Before someone says yes to working with you, they go through the same stages as any relationship - curiosity, enlightenment, and commitment.
And just like in real relationships, trust is earned.
In construction, relationships are everything.
You build your pipeline through referrals, handshake deals, and doing good work that speaks for itself.
That’s not going away, and it shouldn’t.
But when your first impression happens online, your website has to help move people through that relationship process before you ever talk to them.
Here’s the thing:
75% of users judge a company’s credibility based on its website.
So if your site is outdated, vague, or feels like an afterthought, you’re not just losing leads… you’re losing trust.
The kind of trust that lands bigger projects, better clients, and more consistent work.
Let’s break down how to fix that.
First Impressions Matter - A Lot
We get it. You’re not a web designer. But if your website looks like it was built in 2005 and never touched again, that reflects on how people see your business - fair or not.
A clean, modern design immediately says, “We take this seriously.”
You don’t need fancy animations or bells and whistles.
What you do need is:
- A site that works great on mobile (most traffic will come from phones)
- A clean layout and easy navigation
- Fonts and brand colors that are consistent with your company image
Think of your homepage as a digital handshake.
Is it firm, confident, and clear? Or is it confusing, outdated, and making people second-guess?
Professional Photos (Not Jobsite Selfies)
You shouldn’t have to talk your way into every job.
And yet… so many contractors are stuck doing just that.
Trying to come up with the perfect words every time.
Hoping their reputation carries them over the line.
Your website can (and should) do some of that heavy lifting.
When you’ve got professional photos showing your work, your crew, and the quality you deliver, you give potential clients a reason to believe in your capabilities without saying a word.
Whether it’s:
- Before-and-after shots of completed projects
- In-progress photos that show your attention to detail
- Team headshots or a quick intro to the owner
These small touches build trust. Because at the end of the day, people hire people, not logos.
Your clients want to know who they’re hiring.
A professional, credible website makes them feel like they already do.
Show Your Work - Don’t Make Them Ask
This one’s simple: If you do great work, prove it.
A strong portfolio (or project showcase section) isn’t just a brag board. It’s a trust-building tool.
The best project pages include:
- A quick summary of the job
- A few quality photos (ideally with context)
- What kind of client or industry it was for
You can even tag projects by service (build, remodel, design-build), by industry (retail, office, medical), or by location. Make it easy for someone to see that you’ve done what they need.
This helps move people from curiosity to enlightenment.
It’s the moment they realize, “Okay, this team knows what they’re doing and they can solve the problem I have.”
Have the Right Sections on Your Homepage
Most general contractor websites are missing the basics that actually convert visitors into leads.
If someone lands on your homepage and has to figure out what you do, how to contact you, or whether you’re legit… they’re already gone.
Make sure your homepage includes:
- A clear headline that says who you are and what you do (no fluff)
- A quick intro to your services
- Trust signals like testimonials, licensing, associations, or logos of past clients
- A visible, no-nonsense call to action (“Get a Quote,” “Start Your Project,” etc.)
Want more detail? Check out this post on homepage structure.
Your homepage should move visitors through the first two relationship stages - curiosity and enlightenment - so they’re ready for that third stage: commitment.
Bonus: Words Matter More Than You Think
Thankfully, you don’t need to sound like a poet.
You just need to sound like you - on your best day.
Website copy should be:
- Clear and to the point
- Focused on the client (not just “we” statements)
- Free of typos or grammar issues that kill professionalism
Think of it like this: your buddy might refer you to a project manager. But once they Google your name and click your site… that referral only goes as far as your site backs it up.
Your Website Is a Sales Tool, Not a Business Card
Here’s the real talk: handshake deals don’t build credibility anymore.
When someone lands on your website, they’re asking one question:
“Can I trust this company?”
A polished general contractor website doesn’t just answer that, it makes awarding you the project a no-brainer.
If you’re tired of chasing small jobs, answering the same questions over and over, or feeling like you’re constantly proving yourself… your website might be the thing holding you back.
Ready to fix it? That’s exactly what we do with the Two Week Website. You don’t need a 6-month design process. You need something clean, credible, and built to convert. Fast.
If you want to see if Two Week Website could work for you, schedule a huddle and we'll talk through whether or not a new website can help you.
