Simple SEO Tweaks That Help Contractors Get More Calls

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

Why This One Piece of Your Website Matters More Than You Think

Most contractors spend thousands on beautifully designed websites, glossy photos of their best work, and fancy sliders that look great on desktop but do nothing for search rankings. What often gets ignored are two tiny pieces of text—the title tag and meta description—that quietly determine whether your site gets clicks… or gets skipped.

For roofing, plumbing, landscaping, and other home service businesses, these short lines displayed in Google search results act like digital storefront signs. When they’re unclear, generic, or missing keywords, Google has no clue what you do or where you work. And customers scrolling on their phones won’t bother clicking.

A study by Backlinko found that keyword-optimized title tags can increase click-through rates by up to 45%. Yet in audits at 99 Calls, we see that roughly 70% of contractor websites either have default title tags (“Home”) or no meta description at all.

That means great businesses are losing leads to competitors simply because their digital signage is blank.

The Consequences Contractors Feel Every Day

Title tag problems rarely show up as obvious errors. Instead, they appear as symptoms:

• Low website traffic, even if rankings look “okay”

• High bounce rates because your listing didn’t set accurate expectations

• Lost jobs to competitors with sharper messaging

• Poor local visibility because Google isn’t confident about your services or service area

One landscaping contractor in Florida shared that his website wasn’t bringing in any leads, even after paying an agency for months. When we checked his homepage title tag, it simply said:
“Home – Wix Site”

After replacing it with:
“Landscaping & Lawn Care in Orlando, FL | Free Estimates”

…his organic clicks doubled within 45 days. Nothing else changed—not the design, not the content, just a properly optimized title tag.

Your website can do the same.

What a High-Performing Title Tag and Meta Description Look Like

When optimized correctly, these two elements tell Google and your customers:

• Who you are

• What you do

• Where you do it

• Why they should click your result over the next

Searchers want clarity, speed, and relevance. Google wants structured signals. A strong title tag delivers both.

A Better Approach

Here’s a simple framework contractors can use:

Title Tag (50–60 characters)

Include:

• Main service keyword

• Primary city

• Business name (optional if space allows)

Example:
Roof Repair & Replacement in Dallas, TX | Apex Roofing

Meta Description (120–160 characters)

Think of it as a mini sales pitch. Include:

• What you offer

• Your service area

• A value hook (fast service, free estimate, licensed/insured)

Example:
Need roof repair in Dallas? Licensed & insured team providing fast, reliable service. Call for a free estimate today.

This combination works because it satisfies search intent and sounds human—not spammy.

Evidence That This Works for Local Contractors

• Pages with optimized title tags and meta descriptions saw 28–40% higher click-through rates.

• Local service keywords in the title helped pages appear in the Map Pack more consistently, even without major content changes.

• Businesses with descriptive meta descriptions received fewer irrelevant calls, because customers understood what services were offered before clicking.

A painter in Colorado once told us that fixing these two elements brought in more leads than redesigning his entire website. It cost him nothing but 10 minutes and clarity.

How to Fix Yours Today

Here’s a quick checklist you can use right now:

• Rewrite your homepage title tag—include service + city.

• Update each service page with service-specific keywords.

• Keep every title tag unique across your website.

• Add meta descriptions that focus on benefits, not fluff.

• Avoid stuffing multiple cities—Google sees this as spammy.

• Review tags quarterly as your services or service areas change.

If you’re unsure whether your website has the right tags, run a quick search for your own business. If your listing doesn’t clearly say what you do and where you work, customers won’t know either.

A Closing Push

Your competitors may have better trucks, bigger crews, or flashier ads. But you can outperform them online simply by fixing the small things that matter. Start with your title tags and meta descriptions—they’re the lowest-effort, highest-impact SEO upgrade most contractors will ever make.

If you want a second set of eyes, 99 Calls can review your tags and provide optimized versions tailored to your service area.

Take action today—your next lead may depend on it.