1. A Clear Value Proposition Above the Fold
When someone lands on your contractor website, they should know within 3 seconds what you do, where you do it, and how to contact you. That means your homepage hero section needs a clear headline, your service area, and a visible phone number.
We see too many contractor websites with vague headlines like "Quality You Can Trust" or "Your Dream Home Starts Here." These mean nothing to a homeowner who just searched "roofer near me." Tell them exactly what you do: "Kirkland Roofing Contractor. Licensed, Insured, and Rated 4.9 Stars on Google."
Your phone number should be large, clickable, and visible without scrolling on mobile. Over half your traffic is coming from phones, and these visitors want to call you, not fill out a form.
2. Individual Service Pages
Every service you offer deserves its own page. If you do roof replacement, roof repair, gutter installation, and siding, each of those should be a separate page with unique content describing what the service includes, your process, and pricing guidance.
This is not just good for SEO (though it absolutely is). It also helps visitors find exactly what they are looking for. A homeowner searching for "roof leak repair" wants to land on a page about roof repair, not a general services page where they have to hunt for the information.
Each service page should include a brief description, what to expect, approximate timelines, and a strong call to action. Include photos of actual work you have done for that specific service.
3. Portfolio with Real Photos of Your Work
For contractors, your work is your best marketing. A portfolio with high-quality photos of completed projects does more to build trust than any amount of copywriting.
Before-and-after photos are particularly effective. They show the transformation and help potential customers envision what you could do for them. Include the project location (city, not exact address), scope of work, and approximate timeline.
Take photos of every project. Even a quick phone photo is better than a stock image. Stock photos on a contractor website immediately signal "this is not a real company" to savvy homeowners.
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Your Google reviews should be prominently displayed on your website, not buried on a separate reviews page. Include your star rating and review count in the header or hero section of every page.
Feature 3-5 specific reviews on your homepage with the reviewer name, star rating, and the full text. These should be real reviews that mention specific services and results. A review that says "Great job on our kitchen remodel, finished on time and on budget" is far more persuasive than "Five stars, great company."
Link to your Google Business Profile so visitors can verify the reviews themselves. Transparency builds trust, and trust converts visitors into leads.
5. Mobile-First Design with Click-to-Call
Over 60% of contractor website traffic comes from mobile devices. If your website is not fast, easy to navigate, and designed for thumbs on a phone screen, you are losing the majority of your potential leads.
Click-to-call buttons should be everywhere: in the header, in the hero, after every service description, and as a sticky button at the bottom of the screen on mobile. Make it effortless for someone to call you.
Page speed matters. If your site takes more than 3 seconds to load on a phone, visitors leave. Compress your images, minimize code bloat, and choose a hosting provider that delivers fast load times.
6. Service Area Pages
If you serve multiple cities, create a page for each one. A homeowner in Bellevue wants to know you work in Bellevue. A generic "we serve the Seattle metro area" is not as convincing as a dedicated page showing your work in their specific city.
Each service area page should include information about the city, mention specific neighborhoods or areas you have worked in, and include photos of projects completed there. This is not just about SEO. It is about showing potential customers you are genuinely local.
Avoid the temptation to create dozens of thin location pages by swapping city names in a template. Google penalizes this. Each page needs unique, genuine content about that market.
7. A Simple Contact Form on Every Page
Do not make visitors hunt for how to contact you. Every page on your website should have a contact form or a clear path to one. The form should be short: name, phone, email, and a brief message. Do not ask for their address, budget, or project timeline in the initial contact form. That information comes during the conversation.
Place your most prominent contact form at the bottom of every page, right before the footer. Include a proof element near the submit button, like your star rating or the number of reviews. This reduces hesitation at the moment of commitment.
Respond to every form submission within one business day. The contractor who calls back first almost always wins the job.