Sites for roofers, HVAC companies, plumbers, electricians, remodelers and landscapers: an estimate request that reaches your phone, a number that dials with a thumb, and a page for each service and each town. Fixed price in writing before we start.
A contractor's website has one job: get the person standing in a wet kitchen, or a cold house, or a yard they are tired of looking at, to call or send an estimate request before they go back to the search results. We design and build contractor websites for Grand Rapids and Kent County at a fixed price from $999, we write the copy ourselves, and there is a complete demonstration build you can open on your phone before you spend anything.
A short form — name, phone, what is going on — tested end to end into your inbox, with click-to-call on mobile for the people who would rather talk. A form that lands in a spam folder is a job you never heard about.
Roofing, siding and gutters are three searches, not one. So are furnace repair, AC installation and water heaters. Each service gets its own page so it can rank on its own and answer its own questions.
Wyoming, Kentwood, Grandville, Walker, Rockford, Byron Center, Caledonia: a contractor's market is a radius, and a page per town is how a site shows up for a search like "roofer in Rockford" rather than only for Grand Rapids.
You do not fill in a content planner. One recorded 20-minute call, from the truck if that is where you are, and we write the whole site from it. You supply job photos, or we use stock.
Most contractor web design pages in Grand Rapids ask you to imagine the result. Ours has one you can open: Vandenberg Roofing. It is a demonstration build. The business is fictional, the page says so in a banner at the top and again in the footer, and it is not a client. It exists so you can see the work rather than read about it. What to look at, in order, on a phone:
The number in the demonstration's header is a tel: link, so on a phone one tap places the call. That sounds obvious. On a surprising number of contractor sites the number is plain text, and the visitor has to copy it out or type it.
Move the roof-size slider, pick a material — architectural shingle, standing-seam metal or flat — and the page shows a typical price range in about four seconds. It is labelled as a range, not a quote, because the roof decides the final number. The figures in the demonstration are illustrative; on a real build they come from your own pricing. This is the kind of custom tool that turns a brochure into something that answers the question people actually have, and it is what the Growth Site + Tool package adds.
Name, phone, a drop-down for what is going on — storm or hail damage, a leak, full replacement, gutters, not sure yet — and an optional note. Four fields. On the demonstration the form tells you it is a demonstration; on a real build it reaches your inbox and your phone.
Four service cards, a four-step "how it goes" that ends with a fixed price in writing, and a testimonial block that says, on the page, that a real build would carry a genuine one from your own customers. We do not invent reviews for demonstrations and we will not invent them for you.
The demonstration is a single page. The service pages and town pages described above are what the Business package adds on top of it; the demonstration's own copy already names Kent County as the service area, which is where those pages would hang. The other two demonstrations, a restaurant and a salon, are also fictional businesses, and they show the same build method applied to hours and reservations and to a priced service list with online booking.
The bones are the same for every trade — a clear offer, a form, a number, and pages that answer the questions people search — but the emphasis moves.
Storm and hail damage drives the urgent calls, so the home page leads with it and says plainly whether you handle the insurance claim. A before-and-after gallery does more than any paragraph, which means your own job photos matter here more than in any other trade. Photography is not included in the price; you supply the photos, or we use stock until you have them.
Two seasons, two different visitors. In January the visitor has no heat and wants a number to call above the fold. In April the visitor is comparing a new system and wants to read. The site has to serve both: click-to-call first, then a page each for repair, replacement and maintenance so the planned work has somewhere to land.
The emergency path — a burst pipe, a backed-up drain — needs the phone number in the first screen and nothing in the way. The estimate form is for the planned jobs: a water heater, a bathroom rough-in, a sump pump. Separating those two paths on the page is most of the design.
Panel upgrades, EV charger installation, generator hook-ups, whole-house rewiring: each is a distinct search with a distinct customer, and a page for each is how a site ranks for any of them. The licence and insurance line people look for belongs near the top, not in the footer.
The longest sales cycle of the six. Visitors want to see finished work and understand the process before they will talk, so the site is gallery-led and the ask is a scheduled walkthrough rather than a "free quote" form. There is more on why that wording matters below.
Seasonal services — spring clean-ups, mowing, fall leaf removal, snow — and a business defined by a driving radius. Town pages matter most for this trade, because the question is almost always "do they come out to us".
Every contractor site offers a free estimate. It is the default because it feels frictionless. Our article Why "free estimate" loses to a calendar link makes the case against it: a form that costs the visitor nothing proves nothing about their intent, so somebody on your team ends up phoning thirty people to find the three who were serious. A booked time costs the visitor something real, and that cost is the qualification. The article includes rewritten offers for a roofer, an HVAC company and a landscaper, each naming a specific thing, a time, and an honest price.
