Even if the reviews and recommendations are genuine, they should only form one part of choosing a tradesperson. One persons good job might not be a good job to you, it's all subjective. Having said that, I trust reviews on sites like (council run) trusted trader more than I do Google reviews etc. If your friend has gone with him because he was cheap, that's fully understandable especially in current times. However these folk are 9/10 usually cheap for a very good reason.Apparently this bloke doesn't drive, he uses buses
He was recommended by a few people on local forum, probably fake accounts setup by himself.
He has full name and address on his quote and a quick search confirms that he lives there.
His website shows some fantastic roof work with lots of pictures.
Surely not his work.