5 Ways to Prepare Your Contractor Website for 2025
Your website is your window to the world. For many homeowners and your potential customers, it is the first thing that they are going to look up if they are going to consider your small business.
And yet - so many business owners do not prioritize the success of their website and then wonder why their business isn’t growing.
If your website is not well-optimized, not engaging, not answering your customers’ questions - then it is not earning you any business.
Imagine if instead of a home service contractor, you ran a brick and mortar store selling widgets.
It would be like you opened your storefront, but you didn’t install any signage, didn’t have lights at night, didn’t have place for people to park, or didn’t have an Open sign on your door.
Whether it is a home services business or a physical shop, if you don’t build it - they won’t come.
Let’s talk about five ways you can prepare your website for 2025 - to maximize your business opportunities and get more leads now and for years to come.
By the end of this, you’ll know exactly what to update and improve so you can attract more leads and close more deals.
Footbridge Media is a contractor marketing company that has only worked with contractors and home service providers just like you since 2004. That means we have 20+ years of experience and know what contractors need to succeed.
And so many times, we work with home service pros that either have no website or websites that just aren’t paying the bills.
Refresh Your Content for the New Year
One of the most common problems we see is when contractors have websites is that they set it up once and then…
That’s it! They think they’re done.
If we go back to that “storefront” idea from a minute ago, it would be like you walked into a store and it was dead quiet. No musak playing, there are lights flickering, and the shelves are dusty…would you stay in that store? Or would you run out of the doors?
If your website was built a while ago and you haven’t updated it, chances are pretty good your website may be scaring away potential customers.
Refreshing your content is important. Sure, if you’re a plumber - chances are your service offerings haven’t changed much since you started your website.
You still need to update your website to show proof of life to your prospective customers.
Updating your work photos, pictures of you, your team, or your work vehicles, adding recent customer reviews, all can go a long way to demonstrating that your business is still active and a worthy option for an interested homeowner.
Bonus points if you have active social media profiles linked on your website.
State a Clear Call to Action (CTA)
Now that your content is fresh, let’s make sure it’s doing its job: turning visitors into customers.
A clear call to action is key.
CTAs are those buttons and links that guide users to take the next step—whether that’s calling you, filling out a contact form, or booking a service.
Your CTAs need to stand out and speak directly to your audience. Instead of a boring “Submit” or “read more” button, try something more engaging like “Get Your Free Estimate” or “Book Your Appointment Today.”
Make sure your call to action is placed in the spots that make sense to guide your web visitors.
You should have CTAs at the top of every single page, usually in the header.
Your pages of content should likely have some form of CTA at the end of each page, for when a website visitor consumes your content and then decides they want to move forward.
Having buttons or text links that are visually appealing and properly written can help to drive people to take the next step in using your service.
Test Drive Your User Experience
You ever see those places where you’re walking where you’ll have a perfectly good sidewalk that goes one way - and then off to the side, you see worn path. It’s a place that isn’t properly paved, it has just been cut there by repeated foot traffic.
That’s called a desire path. And it is accidentally a great explanation of what happens when designers don’t properly plan for what people actually want.
The difference between a sidewalk and your website is that, when people can’t use your website like they want to - it is much easier for them to leave a try a new website instead of trying figure out your disfunctional website.
When was the last time you “test-drove” your website like a customer who’s never heard of you?
Pretend you’re a potential customer looking for the services you offer. Forget that you know anything about you and your business.
Go to your home page. Is your site easy to navigate? Can you find what you need without frustration? Can you see examples of the work you’re looking for? Can you see reviews and social proof? Does the contact form work? Do the buttons and links lead to the right pages?
Different industries have different needs. Different customers have different desire paths.
- A remodeling or pressure washing customer will want to look at projects and testimonials as a priority.
- An HVAC customer will want to see if you work on specific equipment or offer specific services, then want a fast way to schedule.
- A restoration customer will want to book an appointment as quickly as possible after verifying your company is legitimate.
Make sure your website has the right buttons, menu links, and structure to help guide people to reach their goals. Giving website visitors a solid path through your website means they’re more likely to finish their journey by using your contact forms or calling you.
Check for Website Completeness
Is your website complete?
I’m not talking about some sort of higher vision here - I mean, do you have content that matches what you really do.
That means having a dedicated page for every major service you provide and every major city you work in.
These pages not only help potential customers understand what you do but also boost your visibility on Google.
People sometimes search for contractors and use a physical location in their search query.
Like, if a customer works in downtown Chicago but they need a plumber for their house in Joliet. If they just search for “plumber” when they’re at their job - they’re going to find plumbers near downtown Chicago, which doesn’t help them. Instead, they’ll search for “Joliet plumber.”
Having pages of content on your website that identify the areas where you work and the exact services you offer will help you to be easier to find in search results.
Push Your Social Proof
Last but not least, let’s talk about social proof. This is anything that shows potential customers that others trust and love your work: reviews, testimonials, project photos, and case studies.
People, now more than ever, trust reviews from random people they’ve never met.
People are also incredibly visual. So, even if you’re in an industry that doesn’t have good before-and-after photo opportunities, simply having good pictures of your work can help separate you from your competition.
Make these front and center on your website. Highlight a glowing customer review on your homepage. Add a carousel of before-and-after photos.
Create individual project posts - mini case studies that feature your best work and happiest customers. This is incredibly important.
It helps to create new pages of content so that you can rank for specific queries, helps to your demonstrate first-hand experience and authoritativeness, and can paint a picture to a potential customer to show them exactly how you can help them.
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Alright, let’s recap those five ways to prepare your website for 2025 and beyond.
- 1. Refresh your content—keep it updated and engaging.
- 2. State a clear call to action—guide your visitors to take the next step.
- 3. Test drive your website —make sure your website is easy to navigate.
- 4. Check for website completeness—add service and location pages.
- 5. Push your social proof—show off your great reviews and projects.
Taking these steps now will set you up for success in 2025. Your website is your most important marketing tool, so take the time to help it best sell you.
And remember, if you need help building or improving your website, Footbridge Media specializes in working with contractors and home service businesses just like you. Click here to start improving your contractor marketing.
"Contractor Marketing Tips And Tricks" - The Footbridge Media Podcast
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
