What Pages Should a Contractor Website Have

80% of consumers research a contractor online before picking up the phone. Your website is the first interview, and most contractors are failing it with missing pages, buried contact info, and generic content that could belong to any company in any city.

The average service business website converts at 2.9%. That means 97 out of 100 visitors leave without calling or filling out a form. A big chunk of that loss comes down to structure. The wrong pages, the wrong layout, or missing information that homeowners need before they trust you enough to make contact.

Most contractor websites need 4-6 main navigation items. More than that and visitors get lost. Fewer and you’re probably missing something critical.

Homepage

Your homepage has one job: convince visitors to go deeper into your site or pick up the phone.

64% of visitors expect to see contact information on the homepage. Not buried in the footer. Not hidden behind a “Contact Us” link. A phone number in the header, visible on every device, clickable on mobile.

Above the fold, you need three things: what you do, where you do it, and how to reach you. A plumber in Dallas should have something like “Licensed Plumbing Services in Dallas-Fort Worth” with a phone number and a “Get a Free Estimate” button visible before anyone scrolls.

Skip the stock photo of a smiling family in front of a house. Use a real photo of your crew, your truck, or a completed job. Homeowners can spot generic imagery from a mile away, and it erodes trust before you’ve earned any.

Below the fold, add your core services with brief descriptions linking to individual service pages. A few trust signals like your Google review count, license numbers, and years in business. And a simple contact form for people who prefer not to call.

Your homepage isn’t a brochure. It’s a funnel. Every element should push visitors toward making contact or clicking into a service page.

Service pages

47% of visitors check your services page first. Before your homepage. Before your about page. They want to know if you do the specific thing they need done.

A single “Services” page with a bullet list of everything you offer is a wasted opportunity. Each major service deserves its own page.

For an HVAC contractor, that means separate pages for AC repair, AC installation, heating repair, furnace installation, duct cleaning, and maintenance plans. A plumber needs pages for drain cleaning, water heater installation, slab leak repair, repiping, and sewer line work.

Each service page should include a clear description of the service and what’s involved, common problems this service solves, your process from first call to completion, pricing guidance (even a range helps), and a specific call-to-action tied to that service.

“Schedule Your AC Inspection” converts better than “Contact Us” because it matches the visitor’s intent. They came to the AC repair page. Give them an AC-specific next step.

Service pages with detailed, unique content also rank better in search. A page with 700+ words about water heater installation in your city will outperform a 100-word blurb every time. Check our guide on content that actually ranks for the specifics.

Service area pages

If you serve multiple cities or neighborhoods, you need pages for each one. A homeowner in Scottsdale searching “plumber Scottsdale” won’t find your Phoenix-based homepage unless you have location-specific content.

46% of Google searches have local intent. Every city in your service territory without its own page is a city where you’re invisible.

The mistake most contractors make is creating 20 identical pages with the city name swapped out. Google treats that as duplicate content and ignores most of them. Each location page needs unique content specific to that area: common housing types, local plumbing or HVAC issues, neighborhoods you serve, and references that prove you actually work there.

We built a complete service area page template that walks through exactly how to structure these pages so they rank without getting flagged as thin content.

About page

Homeowners want to know who’s showing up at their door. Your about page answers that question.

Include your story, but keep it focused on what matters to the customer. How long you’ve been in business, what drove you to start, and what makes your approach different. Skip the corporate mission statement. Nobody hiring a roofer cares about your “commitment to excellence through innovative solutions.”

Photos of real people matter here. Your team, your trucks, you on a job site. A contractor with face-to-photo credibility gets more calls than one hiding behind a logo.

Add your licenses, certifications, insurance details, and any industry affiliations. NATE certification for HVAC techs. Master plumber license numbers. Whatever applies to your trade. These aren’t just trust signals for homeowners. They’re trust signals for Google too.

Contact page

This seems obvious, but a surprising number of contractor websites make it hard to actually get in touch.

Your contact page needs a phone number (clickable on mobile), a simple form (name, phone, email, brief description of the job), your service area, and your business hours.

