The hardest part about a bad website is that it fails silently. Nobody emails to tell you they went with someone else because your site looked outdated.
But the signals are there if you know what to look for.
Every lead says 'a friend recommended you'
Referrals are great. But if literally every lead is a referral, your website is contributing nothing. In most markets, a healthy contractor gets 30 to 50 percent of new inquiries from search.
You're getting the wrong calls
If half your inquiries are for work you don't do, or for budgets you can't serve, your site isn't qualifying anyone. That's a content problem, and it's costing you hours every week.
People ask questions the site should answer
Do you serve my town? Do you do commercial? Are you licensed? Do you offer financing? Every one of those questions on a phone call is a question your website failed to answer — and for every person who called to ask, several didn't.
You lose bids to companies you know aren't better
When you lose a job to a company you don't respect, it's rarely because their work is better. It's usually because they looked more established at the moment the customer was deciding.
Your Google Analytics shows traffic and no contacts
If people are landing on your site and leaving without calling, you have a conversion problem, not a traffic problem. More visitors won't fix it.
A simple test
Hand your phone to someone who doesn't know your business. Ask them to find out whether you serve their town, what you charge, and how to reach you. Time it.
If it takes more than about thirty seconds, you have work to do.
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