UK roofing websites – scams??

I am fairly sure my neighbour is being conned by a roofer (we've reported it to trading standards, etc).

I took a look at this roofer's website and have now fallen down a black hole of other roofing websites. By using google reverse image search I've basically found a whole bunch of websites for roofers across the country that seem a bit dodgy and I just wanted to check whether what I am seeing is something innocuous and just misreading.

1. The layout of many of these sites uses features common across them in terms of testimonials, icons, banners, etc

2. A lot of these websites have the same pictures despite them being in different parts of the country and operated by differently named businesses. Some pictures have been stolen from seemingly legit websites.

3. They all seem to use mail box services as their address.

4. A lot of them claim to have 30+ years of service, except all these websites have been registered in the past year

5. Similarly some of these companies use 'ltd' in their name, but don't appear on companies house, or have liquidated in another part of the country (presumably a different business). Similarly all registrations in the past year or so and not the 30 years of business on the website.

6. A lot of the older websites (when checking a domain registry) don't state their location, but do have a google map indicating where they are.

7. You can't find them on google reviews despite claiming 5 stars.

8. Often, there is another roofing company (legit looking) of the same name somewhere else in the country.

What am I seeing here? Lots of different honest businesses using the same template and processes or some pattern of behaviour that smells a bit nefarious?