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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.

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Review Rating

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.

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