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In this episode of Hard Hat Chat, Justin Smith, CEO of Contractor+, and Gerritt Bake, CEO of Build PRO, dive into a question that keeps popping up in contractor forums, supply houses, and jobsite conversations, do contractor websites still matter in 2026, or are social media and referrals enough?
Justin and Gerritt break down how homeowner behavior has changed and why digital visibility now plays a major role in trust, credibility, and lead generation. From Google searches and online reviews to mobile speed and first impressions, this episode explains how homeowners judge contractors long before they ever pick up the phone.
Through real-world scenarios and relatable contractor examples, the conversation highlights why relying solely on referrals or third-party platforms puts contractors at risk, especially when algorithms change or markets slow down. They discuss how a website acts as a digital home base, giving contractors control over their brand, messaging, and lead flow instead of depending on rented platforms.
The episode also explores what makes a contractor website effective in 2026, including simplicity, speed, clear service areas, real project photos, and easy contact options. Justin shares how modern websites are no longer just online brochures but full conversion tools that capture leads, build confidence, and support faster follow-ups.
Rather than framing websites as a technical burden, this episode reframes them as one of the most reliable assets a contractor can own. Whether you’re a solo operator or managing multiple crews, the conversation lays out why websites still matter, what mistakes to avoid, and how a strong online presence creates consistency instead of feast-or-famine cycles.
🔧 In this episode, you’ll learn how to:
Justin and Gerritt break down how homeowner behavior has changed and why digital visibility now plays a major role in trust, credibility, and lead generation. From Google searches and online reviews to mobile speed and first impressions, this episode explains how homeowners judge contractors long before they ever pick up the phone.
Through real-world scenarios and relatable contractor examples, the conversation highlights why relying solely on referrals or third-party platforms puts contractors at risk, especially when algorithms change or markets slow down. They discuss how a website acts as a digital home base, giving contractors control over their brand, messaging, and lead flow instead of depending on rented platforms.
The episode also explores what makes a contractor website effective in 2026, including simplicity, speed, clear service areas, real project photos, and easy contact options. Justin shares how modern websites are no longer just online brochures but full conversion tools that capture leads, build confidence, and support faster follow-ups.
Rather than framing websites as a technical burden, this episode reframes them as one of the most reliable assets a contractor can own. Whether you’re a solo operator or managing multiple crews, the conversation lays out why websites still matter, what mistakes to avoid, and how a strong online presence creates consistency instead of feast-or-famine cycles.
🔧 In this episode, you’ll learn how to:
- Understand how homeowners evaluate contractors online
- Avoid relying too heavily on social media or referral-only marketing
- Build credibility before the first phone call
- Turn a website into a lead and trust-building tool
- Improve visibility in local search results
- Reduce slow-season panic through consistent lead flow
- Decide what features actually matter on a contractor website
If you’ve ever wondered why competitors with similar skills seem to win more jobs, this episode explains the role digital presence plays in modern contracting.
Creators and Guests
What is Hard Hat Chat: No-BS Construction Discussion with Justin & Gerritt?
Hard Hat Chat is your backstage pass to the gritty and sometimes mind-blowing world of construction. Hosted by Justin Smith, CEO at Contractor Plus, and Gerritt Bake, CEO at American Contractor Network, this show is all about keeping it real—no corporate fluff, no sugarcoating. Tune in each week for straight talk on growing a contracting business, avoiding industry pitfalls, and sharing the occasional “holy sh*t, did that really happen?” job site story. Whether you’re a seasoned pro or just getting your boots dirty, you’ll pick up hard-earned insights and a few good laughs along the way. Join us, throw on your hard hat, and let’s build something awesome.
Justin: Hey everyone, welcome back to Hard Hat Chat, the podcast where building business is just as important as building job sites.
Justin: I’m your host, Justin Smith, CEO of Contractor+, and today… oh boy… we’re diving into a controversial topic: Do contractor websites still matter in 2026? And joining me, as always, is my partner in crime and the man who’s coached more contractors than most people have met in their lifetime — Gerritt Bake, CEO of Build PRO.
Gerritt: Oh man, starting spicy today. Some contractors listening are like, “Website? I’ve got Facebook. I’ve got a truck wrap. I’m good!” haha
Justin: Yep. And I respect the truck wrap hustle, but we need to talk. Because digital visibility has changed more in the last three years than the previous twenty.
