A contractor's homepage has one job: get a nervous homeowner to call or request a quote. Most visitors decide within a few seconds, so the first screen carries the most weight. This is what belongs there, in order.
The first screen
- A headline that says what you do and where. "Roof repair and replacement in [your area]" is clearer than a slogan. Someone who lands from a search should see their own search reflected back.
- A phone number that works as a button. On a phone, tapping it should start a call. Put it in the header where it stays visible.
- One clear action. "Request a free estimate" or "Call now." Pick the one you want most and make it obvious.
- One real photo. Your crew, your truck or a finished job. Not a stock handshake.
- A trust line. License number, years in business, insurance, and your review rating and count, if you have them.
Just below the first screen
- Your main services, each linking to its own page
- Reviews from real customers, with the type of job
- Recent projects, shown as photos
- How it works, in three or four steps, so a nervous customer knows what happens after they call
Lower on the page
- A short section about who you are
- Areas you serve
- Answers to the three or four questions customers ask most
- A second call to action
What to leave off
- A slideshow that auto-advances
- A wall of stock photos
- Long paragraphs about your philosophy
- A contact form with a dozen fields
A test you can run
Show the homepage to someone for five seconds, then ask what you do, where you work and how they'd reach you. If they can't answer all three, rework the first screen. See what pages a contractor site needs for what to link to from here.
A sample first screen
Here is what a first screen might look like for an imaginary roofing company. The wording is a placeholder, and yours should reflect your business.
- Header: logo on the left, a tappable phone number on the right
- Headline: "Roof repair and replacement in [your area]"
- Line under it: "Family-owned since [year]. Licensed and insured. Free written estimates."
- Button: "Request a free estimate"
- Photo: your crew on a finished roof
Everything a visitor needs in five seconds is there: what you do, where, why to trust you, and what to do next.
Three ways to write the headline
- Service plus place. "Furnace repair and installation in [your area]." Best when people search for exactly that.
- Problem plus solution. "Water heater not working? We can be there today." Only use this if it's true.
- Proof first. "Over 1,000 roofs replaced since 2009." Only use a number you can back up.
Avoid "Welcome to our website" and vague slogans. A stranger can't act on them.
Check it on a phone
Most visitors arrive on a phone, so look at the page on one before you approve it.
- Can you tap the phone number without zooming?
- Is the main button visible without scrolling?
- Is the text readable without pinching?
- Do the buttons have room around them so a thumb doesn't hit the wrong one?
A sticky "Call" button that stays visible as you scroll is worth considering. It's simple and it works.
Common mistakes
- A slideshow that auto-advances, which hides your message and slows the page
- The phone number hidden in a menu, where a stressed visitor won't find it
- A generic "Submit" button. Say what happens: "Request my estimate."
- Too many choices. Five buttons of equal weight mean none gets clicked.
What visitors are checking before they call
Two recent surveys give a sense of what a first-time visitor is looking for. In BrightLocal's 2026 survey of 1,002 US adults, 47% said they won't use a business with fewer than 20 reviews, 31% will only use one rated 4.5 stars or higher, and reviews from the last couple of weeks carry extra weight. In a 2026 survey of 292 homeowners who had hired a roofer, run by Roofr, 74% agreed that responsiveness and communication matter more than the price of the job.
Both point the same way for your first screen: show a rating with a real review count, and make it obvious that a call or message gets a fast answer. If you answer within the hour, say so. If you don't, don't promise it.
Questions
Should the homepage list every service?
Show your main ones and link to a page for each. A full list on the homepage buries the ones that bring in the most work.
Where should reviews go?
Near the top, right after your services. Reviews do the most work when they're seen before the visitor has decided.
Does the homepage need a lot of text?
No. Enough to say what you do and to give search engines context. The detail belongs on the service pages.
How often should I update the homepage?
When something real changes: a new service, a seasonal focus, a new certification. Changing it for the sake of it isn't useful.