⚡ QUICK SUMMARY
Most contractor websites talk about the business. A real salesperson talks about the customer. If your site reads like "we do this, we do that" instead of solving their problem - it's a brochure, not a sales tool.
Here's a question. If you hired a salesperson and they walked into every sales call and talked about themselves for ten minutes, what would you do?
You'd fire them. Right? Because nobody wants to hear about you. They want to hear about them.
But that's exactly what most contractor websites do. They talk about themselves. And they wonder why nobody calls.
The Brochure Problem
Open up your website right now. Read the first paragraph on your home page. Does it say something like this?
"ABC Plumbing has been serving the area for over 20 years. We are a family-owned business that takes pride in our work. We offer a full range of plumbing services."
Count the "we" in that paragraph. Three times. And not a single word about the customer.
That's a brochure. It tells people what you do. It doesn't tell them how you help. And there's a huge difference.
| BROCHURE WEBSITE "We do this. We do that. We are great." Talks about the business. Visitors leave. |
SALESPERSON WEBSITE "You've got a problem. Here's how we fix it." Talks about the customer. They call. |
What a Salesperson Does That a Brochure Doesn't
Think about the best salesperson you know. What do they do?
They don't walk in and talk about themselves. They ask about your problem. They listen. They describe your pain so well that you think they've read your mind. Then they show you the fix.
Your website should do the same thing.
| 🎯 Speak to Their Problem Start with what they're going through. "Your AC broke and it's 95 degrees. You need help now." |
💬 Describe It Like They Feel It Don't be clinical. "You've called three companies and nobody picked up. That's why we answer every call." |
| ✅ Show the Fix Paint the picture after they hire you. "You come home to a cool house. No stress. No hassle." |
📲 Give a Smooth Next Step One clear CTA. "Call now for same-day service" or "Get your free estimate in 60 seconds." |
The "We" Test
Here's a quick way to check if your website is a brochure or a salesperson.
Go to your home page. Count how many times it says "we" or "our" or your company name. Then count how many times it says "you" or "your."
If "we" shows up more than "you" - you've got a brochure. A salesperson website talks to the customer more than it talks about itself.
I'm not saying never mention your company. Of course you should. But lead with the customer. Always.
How to Make the Switch
You don't have to rebuild your whole site. Start with your home page. Rewrite the first three sections using this formula.
1 Name Their Problem
Your headline should call out their exact situation. "Roof leaking again? Don't wait until it gets worse."
2 Stir It Up
Describe the problem in a way that hits home. "Every rainstorm means another bucket on the floor. More damage. More stress. More money down the drain."
3 Show the Better Life
Paint the picture. "Imagine the next big storm hits and you don't even think about your roof. That's what we deliver."
4 Give a Clear Next Step
One button. One action. "Get Your Free Roof Inspection" - not five different options that confuse people.
The Bottom Line
If you just want a brochure online, that's fine. Plenty of web companies will sell you one.
But if you want a website that makes money - a website that brings in leads while you're on a job site, while you're sleeping, while you're at your kid's baseball game - then you need to turn it into a salesperson.
That means writing copy about your customer, not about you. It means describing their problems so well they feel like you understand them. And it means giving them one clear, smooth next step to take when they're ready.
💡 Pro Tip
Read your website out loud. If it sounds like a brochure in a lobby, rewrite it. If it sounds like a friend telling someone how you can help them - you've got it.
I've been building websites for service businesses since 2013. The ones that get results don't just look good. They sell. Every page. Every section. Every word is about the customer.
That's what turns a website from a cost into an investment.
| See What Customers See When They Find You Your website is often the first impression. We will show you what is working and what is not.
|
Written for contractors, not marketers. What is working in local search and AI right now, in five minutes. No fluff, no spam, unsubscribe anytime.
Connects to QuickBooks Online in one click. Your competitors ask 100% of customers for reviews automatically. Now you can too.
See How It WorksTake the free assessment and get a full report on where your marketing stands and what to fix first.
Start My Free Assessment
