If you’re a home improvement contractor, you already know the website matters. It’s your first impression, your digital storefront, and often your only shot at winning the lead.
But even contractors with decent-looking websites are still losing jobs—and they don’t always know why.
Here are the 7 most common website mistakes I see home improvement pros make, and exactly what to do instead.
1. Talking About Yourself Instead of the Client
“We’ve been in business for 25 years. We take pride in our craftsmanship.”
Great. But here’s what the homeowner cares about:
- Can you fix my problem?
- Can I trust you?
- How do I hire you?
What to do instead: Lead with the client’s pain or goal. Speak to their project before you talk about your business.
“Need new windows before winter? We install energy-efficient replacements in 3 days or less.”
2. Making It Hard to Contact You
You’d be surprised how many contractor websites bury the phone number, hide the form, or force people to click 3 times to get a quote.
Fix: Make your phone number clickable and visible in the top right corner. Add a sticky “Request an Estimate” button on every page. Make your contact form simple: name, phone, project details. Done.
Bonus: respond fast. Speed wins jobs.
3. Ignoring Mobile Users
More than 70% of your website traffic is coming from mobile devices. If your site isn’t mobile-optimized, you’re not just frustrating users—you’re losing leads.
Symptoms:
- Tiny text
- Buttons too close together
- Forms that don’t fit the screen
Fix: Use responsive design. Test your site on multiple phones. Make sure the call button and contact form are front and center on mobile.
4. Using Stock Photos Instead of Real Work
If your gallery is full of perfect stock kitchens and shiny model homes, you’re actually hurting trust.
Why it matters: Homeowners want to see the real work you’ve done in homes like theirs.
Fix: Use your phone. Take photos of:
- Finished projects
- Before and afters
- Work in progress
- Happy clients (with permission)
Build a gallery that reflects who you really are—not what a design firm thinks you should be.
5. No Clear Message or Headline
The average visitor spends less than 10 seconds deciding whether to stay or bounce. If your headline just says “Welcome to Our Website,” you’re wasting the most important real estate on the page.
Fix: Use your headline to tell visitors what you do and how fast they can get it:
“Fast, Reliable Kitchen Remodeling in [Your City] — Quotes in 24 Hours.”
That’s a headline that earns a scroll.
6. No Proof You Can Be Trusted
Your future clients are skeptical. They’ve been burned before. They don’t care what you say about yourself. They care what others say about you.
Missing trust signals include:
- Real testimonials
- Reviews from Google or Facebook
- Project photos
- Certifications or licenses
Fix:
- Add a testimonials section on your homepage
- Link to your Google reviews
- Show badges or credentials
Trust = leads. Period.
7. Not Offering Anything to Convert Browsers into Leads
What if someone visits your site but isn’t ready to call? No email opt-in? No quote offer? No next step?
Fix: Give them something easy:
- Free estimate request
- Free homepage review (like I offer)
- A downloadable checklist
If they’re not ready to hire, at least let them raise their hand.
Final Word
You don’t need the fanciest website. But you do need one that works. One that speaks to your customer, earns their trust, and makes it easy to take the next step.
If your site isn’t doing that, I can help.
👉 [Request a Free Homepage Review Here]
I’ll tell you what’s working, what’s broken, and how to fix it—fast.
Simple changes lead to serious results.
You work too hard to let your website cost you business.
Let’s fix that.
Want to see if your homepage is speaking the right language?
Get a free homepage review and find out exactly what to fix to get more calls, clicks, and conversions.
No strings. Just real advice that helps your site do its job.
