Not sure what to actually write on your contractor website? Here's a plain English guide to every page your site needs, and what belongs on each one.
Homepage Copy Formula
Lead with your trade and city together in the headline, followed by a clear one-sentence value proposition, immediate trust signals (reviews, years in business, licensing), and one obvious call to action. Avoid burying your phone number or making a visitor scroll to figure out what you actually do.
Services Page Structure
List each service as its own clearly labeled section, with a few sentences describing what's included and why it matters to a homeowner — not just a bare bullet list of service names with no context.
About Page — What to Include
Keep it focused on credibility, not biography. Years in business, licensing and insurance details, and a brief note on what makes your approach different are more useful than a lengthy personal history most visitors will skim past.
Contact Page Optimization
Beyond the standard form, include your phone number prominently, your service area clearly stated, and ideally your typical response time ("we respond within 2 hours") to set expectations and reduce hesitation.
What NOT to Write
Avoid generic filler phrases like "passionate about quality" or "customer satisfaction is our top priority" with nothing specific behind them. These say nothing a homeowner can actually use to make a decision.
Writing for Homeowners, Not Industry Insiders
Skip trade jargon a homeowner wouldn't recognize. Explain services in plain language, the way you'd describe them to a neighbor, not the way you'd describe them to another contractor.
Using Real Customer Language
Pull phrases directly from actual reviews and customer conversations — the way real customers describe your work often converts better than internally crafted marketing copy.
See what well-written, purpose-built contractor website design looks like in practice.
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Frequently Asked Questions
What should the homepage of a contractor website say?
Lead with your trade and city, followed by a clear value proposition, trust signals, and a single obvious call to action.
What should NOT be on a contractor website?
Generic filler phrases like 'passionate about quality' with nothing specific behind them — homeowners want concrete answers, not vague sentiment.
Should contractor website copy sound professional or conversational?
Conversational and direct. You're writing for homeowners, not industry insiders, so plain language usually converts better than formal jargon.
