7 Critical Elements of Increasing Conversions on Your Contractor Website


Congratulations! You’ve set up a website with the intention of drawing clients to your business. You want to stop losing customers to your competition and start attracting client prospects that will actually become paying customers. You’re hoping to increase your conversions and stop the up-and-down cycle most contractors deal with, instead enjoying a steady stream of business throughout the year.

But there are some critical features your website needs to help make sure you succeed. In this blog, we’ll talk about 7 elements that will help you increase your conversion rate and improve your business.

1: Make sure your website isn’t an online brochure.

A lot of contractors start out making a website that talks a lot about them, what they do, and reads more like an informational pamphlet than a sales pitch. Your website needs to reach out and grab your potential clients, connecting with them on an emotional level. Identify their struggles (“Planning a bathroom remodel can be a tough job. Let our professional design team take the stress out of your home redesign.”) and their needs (“Tired of high heating bills? Talk to us about energy efficient windows that can lower your expenses by up to 25%!”). Present your solution to their problem in a way that makes your business look like their savior.

2: Have compelling landing page content.

A “landing page” is any page on your website that your customer might land on through a Google search, whether it’s your home page, a services page, or your contact page. Your pages all need to have compelling headlines and sub-heads, strong calls to action (“24-hour service,” “FREE initial consultation,” “Meet or beat any competitor’s estimate,” etc.), and prominently displayed contact information. After all, you want your customers to be able to get in touch with you easily once they decide to choose you!

3: Capture your potential customer’s information.

This goes hand-in-hand with having prominently displayed contact information. Whether you have a phone number that’s click-to-call enabled for mobile users or have strategically placed opt-in forms to gather their name, phone number, email, and what they’re looking for, ensuring that you have a way to get their information is key.

Not only do you have to have a form, you have to have an incentive for your potential customer to fill out the form. Offer a coupon, say “complete our form for your FREE initial estimate,” offer up a free guide to home renovations – whatever unique thing you have to offer, provide that as an incentive to get your customer to provide you their contact information. The more contact information you get, the more likely it is you’ll be able to add your own personal touch to the job your website started, securing you a paying client.

4: Create credibility.

Too often, contractors won’t include photos of their work or reviews from satisfied customers on their sites. You’re losing out on a valuable chance to generate trust with a potential customer and increase the likelihood of them choosing you. Including pictures of your work, short descriptions of your jobs, and testimonials from your clients provides additional evidence that you’re experienced, professional, and can handle whatever contracting work your customer needs – whether you’re a plumber, a roofer, an electrician, a landscaper, or a remodeling expert.

5: Have clean, easy-to-use navigation and design.

If you have a lot of great photos, or you have pages of specs and content written up, you might be tempted to throw that all onto your website. But stop and think about what your customer wants for a moment. Your customer doesn’t care about the exact dimensions of the wrench you use for your work. A few tasteful pictures are fine, but 100 pictures of the same project can be overwhelming. Keep your design simple and clean, with the most prominent information that your potential customer is looking for front and center – the services you provide and how soon you can provide them. Include a CTA (call to action) and a way for them to leave their information, and you’ll find that your lead generation will improve drastically.

If you need inspiration, check our article 10 Best Practices for Construction Websites

6: Target your traffic.

Say you’re a home remodeling contractor, and you want to advertise your site to people looking for home remodeling services. Well, that’s a great start, but do you want any home remodeling jobs to come to your website? Maybe you only want home remodeling jobs in New Jersey, or even more specific – you want home remodeling jobs in New Jersey from high-end clients who want to spend at least $10,000. Drawing targeted traffic to your site is a combination of on- and off-page SEO practices. On-page, make sure you’re talking about the cities you work in. If you work with high-end brands, fixtures, paints, etc., mention those somewhere in the content of their relevant pages. Include high-quality photos of your work, if applicable.

Off-page, consider using AdWords to increase focused traffic to your website. Choose keywords and services that you want to focus on, and use those to draw people to the specific pages on your site that you want them to land. Increasing your targeted traffic will increase the likelihood that these people actually want your services, as opposed to being people who simply want to browse or people who aren’t in your service area.

7: Have a strategic online marketing plan.

Honing your website to increase leads is an excellent start to your overall online marketing. But being able to back that up with clever, focused advertising, a strong social media presence, and a savvy understanding of how to use SEO to your advantage will really help you drive the leads you want to your business. At Contractor Dynamics, we’re here to help you from the ground up – whether you need a website, comprehensive SEO assistance, or all of the above. We’ll help you develop a long-term vision for your contracting company that will generate leads and ensure business for you all year long. Get in touch with us today to see what we can do for you!

Wondering if this strategy works for your particular business? Whether you’re a construction company, architecture or design firm, or a related professional firm, these are best practices that can be applied to any business with a web presence. If you’re looking for some more ideas to make your website convert at a higher rate, this article outlines several additional conversion tactics that you can implement immediately.

Bottom Line: Don’t just focus on getting more leads. Make sure your whole funnel is as strong as it can be, and continually optimize every part of your funnel, in order to create a lead generation machine for your business.

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