Harsh? Maybe. True? Absolutely.
Let’s just get this out of the way: if you’re in the home services game—plumbing, HVAC, electrical, handyman, or anything in between—and you’re still using a GoDaddy builder, Wix, or some other off-the-shelf drag-and-drop site, your website probably sucks.
Here’s the reality: your website is either helping your business grow or actively hurting it. There is no neutral. If your site is slow, confusing, outdated, or missing key info, it’s sending customers to your competitors. And most of them won’t even bother telling you—they’ll just bounce.
You might think your website looks good because your friends, family, or coworkers told you so. But here’s the truth: they’re not your customers. They’re not looking at your site in a moment of stress, trying to figure out how to book a service. They’re just being polite.
An awesome-looking website that underperforms is useless.
Even after 20+ years in web design, I still get distracted by shiny things—fancy animations, trendy colors, subtle motion effects. But guess what? None of that matters to your customer. They just want to find your phone number, get a rough price, and book the job. Your website needs to make that dead simple.
1. You Built It on a Bad Platform
If you built your site with GoDaddy, Wix, or some no-name website builder, you’re already fighting an uphill battle. Those platforms are designed for simplicity, not strategy. And while they might be okay for a hobbyist or side hustle, they just don’t have the flexibility, speed, or SEO power that real businesses need.
Why WordPress? I’ve spent 20 years building on WordPress for a reason: it works. It’s flexible, scalable, and built to grow with your business. But even if you don’t use WordPress, your platform should allow you to clearly communicate, look trustworthy, and guide users toward taking action (aka calling you).
There’s no such thing as a “bad” platform—but there are definitely platforms that will hold you back.
Bottom line: Pick a platform that works as hard as you do.
2. There’s No Clear Messaging or Call to Action
Too many trade websites make customers work way too hard. If I land on your homepage and have to ask:
- What do they do?
- Do they serve my area?
- How do I book them?
…then your site is already losing money.
You need one goal: make it dead simple for people to know who you are, what you do, where you work, and how they can hire you. That’s it.
Want to stand out? Add pricing options. Not exact quotes—ranges. Show potential customers what typical jobs cost. It builds trust and filters out the time-wasters who are only shopping the lowest price.
You could even offer a discount in exchange for feedback with a quick Google Form or survey. Open, honest, clear communication always wins.
3. You’re Hiding Your Pricing (Because You’re Scared)
Let’s address the elephant in the crawlspace: most companies are terrified to show pricing on their websites. They worry that customers will run or competitors will copy them.
Here’s the truth:
- If someone’s only shopping for price, they’re not your customer.
- If another company copies your pricing, they still can’t copy your customer experience.
Pricing transparency is a power move.
And if you know your numbers and the value you bring, then showing ballpark pricing is one of the easiest ways to stand out in your local market.
4. Your Site Doesn’t Reflect the Experience You Deliver
Your website should be an extension of the customer experience. If you’re clean, professional, and reliable in person, then your site should look the same. If your techs wear uniforms, drive wrapped trucks, and do high-end work, but your site looks like it was made in 2012, you’re sending mixed messages.
Pro tip: match your web presence to your real-world presence. Be consistent. Be proud of what you’ve built. And make sure your digital first impression doesn’t ruin the job before it starts.
5. There’s Not Enough Information (or Way Too Much)
Strike the balance: don’t overwhelm with jargon, but don’t underwhelm with vague fluff.
Give people:
- Real examples of services
- Areas you serve
- Photos of your work
- Reviews
- FAQs about what to expect
People don’t want to guess. They want to know what happens next, how long it takes, and what it might cost.
Have you talked to your customers? Asked what they want? What frustrates them about your competitors’ websites? Are you delivering what they need?
6. You’re Forgetting That a Good Website Isn’t a Flex — It’s a Tool
Your website should do three things:
- Build trust fast (through clarity, visuals, and reviews)
- Answer questions before someone picks up the phone
- Convert visitors into calls or form submissions
If your website isn’t doing those things, then it’s time for a reset.
A good website is built to work for you — not the other way around.
You will always be competing online. But the more you front-load with strategy, the easier it gets. Fix small things early. Don’t wait until it all breaks.
Final Thought: Be Undeniable
The best home service businesses don’t win because they’re the cheapest. They win because they’re undeniable. Their website, their brand, and their service all line up to say: We’re the ones to call.
Give your customers that level of confidence. Make your website reflect the value you bring. Be upfront. Be bold. Be clear. And most of all: build a site that works for your business, not against it.
You don’t need perfect. You need professional, strategic, and customer-focused. That’s how you stop being the “decent option” and start being the only option.
Need help fixing your website or tightening your brand?
That’s what I do.