Gerritt: True. I checked my phone’s screen time report and apparently I live online now.
Justin: You and literally everyone else. Homeowners shop differently. They judge a contractor before they ever pick up the phone. And the first thing they do is search for you online.
Gerritt: And if they see nothing?
Justin: They assume you’re either too new, too small, or too questionable to trust.
Gerritt: Even if you’re the best concrete guy in your city.
Justin: Exactly. So here’s what we’re going to unpack today: Websites aren’t dead. Bad websites are dead.
Gerritt: Let’s hit a truth. Most homeowners will not call a contractor until they’ve read reviews, looked at photos, checked credibility online, and seen a clean logo and brand.
Justin: Yes. They go online to validate. And platforms like Angi, Thumbtack, and Google Business Profiles help, but those aren’t your turf.
Gerritt: Right. It’s like renting a house. Landlord changes rules? You suffer.
Justin: Exactly why I believe your website is your digital home base.
Justin: And for the record, Contractor+ includes a fully built AI website with all paid plans. They’re SEO-optimized, connected to your CRM, automated lead forms, the whole deal. No technical skills needed.
Gerritt: You heard the man. Free website… with a brain.
Justin: We call it a lead machine disguised as a website.
Justin: But let’s not take my word for it. Let’s talk how customers behave.
Justin: Sources like Forbes and Search Engine Journal say that in home services, over 70 percent of customers will research online before contacting anyone.
Justin: And more than half won’t trust a business without a professional website.
Gerritt: People trust what they can see. A well-designed site says we’re legit. We’re not going to disappear after the deposit.
Justin: Homeowners have been burned before. Websites help them feel safe.
Justin: Let’s use a real-world scenario. A guy we’ll call Rick, a flooring contractor in Missouri. He got most of his leads from referrals and Facebook posts.
Gerritt: But Facebook changed the algorithm and his posts started getting fewer views overnight.
Justin: Yep. Boom. His leads dropped. He realized he had zero control. After launching a website and ranking locally for “flooring installers near me,” his leads became consistent again.
Gerritt: Referral-only businesses are like weather. Great when sunny. Rough when storms hit.
Justin: Websites make lead flow stable and predictable.
Justin: Let’s hit a fun one. Why do some contractors resist websites?
Gerritt: Reason one: “I don’t have time.” Reason two: “I’m not tech savvy.” Reason three: “It’s expensive.”
Justin: Three myths. Today, websites can be done fast, AI builds them, no skill required.
Justin: Included with tools like Contractor+, and cheaper than losing even one good job.
Gerritt: Honestly, not having a website is more expensive.
Justin: It costs trust. It costs leads. It costs revenue.
Justin: Let’s talk 2026 homeowner expectations.
Justin: Photos are mandatory. Online quotes increasingly expected.
Justin: Mobile speed must be fast. Reviews visible.
Justin: Safety and licensing info required. Clear service list easy to find.
Gerritt: Even your grandma is Googling contractors before hiring them.
Justin: Facts. And if your site looks like Windows 98, people bounce within two seconds.
Gerritt: People judge fast. It’s not fair, but it’s real.
Justin: Let’s introduce a fictional case study. Meet Samantha. She runs a remodeling business with her husband in Florida. Great work. No website.
Gerritt: So people only heard of them if a neighbor recommended them.
Justin: Meanwhile, a new competitor popped up with a fancy site, drone videos, and strong SEO.
Gerritt: Visibility beats anonymity.
Justin: Exactly. Samantha built a professional site with strong galleries, testimonials, and lead forms.
Gerritt: And results?
Justin: Leads doubled in 90 days. Better customers. Bigger projects. Better margins.
Gerritt: All because she looked professional before the phone ever rang.
Justin: Let’s share a practical contractor website checklist.
Justin: Clear branding. Phone number at the top. Service area listed.
Justin: Honest photos. Reviews integrated. Simple calls to action.
Justin: Lead form synced to CRM. Fast loading pages. SEO keywords like “near me.”
Gerritt: Also… spell check.
Justin: Little mistakes destroy trust.
Gerritt: Grammarly is cheaper than lost business.
