These SEO Mistakes Could Be Costing Your Contracting Business Thousands

June 27th, 2025

by Jaden Galinato

If you're like a contractor who’s great at transforming kitchens but clueless about digital marketing — you might not realize your website is scaring leads away. But don’t worry, you’re not alone! Many local contractors in Madison and across the U.S. build beautiful homes but forget that their website is a digital storefront — one that can cost them thousands in missed opportunities.

Today, we’re going to help you flip the script. With this blog, you’ll know exactly what key mistakes you might be making on your website, and how to get your site at the top of Google searches. At Grandir Solutions, we specialize in helping local service businesses like yours turn websites into lead machines. 

So here's how your site might be sabotaging you — and what to fix first.

Looking for Something In Particular?

• How Do I Know If My Website Is Hurting My SEO?

• You’re Missing the Power of Service Page SEO

• Your Headers and Keywords Are Vague or Missing

• You Don’t Have Enough Copy to Rank

• Your Contact Page Isn’t Doing Its Job

• Your Site is a Maze — and People Are Clicking Away

• Your Site Looks Awful on Mobile

• Your Website Loads Like It’s Stuck in 2008

• You’re Not Updating Your Content Regularly

Look for signs like low traffic, poor mobile usability, and outdated or thin content. Tools like Google Analytics can help, or we can run a free audit.

It’s the same for your business. If someone searches for “basement remodeling in Los Angeles,” they don’t want your homepage — they want your basement remodeling page. You want to make it easy for your customers–especially if it’s their first time on your site–so they can see exactly what you do, and will book a consultation.

Which means you’ll want to create a dedicated page for every service you offer: kitchen remodeling, basement finishing, flooring installation, etc. What most contractors who aren’t marketing-savvy make the mistake of is having 1 service page, with a bulleted list of everything they do. And while it technically gets the job done, you’re missing out on tons of potential leads…

Quick Tips:

• Use location-specific keywords like “Madison kitchen remodel” or “Sun Prairie basement finishing.” (So that people searching for these terms are more likely to find you)

• Include testimonials, images, and FAQs to entice your audience to choose you, and build trust.

• Add a strong call-to-action (CTA) on each page that directs your audience to your contact page so they can easily book a quote.

Google reads your site like a table of contents. If your headers just say “Welcome” or “Our Work,” neither Google nor your customers will know what you do.

So instead, you’ll want to:

• Use headers like “Kitchen Remodeling in Madison, WI” or “Custom Basement Renovation Services.”

• Make sure each page includes naturally written keywords — not stuffed, but woven into the copy in a way that sounds human.

• Use H1 (the primary header) for page titles and H2s (secondary headers) for subtopics (e.g., Process, Pricing, Reviews).

What’s a good keyword for my service page?

Use specific terms people search for, like “bathroom remodeler in Madison WI” instead of generic phrases like “best remodeling.” (overused keyword, good luck trying to rank with that)

“Copy” or “Copywriting” is a term in marketing that essentially means marketing text. In this case, it’s the words that are on your site. Many contractors worry that “too many words” clutter their site, so they’ll keep it brief and let their photo gallery do the heavy lifting. 

The problem is, thin content won’t rank. A photo gallery won’t tell Google — or your potential customer — anything about your service quality, locations, or process. Not only does having good copy SEO optimize your site, but it will convince your audience why you’re the best contractor in your city, why your services are better than the rest, and show that your customers trust you.

What to Fix:

• Add at least 400–600 words to each service page. Really try to describe each service and your processes, instead of just plotting basic bullet points. (Quotes from happy customers are great here)

• Talk about what makes your service unique, what areas you serve, and how long projects typically take.

• Use natural language over contractor jargon, just like you’d explain it to a homeowner. The average homeowner doesn’t watch HGTV all day.

You've convinced someone you’re legit… but they can't find your number, or your form is broken. That’s a lost lead. This is the last piece of the puzzle before someone a viewer turns into a customer, so this needs to be dialed in.

What to Fix:

• Ensure every service page links directly to your contact page.

• Add contact forms or click-to-call buttons on each page.

• Keep it simple: Name, phone, service interest.

A confusing website feels like walking into a cluttered workshop. People leave quickly, assuming your actual work is just as messy.

It’s like clicking on a restaurant’s site but you can’t find the menu. What do you do? You click off and look for another place. Your leads are moving on to your competitors if they can’t find what they’re looking for (which is also why we have separate service pages)

What to Fix:

• Keep the navigation bar at the top of your site clean and clear, don’t put a million pages there.

• Use logical structure: Home → Services → Kitchen Remodeling

• Include CTAs that lead to your contact page on each page of your site (“Schedule a Free Estimate,” “Get a Quote Now”).

Over 60% of your visitors are on their phones. If your text is tiny, the buttons are hard to tap, or your photos won’t load, they’re gone. We call this mobile-optimization. Your website needs to be in tip-top shape especially on your phone.

What to Fix:

• Make sure images aren’t too big, buttons are thumb-sized, and pages load in under 3 seconds.

• Look over the text, make sure your audience can read it (the ideal font size is 16 pixels)

Pro Tip: A mobile-optimized site also boosts your rankings on Google. Don’t take this lightly!

If it takes more than 3 seconds to load, you’re already losing visitors.

What to Fix:

• Compress your images

• Use a modern website platform or talk to your developer about speeding things up

• Check tools like GTmetrix or PageSpeed Insights for easy wins

Google rewards fresh, relevant content. If your last update was in 2019, you’re giving your competitors a leg up.

What to Fix:

• Start a simple blog (like this one!) that answers real homeowner questions.

• Share project spotlights, before/after transformations, or tips like “Top 5 Budget Kitchen Updates.”

• Use internal links to your service pages.

How often should I update my website?

At least monthly. Add blogs, testimonials, and new project photos to stay relevant and keep ranking. Posting on social media is a must-do, too.

Final Thoughts: Your Website Should Work as Hard as You Do

Your website is your #1 sales tool — not something to set and forget. With just a few key fixes, you can transform it into a lead-generating, SEO-optimized machine and have leads knocking on your digital front door!

At Grandir Solutions, we’ve helped dozens of local contractors go from invisible to top-ranked on Google. Whether you need a website refresh, SEO strategy, or done-for-you copy, we’ll help you dominate your area.

Want us to take a look at your site and show you what to fix — for FREE? Book a Free Discovery Call

You Might Be Interested In:

• 4 Hidden Mistakes That Are Costing You The #1 Rank On Google

• New SEO Rules for Small Businesses in 2025: What You Must Know

• 7 Proven Website Hacks to Increase Home Improvement Sales