Use this checklist to evaluate your current website or plan a new one. These are the elements that directly affect whether a homeowner calls you or leaves. Go through each section and note what is missing — every gap on this list is a lead you are currently not capturing.
Header and Navigation
Phone number visible in the top right corner on every page. Phone number is a tap-to-call link on mobile. Company logo in the top left. Navigation links to: Services, Service Area, About, Reviews/Testimonials, Contact. "Request Service" or "Call Now" button in the header distinct from the phone number. Header remains visible or sticky as the user scrolls.
Homepage — Above the Fold
Headline that states what you do and where you serve within the first five words — not a tagline, a clear statement. Example: "Plumber Serving Dallas and DFW" not "Excellence in Every Drop." Your city or service area mentioned in the subtitle. At minimum one trust signal visible without scrolling: Google star rating, years in business, or license status. Photo of your actual truck, team, or a completed job — not stock photography. Primary call to action button that leads to your phone number or a booking form.
Homepage — Body Content
A brief description of your primary service and service area. At least three to five specific trust signals: license number, insurance confirmation, years in business, major certifications, background check policy. Short list of primary services with links to individual service pages. Review section with at minimum five real customer reviews that mention specific jobs and outcomes. Service area map or written list of the cities and zip codes you serve.
Individual Service Pages (One Per Service Type)
Dedicated URL for each service — not an anchor link on the homepage. Title tag that includes the service name and your city. Headline on the page that includes the service keyword. At least 400 words of content that includes: signs the homeowner needs this service, what happens during the service call, your process and timeline, pricing information or range if applicable. Photos specific to that service if available. Embedded reviews from customers who had that specific service performed. Prominent call to action with your phone number.
Service Area Pages (One Per City)
Dedicated page for each city you serve beyond your primary location. Title tag formatted as: "[Service Type] in [City Name] | [Company Name]". Content that is unique to that city — not a template with only the city name changed. Minimum 300 words of genuinely city-specific content. Internal links to relevant service pages. Your phone number prominent on the page.
About Page
Photo of the owner or lead technician — a real person, not a stock image. Brief story of the business: how long in operation, why it was started, what you specialize in. License numbers, insurance carrier, and any relevant certifications listed explicitly. Service area described. Phone number and contact form.
Contact Page
Phone number displayed prominently at the top. Short contact form — name, phone number, what they need, best time to reach them. No more than six fields. Response time expectation set: "We will call you back within X hours." Business hours listed. For emergency services: explicit note that emergency calls are answered 24/7 if true.
Technical Requirements
Mobile load time under three seconds — test with Google PageSpeed Insights. HTTPS — your website must have an SSL certificate. No broken links or 404 errors. XML sitemap submitted to Google Search Console. Google Analytics or equivalent installed and collecting data. LocalBusiness schema markup with your name, address, phone, hours, and service area. Meta title and meta description on every page — no duplicate or missing meta tags.
Trust and Credibility Signals
License number displayed — not "licensed" in generic text, the actual number. Insurance status confirmed. Google review widget or manually featured reviews visible on the homepage. Years in business mentioned. Any trade organization memberships listed. A physical address or at minimum your city of operation.
Content Freshness
At least one blog post or resource published in the last six months. Google Business Profile posts published in the last seven days (check this by viewing your GBP as a potential customer). Copyright year in the footer matches the current year. No outdated seasonal promotions or expired offers still displayed on the site.
YOUR WEBSITE AUDIT CHECKLIST
- Run through each section and flag every missing item as a priority fix
- Header phone number as a tap-to-call link is the highest-impact single element on mobile
- Separate service pages and city pages are the two most commonly missing SEO assets
- Technical requirements — SSL, PageSpeed, schema markup — are pass/fail, not gradations
- A homepage with no real photos, no license number, and no reviews will not convert
A website that passes every item on this checklist will generate more calls from the traffic it already receives — before spending a dollar on advertising or SEO. Most contractor websites have four to eight items missing. Each one is a conversion leak. At Before Agency, the first thing we do with every new client is a version of this audit. If you want us to run through it on your site and tell you specifically what to fix first, that conversation is free.