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You don’t run a bakery.

So why use the same cookie-cutter “website template” as a baker?

We’ve spoken a lot about the necessary ingredients for a contractor website – from grabbing attention, building trust, and using calls to action.

These are elements that other businesses don’t care about on their website – but without these you’re leaving money on the table.

In this post, we’ll sum up all the things you need to include in your contractor website to make sure you’re not wasting your money.

Explain what you offer and how you’re different from the competition

Your customers are going to get quotes from other contractors and they will visit other contractor websites.

For this reason, your website needs to be crystal clear about two things:

  • what you offer (what’s in it for them)
  • how you’re different from the competition

The easiest way to accomplish this is with an eye catching headline on your website. Some mistakes people make with headlines is not making them large enough or not using enough color contrast to make sure they stand out.

Here’s an example of a great contractor headline – How can we upgrade your lifestyle?

Then they have all the different services offered so the visitor can click on whatever they’re interested in.

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Mobile/responsive website

79% of smartphone owners use their device for local search (SearchEngineLand).

As a contractor serving a local service area it’s essential that you have a site that can be viewed from mobile devices.

Recent studies by Comscore also show that people who are searching from smartphones for local services are much more likely to buy.

This means that those “hot buyers” – the ones on a mission to find a contractor – are looking on their smartphone.

Just another reason to make sure your website is mobile friendly (responsive design).

Portfolio of completed projects

A portfolio of completed projects helps people understand the types of services you offer and also builds trust.

If you have a specialty (or would like to target a certain type of job) your website portfolio is an excellent place to show your expertise.

Your project portfolio should feature well lit, high definition images. Make sure to categorize your photos to make it easy for people to see the photos they’re looking for.

This can be done with a clean side navigation.

Customer testimonials

Testimonials build trust with every new visitor you have.

Recent studies have shown that 88% of people trust written testimonials online as much as they do a word of mouth referral (Bright Local).

For this reason, it’s important that you make it a business priority to always ask for testimonials for your website.

Pro tip: it’s helpful if your testimonials say different things about your company. For example, you can have one testimonial that highlights the quality of your work and then use another testimonial that mentions how the work you did was done on time.

The point is that you shouldn’t use testimonials that all say the same thing. Each testimonial you choose should speak to some different customer benefit that you offer.

Next steps

On websites the last thing you want to do is make people wonder what to do next. You always want to guide your visitors through your website and make it very obvious what the next thing they should do is.

You do this by using calls to action on your website.

Calls to action can be the basic suggestions you put on your site like: Contact us, call us, schedule an appointment.

Your calls to action should stand out by either being buttons or large font in a different color.

If your main call to action is for visitors to give you a call – make sure you have your phone number in many prominent places all over your website.

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Conclusion

Websites are not all created equal and as a contractor there are some things you need to have on your website.

Following the steps in this blog post is a great way to make sure you have all your bases covered.

The last step is to hire a great graphic designer to make sure that your website also makes a visual impact on your visitors right off the bat.

Remember, people judge your company based on how good or bad your website looks.

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