If you’re a home remodeling company, there’s a good chance most of your work still comes from referrals and repeat customers. That’s great… until you realize your website isn’t pulling its weight.
In a lot of remodeler sites we review, the problem isn’t that the business is “bad at marketing.” It’s that the website has a handful of quiet red flags that make homeowners bounce, hesitate, or move on to a competitor.
Here are seven of the most common issues — and how to fix them.
Red Flag #1: Homeowners Can’t Tell What You Actually Do in 5 Seconds
If a homeowner lands on your homepage, can they tell—quickly and clearly:
- What you specialize in (kitchens? whole-home? additions?)
- Where you work
- What the next step is?
On many remodeling sites, the hero section is vague:
“Quality you can trust.”
“Bringing your dreams to life.”
…but no mention of “Kitchen & Bath Remodeling in Appleton, WI” or “Whole-Home Renovations in the Fox Valley.”
Why it kills leads:
Confused visitors don’t stick around. If they have to work to figure out whether you even serve their project type or area, they’ll hit the back button and click the next contractor in Google.
Fix it:
- Use a clear, specific headline: “Kitchen & Bath Remodeling in {{City}}” “Whole-Home & Addition Remodeling in {{Region}}”
- Add a simple subheadline that speaks to the value or experience.
- Include one primary call-to-action (CTA): “Request a Consultation” or “Schedule a Design Call”
Red Flag #2: Your Contact Page Is a Dead End
Homeowners who click “Contact” are as warm as it gets. But many remodelers send them to:
- A bare email link
- A one-field form with no explanation
- Or a form buried under a wall of text
Why it kills leads:
- Homeowners don’t know what happens after they submit.
- There’s no option if they prefer to call.
- It feels like sending a message into the void—not the first step in a high-ticket project.
Fix it:
A strong contact page should:
- Offer at least two ways to contact you (form + phone).
- Set expectations: “We’ll respond within one business day to schedule a quick call about your project.”
- Ask only for the essentials (name, email/phone, project type, rough timeframe).
Reassure them this is not a commitment to hire—just a first step.
Red Flag #3: Your Portfolio Is Pretty—but Not Persuasive
You might have dozens of beautiful project photos. But if your portfolio is just a grid of images with no context, homeowners are forced to guess:
- What type of project is this?
- How big was the scope?
- Is this the kind of work you actually want more of?
Why it kills leads:
Homeowners don’t just want to see that you can build something; they want to see that you’ve done projects like the one they’re imagining—and that you can guide them through the process.
Fix it:
Structure portfolio projects so each one tells a mini-story:
- Project type & location: “Kitchen Remodel – Brookfield, WI”
- Starting point: “Dark, closed-off kitchen with limited storage.”
- What you did: “Removed a wall, added custom cabinetry, expanded island, updated lighting.”
- Result: “Brighter, more functional family space with seating for five.”
- Call-to-action: “Interested in a similar kitchen remodel? Request a consultation.”
Highlight the kinds of projects you want more of—if you want full kitchen remodels, don’t let small backsplash jobs dominate your gallery.
Red Flag #4: Mobile Is an Afterthought
Most homeowners will first check you out on their phone—often while multitasking. On many remodeling sites:
- Text is tiny or cramped.
- Menus cover half the screen.
- Phone numbers aren’t click-to-call.
- Forms are hard to use with a thumb.
Why it kills leads:
If it’s frustrating to read or contact you on mobile, they’ll move on. You’re competing with remodeling companies whose sites are built to be tapped, not just clicked.
Fix it:
- Make your phone number click-to-call in the header and contact page.
- Use a simple mobile menu with only key pages: Home, Services, Portfolio, About, Contact.
- Ensure forms are easy to use on a small screen: large inputs, minimal fields.
- Check key pages on your own phone—could you get in touch in under 20 seconds?
Red Flag #5: No Clear Service or Location Pages
If your homepage is the only place that mentions what you do and where you work, you’re making homeowners — and Google — work harder than they should.
Common issues:
- No dedicated pages for kitchens, baths, additions, basements, etc.
- No page that clearly outlines your service area.
- Vague copy like “serving the greater area” with no specific cities.
Why it kills leads:
- Homeowners want to confirm: “Do they even handle my type of project in my area?”
- Search engines have less clarity on which searches you’re relevant for (e.g., “kitchen remodeler Oshkosh” vs. “bathroom remodeler Neenah”).
Fix it:
- Create clear service pages:
- “Kitchen Remodeling”
- “Bathroom Remodeling”
- “Home Additions & Whole-Home Renovations”
- Add a service area page listing the main cities/towns you serve and a brief note on typical project types in each.
On each service page, use simple, specific language: “We design and build full kitchen remodels in {{City}} and surrounding communities.”
Red Flag #6: No Social Proof Where It Matters
You might have great reviews on Google or Facebook—but if a homeowner has to go hunting for them, your website is missing a huge trust signal.
Common gaps:
- No testimonials on high-intent pages (service, portfolio, contact).
- No mention of rating (e.g., “4.8 stars on Google”).
- No recent projects or client feedback highlighted.
Why it kills leads:
Remodeling is high-risk for homeowners: strangers in the house, large budgets, long timelines. They want reassurance that others have had a good experience with you.
Fix it:
- Add short, specific testimonials to key pages—especially near CTAs.
- Include at-a-glance trust markers:
- “50+ 5-star Google reviews”
- Association memberships, awards, certifications (without overloading the page).
- Rotate in recent reviews that mention:
- Communication
- Cleanliness
- Staying on budget / timeline
- Respect for the home
Red Flag #7: No Clear Next Step on Any Page
Even when a remodeling site looks great, there’s often no clear answer to:
“Okay, if I like what I see… what do I do now?”
Pages end abruptly. CTAs are inconsistent (“Contact,” “Learn More,” “Request Info”). There’s no clear, named first step in your process.
Why it kills leads:
Homeowners are already nervous. If the path forward feels vague or high-pressure (“Get a Quote” with no explanation), they’ll hesitate. A confused mind doesn’t convert.
Fix it:
- Choose one primary call-to-action and use it consistently:
- “Request a Consultation”
- “Schedule a Design Call”
- “Start with a Project Review”
- Briefly explain the first step:
- “Share a few details about your project. We’ll follow up within one business day to ask a few questions and see if we’re a fit.”
Add a CTA section to the bottom of every key page—don’t make them scroll back up to find your contact link.
Bringing It All Together
You don’t need a completely new website to start fixing these issues. In many cases, tightening up:
- Your homepage hero
- Contact page
- A few key service pages
- Mobile experience
- Social proof
- CTAs
…can make a noticeable difference in how many visitors turn into actual inquiries.
If you’re looking at this list and wondering how your own site stacks up, you don’t have to guess. Share your website URL with our team, and we’ll point out which of these seven red flags are getting in your way — along with 3–5 practical fixes you can roll out over the next few months.
No pressure and no hard pitch — just straightforward feedback you can use to turn more website visitors into qualified remodeling leads.
