When homeowners or business owners visit your website, they often decide within seconds whether you’re worth contacting. As a contractor, your reputation and quality of work matter—but if your website is missing essential pages, you could be losing potential clients before they ever reach out. A well-structured site not only builds trust but also improves your search engine rankings, making it easier for customers to find and hire you.
This guide covers the must-have contractor website pages and exactly what each should include. Whether you specialize in roofing, remodeling, HVAC, electrical work, or other home services, these pages will give you the foundation for a high-performing, lead-generating website. If you’re looking for professional help building or optimizing your site, our contractor web design services can make sure you’re set up for success.
1. Home Page – Your First Impression
Your home page is the front door of your business online. It should immediately convey what you do, where you work, and why customers should choose you. Visitors shouldn’t have to scroll far to understand your main services.
What to include:
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A strong headline highlighting your core service and service area
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Brief company introduction that showcases your unique value
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Links to your most important service pages
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Trust signals such as licenses, awards, and certifications
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Short testimonials or star ratings
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Clear call-to-action (CTA) buttons to request a quote or call
2. About Us Page – Build Trust and Connection
People hire contractors they trust. An About Us page gives potential clients a reason to connect with you on a personal level. This page can humanize your business and make you more approachable.
What to include:
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A brief history of your business and how it started
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Photos of your team in action
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Details about licenses, certifications, and memberships in professional associations
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Your mission and values, showing customers what drives your business
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Any community involvement or charity work
3. Services Page – The Overview Hub
Your Services page acts as a directory of everything you offer. This is where visitors get an at-a-glance view of your capabilities before diving deeper into specific offerings.
What to include:
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A short description of each service
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Links to detailed, dedicated service pages for each offering
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A CTA inviting visitors to learn more or request a quote
4. Individual Service Pages – SEO Powerhouses
Each main service deserves its own dedicated page. This approach improves your SEO by allowing you to target specific keywords while giving potential customers the detailed information they need.
What to include:
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A service-specific headline optimized for search
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Detailed descriptions of what’s included in the service
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Benefits and unique selling points
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High-quality images of past work
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Client testimonials related to that service
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A CTA for scheduling a consultation or requesting an estimate
5. Portfolio or Projects Page – Show, Don’t Just Tell
Contracting is a visual industry, and nothing sells your skills like seeing your work. A portfolio page helps prospective clients visualize what you can do for them.
What to include:
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Before-and-after photos to show transformations
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Short descriptions of each project, including the service type and location
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Links to related service pages for easy navigation
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Optional client feedback snippets
6. Reviews or Testimonials Page – Build Social Proof
People trust the experiences of others more than marketing claims. By showcasing reviews and testimonials, you reinforce your reputation.
What to include:
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Positive client reviews, ideally with star ratings
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Video testimonials for extra impact
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Links to your Google Business Profile, Yelp, or other review sites
7. Contact Page – Make It Easy to Reach You
Nothing is more frustrating for a customer than struggling to find your contact information. Make sure your Contact page is simple and functional.
What to include:
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Phone number, email address, and contact form
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Service area map so customers know where you work
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Business hours for calls or visits
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Social media links
8. Blog or Learning Center – Educate and Attract Leads
A blog builds your authority in the industry while helping you rank for additional keywords. Well-written blog posts can bring in traffic for years.
What to include:
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How-to guides and project tips for homeowners
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Seasonal maintenance checklists and advice
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Industry news and updates relevant to your services
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Answers to frequently asked questions in detail
9. FAQs Page – Save Time and Improve Conversions
An FAQ page reduces repetitive phone calls and emails by addressing common customer questions upfront. It’s also a great opportunity to add more SEO-rich content.
What to include:
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Questions about pricing, timelines, and payment terms
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Details about warranties and guarantees
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Information about your process and service area
10. Privacy Policy & Terms Pages – Protect Your Business
Even if they’re rarely read, these legal pages are essential for compliance and customer trust, especially if you collect information through forms.
What to include:
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How you collect, store, and use customer data
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Legal disclaimers about the use of your website and services
Why These Pages Matter for Conversions and SEO
Having these contractor website pages in place does more than make your site look complete—it directly impacts your ability to generate leads. Search engines use the structure of your site to determine relevance, so a well-organized site with optimized pages can rank higher for relevant searches. More importantly, customers are more likely to contact you when they find the exact information they need.
Pro Tips for Making These Pages Work Harder
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Use professional, high-quality images throughout your site
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Make CTAs consistent and easy to spot
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Keep text scannable with headings, bullet points, and short paragraphs
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Ensure your site loads quickly and is mobile-friendly
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Link between pages to guide visitors naturally through your site
Your website is often the first place potential clients interact with your business. By including these must-have pages, you create a professional, trustworthy, and conversion-focused online presence.
If you’re ready to make sure your site is built to attract and convert leads, our team can help you design a contractor website that works as hard as you do. Contact us today to get started.