Justin: Google search dominance matters. When customers search “electrician near me,” they judge the top results first.
Gerritt: If you’re invisible online, you’re missing business happening right under your nose.
Justin: And the guy ranking first isn’t always the best. He’s just playing the digital game right.
Gerritt: And in 2026, that is the game.
Justin: Social media alone isn’t enough.
Gerritt: Algorithms change. Visibility evaporates.
Justin: A website is owning the land your business sits on.
Justin: Websites aren’t just marketing. They’re conversion machines.
Gerritt: Sales on autopilot.
Justin: That’s why Contractor+ websites collect leads directly into the CRM for fast follow-up.
Gerritt: Faster follow-ups close more deals.
Justin: Responding within five minutes can increase close rates by up to 80 percent.
Gerritt: Feast or famine is a terrible business model.
Justin: Consistency equals confidence.
Justin: Let’s touch future tech. AI chat. Real-time scheduling. Automatic estimate calculators.
Gerritt: It’s a digital sales rep, not a plastic sign.
Justin: One good job pays for a website for years. One lost job costs more than the website ever will.
Gerritt: Simple math.
Justin: Coming up in Part 2, we’ll cover ROI, credibility, SEO basics, content ideas, and success roadmaps.
Gerritt: If you still think websites don’t matter, stick around.
Justin: Welcome back to Hard Hat Chat. Let’s talk ROI.
Gerritt: One kitchen remodel pays for a website for years.
Justin: Credibility matters. A website says we’re real and trustworthy.
Gerritt: “Find me on Facebook” is not a strategy.
Justin: SEO in plain English means showing up when customers search near me.
Gerritt: Visibility wins.
Justin: Meet Evergreen Handyman Co. Slick websites beat yard signs.
Gerritt: After launching a modern site, he went from begging for work to choosing jobs.
Justin: Content ideas matter. Galleries, pricing ranges, testimonials, intro videos.
Gerritt: Confidence closes deals.
Justin: Contactability matters. If they can’t reach you fast, they move on.
Gerritt: First callback wins.
Justin: Branding consistency builds trust.
Gerritt: Contractors already wear enough hats. Website builder shouldn’t be one.
Justin: Website success roadmap. Launch. Add photos. Get reviews. Share links. Track leads. Stay fresh. Expand.
Gerritt: Follow that and you go from hidden to booked out.
Justin: Agencies charge thousands. Contractor+ includes it.
Gerritt: Software plus growth ecosystem.
Justin: Websites protect your team, your cash flow, and your sanity.
Gerritt: Turnover costs more than websites.
Justin: A pretty website with no leads is just decoration.
Gerritt: A working website is revenue.
Justin: Comedy break. Why did the contractor stop using his old website?
Gerritt: Why?
Justin: Even the spam bots stopped visiting.
Gerritt: That’s bad bad.
Justin: Verdict time.
Gerritt: Do contractor websites still matter in 2026?
Justin: Absolutely.
Gerritt: Visibility equals opportunity.
Justin: Claim your space online.
Gerritt: If you build homes, your business deserves one too.
Justin: Now Part 3.
Justin: When work slows, it falls off a cliff.
Gerritt: Contractors with strong websites don’t feel that whiplash.
Justin: Your website never sleeps.
Gerritt: Google Business Profile helps, but a weak site kills trust.
Justin: Strong websites prepare customers to trust you.
Gerritt: Strong presence shifts pricing conversations.
Justin: Value beats discounts.
Gerritt: Websites eliminate doubt.
Justin: Confidence closes.
Gerritt: Bad websites are worse than none.
Justin: Smart websites are conversion engines.
Gerritt: Meet Devon the roofer. Same skills. New website. New results.
Justin: Perception changed. Profit followed.
Gerritt: Red flags make customers run.
Justin: Confusion kills. Confidence closes.
Gerritt: Visibility wins markets.
Justin: Build intentionally, not by luck.
Gerritt: Plant your flag online.
Justin: If your business builds homes, it deserves one on the web.
Gerritt: That’s the truth.
Justin: Thanks for sticking through all three parts.
Gerritt: This is Hard Hat Chat, where great businesses get built one conversation at a time.
Justin: Thanks for hanging out with us. We’ll catch you on the next episode. Hard Hat Chat signing off.