Home Improvement Business Owner Looking At Website

The Ultimate Guide to Home Improvement Websites: How to Build a High-Converting Site That Gets More Leads and Sales

February 20, 2025•16 min read

Your Website is more than just an online brochure—it’s a powerful tool for generating leads, booking appointments, and closing sales, and in this new era, arguably the cornerstone of any Home Improvement Business’ Marketing. Yet, many home improvement businesses either don’t have a website or are using one that fails to convert visitors into customers.

A poorly designed website can lead to missed opportunities, low search rankings, and a lack of trust from potential customers.

We've created countless high converting websites for our home improvement clients, big and small, and in this guide, we’ll break down everything you need to create the ultimate Home Improvement Website that not only looks professional but also works as a 24/7 sales machine. You’ll learn:

The essential pages every home improvement website needs.
How to structure your homepage for maximum impact.
Where to place key trust elements like reviews and project images.
SEO strategies to rank higher and attract more leads.
How to optimise your site for mobile and conversions.
& More!

By the end, you’ll have a clear roadmap for building a website that consistently generates high-quality leads and helps grow your business.

This Guide is meant to serve as a hub where you can find the specific topics you’d like to know about, regarding home improvement website design. You don’t need to read this all at once. Find the section most applicable to you right now, read the content, and implement it! That’s how you can get the most from this article.

For more step-by-step guides and tips, all things home improvement business growth related, check out the Home Improvement Growth Hub

How Many Pages Should a Home Improvement Website Have?

A well-structured Home Improvement Website isn’t just about looking good—it needs to guide visitors towards taking action. That means having the right pages in place to provide essential information, build trust, and make it easy for potential customers to get in touch.

At a minimum, every home improvement website should include:

Home Page – Your first impression. Clear messaging, strong visuals, and a direct call to action.
Services Page – A breakdown of the services you offer with details on what makes your work stand out.
About Page – Establish credibility with your company’s story, experience, and values.
Reviews/Testimonials Page – Showcase customer feedback to build trust.
Portfolio/Project Gallery – High-quality images of past work to demonstrate expertise.
Contact Page – A simple, easy-to-use form with multiple ways to get in touch.

Beyond the basics, additional pages can improve conversions and enhance user experience:

FAQs Page – Answer common customer questions and reduce hesitation.
Blog Section – Helps with SEO and positions you as an expert in your field.
Pricing/Quote Page – If applicable, provide clear pricing structures or a quote request form.

Having the right pages ensures your website is informative, easy to navigate, and optimised for lead generation.

👉 For a detailed breakdown of each essential page, how to structure them, and best practices for converting visitors into customers - be sure to check out our guide on Essential Pages Every Home Improvement Business Needs!

Optimising Your Home Improvement Website Homepage for Maximum Conversions

Your homepage is the most important page on your home improvement website—it’s where visitors decide whether to stay or leave within seconds. If it doesn’t immediately grab their attention and guide them toward action, you risk losing potential leads to competitors.

The Role of the Hero Section

The hero section is the first thing visitors see when they land on your site. It should include:
✅ A clear headline that instantly tells visitors what you do and how you can help.
✅ A compelling call-to-action (CTA) that encourages them to take the next step (e.g., “Get a Free Quote Today” or “Book Your Consultation”).
✅ A high-quality image or video showcasing your work to build trust and credibility.

Home Improvement Website - Hero Section Example

EXAMPLE OF HERO SECTION FOR ROOFING WEBSITE

What Should Be Above the Fold?

“Above the fold” refers to the portion of the website visible before scrolling. For a high-converting home improvement website, this section should include:

A strong value proposition that explains why customers should choose you.
A visible contact button or form to make it easy for visitors to reach out.
Social proof, such as a 5-star rating or a short customer testimonial, to establish credibility immediately.

Guiding Visitors Toward Action

The homepage isn’t just about looking good—it needs to lead visitors toward conversion. Here’s how:

Use simple, clear navigation to direct users to key pages like Services, Reviews, and Contact.
Keep the messaging focused—avoid clutter and unnecessary distractions.
Add subtle visual cues, such as arrows or contrasting colours, to draw attention to your CTA buttons.

