Contractor Website Statistics 2026: What Turns a Visit Into a Call

A contractor website has one job: turn someone who found you into a phone call or a quote request. Most do it badly, and the owner never finds out, because nobody calls to say they left.

So we looked at the numbers behind more than 750 Canadian contractor websites: how many visitors become leads, where those visitors come from, and what the best sites show that the rest don't. Here is what we found, grouped by topic, with what each number means for your website.

The average contractor website turns 3.7% of visitors into a lead

That's fewer than 4 leads for every 100 people who visit. Two in three contractor websites (64%) sit below that line.

The best sites get about 6 times the leads from the same traffic

The top 10% of contractor websites turn 8.9% of visitors into leads. The bottom quarter turns 1.4%. Send both the same 1,000 visitors and one gets about 89 leads while the other gets 14.

What this means for contractors: fix the website before you pay for more traffic. Doubling how many visitors call you brings in as many new leads as doubling your ad budget, and you only pay for it once.

71% of visits come from a phone, and most sites aren't built for it

Seven in ten visits to a contractor website come from a phone. That's far more than the web as a whole: across all Canadian web traffic, phones made up 46% of visits in September 2026.² Homeowners look you up when something needs fixing, and they're usually not at a desk.

Only 44% make it easy to call

Fewer than half of contractor websites have a phone number you can tap to call on a phone. A quarter show a number you can't tap, 16% bury it, and 15% have no number at all. In our study of Canadian home builder websites, only 19% showed a phone number on a phone without scrolling.³

38% take longer than 3 seconds to be usable

Only a quarter of contractor websites are usable on a phone in under 2 seconds. Speed costs leads: 53% of mobile visits are abandoned when a page takes longer than 3 seconds to load,⁴ and lead pages that load in 1 second convert 3 times as well as pages that take 5.⁵ In our homeowner survey, 26% said a slow website had made them leave a contractor's site.⁶

What this means for contractors: open your website on your own phone. You should see a tap-to-call number without scrolling, and the page should be usable before you finish reading the first line.

6 in 10 website leads come in as a phone call

Phone calls bring 61% of website leads, forms 31%, online booking 5% and email 3%. That matches what homeowners told us: 63% reach out to a contractor by phone first.⁶

Most contractor websites still make the visitor work to get in touch. Only 31% have a quote or request form on the homepage; 47% send people to a separate contact page, 17% offer only a phone number and 5% have no obvious way to reach them. Online booking is rare too: 14% let homeowners book online, and 62% rely on a request-a-quote form as the main way in.

Short forms convert 2.4 times better

Forms that ask only for a name, a phone number and the service converted 6.8% of visitors. Forms with 9 or more fields converted 2.8%.

What this means for contractors: put a tap-to-call number at the top of every page and a 3-field quote form on every page, then make sure every call gets answered. If you can't pick up on the job, an instant text-back keeps the lead warm until you can.

Reviews, project photos and real people make the difference

We compared websites with and without the things homeowners say they look for. Every one of them lifted the share of visitors who became leads.

Reviews: 83% more leads

72% of contractor websites show customer reviews, 61% on the homepage. Sites that show reviews convert 4.2% of visitors; sites without them convert 2.3%. 97% of consumers read online reviews for local businesses,⁷ and "no reviews" was the top reason homeowners in our survey left a contractor's website (33%).⁶ Our guide to how many Google reviews you need has targets by region.

Project photos: 43% more leads

Only 54% of contractor websites show photos of finished jobs, and 46% show none. Sites with real project photos convert 4.3% of visitors against 3.0% without. Only 29% have a proper before-and-after gallery, and only 18% put video up front: project videos (11%), owner or team videos (9%) and testimonial videos (7%).

Real people: most sites don't show who you would be hiring

Only 29% of contractor websites show the owner, and 54% show neither the owner nor the team. That's a missed chance: 53% of homeowners in our survey said photos of the real team or owner make them trust a contractor's site more.⁶ Eye-tracking research found the same thing years ago: people skip stock photos of generic people and look closely at photos of the real people behind a company.⁸

All three together: 2.8 times the leads

Websites that show real project photos, customer reviews and real photos of the owner or team convert 6.2% of visitors. Websites with none of the three convert 2.2%.

