Contractor Website Checklist: 47 Must-Have Elements for More Leads

Complete website audit checklist to identify what's preventing your contractor website from generating leads. Transform your construction company website into a lead-generating machine.

Published July 28, 202516 min read

Why Your Contractor Website Might Be Costing You Leads

73% of contractor websites fail to convert visitors into leads. Most construction company websites look professional but miss critical elements that turn website visitors into paying customers.

Common Problems We See:

• Websites that look pretty but don't generate phone calls
• Missing emergency service features for urgent calls
• Poor mobile experience driving away 68% of visitors
• No clear calls-to-action or next steps for customers
• Missing local SEO elements to rank in "contractor near me" searches

The Complete Contractor Website Checklist

Use this comprehensive checklist to audit your contractor website. Each section includes specific action items and examples to help you implement improvements immediately.

Section 1: First Impressions & Above the Fold (8 Items)

✅ Homepage Checklist:

Clear value proposition above the fold - Visitors understand what you do within 5 secondsProminent phone number in header - Large, clickable phone number on every pageLocation mentioned prominently - City/service area clear in headline or subheadlinePrimary CTA button stands out - Bright, contrasting color with action wordsEmergency service highlighted - If applicable, 24/7 availability prominently displayedTrust signals visible - Licenses, insurance, certifications, awardsProfessional hero image - High-quality photo of your team, work, or equipmentLoad time under 3 seconds - Fast loading speeds for better user experience

Section 2: Mobile Experience (6 Items)

📱 Mobile Optimization Checklist:

Responsive design - Website adapts perfectly to all screen sizesTap-to-call phone numbers - Phone numbers automatically dial on mobile devicesEasy navigation menu - Mobile menu is easy to find and useLarge, finger-friendly buttons - CTAs are easy to tap on mobileReadable text size - No zooming required to read contentMobile-optimized forms - Contact forms work smoothly on mobile

Section 3: Contact & Conversion Elements (8 Items)

📞 Contact Optimization Checklist:

Multiple contact methods - Phone, email, contact form, and online bookingClear calls-to-action - "Get Free Quote," "Call Now," "Schedule Service"Contact info in footer - Phone, address, and hours on every pageContact page completeness - Address, phone, email, map, hours, contact formQuote request forms - Simple forms on multiple pages to capture leadsEmergency contact options - Prominent emergency phone number if applicableBusiness hours clearly stated - Regular and emergency hours prominently displayedResponse time promises - "We respond within 1 hour" or similar commitments

Section 4: Content & Services (7 Items)

📝 Content Quality Checklist:

Dedicated service pages - Separate page for each major service you offerService descriptions detailed - What's included, process, timeline, pricing guidanceAbout page tells your story - Company history, team, qualifications, why choose youProcess page explains workflow - Step-by-step explanation of how you workFAQ section addresses concerns - Common questions about pricing, timeline, processService area clearly defined - Cities, neighborhoods, or regions you serveBlog with helpful content - Regular posts that help customers and improve SEO

Section 5: Trust & Credibility (6 Items)

🛡️ Trust Building Checklist:

Customer testimonials - Real reviews with names and photos when possibleGoogle reviews embedded - Recent Google reviews displayed on your websiteBefore/after photo galleries - High-quality images of completed projectsLicense and insurance info - License numbers, insurance certificates, bondingTeam photos and bios - Put faces to your company, build personal connectionWarranty and guarantee info - Clear warranty terms and satisfaction guarantees

Section 6: Local SEO Elements (7 Items)

🌍 Local SEO Checklist:

City/location in page titles - "Plumber in Seattle" or "Seattle Emergency Plumber"Location-specific service pages - Pages for each city or area you serveGoogle Business Profile linked - Link to your Google Business ProfileNAP consistency - Name, Address, Phone identical across all pagesLocal schema markup - Structured data for business info and locationEmbedded Google Map - Interactive map showing your business locationLocal content and keywords - Content mentions local landmarks, neighborhoods

Section 7: Technical SEO & Performance (5 Items)

⚡ Technical Performance Checklist:

SSL certificate (HTTPS) - Secure connection for customer trust and SEOFast loading speeds - Under 3 seconds load time on mobile and desktopOptimized images - Compressed images with descriptive alt textClean URL structure - Descriptive URLs like /plumbing-services/ not /page123/XML sitemap submitted - Sitemap submitted to Google Search Console

How to Use This Checklist

Step-by-Step Implementation:

1. Print or Save This Checklist - Keep it handy while auditing your site
2. Go Through Each Section - Check off items as you verify or implement them
3. Prioritize Missing Elements - Start with Section 1 (First Impressions) for biggest impact
4. Fix 3-5 Items Per Week - Don't overwhelm yourself, make steady progress
5. Re-audit Monthly - Review and improve continuously

What to Fix First (Priority Order)

🚨 Critical Issues (Fix Immediately)

• No phone number visible on homepage
• Website doesn't work on mobile
• No clear calls-to-action
• Load time over 5 seconds
• No contact information

⚠️ High Impact (Fix This Week)

• Add customer testimonials
• Create service-specific pages
• Add before/after photos
• Optimize for local search
• Add emergency service info

Industry-Specific Considerations

Additional Checklist Items by Trade:

Emergency Services (Plumbing, HVAC, Electrical):

• 24/7 availability prominently displayed
• Emergency phone number in header
• "Emergency Service" in page titles
• Response time commitments

Project-Based (Roofing, Remodeling, Landscaping):

• Extensive photo galleries
• Project timeline information
• Material and warranty details
• Financing options

Common Website Mistakes That Cost Leads

Avoid These Critical Errors:

• Hidden Contact Information: Making customers hunt for your phone number
• Generic Stock Photos: Using photos that don't show your actual work
• Vague Service Descriptions: Not explaining what's included or how you work
• No Social Proof: Missing testimonials, reviews, or work examples
• Confusing Navigation: Complex menus that frustrate visitors
• No Clear Next Steps: Visitors don't know how to hire you
• Outdated Information: Old photos, prices, or service areas

Tools to Help You Audit Your Website

Recommended Free Tools:

• Google PageSpeed Insights: Check your website speed and mobile performance
• Google Mobile-Friendly Test: Verify your site works well on mobile devices
• Google Business Profile: Ensure your listing is complete and optimized
• Google Analytics: Track visitor behavior and identify problem areas
• Browser Developer Tools: Test your website on different screen sizes

Website Optimization

Get Your Website Professionally Audited

Want experts to audit your contractor website and create a custom improvement plan? Get a comprehensive website analysis and discover exactly what's preventing your site from generating leads.

Get Free Website Audit View Services

Related Resources

Website Optimization:

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About the Author: This website checklist was created by the contractor marketing specialists at Molu Agency. We've audited 500+ contractor websites and identified the most common issues that prevent lead generation. This checklist is based on real data from successful contractor website projects.