What Every Contractor Website Needs to Win More Jobs

You lost the job before you even picked up the phone. The homeowner needed a new roof. She searched "roofers near me," clicked three websites, and called one company. It wasn't you — not because your work is worse, but because your contractor website looked like it was built in 2009. Either way, the result is the same: the job went to someone else.

96% of homeowners expect a professional, user-friendly website from any service provider they hire. That means almost every single person searching for a plumber, painter, electrician, or general contractor is judging you online before they ever hear your voice. Your contractor website isn't just a digital business card. It's your hardest-working salesperson — and right now, it's either winning you jobs or losing them.

Your contractor website is your most powerful marketing tool

97% of consumers read online reviews for local businesses before making a decision. Over 80% conduct online research before hiring a contractor. And 75% of people judge your company's credibility based on your website design alone. In 50 milliseconds — 0.05 seconds — visitors have already formed an opinion about whether you're trustworthy. The U.S. home services market is worth over $842 billion, and homeowners spend an average of $13,667 annually across projects. The customers are out there. The question is whether your website is set up to capture them.

The 7 must-have pages every contractor website needs

Not every contractor website needs fifty pages. But it does need the right ones. Here are the seven pages that form the backbone of every high-performing contractor website.

Home page

This is your digital front door. A visitor should know within three seconds what you do, where you do it, and how to contact you. Lead with a strong headline, show a professional photo of your team or a completed project, and place a big, obvious button that says "Get a Free Estimate" or "Call Now."

Services page

List every service you offer — and give each one its own section or sub-page. This matters for two reasons: homeowners want to know you handle their specific problem, and individual service pages help your site rank on Google for searches like "bathroom remodeling in Phoenix" or "commercial electrical work near me."

Portfolio or gallery page

This is where you show your work. If you're not showing photos of your completed projects, you're leaving money on the table. Homeowners want proof you can do what you say you can do. Before-and-after photos answer their biggest unspoken question: "Will this company actually deliver quality work?"

About page

People hire people, not logos. Your About page is where you tell your story — how you got started, how many years you've been in business, what makes your crew different. Include a photo of yourself and your team. Mention your licenses, training, and any community involvement. This page builds the personal connection that turns a website visitor into a phone call.

Testimonials or reviews page

Dedicated testimonial pages convert 34% better than pages without social proof. Collect your best Google reviews, Yelp feedback, and customer quotes. Pair each testimonial with the customer's first name, city, and a photo of the completed project. Displaying five or more reviews can increase conversions by up to 270%.

Contact page

Make it dead simple to reach you. Phone number (clickable on mobile), email address, a short contact form, your service area, and your business hours. If you have a physical location, embed a Google Map. The contact page should answer every version of "How do I hire this company?" in under ten seconds.

Blog page

Even contractors need a blog. A simple post once or twice a month — answering common customer questions like "How often should I replace my roof?" — helps your site rank higher on Google and positions you as the local expert. Contractor blogs often become some of the highest-traffic pages on a site within just a few months.

Why mobile-responsive design is non-negotiable

70% of home service inquiries now come from mobile searches. Your potential customers aren't sitting at a desktop computer browsing for a plumber. They're standing in a flooded basement, pulling out their phone, and searching for help right now. Google now looks at the mobile version of your website first when deciding where to rank you.

61% of users say they won't return to a site they had trouble accessing on mobile, and 40% will visit a competitor's site instead. 53% of mobile visitors leave if a page takes more than three seconds to load. Mobile-friendly websites see up to 40% higher conversion rates — and 76% of people who search "near me" on their phone visit a business within 24 hours.

Before-and-after project photos are your secret weapon

93% of consumers say visual appearance is the main factor in their buying decisions. Before-and-after visuals can boost conversion rates by up to 83% in service-based businesses. Use your smartphone, take photos in good natural lighting, and capture the same angle before and after the work. Create a consistent format — side-by-side comparisons work well — and organize your gallery by project type. The best contractor websites treat their portfolio like a living document: every completed job is a potential marketing asset.

Trust signals turn skeptical visitors into paying customers

Homeowners are cautious. They've heard the horror stories — contractors who disappear mid-job, do shoddy work, or aren't properly licensed. Your website needs to actively address these fears. Trust signals include your state contractor's license number, proof of insurance, bonding information, certifications, BBB accreditation, and awards. Adding trust badges to your website can increase conversion rates by up to 42%, and 61% of customers say they won't contact a business if a site lacks trust logos.

• Place license and insurance information in your website footer so it appears on every page
• Create a dedicated "Why Choose Us" section on your home page with badge icons
• Include your BBB rating, Google star rating, and any "Best of" awards with their official logos
• Mention specific certifications in your service descriptions (e.g., "GAF Master Elite Roofing Contractor")

Every page needs a clear call-to-action

70% of small business websites lack a call-to-action. That means most contractor websites are digital brochures — they provide information but never tell the visitor what to do next. A CTA tells visitors their next step: "Get a Free Estimate," "Schedule Your Consultation," or "Call Us Now." Personalized CTAs convert 202% better than generic ones. Place your primary CTA above the fold — CTAs in that position outperform lower-placed ones by over 300%.