Summary
- 25 items in 5 groups: trust, proof, pages, contact and technical.
- Show your license number where your state requires it; California does, websites included.
- Photos of real jobs and one page per service do most of the selling.
- Score your site at the end to decide whether to fix or rebuild.
How to Use This Checklist
Go through the 25 items with your website open on your phone, check each one honestly and count your score at the end.
We built this checklist from what homeowners ask contractors before hiring them and from the sites of contractors who already get found. It works for remodelers, general contractors, painters and cabinet and countertop companies.
Trust: Prove You're Legitimate
Homeowners check these first, because they're about to let a stranger into their house.
- Your license number, visible on every page where your state requires it in advertising.
- A line saying you're insured, with an offer to show the certificate.
- Your real business name, phone number and the towns you serve.
- A photo of you or your crew, not a stock image of a smiling model.
- How long you've been doing this kind of work.
Proof: Show the Work
Photos of finished jobs do more selling than any paragraph about quality.
- Before and after photos of real jobs on each service page.
- A gallery organized by project type: kitchens, baths, exteriors, painting.
- Short project stories: the problem, what you did and how long it took.
- Your best Google reviews, quoted exactly, with the reviewer's name.
- Awards or certifications you actually hold, nothing borrowed.
Pages: Make It Easy to Understand What You Do
Each main service needs its own page, so customers and Google can match it to what they search.
- One page per main service, named the way homeowners search for it.
- A service area section that names your towns or counties.
- An about page with your story and the people who show up.
- A frequently asked questions section: timelines, permits, payment, warranty.
- Your process in a few steps, from estimate to final walkthrough.
Contact: Turn Visits Into Quote Requests
A visitor ready to call should never have to look for how.
- A visible phone number that can be tapped on a phone, at the top of every page.
- A short quote form: name, phone, city, project type and an optional photo.
- A WhatsApp or text option for customers who won't call.
- Your hours and how fast you usually reply.
- A clear next step after the form, so people know what happens.
Technical: Make Sure It Works
These are invisible when they're right and expensive when they're wrong.
- Loads fast on a phone: test it with Google PageSpeed and aim for 90 or more.
- Works on any phone size, with buttons big enough for a thumb.
- Has a secure connection (https) on every page.
- Has Google Search Console connected, in your name.
- The domain and hosting are registered in your name.
A Note on License Numbers
Some states require contractors to show their license number in advertising, and that can include websites. California, for example, requires the license number in all forms of advertising for work that needs a license, websites included (California CSLB (opens in a new tab)).
Rules vary by state and by trade, so check with your state's contractor licensing board. Even where it isn't required, many homeowners look for the number before they call. This is general information, not legal advice.
Score Your Website
Your score tells you whether to polish what you have or plan something new.
| Items checked (out of 25) | What it means | What to do next |
|---|---|---|
| 22 to 25 | Your site is doing its job | Keep adding photos and reviews after every job |
| 15 to 21 | Solid, with gaps that cost you calls | Fix the trust and contact items first |
| 8 to 14 | Your site is losing jobs to competitors | Plan new service pages and a faster site |
| 0 to 7 | Your site may hurt more than it helps | Consider a rebuild before your next busy season |
What This Looks Like on a Real Site
Cornerstone Countertops and Cabinetry is a good example of these items working together: service pages, real photos of finished kitchens and trust details near the quote form.
Read how Cornerstone reached #1 in its city. Results vary by city and competition.
What to Do After the Checklist
Fix the least expensive gaps first, then decide whether your site needs a rebuild.
Photos are usually the fastest win: our guide on how to take before and after photos with a phone shows how to get great shots on your next job. And if most of your work comes from paid lead platforms, read our guide on contractor leads without lead sites to see how your own site can take over part of that job.
Frequently Asked Questions
These are the questions owners ask us most about this topic.
What should a contractor website include?
Trust details like your license and insurance, photos of finished jobs, one page per service, your service area, reviews and a quote form that's easy to use on a phone.
Do contractors need a website if they have referrals?
Yes. Most people who hear about you from a friend look you up before calling. A site that confirms the referral helps you win the job.
Should I list prices on my contractor website?
Most contractors don't list fixed prices, because every job is different. Explaining what changes the price, or giving typical ranges, builds trust without locking you in.
How many photos should a contractor website have?
Enough to show your best work in each service, usually a few strong before and after sets per service page, plus a gallery. Quality matters more than quantity.
How often should I update my contractor website?
Add new photos and reviews after good jobs, and check that your services and service area are still correct every few months.
