What actually works, written down.
Notes from building over a hundred Squarespace sites — positioning, SEO, migrations and the decisions that actually move enquiries. No listicles, no growth-hack theatre.
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What's changing in search and AI answers, what I'm seeing across client sites, and the occasional thing worth stealing. No sequences, no upsells, unsubscribe in one click.
What web design for contractors actually needs to get right
10 min
Web design for contractors is not about a slick homepage. It is a system built to remove hesitation at every step between a click and a signed contract.
The financing page most contractors forget to build
9 min
Many homeowners want the project but not the upfront cost. Here is how a contractor financing options page turns hesitation into a signed contract.
Why a 90-second walkthrough video outperforms your whole photo gallery
10 min
A 90-second walkthrough video can do more selling than an entire photo gallery. Here is how contractors should actually use video on their site.
What your website should do differently in your slow season
10 min
Your busy season and your slow season need different things from your website. Here is how to adjust content and calls to action across the year.
How to present your warranty so it actually closes the deal
10 min
"Satisfaction guaranteed" means nothing without specifics. Here is how to build a contractor warranty page that actually reduces buyer hesitation.
Kitchens only, or everything under the sun? What your website should actually say
9 min
Narrowing your services can feel like turning away business. Here is how specialist and generalist contractor websites actually perform against each other.
The anxiety your website should be defusing before the first call
10 min
The biggest unspoken fear in hiring a contractor is not knowing how long the disruption will last. Here is how your site should address that directly.
Why reviews carry more weight than anything else on a contractor's site
9 min
A five-star average means little without context. Here is how to present contractor website reviews and testimonials so they actually build trust.
Is your contractor website actually built for the phone it's viewed on?
9 min
Homeowners research contractors on their phones, standing in the room they want renovated. Here is how to check if your site actually works there.
The service area page mistake that's capping your local SEO
9 min
One page listing twelve towns does nothing for local SEO. Here is how contractors should actually structure service area pages that rank and convert.
Every contractor says "quality work." Here's how your website says it differently.
9 min
"Quality craftsmanship, on time and on budget" appears on almost every contractor site. Here is what separates a website that stands out from one that blends in.
Why homeowners abandon your quote request form (and how to fix it)
9 min
A long, confusing quote form is the quiet lead killer on most contractor sites. Here is how to find where homeowners are dropping off and fix it.
The trust signals that actually get contractors hired
9 min
Licensing numbers and insurance badges alone will not win a bid. Here is how to present trust signals so they actually change a homeowner's decision.
Why your project gallery is losing you bids before the phone even rings
9 min
Most contractor galleries are just a folder of photos dumped onto a page. Here is what separates a gallery that wins bids from one that gets scrolled past.
What is your homepage
costing you?
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