
Luke Frisch
Sales Representative
Luke has been a Sales Representative with First American since 2022. With a deep understanding of construction and a commitment to exceptional service, he works closely with homeowners to guide their projects from concept to completion.
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