In today’s digital age, your website is often the first interaction potential clients have with your business. For contractors and home service businesses, a poorly designed website can lead to lost customers and missed opportunities. To help you avoid from falling behind in your industry, we’ve compiled the top 10 mistakes contractors and home service businesses make on their websites—and how to fix them.
1. Not Having a Clear Call to Action (CTA)
One of the biggest mistakes contractors make is failing to include a clear Call to Action (CTA) on their website. Your CTA guides visitors to the next step, whether it’s to request a quote, schedule a consultation, or call for more information. Without it, visitors might leave without contacting you, even if they’re interested in your services. Website visitors want to be told what they need to do to get what they want, and this is what a CTA does.
How to Fix It:
- Make sure your CTA is visible on every page.
- Use actionable language like "Get a Free Quote" or "Book Your Service Today."
- Place CTAs above the fold (visible without scrolling), in headers, and on service-specific pages.
Download our free marketing glossary below to learn what these marketing terms mean:
https://www.frame-business.com/marketing-education
2. Lack of Mobile Optimization
With over 96% of web traffic coming from mobile devices (forbes.com), having a mobile-optimized website is essential. Many contractors still overlook this, resulting in sites that are difficult to navigate on smartphones and tablets. This can frustrate potential customers and cause them to look elsewhere.
A website should seamlessly adjust to whatever screen your users are looking on and have a layout that makes sense. If the user experience on mobile devices is smooth and easy to use, you are in good shape.
How to Fix It:
- Ensure your website uses a responsive design that adjusts seamlessly to different screen sizes.
- Test your site’s mobile performance with something like Google LighthouseTest tool.
- Prioritize speed and accessibility on mobile by minimizing large images and unnecessary scripts.
3. Bad Photography
This is one of the biggest pet peeves for web designers. Using bad photography or corny stock images on a contractor's website is a major no, that can harm the quality of your website. It’s obvious that the photo is not authentic if it has a model smiling directly into the camera and they look out of place. We have all seen those images of a person with a strange hard-hat or vest on where you know the person has probably never been on a jobsite before..yeah, don't use those.
Poor-quality photos or generic stock images make your business appear impersonal and insincere, which can turn potential clients away. Visitors expect to see authentic, high-quality images that reflect the quality of your work. If the images on your website don’t showcase your craftsmanship or team, they miss the chance to build trust and demonstrate expertise. Additionally, stock images often feel detached and overused, failing to establish a unique brand identity and potentially alienating potential clients looking for personalized, reliable service.
Professional photography is of course the best way to create a positive user experience and build trust with your audience, but even good photos from your phone can be better than stock images. Don’t underestimate the quality of phone cameras nowadays. If you can get some good shots of your team and projects, try it out and see what you come up with. If you do need to use stock images, make sure you use ones that don’t look too corny or staged.
4. Missing or Inaccurate Contact Information
If potential clients can’t easily find your contact information, they’ll move on to a competitor. Many contractors neglect to make their contact details clear or up-to-date, which creates frustration for users trying to reach out for a quote or service. A major mistake is also not having contact information directly linked to start calling or emailing. The fewer the clicks to contact you, the higher conversion rates.
How to Fix It:
- Place your phone number and email address in the header and footer of every page.
- Consider a contact form that’s easy to use, with fields for name, phone, email, and project details. Keeping the form under 4-5 entries is typically recommended. Only include essential information needed to effectively respond.
- Add links to your social media profiles for alternate communication methods.
5. No Service Area Information
Home service businesses often operate within a specific geographic region. However, many contractor websites fail to clearly specify their service area, causing confusion for visitors about whether or not they can hire you. We recommend having this information somewhere in the header on the landing page so visitors can immediately decide if you are a candidate for hire or not.
How to Fix It:
- Create a “Service Areas” page with detailed descriptions of the locations you cover.
- Add a map or zip code search functionality to allow visitors to quickly confirm whether you serve their location.
- Include service area information on every service page for easy reference.
6. No Portfolio
Contractors and home service businesses rely heavily on visual evidence of their past work. Failing to showcase your completed projects or portfolio can make it difficult for potential clients to trust that you can deliver quality results.
How to Fix It:
- Add a “Portfolio” or “Gallery” section showcasing your best work with high-quality images.
- Include before-and-after photos, project descriptions, and testimonials from satisfied clients.
- Regularly update your portfolio to reflect new and relevant work.
-If you really want to stand-out, progress videos can be a great form of entertainment and education to show customers the processes and what to expect.
7. Lack of Customer Testimonials or Reviews
Social proof, like customer testimonials and reviews, plays a huge role in convincing potential clients to trust your business. Not showing reviews can lead visitors to question the reliability and quality of your services. Testimonials are key and there are more effective ways than others to make them convert into leads, but we will discuss that another time.
How to Fix It:
- Collect and display testimonials on your homepage and service pages.
- Integrate reviews from third-party platforms like Google My Business or Yelp.
- Encourage satisfied clients to leave reviews after completing projects, and be sure to respond to any feedback, positive or negative.
8. No SEO Strategy
A common mistake is not optimizing your website for search engines. Without a solid Search Engine Optimization (SEO) strategy, your site may not appear in local search results, causing you to lose potential business to competitors who have optimized their sites. As Neil Patel, one of the most successful digital marketers in the world says, “SEO is no longer search engine optimization, but search everywhere optimization”. Ranking on only Google or Yahoo is not enough anymore and If your business does not have an SEO strategy, you are far behind in the game.
How to Fix It:
- Identify and use relevant keywords that potential customers are searching for (e.g., “plumber in Dallas” or “roof repair services”).
- Optimize title tags, meta descriptions, and headers with location-specific keywords.
- Regularly post blog content that addresses common questions or issues related to your services.
9. Too Much Text
Having too much text on a website can confuse visitors and make their experience worse. Most people don’t read every word—they just skim. Big blocks of text can make it hard to find important information, which might frustrate potential clients and make them lose interest in your services. A cluttered page with too much text can also make your website look old and unprofessional, making visitors think your business isn’t up-to-date.
A simple, organized website helps keep visitors interested and encourages them to take action. Use clear headings, bullet points, and pictures to share your message without overwhelming people. Focus on the most important details and present them in a way that’s easy to understand. A clean design not only makes your website easier to read but also shows your business is professional, leaving visitors with a great impression.
10. No Clear Service Descriptions
Many contractor websites fail to provide clear and detailed descriptions of the services they offer. Vague or missing service information can leave visitors unsure about whether your business can meet their needs, causing them to look elsewhere.
How to Fix It:
- Create a dedicated page for each service you offer, with detailed descriptions, pricing estimates, and examples of work you’ve done in that area.
- Use FAQ sections on each service page to answer common questions related to that service.
- Clearly define what sets you apart from competitors by highlighting your unique expertise or certifications.
Improving Your Website to Attract More Clients
Your website is your most powerful digital tool for attracting new clients and growing your business. By avoiding these 10 common mistakes, you can increase the potential for your site to provide an exceptional user experience, rank well in search engines, and generate more leads. Contractors and home service businesses who invest time and resources into improving their websites will see the benefits in increased visibility, better customer engagement, and ultimately, more business.
If you haven’t already, consider reviewing your website for these potential issues and implementing changes that will keep visitors engaged and eager to hire you for their next project.
By addressing these mistakes, contractors and home service businesses can turn their websites into powerful marketing tools that consistently attract and convert new leads. If you have more questions or would like us to take on the task of getting you a professional, high-functioning website, feel free to schedule a free call at the link below, or visit our website to learn more.
Schedule an appointment:
https://calendly.com/frame-business-info/freeconsultation
Visit our website:
