What Should a Contractor Website Include to Generate More Leads?

A lead-generating contractor website is short, fast and specific. Here is the whole thing, page by page.

What has to be at the top of every page?

• Your business name and what you do, in plain words.
• A tappable phone number in the header.
• The towns you serve, or a link to them.

If a homeowner cannot tell in five seconds that you do their job in their town, nothing else on the site matters.

What does the homepage need?

• One clear line: the service, the region. "Roofing and gutter replacement across Rutherford and Williamson Counties."
• The towns, written out.
• Licence, insurance and years in business.
• Six to ten photos of your own recent work.
• One obvious next step: call, or a short form.

What service pages do you need?

One per service you genuinely want more of. Each should carry:

• What the work involves, in homeowner language.
• A price range, with the honest caveat that every house is different.
• Photos of that specific work.
• How long it takes and what to expect.
• A call to action.

Homeowners search by service, so a page per service is how you get found for more than your main one.

Do you need town pages?

Yes, for your main towns — and they must be real, not the same page with the name swapped. Say what you have actually done there, mention the neighbourhoods or the housing stock, list nearby towns you also cover. See growing into new cities and service areas.

What makes an about page useful?

Proof, not autobiography. Who you are, how long you have worked here, your licence number, insurance, and a photo of you and the crew. Tennessee requires a contractor licence for projects of $25,000 or more, and a Home Improvement licence for $3,000–$24,999 jobs in the counties that adopted it — including Davidson, Robertson and Rutherford (Tennessee Board for Licensing Contractors). Put the number on the page.

What should the gallery show?

Your own work, in your own towns, with a one-line caption each: what it was, where, roughly when. Before-and-after pairs of the same house outperform everything else. Compress the images — slow galleries lose visitors.

What should the contact page have?

• The phone number, big, tappable.
• A form of four or five fields: name, phone, town, what you need.
• Hours, and whether you take emergency calls.
• Your response promise, and then keep it. See turning visitors into calls and quote requests.

Should you publish pricing?

Ranges, yes. It is the number one thing homeowners are looking for, and the company that gives a range gets the call. You are not quoting a job; you are proving you are straight with people.

What should you leave off?

• Stock photos.
• Video backgrounds and animation that slow the page.
• "Quality workmanship since 1998" with no service and no town.
• Long forms.
• Pages you will never update.

How do you know it is working?

Two numbers: enquiries received, and jobs booked from them. If enquiries are low, work on visibility — how to show up on Google. If enquiries are fine and bookings are not, the problem is response speed and quoting.

Where do you go next?

7 signs your contractor website is costing you customers, how much should a website cost, and Google Business Profile vs. website.