Why Your Website Is Costing You Customers (and How To Fix It).

For many contractors, their website is not helping. Believe it or not, it is actually causing them more harm. We live in a digital world now, which means people no longer consult a phone book to acquire a company's services. Within a matter of minutes, a potential customer will Google you and preview your business digitally. The importance of having a professional and working website is crucial; and in the same way you would not complete a job with broken tools, it is crucial that your website does not come across as broken.

Before I dive into the top website mistakes contractors make when creating or running their website, I want to first introduce a hypothetical that actually happens all too often. This hypothetical starts with a customer who realizes they are in need of a service (whether that is plumbing, construction, landscaping, etc.) so they go to Google and look up companies offering that service. In their search they come across three different companies, one of which being yours. Since your company's name was the first they saw, they click on your website link to inquire more and potentially book immediately. However, after trying to open the link to your website, they realize it was slow and they could not find a contact page. Due to these two reasons they exit your site and choose your competitor. To put it into perspective, within five minutes you not only lost a potential customer but also what could have been a future word-of-mouth marketer for your company.

When it comes to mistakes contractors make regarding their websites, there are five key points I want to highlight.

1. Not Mobile-Friendly:

   1. With a significant portion of internet traffic coming from smartphones, having a mobile-friendly site is essential. Don't risk losing potential customers by neglecting mobile optimization. According to a blog written by Andrew Buck on "What Percentage of Internet Traffic is Mobile," he shows in a graph that over 60% of the global internet usage is conducted via smartphone. He later goes to break it down by region, which in the United States it shows that the number drops to 47% of usage which is done by smartphone and the other half is done by desktop. This likely means for every two people that visit your site one of them will be using a phone so if your website is not mobile friendly, you are unintentionally pushing customers away.

2. Slow Loading Speeds:

   1. In today's fast-paced digital world, slow loading speeds can mean lost customers. We have all been there, trying to look something up and if it does not load quickly we exit out and try something else. Well that is exactly what customers will do if your site has a slow loading speed or if your site constantly lags. Making sure your website loads fast is crucial in landing clients because all it takes is a few moments for them to decide whether or not your company is worth it.

3. Confusing Design:

   1. Nothing is worse than when you are trying to find information on a business and you have to dig through their website to find what you are looking for. When I first took on this journey, I was researching websites and the best ways to build them. One of the biggest points I read was that you want potential customers to be able to find what they are looking for within 2-3 clicks. A perfect example of this would be Nick, a friend of mine, who owns his own landscaping business. When he first started, he had a generic website made that had a confusing design, no contact page, and minimal pictures. Due to this, he only saw a total of 3 customers book after visiting his site. Meaning that instead of his site working positively for him, he saw a drastic hit to his business.

4. No Clear Contact Page:

   1. A website without a clearly accessible contact page is like a business without a front door. If you do not have a way for your customers to contact you, how do you expect to book more jobs? The contact page is the heart of your website, serving as the vital link between you and your potential clients. If it’s nonexistent or buried deep within your site’s navigation, you’re likely missing out on valuable opportunities.

5. Appears To Be Old:

   1. Just like any aspect of our lives, things can become outdated, and a worn-out website is no exception. Users often encounter websites that seem neglected or, worse, are inactive due to expired registrations. This isn’t just an aesthetic issue; it can severely impact your business. This can create a very off-putting experience for a potential customer because it sends a message that if you do not care about your website, then maybe you put the same lack of effort into your actual work. Which can lead them to question why they should trust you with their project.

Now that we discussed the five key mistakes contractors make when creating or running their website let's discuss the ways to fix these issues.

1. Preview Your Website on Mobile:

   1. Majority of website builders offer a preview section which you can use to see your site before it gets published. In this area you can see how your site will appear both on desktop and mobile. It is important to check both because what works for a desktop will not always work for a mobile device so be sure to check and adjust as you go along so you can reach both effectively.

2. Test Website Speed:

   1. Just like a preview section, most website builders offer an area in which you can see how your website performs for visitors. If for whatever reason you cannot find this section, there are a ton of options both paid and free that you can check your sites speed. This is something you will want to do periodically to ensure that your customers' experience is top tier.

3. Clean Up Your Design:

   1. While yes you want to stand out to your customers and look different to all competitors, you want to make sure that you are being neat about it. At the end of the day nothing is more attractive than a website that is easy to navigate. Referring back to Nick, at the start of this year he cleaned up his website design and in doing so he saw a significant increase in traffic. As of today he has had over 45+ clients book with him, seeing over a 1500% increase in jobs booked.

4. Contact Page and Links:

   1. When fixing this issue, start by creating a page in which customers can contact you. After that, make it as easy as possible for customers to access that page. The best way to do that is to add a selection of call-to-action buttons around your site that will link directly to your contact page, making it easier for your customer to get in touch. A typical rule of thumb is to have around 2-3 per page of your website.

5. Keep Current/Fresh:

   1. Do not forget about your website after you create it, you do not have to constantly go over it but make a plan to revisit it at least a couple times a year. The easiest way to do that is by constantly adding pictures to your site. When it comes to blue collar work you can let the quality of your work speak for itself so why not show it off on your site for all to see. This will allow you to showcase your work and keep up to date on your site.

Now if you have made it this far in my blog and you are still wondering why all of these things are important, let me tell you. Your website is like having an employee working for you 24/7 and like any employee you want them to appeal to the customer and work efficiently. More so, most of the time, your website is the first thing the customer will see so you want something professional and easy to use. Additionally, your website can act as the first step in building trust and a connection with your customer, which will only benefit you more over time.

In conclusion, most problems that blue collar business owners face when it comes to their websites are simple. However if neglected or ignored, it will cost you money every day without you ever knowing. When looking over your own site ask yourself if your website does these five things well. If your answer is no, then you will know what needs to be fixed. If your answer is yes, that is awesome and keep it up. But if you are unsure whether your website is helping or hurting, at Elevate Marrketing, we specialize in building sites that actually drive in customers, so let's chat!

Mobiloud. (n.d.). What percentage of internet traffic is mobile? Mobiloud. Retrieved September 05, 2025, from https://www.mobiloud.com/blog/what-percentage-of-internet-traffic-is-mobile