The concrete contractor website that books jobs: 11 things yours is missing
Most concrete contractor websites fail on the same eleven things: slow mobile load, no finished work in the first screen, no price signal, no service-specific pages, an untappable phone number, a buried form, no reviews on the page, no stated service area, no tracking, no schema, and a Google Business Profile that does not match. Fix them in that order.
The comparison you are actually in
Nobody hires a concrete contractor off one website. They open four, on a phone, usually in the evening, and eliminate two of them within a minute. You never find out you were in the running.
The first eliminations happen on load time and photographs, before a single word gets read. That is not an argument about taste. It is arithmetic about attention, and it means the ranked order of what to fix is not the order most contractors assume.
Kiwi Custom Construction was losing exactly this comparison. One rebuild lifted traffic 60% in the first month, because the demand was already there and being thrown away by the site. The write-up is here.
The eleven things yours is probably missing
1. It loads in under two seconds on a phone
Check it on mobile data, not your office wifi. Above four seconds you are losing people who never saw your work. The usual causes are uncompressed photos straight off a phone, a page builder loading five stylesheets, and fonts pulled from a third-party server.
2. Finished work is visible immediately
A hero photo of a finished driveway does more than any headline. Most contractor sites lead with a stock image of a trowel or a generic "quality you can trust" banner. Your own work, shot in daylight, in the first screen.
3. There is a price signal somewhere
Not necessarily a fixed price. A range, a starting figure, a worked example of a typical job. Homeowners are afraid of being taken advantage of, and a contractor who says something about money is instantly more trustworthy than one who says nothing. Silence reads as expensive.
4. One page per service
Driveways, patios, garage slabs, foundations, repair, commercial. Each with its own page, its own photos and its own copy. A combined services page gives search engines nothing to rank and gives the buyer a filtering job they will not do.
5. The phone number is tappable, on every page
Not an image, not text you have to copy. A real tel: link in the header and near every call to action. Roughly half of concrete enquiries still come by phone, and on mobile a number you cannot tap is a number nobody calls.
6. The form is short and it works
Name, phone, city, what you need. Four fields. Every extra field costs you submissions, and asking for a postal code before you have earned anything is how a form gets abandoned. Then actually test it, because broken contractor forms are startlingly common and nobody notices for months.
7. Reviews are on the page, not only on Google
Put real reviews where the hesitation happens: next to the form, next to prices, on the service pages. A testimonials page nobody visits is not social proof, it is storage.
8. The service area is written in words
A map widget is not readable by a search engine and is not scannable by a person. List the cities and neighbourhoods you pour in, in text, on the page.
9. Calls and forms are tracked
GA4 on form submissions and a call tracking number for the phone. Without both, every marketing decision after this is a guess, and you will keep paying for channels that never produced anything.
10. It has LocalBusiness schema with real details
Structured data telling Google the business name, phone, service area and services. It is invisible to visitors and it is how you show up correctly in search features.
11. It matches your Google Business Profile exactly
Same business name, same phone number, same address format. Mismatches between your site and your profile cost you map pack ranking, and they are usually accidental: an old number in the footer, a different spelling of the company name.
The 30-point audit
Score your own site. One point each. Print it, or work down it on a phone with the site open on a laptop.
| # | Check | Area |
|---|---|---|
| 1 | Main content visible in under 2 seconds on mobile data | Speed |
| 2 | Images compressed and correctly sized, not straight off a phone | Speed |
| 3 | Nothing jumps around while the page loads | Speed |
| 4 | Fonts load from your own server, not a third party | Speed |
| 5 | Finished work visible in the first screen | Proof |
| 6 | At least 20 photos of your own completed jobs | Proof |
| 7 | Photos are recent, within the last 18 months | Proof |
| 8 | Reviews shown on the page, with names | Proof |
| 9 | Reviews appear on service pages, not just one page | Proof |
| 10 | Years in business or jobs completed stated somewhere | Proof |
| 11 | A page for each service you want to be found for | Structure |
| 12 | A page for each city worth having one | Structure |
| 13 | City pages have genuinely different content, not swapped names | Structure |
| 14 | Exactly one H1 per page, with no skipped heading levels | Structure |
| 15 | Unique title tag under 60 characters on every page | Structure |
| 16 | Unique meta description, 140 to 160 characters | Structure |
| 17 | Directory-style URLs, no .html extensions | Structure |
| 18 | Every page within three clicks of the homepage | Structure |
| 19 | Tappable phone number in the header on every page | Conversion |
| 20 | A visible call to action in the first screen | Conversion |
| 21 | Form of four fields or fewer | Conversion |
| 22 | Form actually tested and delivering to a monitored inbox | Conversion |
| 23 | A thank-you page or clear success state after submitting | Conversion |
| 24 | A price signal of some kind on the site | Conversion |
| 25 | Service area listed in text, not only a map | Local |
| 26 | Name, address and phone identical to your Google profile | Local |
| 27 | LocalBusiness schema present and validating | Local |
| 28 | GA4 installed and recording form submissions | Measurement |
| 29 | Call tracking number in place | Measurement |
| 30 | Search Console verified and the sitemap submitted | Measurement |
How to score yourself
| Score | Verdict | What to do |
|---|---|---|
| 26–30 | Strong | Your site is not the bottleneck. Spend on traffic. |
| 20–25 | Workable | Fix the specific gaps. A rebuild would be premature. |
| 13–19 | Leaking | Rebuild is probably cheaper than patching, and faster. |
| 0–12 | Actively costing you | Rebuild before you spend another dollar on traffic. |
Fix or rebuild?
Rebuild when the structure is wrong: no service pages, no tracking, a platform nobody can maintain, or a speed problem that comes from the theme rather than the images. Those are foundation problems and patching them costs more than starting again.
Fix when the bones are sound and the gaps are specific: missing reviews, no price signal, a form nobody tested, absent schema. That is an afternoon, not a project.
The honest test is score 13 to 19 on the audit above. Below that, patching each item individually usually costs more in total than a clean rebuild and leaves you with a site that is still awkward to work on.
That distinction is built into how we price: the Foundation Package credit calculator takes $900 off if your site needs a rebuild but the content holds up, and $1,400 off if it is genuinely working and staying. We only charge for what we actually build.
Questions
How fast should a contractor website load?
Main content visible in under two seconds on a mobile connection. Above four seconds a measurable share of visitors leave before seeing anything, and on a discretionary purchase like a patio, they do not come back.
Do I need a page for every service?
Yes, for every service you want to be found for. A single services page listing nine things gives search engines nothing specific to rank and gives the visitor work to do. One page per service is the single biggest structural improvement available to most contractor sites.
Should I put prices on my website?
Put a price signal on it, even if not a fixed price. A range, a starting figure, or a worked example. Silence on price reads as expensive and sends the visitor to whoever will tell them something. You can qualify it heavily and still be more useful than a blank.
Is WordPress fine for a contractor site?
It can be, if it is maintained and not carrying twenty plugins. Most contractor WordPress sites we audit are slow because of accumulated plugins and an unoptimised theme rather than WordPress itself. The platform matters far less than speed, structure and whether anybody updates it.
How often should I update the site?
Photos monthly, as jobs finish. Copy when something material changes. You do not need a weekly blog. A stale gallery does more damage than a stale blog, because the gallery is what people actually look at.
