What to Say on Your Website (and What to Cut)

Last Updated on February 5, 2026 by Dan Stenabaugh

Most contractor websites fail for one reason:

they say too much of the wrong stuff.

Homeowners don’t read your site to admire it.

They read it to answer three questions fast:

• What do you do?
• Can I trust you?
• How do I reach you?

What to say

Every contractor website should clearly state:

• What you do: “We replace and repair residential roofs.”
• Where you work: “Serving homeowners in and around Dayton.”
• Why you’re reliable: “Licensed, insured, and doing this for 15 years.”
• What to do next: “Call for a free estimate.”

That’s it.

What to cut

Get rid of:

• Long “About Us” stories no one reads
• Industry jargon homeowners don’t understand
• Buzzwords like solutions, innovative, cutting-edge
• Anything that doesn’t help someone hire you

If it doesn’t lead to a call, it doesn’t belong.