@lashercontracting - Please don't take this the wrong way. I'm not defending the guy you're speaking to. In fact, I don't like the guy just from reading his post. I will say that you shouldn't generalize though. Not all lead guys are out to screw you. That is like me saying all roofers are drunken bastards when the sun goes down or when its raining. Yeah, many are. All aren't.
That being said, I do agree many of these 'roofing lead generating companies' are a complete sham. Even services like ServiceMagic may seem legit, but they are screwing you hard.
I can say that I just did a website review for a local roofer (free of charge), and what I did for him was identify all of his problems and lay out a clear plan of action on how he could fix them. He's not tech savvy at all and not even listed on Google Local.
This roofer had his website built by RoofWebs, a company that supposedly specializes in building websites for roofers. They do create visually appealing websites, but thats about as far as it goes. They use the exact same content only changing the service area and business name (this is VERY bad, considering they have over 140 sites up right now that are nearly identical).
They claim to offer SEO services and lead generation services to roofers as well, and they are over-charging for shitty service. They don't lay out what they will do for you, they just take your money and do little.
@buildpinnacle - I wrote out a long response to you, but deleted it. I have no interest in correcting your problems and helping you grow your business. I can say that anyone who offers SEO services should know who Matt Cutts is, and you not knowing leads me to believe you're full of shit.
If any of you have had any work done for you by buildpinnacle, I'd be happy to review it for you to make sure you're not getting screwed.
Ben (bluecorona) is spot on with his advice that I've read throughout the forums.