👉 A new article is now available on The Perfect Home Improvement Website Homepage! Check it out now to learn the exact layouts and design best practices for maximising conversions.

Where to Place Reviews and Testimonials for Maximum Impact on Your Home Improvement Website

Customer reviews and testimonials are one of the most powerful tools for building trust and converting visitors into leads. A well-placed testimonial can be the difference between someone contacting you or clicking away to a competitor. Knowing where to showcase reviews on your home improvement website is key to maximising their impact.

How Reviews Build Trust and Credibility

For home improvement businesses, trust is everything. Homeowners want to know that you’re reliable, deliver high-quality work, and provide great customer service. Reviews act as social proof, reassuring potential customers that others have had a great experience with your business.

When properly displayed, reviews can:
✅ Reduce hesitation by showing that real customers vouch for your services.
✅ Improve conversions by addressing common concerns or objections.
✅ Strengthen SEO, as customer reviews can help with local search rankings.

Best Places to Feature Reviews and Testimonials

To get the most out of your customer feedback, place your reviews strategically across your home improvement website:

1️⃣ Homepage – Add a standout review or a star rating section near the top to make a strong first impression. Featuring a short, compelling testimonial with a name, photo, or logo (if a business client) builds instant credibility.

2️⃣ Service Pages – Place relevant testimonials next to specific services. For example, if you offer kitchen renovations, include a customer review about their kitchen project on that page. This makes the testimonials more relatable and persuasive.

3️⃣ Dedicated Reviews Page – A full page showcasing all your best reviews from Google, Facebook, and other platforms gives visitors a place to see your reputation in one glance.

4️⃣ Contact Page – Placing a great testimonial near your contact form can push hesitant leads over the edge by reinforcing why they should reach out.

5️⃣ Footer or Sidebar – A small rotating review widget across multiple pages keeps social proof visible no matter where visitors are on your site.

We’ll be covering review placement and strategies in even more detail in an upcoming article—stay tuned!

How to Showcase Past Work on Your Home Improvement Website: The Power of Before-and-After Images

When homeowners visit your home improvement website, they want proof that you can deliver the results you promise. High-quality visuals of your past projects—especially before-and-after images—are one of the most effective ways to build trust, demonstrate your expertise, and turn visitors into paying customers.

Why Visuals Are Crucial for Selling Home Improvement Services

Unlike other industries, where words alone might be enough to convince a prospect, home improvement is all about the end result. A homeowner doesn’t just want to hear that you do great work—they want to see it.

Strong visual content helps by:
✅ Showing real proof of your craftsmanship – Before-and-after photos highlight the transformation you bring to a home.
✅ Making your website more engaging – People process images 60,000 times faster than text, so a well-organised gallery grabs attention.
✅ Boosting conversions – Seeing completed projects reassures potential clients that you can handle their job.

Best Practices for Displaying Project Galleries

To maximise the impact of your past work, your portfolio should be clear, organised, and easy to navigate. Here’s how:

1️⃣ Use High-Quality Images – Blurry or poorly lit photos won’t do your work justice. Invest in good photography or at least ensure proper lighting and angles when taking pictures.

2️⃣ Before-and-After Format – Pairing 'before' and 'after' images of projects highlights the transformation and makes an immediate impact.

3️⃣ Organise by Project Type – If you offer multiple services (e.g., loft conversions, kitchen renovations, landscaping), create separate sections so visitors can easily find relevant examples.

4️⃣ Add Short Descriptions – Briefly explain each project, the challenges involved, and how you solved them. This helps potential customers relate to your work.

5️⃣ Include a Call to Action (CTA) – Every portfolio page should encourage visitors to get in touch for a quote or schedule a consultation.

We’ll be covering this topic in even more detail in an upcoming article, where we’ll break down exactly how to structure your project gallery, include case studies, and use before-and-after photos effectively—stay tuned!

Contact and Quote Request Pages: Make It Easy for Customers to Reach You

A well-structured contact page on your home improvement website is crucial for turning interested visitors into actual leads. If your contact or quote request page is confusing, overwhelming, or hard to find, you could be losing business without even realising it.

