5 things your website should answer before a homeowner calls.
Homeowners decide whether to call you in a few seconds. If your website answers their questions first, they call you. If it does not, they call the next company.
A homeowner who lands on your website already has a problem in mind. They are trying to figure out whether you are the right company to fix it. Your website has a few seconds to give them a reason to call instead of hitting the back button.
Here are the five questions almost every homeowner is asking, whether they know it or not.
1. Do you do the job I need?
The homeowner should see their problem on your homepage without hunting for it. List your main services clearly, in the words homeowners use. “Water heater replacement” is clearer than “plumbing solutions,” and “broken spring repair” is clearer than “garage door services.”
If you have a service that brings in most of your money, give it its own page. A homeowner searching for that exact job should land on a page that is clearly about it.
2. Do you work in my town?
Nothing loses a homeowner faster than not knowing if you serve their area. Put the towns you cover on the homepage and in the footer. If you have a main city and a ring of smaller towns around it, name the smaller towns too, since that is where homeowners often feel unsure.
3. Roughly what will it cost?
Most contractors avoid prices on their website, and that is understandable, since every job is different. But homeowners still want to know whether they are looking at a few hundred dollars or a few thousand.
A price range, a starting price, or a simple cost estimator gives them that answer. It also screens out people who were never going to hire you, so the calls you do get are better.
4. Can I trust you in my home?
A homeowner is about to let a stranger into their house. Help them feel good about that. The things that build trust fastest are simple:
- Real Google reviews, with names and the town they came from.
- Photos of your actual crew, trucks, and finished jobs instead of stock photos.
- Your license and insurance, stated plainly.
- How long you have been in business and who owns the company.
5. How do I reach you right now?
Your phone number should be at the top of every page and tappable on a phone. Give homeowners a way to text you or fill out a short form too, since many of them cannot talk on the phone while they are looking.
Then make sure someone answers. The best website in the world does not help if a form sits in an inbox for two days. Every form and missed call should get a reply within minutes, even if that first reply is an automatic text that says you will be right with them.
A quick test you can do today
Open your website on your phone and pretend you are a homeowner with a problem. Time how long it takes to find what you do, where you work, a rough price, a reason to trust you, and a way to reach you. If any of those take more than a few seconds, that is where homeowners are leaving.
If you would like a second set of eyes, we will do it for you. We review your website, call and text your business like a homeowner would, and send you a short video showing what we found. Get your free Lead Leak Report.
Frequently Asked Questions
Homeowners typically ask if you provide the specific service they need, if you operate in their area, what the costs might be, whether they can trust you, and how to reach you quickly. Addressing these questions clearly on your website can significantly increase the likelihood of receiving a call.
Clearly list your main services on your homepage, using terms that homeowners commonly use. For instance, instead of vague phrases like ‘plumbing solutions,’ specify ‘water heater replacement’ or ‘broken spring repair.’ Having dedicated pages for high-demand services can also enhance visibility and relevance.
Homeowners want to know if you service their specific location before reaching out. Including your main city and surrounding areas prominently on your homepage and footer helps eliminate uncertainty. This transparency can prevent potential customers from leaving your site for competitors.
While exact pricing can vary, offering a price range or starting costs can help homeowners gauge whether they can afford your services. Consider adding a cost estimator tool that provides estimates based on common service requests. This approach can also filter out inquiries from those with budgets that don’t align with your services.
To build trust with potential clients, include real customer reviews with names and locations, photos of your team and completed jobs, and clear information about your licensing and insurance. Additionally, sharing your business history and ownership details can further establish credibility and reassure homeowners.