How to Get More Leads From Your Website

Your website is getting traffic. People are finding you through Google, clicking on your ads, following links from directories. But most of them leave without filling out a form or picking up the phone.

Make Your Phone Number Impossible to Miss

For home services, phone calls convert better than form fills. A lot better. Someone who calls is ready to book. Someone who fills out a form might be shopping around.

Your phone number should be visible on every page without scrolling. Put it in the header. Make it clickable on mobile so people can tap to call. Consider making it sticky so it stays visible as people scroll.

Some contractors worry about putting their number too prominently because they want people to fill out forms instead. This is backwards thinking. You want leads, and calls are better leads. Make it as easy as possible for people to call you.

Speed Up Your Site

Page speed affects both your Google rankings and your conversion rate. When someone's AC is broken in July, they're not going to wait 10 seconds for your website to load. They're going to hit the back button and call your competitor.

Test your site speed using Google's PageSpeed Insights tool. If you're scoring below 50 on mobile, you have a problem worth fixing.

The most common speed killers are oversized images, too many plugins, and cheap hosting. Compress your images before uploading. Remove plugins you're not actively using. Consider upgrading to faster hosting if you're on a budget shared plan.

For most contractor websites, getting from slow to fast can double or triple your conversion rate. It's one of the highest-leverage fixes you can make.

Add Trust Signals Everywhere

Home service purchases require trust. You're asking someone to let a stranger into their home and pay them hundreds or thousands of dollars. They need to feel confident you're legitimate.

Trust signals include:

• Licenses and certifications. If you're licensed, bonded, and insured, say so prominently. Include your actual license numbers where relevant.
• Reviews and ratings. Display your Google rating with the number of reviews. If you have 4.8 stars from 200 reviews, that's powerful social proof. Don't hide it.
• Years in business. If you've been around for a while, that matters. "Serving Phoenix since 2008" tells people you're not going to disappear after their project.
• Real photos. Stock photos of smiling people in hard hats don't build trust. Photos of your actual team, your actual trucks, and your actual work do.
• Guarantees. If you offer satisfaction guarantees, same-day service promises, or warranties, make them visible.

Every page should have multiple trust signals visible without scrolling. The more reasons you give people to feel confident, the more likely they are to contact you.

Simplify Your Forms

Every field you add to a form reduces the number of people who complete it. Ask for the minimum information you need to follow up.

For most home service businesses, that's name, phone number, and a brief description of what they need. That's it. You can get their address when you call them back. You can get additional details during the conversation.

Some contractors want elaborate forms that ask about property type, square footage, preferred appointment times, and budget range. These forms convert terribly. The person with a plumbing emergency doesn't want to fill out a survey. They want help.

Create Service-Specific Landing Pages

A generic homepage that lists all your services will never convert as well as pages dedicated to specific services.

When someone searches "AC repair Phoenix," they should land on a page specifically about AC repair in Phoenix. Not your homepage where they have to hunt for the relevant information.

Each major service should have its own page with content focused on that service, trust signals relevant to that service, and a clear call to action. Someone looking for drain cleaning shouldn't have to scroll past your electrical services to find what they need.

Add Live Chat or Text Options

Not everyone wants to call. Younger homeowners especially often prefer text-based communication. Adding chat or text options can capture leads you'd otherwise lose.

Live chat widgets let visitors start a conversation without picking up the phone. If you can't staff live chat yourself, AI chat tools have gotten good enough to handle basic qualification and capture contact information.

Use Visitor Identification

Even with all these optimizations, most visitors will still leave without converting. That's where website visitor identification comes in.

Visitor identification tools can identify anonymous website visitors and give you their contact information even when they don't fill out a form. Someone visits your water heater page, reads about your services, and leaves. Normally that's a lost opportunity. With visitor identification, you get their name, email, and phone number.

This doesn't replace the other optimizations. You still want to convert as many visitors as possible through your forms and phone calls. But visitor identification catches the ones who slip through, potentially capturing 40% or more of your traffic instead of just 3-4%.

Optimize for Mobile

More than half of home service searches happen on mobile devices. For emergency services, it's even higher. Someone whose pipe just burst is grabbing their phone, not sitting down at a computer.

Your website needs to work perfectly on small screens. Test it yourself on your phone. Can you find the phone number easily? Can you tap to call? Is the text readable without zooming? Do the forms work smoothly?

Track Everything

You can't improve what you don't measure. Set up tracking so you know how many leads your website generates and where they come from.

At minimum, track form submissions and phone calls by source. Google Analytics can tell you how many people visited from different channels. Call tracking numbers can tell you which campaigns drove which calls.

The lead attribution guide covers this in more detail.

Test and Iterate

Improving conversion rate is an ongoing process, not a one-time project. Make changes, measure the results, and keep what works.

Start with the highest-leverage fixes: site speed, prominent phone number, trust signals. These will have the biggest immediate impact.

A website that converts at 3% versus one that converts at 6% doesn't sound like a big difference. But it means twice as many leads from the same traffic. Over a year, that's a lot of additional revenue from the same marketing spend.