Optimising Contact Forms for Conversions

Most homeowners reaching out to you are already interested in your services, so the last thing you want to do is make it difficult for them to take the next step. Here’s how to ensure your contact page works in your favour:

✅ Keep it simple – A clean, easy-to-read design with clear instructions.
✅ Minimise friction – The fewer steps and fields required, the better.
✅ Place your contact page in the main menu – It should always be one click away.
✅ Use clear CTAs (Call-to-Actions) – Phrases like “Get a Free Quote” or “Request a Callback” work better than just “Submit.”

What Information to Request (Without Overwhelming Visitors)

You need enough details to qualify a lead, but asking for too much upfront can discourage people from filling out the form. Here’s the ideal balance:

✅ Essential fields – Name, phone number, email, and a brief message about their project.
✅ Optional but useful fields – Type of service needed, preferred contact method, budget range (optional).
✅ No unnecessary fields – Asking for too many details (like full addresses before a consultation) can push potential leads away.

Contact Page vs. Quote Request Page

You might benefit from having two separate pages:

1️⃣ Contact Page – A general inquiry page where customers can reach out with questions. This should include:

Phone number
Email address
A short contact form
Office hours (if applicable)

2️⃣ Quote Request Page – A dedicated form for people ready to book a consultation or request pricing. This can include:

Project type selection
Approximate timeline
Optional photo upload for better estimates

We’ll be breaking this down in even more detail in an upcoming article, covering how to structure high-converting contact pages, whether to use live chat, and how to handle phone vs. email inquiries effectively—stay tuned!

Home Improvement Website Contact Form Example

SEO for Home Improvement Websites: Getting Found Online

A well-designed home improvement website is useless if no one can find it. That’s where SEO (Search Engine Optimisation) comes in. By following the right strategies, you can ensure your business appears when homeowners search for services like loft boarding, extensions, or kitchen renovations in your area.

Local SEO Basics: Dominate Your Area

For home improvement businesses, local SEO is key. Since most customers are searching for nearby services, you need to show up in Google’s local pack (the top map listings). Here’s how:

✅ Google My Business (GMB) – Make sure your listing is set up and fully optimised. Add photos, update your business hours, and encourage reviews.
✅ Citations – Get your business listed on reputable directories like Checkatrade, Yell, and Houzz.
✅ On-Page SEO – Ensure your website includes location-based keywords (e.g., “loft boarding in Manchester” rather than just “loft boarding”).

We cover these strategies in detail in We cover these strategies in detail in The Role of Local SEO in Home Improvement Lead Generation.

Keyword Strategies for Home Improvement Services

To attract the right leads, your website content needs to target the keywords people are actually searching for. Some key areas to focus on:

🔹 Service-based keywords – Loft insulation specialists, home extensions company, kitchen fitters near me.
🔹 Problem-solving keywords – Best way to insulate a loft, how to extend a home on a budget, bathroom renovation ideas.
🔹 Location-based keywords – Loft conversion in Leeds, best kitchen installers in Birmingham.

Blogging: A Powerful SEO Tool

One of the best long-term SEO strategies is blogging. By publishing useful articles answering common customer questions, you increase your website’s authority and ranking on Google.

We’ll be releasing a dedicated article on blog posting for home improvement businesses soon, explaining exactly how to use blog content to generate more leads—so keep an eye out for that! 🚀

Site Speed and Performance: Why It Matters for Conversions

A slow home improvement website is a conversion killer. If your site takes too long to load, potential customers will leave before even seeing your services. Worse still, Google penalises slow websites, meaning you’ll rank lower in search results.

How Slow Websites Hurt Your Business

🚫 Higher Bounce Rates – Visitors won’t wait around for a slow site. If it doesn’t load within a few seconds, they’ll click away to a competitor.
🚫 Lower Search Rankings – Google factors in page speed when ranking websites. A slow site can mean less visibility and fewer leads.
🚫 Poor User Experience – A clunky, slow website makes your business look unprofessional, reducing trust and credibility.

