# Debut Marketing Contractor Website Study 2026. Debut Marketing, October 5, 2026. https://debutmarketing.ca/contractor-website-statistics. Please credit Debut Marketing and link to the page.
finding,group,value,unit
Visitor-to-lead conversion rate,0–1.9%,21,percent of websites
Visitor-to-lead conversion rate,2–3.9%,43,percent of websites
Visitor-to-lead conversion rate,4–5.9%,22,percent of websites
Visitor-to-lead conversion rate,6–7.9%,9,percent of websites
Visitor-to-lead conversion rate,8%+,5,percent of websites
Average conversion rate by performance group,Bottom 25%,1.4,conversion rate (%)
Average conversion rate by performance group,Middle 50%,3.2,conversion rate (%)
Average conversion rate by performance group,Top 25%,7.1,conversion rate (%)
Average conversion rate by performance group,Top 10%,8.9,conversion rate (%)
Share of visits by device,Mobile,71,percent of visits
Share of visits by device,Desktop,27,percent of visits
Share of visits by device,Tablet,2,percent of visits
Phone number on a phone,"Tap-to-call button, easy to see",44,percent of websites
Phone number on a phone,Number shown but not tappable,25,percent of websites
Phone number on a phone,Number hard to find,16,percent of websites
Phone number on a phone,No phone number,15,percent of websites
Time until usable on a phone,Under 2 seconds,24,percent of websites
Time until usable on a phone,2–3 seconds,38,percent of websites
Time until usable on a phone,3–5 seconds,27,percent of websites
Time until usable on a phone,5+ seconds,11,percent of websites
Homepage contact option,Quote or request form,31,percent of websites
Homepage contact option,Contact button to another page,47,percent of websites
Homepage contact option,Phone only,17,percent of websites
Homepage contact option,No obvious way,5,percent of websites
Conversion rate by quote form length,2–3 fields,6.8,conversion rate (%)
Conversion rate by quote form length,4–5 fields,4.9,conversion rate (%)
Conversion rate by quote form length,6–8 fields,3.4,conversion rate (%)
Conversion rate by quote form length,9+ fields,2.8,conversion rate (%)
How website leads came in,Phone calls,61,percent of leads
How website leads came in,Forms,31,percent of leads
How website leads came in,Online booking,5,percent of leads
How website leads came in,Email,3,percent of leads
Customer reviews shown,On the homepage,61,percent of websites
Customer reviews shown,Elsewhere on the site,11,percent of websites
Customer reviews shown,No reviews,28,percent of websites
Photos of finished projects,20 or more,13,percent of websites
Photos of finished projects,5–19,31,percent of websites
Photos of finished projects,1–4,10,percent of websites
Photos of finished projects,None,46,percent of websites
People shown,Owner and team,10,percent of websites
People shown,Owner only,19,percent of websites
People shown,Team only,17,percent of websites
People shown,Neither,54,percent of websites
Pricing shown,Detailed pricing,9,percent of websites
Pricing shown,Starting prices or ranges,19,percent of websites
Pricing shown,"""Contact us for pricing""",72,percent of websites
Service explanation,Detailed explanation,41,percent of websites
Service explanation,Basic description,29,percent of websites
Service explanation,Little or none,30,percent of websites
Dedicated service pages,None,28,percent of websites
Dedicated service pages,1–4,31,percent of websites
Dedicated service pages,5–10,27,percent of websites
Dedicated service pages,11+,14,percent of websites
Location content,Several location pages,26,percent of websites
Location content,One service-area page,41,percent of websites
Location content,Neither,33,percent of websites
Insurance information,Clearly displayed,47,percent of websites
Insurance information,Mentioned elsewhere,21,percent of websites
Insurance information,Not mentioned,32,percent of websites
Service area,Clearly stated,61,percent of websites
Service area,Vague or general,23,percent of websites
Service area,Not stated,16,percent of websites
About page content (share of About pages; more than one allowed),Generic company description,45,percent of About pages
About page content (share of About pages; more than one allowed),Team information,42,percent of About pages
About page content (share of About pages; more than one allowed),Company history,38,percent of About pages
About page content (share of About pages; more than one allowed),Owner story,31,percent of About pages
Before-and-after photos,Dedicated gallery,29,percent of websites
Before-and-after photos,Photos scattered around,46,percent of websites
Before-and-after photos,None,25,percent of websites
Video shown prominently (more than one allowed),Project video,11,percent of websites
Video shown prominently (more than one allowed),Owner or team video,9,percent of websites
Video shown prominently (more than one allowed),Testimonial video,7,percent of websites
Video shown prominently (more than one allowed),No video up front,82,percent of websites
Conversion rate by number of trust signals,All three,6.2,conversion rate (%)
Conversion rate by number of trust signals,Two,4.1,conversion rate (%)
Conversion rate by number of trust signals,One,2.9,conversion rate (%)
Conversion rate by number of trust signals,None,2.2,conversion rate (%)
Reply-time message,"""We respond within X minutes""",12,percent of websites
Reply-time message,Same-day reply promise,17,percent of websites
Reply-time message,General contact instructions,28,percent of websites
Reply-time message,Nothing,43,percent of websites
Main way to get in touch,Request-a-quote form,62,percent of websites
Main way to get in touch,Phone only,17,percent of websites
Main way to get in touch,Online booking,14,percent of websites
Main way to get in touch,Email only,7,percent of websites
Weaknesses (more than one allowed),No project photos,46,percent of websites
Weaknesses (more than one allowed),Outdated design,34,percent of websites
Weaknesses (more than one allowed),Stock photography,31,percent of websites
Weaknesses (more than one allowed),No customer reviews,28,percent of websites
Weaknesses (more than one allowed),Broken or outdated content,19,percent of websites
Weaknesses (more than one allowed),Poor mobile experience,18,percent of websites
Conversion rate with the feature,Dedicated service pages,4.5,conversion rate (%)
Conversion rate without the feature,Dedicated service pages,1.7,conversion rate (%)
Conversion rate with the feature,Phone number above the fold,4.5,conversion rate (%)
Conversion rate without the feature,Phone number above the fold,3.3,conversion rate (%)
Conversion rate with the feature,Real project photos,4.3,conversion rate (%)
Conversion rate without the feature,Real project photos,3,conversion rate (%)
Conversion rate with the feature,Prices or ranges shown,4.3,conversion rate (%)
Conversion rate without the feature,Prices or ranges shown,3.5,conversion rate (%)
Conversion rate with the feature,Customer reviews shown,4.2,conversion rate (%)
Conversion rate without the feature,Customer reviews shown,2.3,conversion rate (%)
Average monthly visits from Google search,With location pages,1840,visits per month
Average monthly visits from Google search,Without location pages,1286,visits per month
Single figures,Average visitor-to-lead conversion rate,3.7,conversion rate (%)
Single figures,Websites with an About page,76,percent of websites