Most contractor homepages are a pile of sections in whatever order they were added. This is the order we use, and why. Think of it as a conversation with a stranger deciding whether to let you into their house.
1. Header
Logo, service list, and a tappable phone number visible without scrolling on mobile. If you take booking online, one button. That is it - not the place for social icons or a search box.
Common mistake: the phone number rendered as an image, or hidden behind a menu on mobile. If someone wants to call you, do not make them hunt.
2. Hero
One sentence saying what you do and where, one sentence of substance underneath, one primary action, one real photograph.
Roof repair and replacement across Sedgwick County. Family-owned since 2004, no subcontractors, free inspections within 24 hours. Then a call button and a book button.
Common mistake: a slogan instead of a statement. Quality You Can Trust tells a stranger nothing. Also carousels, which move your message off screen before it is read.
3. Trust strip
A thin band under the hero: license number, years in business, insured, manufacturer certifications, real review rating with the count. The hero raises the question is this a real company, and the answer should arrive immediately rather than four scrolls down.
Common mistake: logo grids of associations nobody has heard of. Three specific credentials beat nine vague ones.
4. Services
Three to six, each with a plain name, one line of explanation, and a link. Use the words homeowners use - AC not working, not HVAC diagnostic services. If one service is your best business, make it visually bigger. The layout should tell the truth about what you want to sell.
Common mistake: fifteen equal-weight tiles including three things you barely do. It reads as unfocused and buries the money work.
5. Proof of work
Before-and-after pairs from real jobs, with the town, the job type, and one line about what was involved. Four to six is plenty on the homepage.
This is the most persuasive section on the page and most sites replace it with a generic gallery. A stranger wants to see a house like their house, in a town they recognize, fixed properly.
Common mistake: untagged galleries of forty photos. Context is what makes a photo evidence, not decoration.
6. How it works
Three steps, honestly described. Call or book online, we inspect and give you a written estimate within 24 hours, we schedule the work and you pay when it is done.
The purpose is anxiety reduction. Homeowners hesitate because they do not know what they are committing to.
Common mistake: five steps with icons and no information. If a step does not tell them something new, cut it.
7. Service area
A simple map or a list of towns you cover, with an honest note about the edge of your range. It prevents the estimate requests you have to turn down, which cost you time and cost the homeowner goodwill.
Common mistake: listing every town within 90 minutes to look bigger. You end up with bad leads and long drives.
8. Pricing posture
You do not have to publish a price list. You do have to say something about money, because everybody scrolling is thinking about it.
Workable versions: typical ranges for common jobs, the diagnostic fee and whether it applies to the repair, financing terms, or simply free estimates with no obligation, and here is what the estimate includes.
Common mistake: total silence. Silence reads as expensive, or as a company that will not commit to anything.
9. Reviews
Three to five real ones with names, neighborhoods, and job types. Pull them live from Google if you can. Show your real average and your real count.
Common mistake: anonymous five-star quotes in a slider. They read as fabricated even when they are not, and a perfect 5.0 with eleven reviews convinces less than a 4.7 with two hundred.
10. Who you are
A photo of the actual crew or the owner, and a short, specific paragraph. Where you are based, how long, what you refuse to do, why you started.
Home services are a trust purchase. Somebody is letting strangers into their home. Faces do work that copy cannot.
Common mistake: a stock photo of a model in a hard hat. That single image can undo everything above it.
11. FAQ, then final call to action
Six to eight real questions from your phone calls - how long does it take, do you handle insurance claims, what if it rains, do I need to be home.
Then close: repeat the phone number, the booking button, hours, service area, license number. Someone who scrolled the whole page is ready. Do not make them scroll back up.
Two rules that override the order
Mobile order is the real order. Most of your traffic is on a phone, so whatever you place third sits a long way down the screen. Check the sequence on a phone before arguing about the desktop layout.
Every section earns its place or it goes. If you cannot say what job a section does for the homeowner, delete it.
Want this applied to your company? We build the real homepage first, in 48 hours, and you decide after looking at it.