Simple Ways to Improve Website Speed

✅ Optimise Images – Compress large images to reduce load times without sacrificing quality.
✅ Choose Fast Hosting – Invest in quality hosting that prioritises speed and uptime. (Like the one we have here at Business Nurture, and build all our clients websites on top of)
✅ Enable Caching – Store temporary data to help your site load faster for returning visitors.
✅ Minimise Plugins & Code – Too many unnecessary scripts slow down your site—keep it lean.
✅ Ensure Mobile Performance – Many visitors will check your site from their phones, so mobile speed is critical.

This can get tricky at times, and this is where you’d be smart to invest in a web deign & hosting agency to handle all these little optimisations for you. As they really do add up. For any website questions / enquiries, you can send us a DM for free on Facebook or Instagram!

We’ll be covering these strategies in detail in an upcoming article: Website Speed and Performance: Why It Matters and How to Improve It—so stay tuned! 🚀

Mobile Optimisation: Ensuring Your Site Works on All Devices

More than half of all website traffic now comes from mobile devices, and that number is even higher for home improvement customers searching on the go. If your home improvement website isn’t mobile-friendly, you’re losing leads—simple as that.

Why Mobile-First Design Is Critical for Lead Generation

📱 Google Prioritises Mobile-Friendly Sites – If your site isn’t mobile-optimised, it will rank lower in search results.
📱 Customers Expect a Smooth Experience – Visitors should be able to browse your services, view past projects, and request quotes easily on their phones.
📱 Faster Load Times = More Leads – A slow or poorly designed mobile site will drive potential customers away.

Common Mobile Mistakes & How to Fix Them

🚫 Text Too Small to Read – Ensure fonts are large and clear.
🚫 Buttons Too Close Together – Make it easy for users to tap without frustration.
🚫 Images That Don’t Resize Properly – Use responsive images that adjust to different screen sizes.
🚫 Slow Mobile Load Times – Optimise images, enable caching, and use fast hosting to improve speed.

Again, this is something we ensure for all the websites we build in the home improvement industry. You can enquire for free at this email: [email protected] or by sending us a DM on our social media.

We’ll be covering all of this in an upcoming article: Mobile-Friendly Websites: How to Make Sure Your Site Works on Any Device—stay tuned for the full guide! 🚀

Lead Capture Strategies: Turning Visitors Into Customers

A home improvement website isn’t just about looking good—it needs to convert visitors into real leads. The way you capture visitor information can make or break your success.

Forms, Pop-Ups, and Lead Magnets That Work

High-Converting Contact Forms – Keep forms simple but effective. Ask for just enough information (name, phone, email, service type) without overwhelming visitors.
Exit-Intent Pop-Ups – If someone is about to leave your site, a well-timed pop-up offering a free quote or special discount can keep them engaged.
Lead Magnets That Convert – Offer something valuable, like a ‘Free Home Renovation Checklist’ or ‘5 Biggest Mistakes to Avoid in Loft Conversions’, in exchange for their email.

How to Follow Up with Website Leads Effectively

Speed Matters – The faster you follow up, the higher your chance of converting a lead into a customer.
Personalised Outreach – Instead of generic responses, mention their specific project needs to build trust.
Multi-Touch Follow-Ups – If they don’t respond, send a follow-up email or text within a few days.

We’ll be covering these strategies in detail in an upcoming article: Lead Capture Strategies: How to Get More Inquiries from Your Website—stay tuned for the full guide!

Conclusion

To sum up, having a well-structured and user-friendly website is essential for driving leads and sales for your home improvement business. Key takeaways include:

Focus on clear navigation, a strong hero section, and an easy-to-find call to action.
Showcase your past work and positive customer reviews to build trust and credibility.
Ensure your website is optimised for mobile devices and loads quickly to provide the best user experience.

Remember, continuously optimising your site is crucial to staying ahead of the competition and achieving long-term success. Regular updates, testing, and performance reviews are key to getting the best results.

Want more actionable tips to grow your home improvement business? Visit the Home Improvement Business Growth Hub for in-depth guides and strategies tailored to you!