What this means for contractors: replace every stock photo with your own jobs and your own crew, and put your Google reviews on the homepage. No photos yet? One photo and video shoot fills a website for years.

72% of contractors hide their prices

Only 28% of contractor websites give any idea of price: 9% show detailed pricing and 19% show starting prices or typical ranges. The rest say "contact us for pricing".

Sites with some pricing convert 23% better: 4.3% of visitors against 3.5%. Homeowners want it. 97% of US homeowners in a 2025 survey said they expect a contractor to be clear about price before they hire,⁹ 70% of HVAC customers said they were more likely to call a contractor who is open about pricing,¹⁰ and 39% of homeowners in our own survey said pricing information makes them trust a contractor's website.⁶

What this means for contractors: you don't need a price list. A "starting at" price or a typical range for your main jobs is enough. It turns away people who were never going to hire you and tells the rest you're worth a call.

Websites with service pages get 2.6 times the leads

28% of contractor websites have no service pages at all, and 59% have four or fewer. Sites with a page for each service turn 4.5% of visitors into leads. Sites that put everything on one generic homepage turn 1.7%.

What's on the page matters as well. Only 41% of contractor websites clearly explain what each service includes; 29% give a short description and 30% say little or nothing.

What this means for contractors: give every job you want more of its own page, and say what's included, how long it takes and what it costs to start. It's the single biggest difference in our data, and it's how we build every contractor website.

Location pages bring 43% more search traffic

Only 26% of contractors have pages for the towns they serve. 41% have one service-area page and 33% have neither. Contractors with location pages average 1,840 visits a month from Google search, against 1,286 for those without.

What this means for contractors: name the towns you work in, and give your main ones a page each that talks about real jobs there. Our local SEO work starts with exactly that.

Most sites leave out the details that build trust

53% of contractor websites don't show proof of insurance where people can see it: 21% mention it somewhere and 32% never do. Homeowners may not ask, but they notice. In a TrustedPros survey of 395 Canadian contractors, 68% said clients ask to see their liability insurance, while about 70% said clients had never asked to see a trade licence.¹¹ Work quality, reputation and being licensed and insured all rank above price when homeowners choose a pro.¹²

About pages are a missed chance too. 76% of contractor websites have one, but most read like filler: 45% carry a generic company description, 42% say something about the team, 38% give the company history and only 31% tell the owner's story.

43% say nothing about how fast they reply

Speed is what homeowners judge you on next. Firms that contact a web lead within an hour are nearly 7 times as likely to qualify it as firms that wait even an hour longer.¹³ 81% of homeowners in a Sweeten survey said returning calls quickly was one of the most important things when choosing a contractor,¹⁴ and in our survey 58% said they would contact someone else if they didn't hear back within 24 hours.⁶

What this means for contractors: say how fast you reply ("we call back within the hour") and then do it. Our homeowner survey shows what people expect.

What holds the average contractor website back

Looks are not the main problem. The most common weakness is missing proof: no photos of finished jobs on 46% of sites, stock photography on 31% and no reviews on 28%. An outdated design (34%) is part of it, and in our homeowner survey 31% said a site that looked outdated had made them leave.⁶

The websites that win share the same habits: their own job photos, reviews on the page, a page for each service and town, a phone number you can tap and a short form. They answer the questions a homeowner has before picking up the phone.

How to use these statistics

A checklist for your own website, in the order that pays back fastest:

• Put a tap-to-call phone number at the top of every page, visible on a phone without scrolling.
• Add a quote form with 2 or 3 fields to every page, and say how fast you reply.
• Show your Google reviews on the homepage.
• Replace stock photos with your own finished jobs, your crew and the owner.
• Give each service you want more of its own page, with what's included and a starting price or typical range.
• Name the towns you work in, and give your main ones a page each.
• Show proof of insurance and licensing where people can see it.
• Check that the site is usable on your phone in under 3 seconds.