What Pages Should a Contractor Website Have?

Use this table as a build list or as an audit of your current site. The first eight pages apply to nearly every home service contractor. Financing and warranty pages depend on what you offer, and the privacy policy belongs on any site with a contact form, with texting terms added if you text customers.

Your home page should confirm quickly that you do the homeowner's kind of work in their area and show them how to reach you. Put your services, the areas you cover and a tap to call phone number near the top, followed by a few recent projects and reviews, and save the long explanations for the service pages.

Give each core service its own page. A roof replacement page and a roof repair page answer different searches from homeowners in different situations, and one combined page can't cover both in depth. Each service page should explain what the job includes, how your crews do it, which options you offer, what changes the price and how long the work usually takes. Add photos from your own jobs and a short FAQ, then close with the same call and form options your contact page uses. This guide to what a service page should explain about scope and pricing goes deeper on the pricing section.

Write those pages from your own jobs. Google's guide to creating helpful, reliable, people first content says its ranking systems are designed to prioritize helpful, reliable information created to benefit people. One of its self assessment questions asks whether content clearly demonstrates first hand expertise, such as expertise that comes from actually using a product or service. A page describing what your crews found under last month's leaking valleys meets that standard more easily than a generic article about roofs.

Service area pages need the most care, because Google's spam policies describe the usual shortcut. Its examples of doorway abuse include having multiple domain names or pages targeted at specific regions or cities that funnel users to one page, and creating substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy. Twenty town pages with identical text and a swapped city name match that second example.

Build a separate town page only when you have something specific to say about that town. Good material includes projects you've finished there, reviews from local customers and details that change the job locally, such as the age of the housing or the permit steps your crews follow. Until you have that, list the towns you cover on one service area page and link it to your service pages. For a longer walkthrough, see how to build area pages without inventing a local office.

A projects page works best when it reads like a job log. For each project, show photos your crews took, the town, the problem the homeowner called about, the scope of work, the materials used and anything unusual you ran into. Link each project to the matching service page and each service page back to its best projects, so someone reading about gutter guards can see gutter guard jobs.

On the reviews page, show real reviews from real customers and link to the profiles where they were posted. The FTC's rule on consumer reviews and testimonials went into effect on October 21, 2024, and it authorizes courts to impose civil penalties for knowing violations. It covers reviews that misrepresent what actually happened to the reviewer, reviews from company insiders who don't clearly disclose their relationship, and incentives that require a review to express a particular sentiment. The FTC's answers also say the rule has no specific ban on asking only customers you think are happy, and that the practice could still violate the FTC Act, so send your review request after every finished job. To reuse review language in your copy, see turning customer reviews into clearer website messaging.

Your about page tells the homeowner who they're letting onto their property. Include the owner's name and photo, your years in business, your team, your license numbers where your trade is licensed and proof of insurance. Licensing rules vary by state, so check your state's rules and list the license types that apply to your work. Google's helpful content guide also asks whether it's self evident to your visitors who authored your content, and an about page with real names and faces helps answer that question.

Add a financing page only if you actually offer financing, and keep the terms exact. For closed end credit, such as an installment loan, the advertising section of Regulation Z, 12 CFR 1026.24, says an ad that states specific credit terms may state only terms that actually are or will be arranged or offered. If an ad states the down payment, the number of payments or period of repayment, the amount of any payment or the amount of any finance charge, it must also state, as applicable, the down payment, the terms of repayment and the annual percentage rate. The amount of any payment is on that list, so before you publish a monthly payment figure, ask your lender or an attorney which rules cover its plans and get approved wording.

A warranty page puts your promise in writing. Separate the manufacturer's product warranty from your own workmanship warranty, and for each one state what's covered, how long it lasts, what's excluded, what the homeowner must do to keep it valid and how to file a claim. If you use the word lifetime, define it. The FTC's Guides for the Advertising of Warranties and Guarantees say an ad that uses “lifetime,” “life” or similar words to describe a warranty's duration should disclose the life the representation refers to, and that a seller should advertise a warranty only if it promptly and fully performs its obligations under it.

Build your FAQ page from the questions your office actually hears. Pull them from call notes, estimate visits and follow up texts, answer each one in a short paragraph and link to the service page that covers the topic in full. Questions about timing, cleanup, permits, insurance claims and payment schedules are good places to start. The guide to writing service FAQs that help buyers decide shows how to keep the answers specific.

Check every page on a phone before it goes live, because that's the version Google reads. Google uses the mobile version of a site's content, crawled with its smartphone agent, for indexing and ranking, and it says only the content shown on the mobile site is used for indexing. Service details you trim from the phone layout to save space won't be used, so keep the primary content the same on mobile and desktop.

Put your phone number in the header of every page as a tap to call link, which in the page code is a tel link with your full number, and repeat it beside each form. On the contact page, list your hours and service area, keep the form short and add a sentence about what happens after someone reaches out, such as who calls back and how soon. Ask only for what you need to schedule the first visit. For help choosing which fields to keep, see how to ask better estimate questions without a long form.

Any site that collects names, phone numbers or email addresses through a form should have a privacy policy that says what you collect, why you collect it and who you share it with. Privacy laws differ from state to state, so check your state's rules before you publish a template policy.

If you text customers, the website carries more weight. Twilio's guide to troubleshooting A2P campaigns says that if a website is used for opting in, the website needs to have a privacy policy and terms of service. The same guide says privacy policies also need a statement that mobile numbers won't be shared, the message frequency and a “message and data rates may apply” disclosure, and it calls understanding the opt in mechanism critical to getting a campaign accepted. Publish the consent line beside your phone field, the privacy policy and the texting terms before you submit your own campaign.

Internal links decide how easily homeowners move from a general page to the page that answers their question. Put every core service in the main menu, link the home page to each service page, and link each service page to its projects, its FAQs and the contact page. Link each area page to the services you perform in that area, and link each project back to its service. Use link text that names the destination, such as “roof repair,” and check that every page has at least one link pointing to it. Roofers can see how these pages fit a wider search plan in the guide to SEO for roofing companies.

Use the table at the top as a checklist for the page types your site is missing, and run the pages you already have through the free website audit to see what needs fixing.