Contractor Website Checklist: 12 Must-Haves

Homeowners hire contractors they trust. Your website is where that trust starts—or where it dies.

After building websites for 100+ contractors, I've identified the 12 elements that separate websites that generate leads from those that get ignored.

Let's go through the checklist.

1. Clear Service Offerings (Above the Fold)

Within 3 seconds of landing on your homepage, visitors should know:

• What services you offer
• Where you operate
• What makes you different

Bad example: "Excellence in Construction Since 1995"
Good example: "Residential Roofing & Siding • Serving Portland Metro • Licensed & Insured"

Don't make people hunt for basic information. Lead with it.

2. Prominent Phone Number & Contact CTA

When someone needs a roofer, they want to call NOW. Your phone number should be:

• In the header of every page
• Clickable on mobile (tap to call)
• Accompanied by "Get Free Quote" or "Call Now" button

Every page should have multiple ways to contact you. Don't hide behind contact forms—people want to talk to humans.

3. Service Area Pages (for SEO)

Here's the secret to local SEO: dedicated pages for each city/area you serve.

Structure:

• Roofing Contractors in [City Name]
• Services we provide in [City]
• Recent projects in [City]
• Why homeowners in [City] choose us
• Service area map

When someone searches "roofing contractor Portland," Google wants to show them a page ABOUT Portland roofing, not a general services page.

Pro tip: Create 5-10 city/neighborhood pages if you serve a metro area. This multiplies your SEO reach.

4. Before & After Project Gallery

Photos sell contracting work more than words ever will.

Must include:

• High-quality before & after shots
• Project type labels (kitchen remodel, roof replacement, etc.)
• Location (city/neighborhood)
• Brief description of scope and challenges

Pro tip: Take photos with your phone if you don't have a pro camera. Real project photos beat stock images 100% of the time.

5. Trust Indicators Front & Center

Homeowners are about to hand you thousands of dollars and the keys to their house. They need reasons to trust you.

Display these prominently on your homepage and footer.

6. Video Testimonials (or Text Reviews)

Third-party reviews build trust faster than anything you can say about yourself.

Best format: Short video testimonials (30-60 seconds)
Next best: Written reviews with customer name, photo, and project type

Include:

• What project was completed
• What they liked about working with you
• Would they recommend you? (Spoiler: yes)

Aim for 10-15 reviews minimum. Ask every satisfied customer. Most will say yes.

7. Transparent Pricing Information

"Call for pricing" frustrates people. Give them SOMETHING to work with.

You don't need to list exact prices (every job is different), but you can:

• Provide price ranges ("Most kitchen remodels: $25k-$75k")
• Explain what affects pricing
• Share typical project costs
• Link to a free quote request form

Transparency builds trust. Mystery builds suspicion.

8. Process/Timeline Overview

Homeowners want to know: "What happens if I hire you?"

Your process page should outline:

1. Initial Contact: "Call us or fill out our form. We'll schedule a free consultation within 24 hours."
2. On-Site Assessment: "We visit your property, discuss your needs, take measurements."
3. Proposal: "Within 3 business days, you'll receive a detailed written estimate."
4. Contract & Scheduling: "Once you approve, we'll lock in your start date."
5. Project Completion: "We handle permits, inspections, and cleanup."
6. Final Walkthrough: "We ensure you're 100% satisfied before final payment."

This removes uncertainty and positions you as organized and professional.

9. Emergency Services (if applicable)

If you offer emergency repairs (storm damage, water leaks, HVAC failures), make it OBVIOUS.

Create a dedicated "Emergency Services" page with:

• 24/7 phone number in huge text
• What qualifies as an emergency
• Average response time
• Service areas for emergency calls

Emergency calls are high-intent leads. Make them easy to convert.

10. About Page That Builds Connection

Your About page shouldn't be a boring corporate history. It should be:

✅ Include:

• Owner/founder photo (people hire people, not companies)
• Your story: Why you got into this business
• Your values and approach
• Team photos (if you have a crew)
• Community involvement

❌ Skip:

• Corporate jargon ("synergistic solutions")
• Generic mission statements
• Stock photos of strangers in hard hats

Homeowners want to know who's coming to their house. Show them real people.

11. Mobile-Optimized Design

65% of contractor website traffic comes from mobile devices. If your site doesn't work perfectly on phones, you're losing 2 out of 3 potential customers.

Mobile must-haves:

• Tap-to-call phone numbers
• Easy-to-tap buttons (no tiny links)
• Fast loading (under 3 seconds)
• Readable text without zooming
• Simple navigation

Test your site on your own phone. If YOU struggle to use it, so will your customers.

12. Clear Calls-to-Action on Every Page

Every page should tell visitors what to do next:

Homepage: "Get Your Free Estimate" + phone number
Services pages: "Request Service" or "Call Now"
Portfolio: "Start Your Project"
About page: "Work With Our Team"

Don't make people figure out how to hire you. Tell them explicitly.

Bonus: What NOT to Include

Skip these common mistakes:

• Auto-playing music/videos – Annoys 100% of visitors
• Flash animations or spinning logos – This isn't 2005
• "Under Construction" pages – Launch when it's done
• Stock photos of models in hard hats – Use YOUR actual crew
• Cluttered homepage with everything at once – Less is more
• Outdated testimonials from 2015 – Fresh reviews only

The ROI of a Great Contractor Website

Let's say your website costs $3,500 and generates just 2 extra jobs per year at $8,000 average project value.

Annual return: $16,000 revenue from $3,500 investment = 357% ROI

Most contractor websites generate 5-15 leads per month. Even with a 20% close rate, that's 1-3 jobs per month.

The real question isn't "Can I afford a website?"
It's "Can I afford NOT having one while my competitors do?"

Your Action Plan

Print this checklist. Grade your current website (or competitor sites if you don't have one).

Score 1 point for each element you have:

• 0-4 points: Your website is costing you jobs
• 5-8 points: Decent foundation, but missing key elements
• 9-12 points: You've got a lead-generating machine

If you're below 9, it's time for an upgrade.