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What should a contractor website include?

A contractor website should make three things obvious within seconds: what you do, where you do it, and how to reach you. Here's the full checklist, backed by our study of 111 local contractor sites.

Will Letke
By Will Letke, FounderPublished · Updated · 6 min read
The short answer

Every contractor website needs a secure, mobile-friendly design; a clear headline that names your trade and service area; a call button and a short form on every page; real photos and reviews; a page for each service and each town you serve; structured data so Google and AI tools understand your business; and regular upkeep.

1. The basics

  • Secure connection (HTTPS)
  • Mobile-first design that loads fast on a phone
  • A clear page title and description for each page
  • One main headline per page that says what you do and where

In our study of 111 local contractor websites, 100% were secure and 100% were mobile-ready. These are no longer differentiators. They're the minimum homeowners and search engines expect.

2. Trust signals

  • Real photos of your crew and finished projects, not stock photos
  • Reviews from real customers, ideally pulled from Google
  • License and insurance details where they apply
  • An About page with real people behind the business

3. Ways to get the call

  • A tap-to-call button that stays in reach on phones
  • A short estimate or contact form on the homepage
  • Clear hours and service area
  • Fast follow-up on every form submission

Only 50% of the sites we studied had a contact form on the homepage. That's an easy edge to take.

4. Search and AI readiness

  • A page for each service you want more of
  • A page for each city or area you serve
  • Business structured data (LocalBusiness or a trade-specific type)
  • FAQs that answer real questions, marked up as FAQ structured data
  • An llms.txt file that summarizes your business for AI tools
  • A robots.txt file that does not block search or AI crawlers

77% of studied sites had business structured data, but only 19% marked up FAQs and 21% marked up reviews.

5. Upkeep

  • Analytics installed so you know what's working
  • Descriptive alt text on images
  • A current copyright year and fresh project photos
  • Working forms, links, and phone numbers, checked regularly

36% of studied sites left more than a quarter of their images without alt text, and 18% of those showing a copyright year still showed 2024 or earlier.

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