The Essential Pages Every Contractor Website Should Have (and Why They Matter)
A website isn’t just an online brochure—it’s your 24/7 foreman for sales, screening, and hiring. The right pages help you attract better-fit projects, raise average job size, and recruit A-players who want to join a professional team. Use this guide to build (or refine) your site page-by-page.
1) Home
Purpose: First impression + fast path to the right next step.
What to include:
One sentence that says who you are, what you do, and where (“Quality kitchen & bath remodels in [City].”)
Next availability (“Now booking for [Month/Quarter]”).
Top 3 services, quick trust badges (licenses, insurance, associations), and 2–3 featured projects.
Three clear CTAs: See If We’re a Fit, Start Your Estimate, Careers.
Benefit: Sets expectations in seconds and sends visitors to the page that matches their goal—getting you fewer tire-kickers and more qualified inquiries.
Pro tip: Write your hero like a yard sign: short, plain English, and location-specific.
2) Services (with individual service subpages)
Purpose: Show exactly what you do, how you do it, and typical results.
What to include on the main Services page:
Your core categories (e.g., Kitchen Remodels, Bathroom Remodels, Additions, Flooring).
One-sentence descriptions + links to detailed subpages.
What to include on each subpage:
What’s included/excluded, typical timelines, materials you prefer, and 3–5 FAQs.
2–3 project spotlights (before/after + 2-sentence story).
A short “How It Works” for this service.
Benefit: Pre-qualifies leads by scope and budget, shortens sales cycles, and improves SEO for “service + city” searches.
Pro tip: Add “Good / Better / Best” examples to anchor value and reduce haggling.
3) Portfolio / Projects
Purpose: Prove quality with photos and context.
What to include:
Before/after galleries, 6–12 of your best projects.
For each: problem → solution, materials, timeline, and 1 standout detail (dust control, subfloor repair, curbless shower, etc.).
Benefit: Visual proof builds price tolerance and trust. Clients see themselves in the work—and call you first.
Pro tip: Name projects by neighborhood or city (“North End Kitchen, Boise”). That helps with local search and signals familiarity with the area.
4) Process
Purpose: Remove fear and confusion by showing exactly how jobs run.
What to include:
4–6 steps from consult → scope → schedule → build → walkthrough/warranty.
Notes on communication (weekly updates, single point of contact), cleanliness (floor protection, daily cleanup), and change order policy.
Benefit: Organized = worth more. A clear process page reduces “just checking in” calls and makes good clients even better.
Pro tip: Add a simple timeline graphic and a short “What we need from you” section.
5) Pricing (Ranges, not quotes)
Purpose: Set expectations and reduce mismatch.
What to include:
Honest ranges for typical projects (e.g., “Primary bath: $25k–$45k depending on layout and finishes”).
What drives cost up/down (layout changes, custom tile work, structural work).
Financing or payment schedule if you offer it.
Benefit: Saves hours of back-and-forth with people who aren’t a fit, and attracts clients who value quality.
Pro tip: Pair the Pricing page with a “Fit Checklist” to quickly screen inquiries.
6) About
Purpose: Human connection and credibility.
What to include:
Your story (brief), leadership bios, safety culture, certifications, and why you do the work.
A photo of the team (real people, real PPE).
Suppliers/brands you trust.
Benefit: Differentiates you from low-bid competitors and helps high-intent buyers (and potential hires) feel safe choosing you.
Pro tip: Keep it buyer-focused: “What this means for you: cleaner jobsites, clear updates, craftsmanship that lasts.”
7) Careers
Purpose: Attract skilled, reliable people.
What to include:
Roles you’re hiring for, growth path (Apprentice → Lead → Foreman), and training commitment.
Safety standards, benefits, steady hours, overtime policy, tool allowances, and company trucks (if applicable).
Fast apply form: name, phone, trade, years of experience, availability, plus upload.
Benefit: Strong crews start with strong hiring. This page filters out no-shows and signals you run a serious operation.
