About Us


Since First American Roofing & Siding, Inc. was founded in 2005, we have been guided by these three core principles:
We will always be honest in all transactions. We will never overbid a job or try to sell you something that you don’t need. Honesty in everything, because it is the foundation of any long-term business relationship.
You can depend on the First American Team to do our best work, day in and day out. Any job we undertake will be completed to the best of our ability.
Our crews are always polite, professional and punctual. We only hire the best because we know that each and every team member reflects on the entire company. We also communicate with you every step of the way, from your first estimate to the day we clean up after the job is done.
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.

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 Roofing and Siding 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 Roofing and Siding 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.


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 riding along with her Dad, Dallas, chewing on bones and chasing butterflies in her sleep.

Community Involvement

First American Roofing & Siding has been a part of your community since 2005. Giving back is a big part of that. Our company and our entire team devotes themselves to these causes. After all, a stronger community is better for everyone.
Roofs for Troops
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, 608-783-3101 for more information!
Habitat for Humanity
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
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.

Join Our Team

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    Licenses & Insurance

    First American Roofing & Siding, Inc. is fully licensed and insured to work in Minnesota and Wisconsin. You can rest assured knowing your property is protected and backed by a trustworthy company. We don't just install roofing and siding, we install peace of mind.
    Dwelling Contractor(Wisconsin)
    Dwelling Contractor Qualifier(Wisconsin)
    Residential Bldg Contractor (Minnesota)
    Peter Peterson testimonial image

    Peter Peterson

    First American Roofing was very professional from start to finish. When my insurance company didn’t want to admit my roof had hail damage, they stepped in and did all the needed work to prove it. Thanks First American!

    Russ Kathrein testimonial image

    Russ Kathrein

    First American Roofing and its salesman, Anthony, were excellent. Anthony was on time for all appointments and communicated very well with me throughout the process. He stayed involved and even inspected the job for me taking pictures, as I was out of town during the install. They do top quality work that exceeds all standards. I highly recommend them.


    Linda Thesing

    Every member of their amazing team was so professional, personal and attentive to all the details of this whole project. Each and every person I dealt with during this process was completely amazing. I am by no means an expert on any of the things they did but I was completely comfortable with everything they did. I would have them come back for any other project they could do here but I am sure there is nothing else left to do! I love my home again!


    Mark Wieser

    We met with Mark to determine the type of siding we wanted and appreciated his honesty and no-pressure attitude. They offered the Everlast line, which we ended up going with for its appearance and low maintenance. Zeke and his crew did a great job- high quality work and very clean. We also got the pleasure of meeting with the owner Dallas. He was honest and fair with us and had a genuine concern that the project went well.


    Rob Lenox

    First American did all they said they would do. They were always available to address any concern. I would recommend 1st American roofing as trustworthy company to do business with.


    Roberta Haugen

    First American Roofing and Siding came out to give us a bid on the day we called them. Coltan answered all of our questions and was very professional. They were able to schedule our house washing in a timely manner. Their work was excellent. We would recommend them to you.


    Jenna Sanchez

    I recommend working with Paul Lentz. He is very helpful and nice. Our roof looks great. They had affordable pricing as well.


    Randall Urich

    Thanks to everyone at First American Roofing for a job well done! They are highly professional, fair priced, promised us high quality product and workmanship, and kept that promise. We highly recommend them.


    Richard Seeks

    Very professional from start to finish. You know exactly what they are doing and why. Cleanup is meticulous. I would definitely use them in the future but I’m not sure I can outlive the guarantee.



    I am so relieved to have found a roofing company that was professional, friendly and thorough. Not only do I have an excellent quality roof, but it was also at the fairest price. First American really has an efficient system in place! They even have an excellent vinyl washing system that made my whole yard fence like new in no time. I will trust them again with my next home.


    Damian Stanton

    I have to say I was incredibly impressed with the team First American sent out to remove our ice dams. From the time the men arrived to the time they left, I saw hard work, professionalism and honesty. These are definitely qualities I look for in a company who is to be working on my home. I will definitely think about using First American again should I need any future work done!


    Larry Messerly

    Was very impressed. Known damage to the roof sheathing was replaced, rotted soffit replaced. Workers did a good job cleaning up and respecting property. Supervisor came the next day and only found a handful of debris they missed.


    Becky Hamit

    So glad we found First American for our siding needs. The crew was extremely professional and detailed. Site was always clean and picked up after each day. They encountered a couple issues on our home upon tear off and resolved them nicely before putting on new siding. Would highly recommend!


    Bree Bushman-Lee

    Mark came to our house and was very knowledgeable when explaining the issues for our roof and what they would offer. He offered 3 different options and took the time to explain everything to us so we understood what was going to happen. The project only took 2 days and the roofing team even worked while it was raining to make sure the roof got completed.  Everyone that I interacted with including Mark, Andrew, Scott and Ruben’s team were very professional and we will be going back for additional house projects.