If you offer emergency service, say so prominently. “24/7 Emergency Service - Call Now” with a direct phone link removes friction for the homeowner with a burst pipe at midnight.

53% of visitors abandon pages that take more than 3 seconds to load. Your contact page should be the fastest page on your site. Strip out heavy images, embedded maps that slow things down, and anything else that adds load time. A Google Maps embed is nice but not worth losing half your visitors over.

Include your physical address if you have a shop or office. It helps with local SEO and gives homeowners confidence that you’re an established business, not someone working out of a van with a website.

Reviews and testimonials page

91% of consumers read online reviews before making a purchase decision. For home services, where you’re inviting a stranger into your home, that number is likely higher.

A dedicated reviews page gives you a place to showcase your best feedback. Embed your Google reviews, add written testimonials with the customer’s first name and city, and include before-and-after photos when possible.

Organize reviews by service type. A homeowner looking for AC installation wants to read reviews from other AC installation customers, not a mix of every job you’ve ever done.

Link to your Google Business Profile so visitors can verify the reviews are real. Transparency builds trust. Curated testimonials on their own feel less credible than a live Google review feed showing your 4.8-star rating across 200+ reviews.

Blog or resources section

A blog isn’t mandatory, but it’s the single best way to rank for searches that your service pages won’t capture.

“How much does a water heater cost in Phoenix” is a question your water heater service page won’t fully answer. A blog post will. And that blog post captures a homeowner who’s actively researching a purchase you can fulfill.

Blog content builds topical authority with Google, gives you pages to share on social media, and positions you as an expert in your market. Even publishing one solid post per month puts you ahead of 90% of local competitors who never publish anything.

Focus on questions your customers actually ask. Pricing guides, maintenance tips, comparison content (tankless vs. traditional water heaters), and seasonal preparation guides all perform well for contractors.

Your website platform choice matters here. Some builders make blogging easy. Others make it painful enough that you’ll never do it.

Gallery or project portfolio

Before-and-after photos sell better than any copy you’ll write. A bathroom remodel gallery with 20 completed projects tells a homeowner more about your quality than 2,000 words ever could.

Organize your gallery by project type. Label each project with the city, the scope of work, and any relevant details. “Complete bathroom remodel - Chandler, AZ - $18,000” gives potential customers a realistic sense of what to expect.

If you do commercial work, keep it separate from residential. A homeowner doesn’t care about the strip mall you re-roofed. A property manager doesn’t care about the master bath you tiled.

What you don’t need

Every page you add to your navigation is a decision point where visitors can get lost. Stick to the pages that serve a purpose and cut everything else.

You don’t need a “Why Choose Us” page. Work that content into your homepage and about page. You don’t need a separate “FAQ” page unless your FAQs are extensive enough to warrant one. Short FAQ sections on individual service pages perform better.

You don’t need a “News” page that you’ll update twice and abandon. You don’t need separate pages for awards or certifications. Fold those into your about page.

Mobile searches for local businesses have increased 250%. Every page on your site needs to work perfectly on a phone. If you’re adding pages that look fine on desktop but create a cluttered mobile experience, you’re hurting more than helping.

Putting it together

The minimum viable contractor website has five pages: homepage, services (ideally broken into individual service pages), about, contact, and reviews. That covers what 80% of homeowners need to make a decision.

As you grow, add service area pages for each city you serve, a blog for search visibility, and a project gallery to showcase your work. Build your tech stack around a platform that makes these pages easy to create and maintain.

The pages themselves are just the foundation. What matters more is what happens when someone actually visits them. A 2.9% conversion rate means your site is working against you. The structure above, combined with fast load times, mobile-first design, and clear calls-to-action, pushes that number higher.

Every page should answer one question: what should this visitor do next? If the answer isn’t obvious within 3 seconds, the page needs work.

The contractors booking the most jobs from their websites aren’t the ones with the fanciest designs. They’re the ones who made it dead simple for a homeowner to understand what they do, trust that they’re legitimate, and pick up the phone. Your website features should support that goal and nothing else.