Why Your Website is Your Most Important Employee
As a contractor in Payson, your website works for you 24/7. It's often the first impression potential customers have of your business. And unlike your best employee, it never calls in sick, never has a bad day, and can handle hundreds of potential customers simultaneously.
But here's the problem: most contractor websites in Payson are actively driving customers away.
I've audited dozens of local contractor websites, and the same mistakes appear over and over. Here are the five most costly—and how to fix them.
Mistake #1: No Portfolio of Your Work
This is the biggest missed opportunity I see. Contractors do incredible work, but their websites show nothing.
The Problem: Homeowners want to see what you can do before they call. No photos = no trust = no call.
The Fix:
- Photograph every completed project (before AND after)
- Create a portfolio page organized by project type
- Include brief descriptions: project scope, timeline, location (neighborhood, not address)
- Add 10-15 of your best projects minimum
Pro Tip: Use your phone's camera—today's smartphones take photos good enough for your website. Natural lighting is your friend.
Mistake #2: Buried or Missing Contact Information
I recently visited a Payson roofer's website where I couldn't find a phone number without clicking through three pages. That roofer is losing calls to competitors every single day.
The Problem: If customers can't contact you in seconds, they'll contact someone else.
The Fix:
- Phone number in the header (visible on every page)
- Phone number should be clickable on mobile
- Contact form on every page (or a sticky contact button)
- Physical address for local trust signals
- Email address for customers who prefer to write
Mistake #3: Slow Loading Website
When a Payson homeowner has a burst pipe or a roof leak, they're not going to wait 8 seconds for your website to load. They're going to hit the back button and call the next plumber on the list.
The Problem: Every second of load time increases bounce rate by 7%. A 5-second site loses 35% of visitors before they even see your content.
The Fix:
- Optimize and compress all images
- Remove unnecessary plugins and scripts
- Use quality hosting (not the cheapest option)
- Test your speed at PageSpeed Insights
- Aim for under 3 seconds on mobile
Mistake #4: Generic Content That Could Apply to Anyone
"We are a team of dedicated professionals committed to excellence and customer satisfaction."
Sound familiar? That's on 90% of contractor websites, and it says absolutely nothing.
The Problem: Generic content doesn't build trust or differentiate you from competitors.
The Fix:
- Write about Payson specifically ("Serving Payson homeowners since 2008")
- Mention local landmarks and neighborhoods you've worked in
- Share your story—why you became a contractor, what you love about the work
- Include real testimonials from Payson customers (with names and neighborhoods)
- Answer questions specific to Utah ("How Utah's freeze-thaw cycles affect your foundation")
Mistake #5: No Clear Call to Action
Many contractor websites are like a brochure: lots of information, no direction. Visitors read, nod, and leave—without ever contacting you.
The Problem: If you don't tell visitors what to do next, they won't do anything.
The Fix:
- Every page should have a clear CTA ("Get a Free Estimate," "Schedule an Inspection," "Call Now")
- Make the CTA button stand out visually (contrasting color, larger size)
- Offer something valuable (free estimate, free inspection, discount for online booking)
- Create urgency when appropriate ("Limited availability this month")
Bonus Mistake: No Google Business Profile
This isn't technically a website mistake, but it's costing Payson contractors more business than anything else.
When someone searches "contractor near me" or "roofer in Payson," Google shows the Maps pack first. If you're not there, you're invisible to your best potential customers.
The Fix:
- Claim your Google Business Profile (it's free)
- Complete every section thoroughly
- Add photos of your work regularly
- Ask satisfied customers for reviews
- Respond to every review
The Cost of Doing Nothing
Let's do some math. Say your average job is worth $5,000, and you close 30% of your leads.
If your website drives away just 2 potential customers per month due to these mistakes, that's:
- 2 lost leads × 30% close rate = 0.6 jobs lost
- 0.6 × $5,000 = $3,000 in lost revenue per month
- $36,000 per year
And that's a conservative estimate.
Ready to Fix Your Website?
Most of these fixes aren't complicated—they just require someone to actually do them. If you'd rather focus on contracting and let someone else handle your website, let's talk.
I specialize in websites for Utah contractors. I understand your business, your customers, and what it takes to turn website visitors into paying jobs.
Get a free website audit and I'll show you exactly what's working, what's broken, and how much it might be costing you.