Pro tip: Include 3 screening questions (driver’s license status, comfort with heights, willingness to work within your service area).
8) Service Areas
Purpose: Tell Google and customers where you work.
What to include:
A simple map and list of cities/ZIPs.
Optional short city pages for your top towns with a project example in each.
Benefit: Improves local visibility and reduces windshield time by attracting jobs close to home.
Pro tip: Add one great project per priority city instead of dozens of thin pages.
9) Contact / Start Your Estimate
Purpose: Make it easy to start—and easy for you to qualify.
What to include:
Smart intake fields: project type, ZIP, target budget, desired start month, photos.
Clear note on response time and next steps.
Phone, email, and an embedded scheduling link if you use one.
Benefit: Cuts down unqualified leads and gives you the info to respond quickly with confidence.
Pro tip: Route “under-minimum” submissions to a friendly auto-email with referrals or a waitlist link.
Helpful Optional Pages (High ROI add-ons)
10) Reviews / Testimonials
Purpose: Social proof in one place.
What to include:
Pull in Google reviews, add a few longer case-study quotes, and link to your Google profile.
Benefit: Converts fence-sitters and supports your price.
11) FAQs
Purpose: Answer the 15 questions you get every week.
What to include:
Permits, lead times, access, pets, dust control, change orders, punch list, warranties.
Benefit: Fewer calls, faster decisions, and better-informed clients.
12) Warranty & Care
Purpose: Close strong and prevent callbacks.
What to include:
Warranty terms, how to request service, and printable care sheets by material (stone, grout, LVP, hardwood, epoxy, etc.).
Benefit: Professional finish and fewer misunderstandings.
13) Financing (if you offer it)
Purpose: Remove budget friction.
What to include:
Options, sample payments, and how to apply.
Benefit: Boosts close rates on bigger projects.
14) Partners / For Trade Allies
Purpose: Win better referrals from designers, realtors, property managers.
What to include:
What you do, documentation standards, response times, COI info, and who to contact.
Benefit: Higher-quality collaborations and steady pipeline.
15) Blog / Resources (Project Spotlights)
Purpose: Educate and rank for local searches over time.
What to include:
Short project recaps, seasonal tips (“How to prep for a kitchen remodel”), and dust-control/safety explainers.
Benefit: Compounding visibility and a library you can send to prospects.
Common Mistakes (and Easy Fixes)
Too many pages, not enough substance: Fewer, stronger pages win.
No local signals: Mention city/areas, show real project locations.
Thin portfolio: Add context to photos—what was the problem and fix?
No pricing ranges: Leads are lower quality without them.
Buried CTAs: Put “See If We’re a Fit” and “Start Your Estimate” on every key page.
What Success Looks Like (How to Measure)
Lead quality: Higher % of inquiries that match your scope, budget, and area.
Average project value: Trending up over 60–90 days.
Close rate: Better-fit prospects close faster with less friction.
Hiring pipeline: More qualified applicants via the Careers page.
Time saved: Fewer back-and-forth calls; fewer “quick questions.”
Quick Build Checklist (Copy/Paste)
Home: clear promise + next availability + 3 CTAs
Services: main page + subpages with scope/timeline/FAQs/examples
Portfolio: before/after + 2-sentence stories + city names
Process: 4–6 steps, communication, cleanliness, CO policy
Pricing: realistic ranges + cost drivers
About: credentials, safety, team photo, values → “what this means for you”
Careers: growth path, benefits, fast apply
Service Areas: map + priority city pages
Contact: smart intake, response expectations, scheduling link
Optional: Reviews, FAQs, Warranty & Care, Financing, Partners, Blog
Final Word
You don’t need 30 pages—you need the right ones. When each page has a job, your site works like a well-run crew: it filters out poor fits, attracts bigger and better projects, and helps great people choose to work with you. Build these pages once, keep them fresh, and let your website quietly shape a stronger, more profitable pipeline.
If you’d like, I can turn this into a site map with page outlines and on-page copy blocks you (or your team) can paste right into your builder.
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