Website Audit Checklist for Contractors: 7 Lead Leaks to Fix

Home / Guides / Contractor website checklist

Updated November 8, 2026.

A website can look polished and still lose qualified enquiries. For roofers, contractors and other home service teams, the fastest audit is to follow one enquiry from a phone screen to your team’s inbox. These seven checks show where leads tend to drop out and what to fix first.

1. Visitors cannot tell what you do or where you work

Open the homepage on a phone. A new visitor should be able to identify your main service, service area and next step without scrolling. Put a specific line near the top, such as “Roof repair and replacement in the Dallas–Fort Worth area,” then add one clear action, such as Request an inspection. Use service areas and response times your team can actually support.

2. Proof is hard to find

Place a relevant project photo, verified review or licence information close to the primary action. For a roofing or restoration job, a short explanation of the problem, what the team did and the location can answer more questions than a carousel of generic photos. Get permission before naming customers or sharing their property details.

3. The form asks for too much

Start with what you need to respond: a name, contact method, service requested and ZIP code if you need it to confirm coverage. Save the detailed intake for the follow-up. Submit the form on a phone and check that the confirmation tells the customer what happens next.

4. Missed calls have no owner

Check what happens after hours and when staff are on jobs. A missed call needs a clear destination, an owner and a realistic response window. Review voicemail routing and decide when a person should take over. If you use automated acknowledgements, configure them to match your team’s hours and escalation process.

5. The mobile page gets in the customer’s way

Test on a real phone over mobile data. Check whether a visitor can read the service area, tap the phone number and use the form without zooming. If the main content loads slowly, start with oversized hero images, autoplay media and third-party scripts. Retest the same page after each change.

6. Every button competes for attention

Choose the most useful first action for each page. A repair page might lead with a call or inspection request. A pricing page can lead with the next step for enrolment. Keep that action consistent from the top of the page to the footer, with a secondary option for people who need to ask a question first.

7. The enquiry never makes it into a follow-up workflow

Run a test enquiry and trace who receives it, where it is recorded and how the team sees that it still needs a reply. A shared inbox, pipeline and reminder can make those handoffs visible. Explore the BUMS.AI platform or review CRM connection options if your team already uses another CRM.

What should I fix first?

Test the call and form paths first. If either fails, repair the handoff before spending time on layout or copy. Then simplify the mobile page and measure whether more enquiries receive a timely response. Contact BUMS.AI if you want to discuss how your site and follow-up process fit together.