Most contractor ad spend is lost on the page after the click. Use this checklist before any page goes live, and re-check it whenever conversion rate drops.
1. Message match
- The headline repeats the ad’s offer in the same words
- The page names the service and the area you serve
- The image shows the kind of work the ad promised
2. Above the fold on a phone
- Headline, one supporting sentence and the primary action are visible without scrolling
- Tap-to-call phone number
- Short form or a clear button to it
3. The form
- Ask only what helps you qualify and route: name, phone, ZIP or address, and one or two job questions
- Visible labels on every field, not just placeholder text
- Clear success message that says what happens next
4. Proof a skeptical homeowner accepts
- Real photos of your crew and completed work
- Reviews with names and neighborhoods, where you have permission
- License and insurance stated plainly
5. Remove distractions
- No full site navigation
- No sliders, autoplay video or pop-ups
- Every section either builds trust or moves toward the action
6. Speed and tracking
- Loads quickly on a phone; compress images
- Form submissions, calls and phone-link taps are tracked
- Thank-you page or success state fires the conversion event
Scoring your page
| Check | Pass? |
|---|---|
| Message match with ad | ☐ |
| Phone visible above the fold | ☐ |
| Form has 5 fields or fewer | ☐ |
| Real local photos | ☐ |
| No navigation or pop-ups | ☐ |
| Conversions tracked | ☐ |
Your next step
Open your current page on your phone and score it. Fix the first failed check before changing anything else. Related: contractor landing pages, how to get roofing leads and how we measure the work.
Want a second set of eyes on your lead system? Book a strategy call or call 737-329-5526.