If someone urgently needs your home service, they aren’t going to wait for a friend’s referral—they’re searching now. Is your website ready, or is it an afterthought?
Many home services businesses treat their websites like they are unimportant. You might have a few key pages and a phone number, but it’s nothing fancy. When developed correctly, your site can actually serve as an always-on business builder.
While you’re out sweating on a jobsite, your website can be shmoozing with high-quality photos and targeted messaging. Think of your site like your top-performing salesperson, working 24/7. That would be well worth the effort spent to develop it, don’t you think?
Here’s how to make your home services business website work just as hard as you do.
Do not settle for a cookie-cutter website–invest in design
Too many home services websites look the same. You’ve probably seen your competitors’ sites, full of stock photos, generic templates, and minimal branding.
If home services have cookie-cutter websites, then good design is a powerful opportunity to stand out.
In a crowded local market, first impressions matter.
To stand out instantly, you need a professional, unique-looking website that’s unlike all the other guys. People need to understand you and trust you within seconds. Design can help.
- Use your brand colors and a modern layout
- Avoid cheap-looking templates or sites that feel dated
- Ensure mobile visitors can enjoy your site (many clients will be on their phones in a rush)
Of course, design is the tip of the iceberg. You also need a fast-loading site—they’re not going to wait around for images to load while their boiler is broken during a deep freeze. A developer can help you balance speed with design.
Choose words and images that build trust
Running a service-based business is not for the faint of heart. Here’s the challenge:
How do you prove you’re reliable and experienced before someone even calls?
The answer?
A good website. Websites with thoughtful messaging and real images that reflect the quality of your work can do the heavy lifting of building trust. Strategic, transparent content earns trust even before they hear your voice on the phone.
On the one hand, every business should have a unique approach.
But there are some universal strategies for messaging:
- Speak directly to the customer’s stress and how you solve it
- Highlight guarantees, licenses, years of experience, or certifications
- Keep your language friendly, confident, and easy to skim
Here’s how to think about images on your website:
- Use real photos of your team, trucks or work vehicles, and completed work
- Show safety, professionalism, and attention to detail
- Avoid overused stock imagery
Always include testimonials or reviews directly on your homepage or service pages. Social proof reinforces reliability and softens the “salesy” vibe.
Make it super easy for them to reach you
The reality is that people don’t want to dig through your website. They need help fast.
Yes, it’s helpful to have an About Us page and a Testimonials page. But your Contact info needs to be everywhere, at the top of every page, repeated throughout, highly visible and easy to find.
Here’s what converts:
- Clear and visible calls to action (buttons like “Call Now” or “Get a Free Estimate” or “Schedule Service”)
- 24/7 answering service or phone number that suggests availability, even after hours
- Optional live chat or SMS feature for quick contact without calling
There’s one common mistake we need to address before we move on, and that’s the contact form.
We see many home services professionals using lengthy contact forms with a ton of required fields. Your client is in an emergency!
We know it’s tempting to front-load and use your forms to collect as much information as possible. But the reality is that this type of upfront hassle will be too much of a barrier, and people just won’t reach out if your form is too complex.
Showcase something, even if you don’t have a portfolio
Listen up: Your website needs to show people something that’s impressive.
You don’t need to be a contractor or a remodeler to take pride in your work. All home service providers, from HVAC to plumbing, can benefit from showing off their past jobs and expertise in an online portfolio. Trust us, people really do want to see photos of grungy pipes and perfect mini-split installs.
Not sure what to include?
Here are some portfolio ideas for home services professionals:
- “Recent Projects” or “Our Work” page with before-and-after photos
- Case studies of successful jobs (e.g., “How We Repaired a Furnace in Under 2 Hours During a Blizzard”)
- ”Day in the Life” photo series of your team at work
- Short job stories that explain your process and professionalism
As a bonus, you could include a service area visual with maps and pins that show neighborhoods you’ve worked in.
The goal is to help new customers visualize what it’s like to work with you before they pick up the phone. What can you show them?
Review and next steps
Even if referrals still matter, your website is often the first real impression someone has of your business. It needs to say: “We’re local, we’re trustworthy, and we’re ready to help.”
Thoughtful design, clear images, and trustworthy messaging help you stand out online. Make sure you highlight your past work, even if it’s not a traditional “portfolio.”
Done right, your website should be your hardest-working employee: building credibility, winning new jobs, and helping your business grow. We’re ready to give you the boost you need.