You wouldn’t shop at a store with shattered glass, a hole in the ceiling, and goods tossed randomly on shelves. For contractors, your website is your storefront and your business’s first impression. If your site is confusing, not organized and optimized for search, or lacks proof of your work, you are signaling to potential clients that your business might be disorganized, poorly run, or unprofessional. Here are some basics for building a site worthy of your work.
Best website builder for a construction website template
First of all, you probably don’t need a custom site that costs $20k. Most of the time, leveraging one of the many products that specialize in modular websites will work just fine. Some options you might consider include:
- Wix: Often cited as a top choice because it offers over 30 construction-specific website templates. It’s incredibly user-friendly for owners who want to drag and drop their own project photos.
- Squarespace: A great choice for custom home builders. If your brand is all about high-end aesthetics, Squarespace handles high-resolution images well.
- WordPress: Provides the most flexibility, but requires more maintenance and comes with a steeper learning curve.
The 4 keys to building a construction website that wins more work
A great website isn’t just a brochure; it generates interest, provides an understanding of your business, and helps convert visitors into leads. At a high level, contractor website design should focus on these four pillars:
1. Professional visuals and portfolios
In construction, the proof is in the finished product. Invest in professional photography for your top five projects. Blurry cell phone shots from the job site won’t cut it, especially for a high-end residential remodeler or a custom home builder. The higher-end the work you do, the more you should consider investing in high-quality visuals.
In addition to polished final photography, if you’re creating a remodeling business website, before-and-after images can be very effective. They visually demonstrate the transformation, helping prospective clients immediately understand the scope of work, the challenges involved, and the value delivered. If possible, don’t just show the photos, include a brief “case study” explaining the challenge, the client’s request, or the intricacies of the work. This demonstrates technical expertise and helps prove the value of the work you’ve done.
2. Strategic layout
You’ll know you have a well-designed construction website when users can easily find the information they’re looking for.
Within five seconds of landing on your site, a visitor should know exactly what you build and where you build it. Much of this work happens on the homepage, especially in the top section. As a rule of thumb, the following should be visible right away:
- An eye-catching image (the more dynamic, the better)
- A clear statement about what you do
- A scannable explanation of your products, services, and offerings
Your website also needs to be easy to navigate. A potential client should be able to find your portfolio, contact information, list of services, and references in just a few clicks. While there are many navigation styles, it’s usually best to rely on those built into established website templates.
3. Frictionless lead generation
The goal here is to make it as easy as possible for a potential client to contact you. This is especially important if you’re a trade contractor with local competition. If your roofing company website has a 12-question form that feels like an interrogation, people are likely to abandon your site and find a company that doesn’t require them to write an essay.
You should have a clear contact request or submission form for new leads. Keep forms brief, asking only for essential information such as name, email, phone number, and project type. Make it obvious how to submit the form and what the next step will be. Use clear language, like, “Submit this form and a team member will reach out within 24 hours.” The goal is to make it simple for a lead to provide the necessary details for your construction CRM and for your team to start the conversation.
4. Show signals of trust
Your website should use social proof to show that you’re a reliable partner. Consider including the following:
- Customer testimonials: Feature success stories prominently, and highlight direct quotes when possible.
- Trust badges: Display licenses, industry certifications, and memberships such as the Better Business Bureau.
- Reviews on well-known platforms: If your business has strong reviews on Google, Angi, Yelp, or similar sites, make sure they’re visible.
- Photos of you and your team: This helps humanize your business and builds familiarity.
Updating your construction website design
A professional website is a great starting point, but it’s only a starting point. Your website isn’t something you build once and forget about. It should be monitored and improved over time, just like other parts of your business. The steps above cover the basics and don’t yet touch on additional ways contractors can improve their websites, such as SEO, search ads, and analytics.
