Lead generation websites for contractors

• One page per service. Roof replacement, roof repair, gutters and siding each get their own page, because each one is a separate search.
• Pages for the towns you actually work in. With real detail about the work you do there, and not the same page with the town name swapped.
• Click-to-call on every page. Most homeowners searching for a contractor are on a phone, often standing in front of the problem.
• A short quote form. Name, phone, address, what they need, and an optional photo upload. Fewer fields means more people finish it.
• Project photos. Your work, with captions saying what you did and where. Stock photos of smiling crews don’t win anyone over.
• Proof up front. Reviews, years in business, insurance, and your license number if you hold one.
• Tracking. So you can see which pages and searches bring in calls and form fills, and stop guessing.

Google says local results are mainly based on relevance, distance and popularity: how well you match the search, how close you are, and how well known you are from reviews and other sites. “Basement waterproofing Sterling Heights” is best answered by a page about basement waterproofing that mentions Sterling Heights for a real reason. A single services page that lists everything matches nothing well, so Google has little to rank.

Town pages work the same way. A page for each town you take jobs in, with the kind of work you do there and the neighborhoods you know, gives Google a reason to show you for that town’s searches and gives the homeowner a reason to believe you’ll come out.

Keep your name, address and phone number the same on the site, on your profile and in directories, and collect reviews steadily, a few every month rather than a burst once a year. For “near me” searches the map listing often matters more than the website, and I offer Google Business Profile optimization on its own for $400.

Name, phone, address, what they need, and a place to add a photo. That’s the whole form. Every extra field, like a budget range, a preferred date or how they heard about you, loses some of the people who started filling it in. You can ask those questions on the call.

The photo upload earns its place. A homeowner standing under a leaking ceiling can take a picture faster than they can describe it, and you can often tell from the photo whether it’s a repair or a replacement before you drive out.

The form goes on every page, under the click-to-call button, and the submission lands in your email, and in a text if you want one, so a lead from a Saturday evening doesn’t wait until Monday.

A list of your services, the towns you work in, and the questions homeowners ask before they hire you. Photos of finished jobs and jobs in progress, with a line about what you did and where, because a real photo of a real roof in a real town beats any stock image. Your license number and insurance details if you want them shown. Access to your Google Business Profile, your domain and your current site if you have one. And a few hours over the project to read what I send and tell me where I got the trade wrong. Most contractors have me write the copy, since a page that ranks and gets calls reads differently from a brochure.

Analytics and call tracking go in before launch, so every call and form fill is tied to the page and the search that produced it. After a few months you can see that the roof repair page brings calls and the siding page doesn’t, or that one town’s searches turn into jobs and another’s don’t, and decide where the next page or the next ad dollar goes.

Without that, most contractors judge the site by gut feel, and a site that quietly brings in work looks the same as one that brings in none. The numbers also tell you whether the paid lead service is still worth keeping once your own pages start ranking.