Your contractor website isn’t just a digital business card—it’s your hardest-working employee. It works 24/7. It never takes a lunch break. And if it’s built right, it can be your top source of leads, even while you’re up on a ladder or behind the wheel of your truck.
But here’s the thing: most contractor websites are missing the mark. They’re either outdated, cluttered, or just don’t answer the basic questions a homeowner has when they land on the site.
So what should a contractor website include? Let’s walk through the 10 key elements every contractor site needs to help you build trust, show off your work, and turn clicks into calls.
1. A Clear and Honest Headline
You’ve got about five seconds to tell people what you do and where you do it.
That first sentence on your homepage should answer two simple questions:
- What kind of contractor are you?
- Where do you work?
Example:
“Licensed Remodeling Contractor Serving Bucks County, PA Since 2005.”
No fluff. No buzzwords. Just the facts. This is your first shot to connect with someone who might need your services today.
2. Contact Info That’s Easy to Find
It sounds obvious, but you’d be surprised how many contractor websites bury their phone number or leave it off entirely. You want your phone number and a “Get a Quote” button visible at the top of every page.
Add a dedicated Contact page with:
- A simple contact form
- Phone number
- Email address
- Office or service area
- Business hours
- Google Maps embed (if applicable)
Make it stupid-easy for someone to reach you—don’t make them hunt for it.
3. A Services Overview (With Individual Pages)
List your main services clearly. Don’t just say “We do everything.” Break it out into specific offerings like:
- Kitchen remodeling
- Roof replacement
- Bathroom renovations
- Deck building
- Home additions
Even better, give each service its own page. That helps with SEO and gives people a place to land when they search for specific help.
Example:
“Looking for expert roof replacement in Cherry Hill? We’ve helped over 200 homeowners repair and replace worn-out roofs in the past 10 years. Learn more about our process here.”
4. A Project Gallery with Real Photos
Your work speaks louder than any sales pitch. A clean, simple photo gallery shows people what you’re capable of.
Use:
- Before-and-after shots
- Project captions with location and service
- Clean, well-lit photos (smartphone shots are fine if taken well)
Bonus tip: Add a few short project write-ups. Think of them like mini case studies: what the client needed, what you did, and the end result.
5. Testimonials and Reviews
When people are about to spend thousands on a contractor, they want proof you’re legit. Show reviews right on your website—don’t just send people off to Google or Yelp.
Best practice:
- Put 2–3 standout testimonials on your homepage
- Add a dedicated Reviews page
- Use real names and photos if you have permission (adds credibility)
Even better? Link to live Google or Facebook review feeds so they update automatically.
6. Trust Signals
People are naturally skeptical of contractors they haven’t met yet. You can build trust quickly with a few visual cues:
- License numbers
- Insurance info
- BBB badge
- Manufacturer certifications (GAF, CertainTeed, etc.)
- “Google 5-Star Rated” badge
- Trade association logos
These act like little seals of approval and lower the barrier to contact.
7. About Page That Feels Personal
The About page is your chance to show there’s a real person behind the business. Tell a short story: how you got started, what drives your work, and how you treat your clients.
Keep it friendly and down-to-earth. Skip the corporate jargon.
Example:
“I started this company in 2010 after 12 years as a lead carpenter. I wanted to build a business that focused on quality, communication, and keeping promises. Today, we’ve helped over 500 homeowners across South Jersey with remodeling, repairs, and renovations.”
8. Mobile-Friendly Design
Most of your traffic will come from phones, not desktops. Your site needs to:
- Load fast
- Be easy to scroll
- Use large, tap-friendly buttons
- Keep text readable without zooming
Test it yourself on your own phone. If it’s hard to use, fix it—because no one else will bother.
9. Search Engine Optimization (SEO) Basics
You don’t need to be an SEO expert, but your website should follow a few basic rules so Google can find and rank it:
- Use location-based keywords on each page (e.g., “Kitchen remodeling in Wilmington”)
- Add title tags and meta descriptions
- Include your city and service area throughout the site
- Use alt text on images
- Write helpful content (like FAQs or blog posts)
These steps help you show up when homeowners search for services like yours in your area.
10. A Strong Call to Action (CTA)
Every page on your site should lead somewhere. Tell people what you want them to do next:
- “Call now for a free estimate.”
- “Schedule your in-home consultation today.”
- “Get a free roof inspection—book online now.”
Repeat the CTA several times throughout the page—at the top, in the middle, and at the bottom. People don’t always scroll all the way down.
Bonus Tip: Keep It Updated
A stale website is like an empty job site—nobody trusts it. Keep things fresh by:
- Updating your gallery with recent work
- Posting new reviews
- Refreshing your homepage copy once or twice a year
- Adding a blog or FAQ section to answer common questions
Google notices when you update your site regularly—and so do your customers.
Final Thoughts
Building a contractor website that actually brings in leads doesn’t have to be complicated. Just cover the basics, keep it clean and simple, and talk like a real person.
When your site tells people what you do, shows the work you’ve done, and makes it easy to get in touch, you’re way ahead of most contractors in your area.
So if you’re wondering what your contractor website should include—start with these 10 essentials. Do them well, and your website won’t just sit there… it’ll go to work for you.
Ready to upgrade your site? Start with one section at a time, and before you know it, you’ll have a website that’s pulling its weight—and then some.
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.
