Your website is often the first impression potential customers have of your exterior contracting business. Yet many contractors unknowingly sabotage their online success with preventable website mistakes that cost them leads, credibility, and revenue.
A poorly designed website doesn’t just look unprofessional—it actively drives customers to your competitors. When homeowners search for roofing, siding, or landscaping services, they’re comparing multiple contractors within seconds. If your website fails to meet their expectations, they’ll move on before you even know they visited.
The good news? Most mistakes made by exterior contractors on websites are completely fixable. By addressing these common pitfalls, you can transform your website from a liability into your most powerful marketing tool.
Mistake 1: Poor Quality Images of Past Work
Exterior contracting is a visual business. Homeowners want to see stunning before-and-after photos, detailed shots of your craftsmanship, and evidence of your expertise. Yet many contractors damage their credibility with blurry, poorly lit, or outdated project photos.
High-quality images serve as your portfolio, testimonials, and sales team all in one. They demonstrate your capabilities better than any written description ever could. Professional photography might seem expensive, but it’s an investment that pays dividends in increased conversions and higher-value projects.
Invest in professional photography for your best projects, or learn basic photography techniques if your budget is tight. Ensure images are properly sized for web use—large enough to show detail but optimized for fast loading speeds.
Mistake 2: Lack of Clear Calls to Action
What do you want visitors to do when they land on your website? If the answer isn’t immediately obvious, you’re losing potential customers. Many exterior contractor websites fail to guide visitors toward taking action, leaving them confused about the next steps.
Effective calls to action tell visitors exactly what to do: “Get Your Free Estimate,” “Schedule a Consultation,” or “Call Now for Emergency Repairs.” These should be prominently displayed, visually distinct, and strategically placed throughout your site.
Review every page of your website and add clear, compelling calls to action. Use action-oriented language and create urgency when appropriate. Make sure your contact information is easily accessible from every page.
Mistake 1: Not Having a Mobile-Responsive Design
Over 60% of web traffic now comes from mobile devices, yet countless exterior contractors still operate websites that look broken on smartphones and tablets. When potential customers can’t easily navigate your site on their mobile device, they often abandon it immediately.
Mobile-responsive design ensures your website automatically adjusts to fit any screen size. This means your contact information, project galleries, and service descriptions remain perfectly readable whether someone visits from a desktop computer or smartphone. Google also prioritizes mobile-friendly websites in search results, making responsive design essential for visibility.
Fix this by choosing a modern website template or working with a developer who understands responsive design principles. Test your site regularly on different devices to ensure optimal performance across all platforms.
Mistake 4: Ignoring SEO Best Practices
Search engine optimization determines whether potential customers can find your website when they search for exterior contractors in your area. Unfortunately, many contractors build beautiful websites that remain invisible in search results because they ignore basic SEO principles.
Local SEO is particularly crucial for exterior contractors since most customers search for services within their geographic area. This includes optimizing for location-based keywords, claiming your Google Business Profile, and ensuring consistent business information across all online directories.
Start with keyword research to understand how potential customers search for your services. Optimize your page titles, meta descriptions, and content for relevant local keywords. Create location-specific pages if you serve multiple areas.
Mistake 5: Missing Customer Testimonials or Reviews
Social proof influences purchasing decisions more than any sales pitch. When homeowners invest thousands of dollars in exterior improvements, they want reassurance that they’re choosing the right contractor. Websites without customer testimonials or reviews immediately raise red flags.
Authentic testimonials, positive reviews, and case studies build trust and credibility. They provide third-party validation of your work quality and customer service. Display them prominently on your homepage and relevant service pages.
Actively request testimonials from satisfied customers and showcase them with photos when possible. Include specific details about the project, timeline, and results. Consider adding video testimonials for even greater impact.
Mistake 6: Complicated or Confusing Navigation
Website visitors should find information effortlessly. Complicated menus, unclear page labels, and confusing site structure frustrate users and increase bounce rates. When people can’t quickly find what they’re looking for, they leave.
Intuitive navigation follows logical patterns that match how customers think about your services. Main menu items should be descriptive and organized by service type or customer need. Important information like contact details and service areas should be easily accessible.
Simplify your website navigation by organizing content logically and using clear, descriptive labels. Test your navigation with real users to identify potential confusion points.
Mistake 7: Neglecting Website Security (HTTPS)
Website security might seem less important for contractors than e-commerce sites, but it’s crucial for building trust and maintaining search engine rankings. Unsecured websites display warning messages that immediately undermine credibility.
HTTPS encryption protects any data transmitted between your website and visitors’ browsers. This includes contact form submissions, phone numbers, and email addresses. Google also uses HTTPS as a ranking factor, giving secure sites a competitive advantage.
Implement SSL certificates to enable HTTPS on your website. Most hosting providers offer this as a standard feature or affordable add-on. Ensure all pages redirect properly from HTTP to HTTPS versions.
Mistake 8: Not Tracking Website Analytics
How do you know if your website is working without data? Many exterior contractors operate blindly, missing opportunities to improve performance and increase conversions. Website analytics reveal crucial insights about visitor behavior, popular content, and conversion patterns.
Google Analytics provides free, comprehensive data about website performance. This includes visitor demographics, traffic sources, popular pages, and goal completions. Understanding this data helps you make informed decisions about website improvements and marketing investments.
Install Google Analytics and set up goal tracking for important actions like contact form submissions and phone calls. Review your data monthly to identify trends and opportunities for improvement.
Mistake 9: Slow Loading Speed
Website speed directly impacts both user experience and search engine rankings. Slow-loading websites frustrate visitors and increase bounce rates. Google considers page speed a ranking factor, meaning faster websites perform better in search results.
Exterior contractor websites often suffer from slow speeds due to large, unoptimized images and outdated hosting. Since visual content is crucial for contractors, finding the right balance between image quality and loading speed is essential.
Optimize images for web use, choose reliable hosting, and consider using a content delivery network (CDN). Regularly test your website speed using tools like Google PageSpeed Insights and address identified issues promptly.
Mistake 10: Absence of a Blog or Regularly Updated Content
Static websites with outdated content signal abandonment to both visitors and search engines. Regular content updates demonstrate that your business is active and engaged. Fresh content also provides opportunities to target additional keywords and showcase expertise.
A blog allows you to address common customer questions, share project highlights, and establish thought leadership in your field. Regular posting improves search engine rankings and provides valuable content for social media marketing.
Develop a content calendar focusing on topics your customers care about: seasonal maintenance tips, material comparisons, project showcases, and industry trends. Consistency matters more than frequency—commit to a posting schedule you can maintain.
Transform Your Website Into a Lead Generation Machine
Your website should work as hard as you do. By addressing these common website mistakes exterior contractors make, you’ll create a powerful online presence that attracts qualified leads and converts visitors into customers.
Don’t let a poorly performing website cost you business. Start by auditing your current site against this checklist, then prioritize improvements based on their potential impact. Remember, your website is an investment in your business’s future—make it count.
Ready to turn your website into your best salesperson? Begin with the most critical issues and work systematically through each mistake. Your bottom line will thank you.
