Contractors, roofers, plumbers, and electricians all face the same problem: leads come and go in waves, and most websites do almost nothing to fill the gaps.
Here's the exact playbook we use with our trades clients to keep their pipeline full.
1. Optimize your Google Business Profile
Pick the most specific primary category that matches your work ('Roofing Contractor', not just 'Contractor'). Set service areas precisely. Upload photos of completed work — not stock images. Post weekly with new projects.
2. Build a before/after gallery
Take 'before' photos from the same angle as your 'after' shots — this is the single biggest mistake contractors make. Standardize the process: every job gets a before, in-progress, and after shot.
These photos drive both SEO (image search) and conversion (proof of quality).
3. Create a quote request form that works
- Project type (dropdown — pre-qualifies the lead)
- Timeline (urgent, this month, planning ahead)
- Budget range (filters tire-kickers)
- Address or postal code (so you can confirm service area)
- Photos (let them upload — saves a site visit for many quotes)
We build contractor sites with smart quote forms baked in.
See contractor web design4. Target local SEO for service areas
One page per city you serve. 'Roofing Toronto', 'Roofing Mississauga', 'Roofing Brampton' — each ranks separately and brings in leads from that specific area.
5. Generate Google reviews systematically
Ask every customer at the end of every job. Send a follow-up text with a direct review link 24 hours after completion. Aim for 50+ reviews — the trust signal compounds dramatically over 25.
6. Run Google Local Services Ads
Local Services Ads with the 'Google Guaranteed' badge appear above regular search results. You only pay per lead, not per click. For trades, the ROI is almost always positive.
7. Drive offline traffic to your website
Your truck, yard signs, business cards, and invoices all need your website URL. Every offline impression should drive an online action.
Want a contractor site built to convert?
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Jacob
Founder of Elevate Web Design. Building fast, conversion-focused websites for small businesses across Canada and the US since 2018.