What should a contractor website include?

The people who land on a contractor's website usually have a problem right now. Water on the floor, a breaker that keeps tripping, a deck that needs to be done before summer. They want to know three things: do you do this, do you come to where I live, and can I trust you. A good site answers all three in the first few seconds and then makes it easy to call.

What does every contractor website need?

1. A phone number you can tap. At the top of the page, and again further down. Most of these visits happen on a phone.
2. The services you offer. In plain words, the way customers say them. "Water heater replacement," not "residential plumbing solutions."
3. The areas you cover. Cities and neighborhoods by name.
4. Your license number. Visible, not buried in fine print.
5. Photos of real jobs. Before and after if you have them.
6. Reviews from real customers. A few short ones near the top.
7. A short contact form. For people who'd rather type than call.

That fits on one page for most trades.

Do I have to put my license number on my website?

If you're licensed in California, yes. The law says licensed contractors must include their license number in all forms of advertising, and the Contractors State License Board says that includes your website. A first offense can bring a fine. Other states have different rules, so check with your own licensing board.

Even where it's not required, show it. Homeowners look it up, and a license number right there on the page tells them you've got nothing to hide.

Why list the areas you cover?

Two reasons. People want to know right away if you'll come to them. And Google uses it. Google says local results come down mainly to relevance, distance and prominence. A page that says you do "panel upgrades in Pasadena, Altadena and Glendale" is easier to match to someone searching in those places than a page that just says "serving the greater area."

Keep the list honest. Only name the places you'll actually drive to.

What kind of photos work best?

Your own, from real jobs. Phone photos are fine. A clean install, a finished kitchen, a before and after of a repair. Stock photos of smiling workers in spotless hard hats make people trust you less, not more.

If you don't have many, start now. Take two or three photos at the end of every job. In a couple of months you'll have plenty.

What can a contractor website skip?

• A long company history. "Family owned since 2004" in one line does the job.
• A blog. Unless you'll keep posting.
• Long forms. Name, phone, what's going on and where. Anything more and people give up.
• Chat pop-ups. If nobody answers them fast, they hurt more than they help.