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The Contractor Website Checklist

Use this checklist to audit your current site or plan your next one. These are the non-negotiables that separate professional contractor websites from amateur ones.

1 First Impressions

  • Your homepage clearly states what you do and where you serve Visitors should know within 3 seconds: what trade, what area.
  • Professional photos of your actual work (not stock images) Real job site photos build trust faster than anything else.
  • A clear call-to-action above the fold "Get a Free Estimate" or "Call Now" should be immediately visible.
  • Your phone number is clickable on mobile Over 60% of contractor site visitors are on their phone.

2 Trust & Credibility

  • Google reviews or testimonials displayed prominently Social proof is the #1 conversion factor for home service businesses.
  • License numbers, insurance info, or certifications visible Homeowners check for these before making a call.
  • A professional About page with real team photos People hire people, not faceless companies.
  • Before/after project galleries Show the transformation. Let your work speak for itself.

3 Technical Performance

  • Page loads in under 3 seconds Slow sites lose 53% of visitors. Speed is non-negotiable.
  • Fully responsive on mobile, tablet, and desktop Test on at least 3 different devices.
  • SSL certificate installed (https://) Google flags sites without SSL as "Not Secure."
  • No broken links or missing images Broken elements destroy credibility instantly.

4 SEO Foundations

  • Unique title tags and meta descriptions on every page This is how Google knows what each page is about.
  • Service-specific pages (not just one "Services" page) A page for "Roof Repair in Portland" ranks better than a generic "Services" page.
  • Google Business Profile claimed and linked Your GBP is often the first thing local customers see.
  • Proper heading structure (H1, H2, H3) Helps search engines understand your content hierarchy.

5 Lead Conversion

  • Contact form on every page (or easily accessible) Don't make visitors hunt for a way to reach you.
  • Multiple contact methods: phone, form, email Different people prefer different communication styles.
  • Clear service area defined Don't waste time with leads outside your territory.
  • A compelling reason to act now "Free estimate," "Same-day response," or seasonal offers work well.

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