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The exact elements your contractor website needs to turn visitors into phone calls and booked appointments.
The average home service website converts at 2-3%. The best ones convert at 10-15%. The difference isn't design trends or fancy animations. It's clarity, speed, trust signals, and a frictionless path from landing to contacting you. Every element on your site should serve one purpose: getting the visitor to pick up the phone or fill out a form.
When someone lands on your site, they decide in 3 seconds whether to stay or bounce. Above the fold, you need: a clear headline stating what you do and where (e.g., 'Trusted AC Repair in Phoenix'), your phone number visible and clickable, a prominent CTA button, and at least one trust signal. If a visitor can't understand what you offer in 3 seconds, your site is failing.
Homepage, individual service pages (one per service, not one page for everything), service area pages (one per city or neighborhood you serve), about page with team photos and credentials, reviews/testimonials page, and a contact page. Each page should have its own unique content and be optimized for specific keywords.
Display your license numbers. Show your insurance information. Add manufacturer certifications and badges. Feature your BBB rating. Include Google review widgets with real reviews. Show photos of your real team (not stock photos). Add your years in business. These signals reduce the perceived risk of hiring you.
Every 1-second delay in page load time reduces conversions by 7%. Your site must load in under 3 seconds on mobile. Compress images, use a CDN, enable caching, minimize JavaScript, and choose quality hosting. Test your speed with Google PageSpeed Insights and aim for a score of 90+. A fast website isn't just good UX. It directly impacts your Google rankings and conversion rate.
Over 60% of home service searches happen on mobile devices. Your site needs large, tap-friendly buttons. Click-to-call phone numbers. Forms that are easy to fill on a small screen. Fast loading times on cellular connections. If your site isn't built for mobile first, you're losing the majority of your potential customers.
Our team specializes in executing these strategies for home service businesses. Get a free marketing audit and see how we can help.
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