The evidence behind it comes from a housing campaign, not a contractor one, and we say so. The $3.82 cost-per-lead case study produced 47 booked home-tour leads on $179 of ad spend by asking people to pick a house and a time rather than to "learn more". The case study's own conclusion is that the transferable part is the structure — a specific, high-intent offer, a frictionless way to say yes, and fast follow-up — and that the pattern works for estimates, quotes and appointments in most local service businesses. It also lists its caveats, including that a small pilot is not a scaled programme. What actually moves cost per lead is the arithmetic behind it.
For a contractor site that means the estimate form stays, but the offer around it gets specific: what you will do, when, and what it costs, including when the answer is nothing. Both pieces are worth ten minutes before we write your home page, because the offer is the thing we will write.
Three packages, published, fixed, and quoted in writing before any work starts. The full cards are on the web design page; this is which one fits which contractor.
Up to three pages — usually a home page that makes the offer, a services page, and a contact page — with the lead form, click-to-call, on-page SEO and Google setup. Right for a one-trade contractor working a single service area. It can be paid as $149 a month for twelve months instead; at the twelfth payment it stops and the site is yours outright, and hosting, updates and edits are included the whole time. If you stop before then, the site comes down, we hold it for 90 days, and you can buy out the balance at any point.
Five to eight custom pages, copywriting, local schema, reviews and analytics. This is the contractor package for most of the trades above: a page per service and a page per town is how the count reaches five to eight. Half now, half at launch.
Everything in Business plus one custom tool: the instant-estimate range from the demonstration built on your own numbers, a booking or intake bot that collects what you would ask on the first call, or missed-call-to-text. Half now, half at launch. It is priced apart from the site because a tool is software that has to be built, connected and maintained; if you already have a site and only want the tool, that starts at $3,500 on its own.
Managed hosting and security, monthly edits and updates, uptime and performance monitoring. Optional. A static site can also be handed to you to host free if you would rather run it yourself.
We write the copy. Three rounds of revisions are included, and anything after that is quoted before a minute of work happens. A fixed price and a date in writing before you commit; no hourly meter. You own all of it at the end — code, content, domain, accounts. Cancellation before work starts is a full refund of the deposit; after work starts you pay only for work done, and anything already paid beyond that is refunded.
Photography and logo design (you supply images and brand assets, or we use stock; logo work is quoted separately), your domain and any third-party fees, hosting after launch unless you take a care plan, and regulated copy that needs a specialist to sign off. The affordable web design page goes through the cheapest package line by line, and what Grand Rapids web designers charge puts these numbers against published local rates.
A Starter site is live in days. What moves the price and the date is the same short list on every project: how many pages, whether you need a custom tool and how many of your existing systems it has to talk to, whether the content exists, and your deadline. For a contractor, "whether the content exists" usually means photos and a price list. A business with both is faster to build for.
How long a website should take explains where the weeks go on a typical agency project, and why website projects stall explains why it is almost always the content — which is the reason we write the copy and can start with stock photography rather than wait. The engineering side, from page speed to the form actually arriving, is on the web development page. If some of your customers are older or use a phone one-handed on a ladder, the accessibility page lists what we test for tap targets, contrast and keyboard use.
One call, a written proposal, a draft you comment on by clicking, and a handover in your name.
Twenty minutes, from wherever you are. You describe the business, the trades and the towns; we keep the recording so nothing is lost in translation.
Scope, price and a date, in writing, before you commit. 50% to start.
Click anywhere on the draft and type. Three rounds of revisions are included.
Domain, hosting and logins registered to you from day one. 50% on launch.
Yes. Most clients are in West Michigan, and the build happens over a call and a shared link, so the town changes the local search setup rather than the site. There are separate pages for Kent County and for West Michigan, and the work is done remotely for anyone in the United States.
Open the roofing demonstration at /examples/roofing/. It is a complete build for a fictional company and it says so on the page. We do not present demonstration work as client work, and we do not name businesses we have not worked for.
Every build includes on-page SEO, local schema and Google Business Profile setup, which is the groundwork. Where you rank depends on your reviews, your competition and how many towns and services you cover, and nobody can promise a position. If ranking is the goal, the local SEO page describes the ongoing work.
You supply images or we use stock; photography is not included in the price. Job photos from your own phone are usually better than stock for a contractor, and the site can launch with stock and swap them in as you collect them.
On the Starter site, yes: $149 a month for twelve months, then the payments stop and the site is yours. You can buy out the remaining balance whenever you like. If you stop early the site comes down and we hold it for 90 days with the buy-out open. Business and Growth builds are half now, half at launch, negotiable on larger builds.
Tell me the trade, the towns you cover and what a job is worth. I'll tell you which package fits and what it costs, in writing.