What “Good” Website Performance Looks Like for a Remodeling Company

A lot of remodelers tell us some version of:

“We have a website… but we’re not sure if it’s actually doing its job.”

You might see some traffic in Google Analytics. Maybe a few form fills. Maybe the phone rings a bit more. But what does “good” actually look like for a remodeling website?

You don’t need to obsess over every metric. You do need a simple way to tell whether your site is:

• Bringing in the right people
• Turning enough of them into real conversations
• Supporting the size and type of projects you actually want

This guide walks through a practical view of “good” website performance for a local remodeling company—and how to think about the numbers in a way that connects to real projects, not just graphs.

First: “Good” Doesn’t Mean Huge Traffic

For a local remodeler, “good” doesn’t mean tens of thousands of visitors a month.

It means:

• The right homeowners are finding you (in your service area, with the right kinds of projects).
• Enough of them are taking a next step (call, form, consultation request).
• A steady portion of those leads turn into projects you actually want.

You can think of it in three layers:

1. Qualified traffic – people you’d actually be willing to talk to
2. Conversion – how many of those people raise their hand
3. Lead quality – how many turn into the kind of work you want more of

Let’s break each of those down.

Layer 1: What “Good” Traffic Looks Like for a Remodeler

For most local remodeling companies, a healthy site doesn’t look like national e-commerce numbers. It looks more like:

• A few hundred to a few thousand visits a month
• The majority from your region
• Growing steadily over time instead of flatlining

Signs your traffic is on the right track:

• Most of your organic search traffic comes from people in your service area.
• You’re seeing visits from searches like “kitchen remodeling {{city}}” or “bathroom remodeler near me.”
• When you launch new pages (for key services or cities), they start to show up in the data over the next few months.

Signs your traffic is off:

• A lot of visits from outside your state or region.
• Almost all traffic is branded (people who already know your name) and very little from service/location searches.
• Big spikes from bots or random referrals that never turn into leads.

Layer 2: What “Good” Conversion Looks Like

Traffic is only useful if it turns into conversations.

For a remodeling site, the main conversion actions usually are:

• Contact forms (consultation requests, “start my project,” etc.)
• Tap-to-call phone calls from mobile
• Sometimes: estimate requests, design inquiry forms, or downloadable guides

A site that’s doing its job typically:

• Makes it very easy to contact you from any key page
• Explains what happens when a homeowner reaches out
• Removes friction (confusing forms, buried phone numbers, vague CTAs)

Signs your conversion is in a healthy place:

• You see a predictable number of inquiries each month from the website (not just referrals).
• A noticeable portion of those inquiries mention your site or “found you on Google.”
• Contact form submissions and tracked calls follow your seasonality but don’t disappear completely in off months.

Signs your site is leaking conversions:

• You get decent traffic but very few form fills or calls.
• Most contact is coming from your phone number listed elsewhere (Yelp, Facebook, directories) rather than from the site itself.
• Homeowners say things like “I couldn’t tell how to get in touch” or “I wasn’t sure what would happen after I sent a message.”

Layer 3: What “Good” Lead Quality Looks Like

This is where the numbers start to tie back to reality.

You don’t just want more leads. You want:

• Projects in the right service areas
• The right types and sizes of projects
• Homeowners whose expectations roughly match what you do

Signs your lead quality is in a good place:

• A majority of website leads are asking for services you actually offer.
• You’re getting inquiries for projects that match the photos and stories on your site (kitchens, baths, additions, etc.).
• You see a clear link between featured work on the site and the jobs people ask about (“We saw your white kitchen remodel in {{City}} and want something similar.”).

Signs lead quality is off:

• Many leads are outside your service area.
• You’re flooded with requests for small handyman jobs when your site shows full remodels—or vice versa.
• Homeowners constantly ask for work you don’t do or budgets that don’t match what you show.

Your website can strongly influence this by:

• Clearly stating your service area
• Showcasing the types of projects you want more of (and being honest about typical scope)
• Briefly setting expectations around process and investment without scaring people off

What you can visually show:

You might not want to share exact numbers publicly, but you can:

• Create a simple graphic: “Before: mostly small repair inquiries. After: more full kitchen/bath/addition leads.”
• Or highlight a project where the homeowner explicitly said they reached out because of a specific portfolio piece on your site.

Layer 4: What “Good” Looks Like Over Time

A healthy remodeling website doesn’t explode overnight and then flatline. It tends to:

• Grow gradually in traffic
• Become a larger share of your lead mix
• Support more of the project types you want as you refine it

Over 6–18 months, “good” often looks like:

• Steady increase in search-driven traffic from your service area
• Website leads becoming a consistent, predictable part of your pipeline
• More homeowners referencing your website in conversations (“We loved your portfolio,” “Your process page made a lot of sense,” etc.)

If you’re tracking results for your own company or for clients, you can tell this story through:

• Basic analytics screenshots
• Case studies that show search visibility + leads + the types of jobs booked

“Good” Is Relative to Your Size, Market, and Goals

There’s no single magic number that defines a “good” remodeling website.

A design-build firm doing large, whole-home projects will have a very different target than a small remodeling company focused on bathrooms and basements. What matters is:

• Your site is driving consistent, qualified inquiries
• Those inquiries are trending toward the kinds of projects you actually want
• You have a clear view of what’s working and where to improve

You don’t need a perfect dashboard to start. Even simple tracking can tell you a lot:

• How many leads per month mention “found you online”
• How many forms and calls come through the site
• Which pages homeowners look at before contacting you (portfolio, process, specific services)

Want a Straightforward Read on Whether Your Website Is “Good Enough”?

If you’re looking at your numbers — or lack of numbers — and thinking:

“I honestly don’t know if this is good, bad, or somewhere in between,”

you’re not alone. That’s exactly where many remodelers are when they come to us.

Our team can review your website through the lens of a homeowner and a marketer and give you a clear, plain-English readout:

• How your current performance compares to what we’d expect for a remodeler like you
• Where your site is helping you—and where it’s quietly holding you back
• The order we’d tackle improvements so you see the most impact with the least chaos

Reach out to us, and we’ll take a look at your site and share a simple, prioritized game plan to get it closer to “good” by the numbers that actually matter.