I spent an afternoon looking at local contractor and home service websites around Seguin. Not to judge anybody, but to see what's actually happening when customers try to find and research local businesses online.
The results were eye-opening. These are good businesses — some have been around for decades, some are award winners, all of them do quality work. But their websites? That's a different story.
Here's what I found when I put myself in the shoes of a homeowner with a problem to fix.
The Good News First
Three out of ten businesses had websites that worked well. Clear contact information, mobile-friendly design, easy to understand what they do. If I needed their services, I could figure out how to hire them in under a minute.
But that means seven out of ten had problems that would cost them customers.
The Most Common Problems
Problem #1: Phone numbers that don't work or are hard to find
Four businesses made it difficult to figure out how to call them. One had their phone number buried on a separate contact page. Another had their main number listed differently on Google than on their website. One electrical contractor had no phone number visible on their homepage at all.
If someone's circuit breaker is sparking at 8 PM, they're not going to hunt through three pages to find a phone number.
Problem #2: Websites that break on phones
Six websites looked fine on my computer but were nearly unusable on my phone. Text too small to read, buttons too small to tap, forms that don't work properly when the phone keyboard pops up.
More than half of people looking for contractors are doing it on their phones. Usually when something's broken and they need help right now.
Problem #3: Google shows wrong or confusing information
This was the biggest problem. A plumbing company that moved locations two years ago still shows their old address on Google Maps. A tree service that's been in business for years has no Google Business Profile at all. An electrical contractor that charges premium prices looks like they're permanently closed on weekends because they never updated their hours.
When Google doesn't know basic facts about your business, potential customers can't find you or don't trust that you're still operating.
What I Saw That Worked
The businesses that had their act together did three things well:
1. Made it stupid simple to contact them
Phone number in the top corner of every page. Address that matches what Google shows. Contact form that actually works. Hours posted clearly, not buried in fine print.
2. Explained what they do without jargon
Instead of "comprehensive HVAC solutions," they said "we fix air conditioners and heaters." Instead of "full-service electrical contracting," they said "we rewire houses and fix electrical problems."
3. Looked like they were still in business
Recent photos of actual work they've done. Google Business Profile that gets updated regularly. Website that doesn't look like it's from 2010.
The Standout Examples
A 40-year electrical company had a simple, clean website that loaded fast on phones. Every page had their phone number and service area clearly marked. Their Google Business Profile had current photos of recent jobs. When I clicked "call now," someone answered on the second ring.
A plumbing company that started in the 1980s had testimonials from real customers that mentioned specific work and outcomes. Their service area was clearly defined. They responded to every Google review, good and bad. Professional but not fancy.
A concrete contractor had before-and-after photos of driveways and patios they'd actually built. Clear pricing information for common jobs. A simple contact form that asked the right questions. Their "about" page told their story without corporate buzzwords.
What This Means for Customers
When your AC breaks in July, you're probably going to Google "HVAC repair Seguin" and call one of the first few results. If a business doesn't show up, or if their website looks sketchy, or if you can't easily figure out how to contact them, you're moving on to the next option.
The businesses with good websites get those calls. The ones with problems don't.
Three Things Any Business Can Fix This Week
You don't need to spend thousands of dollars or hire an agency to fix the most common problems:
1. Put your phone number where people can see it
Top right corner of your homepage. Make it big enough to read on a phone and clickable so people can tap it to call.
2. Check what Google shows about your business
Google your business name and see what comes up. Make sure the address, phone number, and hours are correct. If they're not, you can fix most of it yourself through your Google Business Profile.
3. Test your website on your phone
Pull up your website on your phone and try to do what a customer would do. Find your phone number. Read about your services. Fill out your contact form. If it's frustrating for you, it's frustrating for customers.
The Bottom Line
Good contractors and home service businesses shouldn't lose customers because their website doesn't work properly. These are fixable problems, and most of them don't require technical expertise.
The businesses that figure this out are going to get more of the calls. The ones that don't are going to keep wondering why their phones aren't ringing.
If you want me to check yours, just ask. It's free, and I'll tell you what I see from a customer's perspective. Sometimes you're too close to your own business to notice what visitors actually experience when they find you online.