You're getting 100 visitors to your website every month. Maybe more.
But only one phone call.
The other 99? Gone. Vanished. Probably calling your competitor instead.
What that looks like in real numbers: A great website converts at 20% or higher. Some home services websites hit 50% or better. But most builder and remodeler websites? They're stuck at 1%.
That's not a typo.
100 visitors to a great site = 20 calls. 100 visitors to your site = 1 call.
Do the math on what that's costing you. If you're spending $500 a month on Google Ads to drive traffic, you're paying $500 for one lead. If you fixed your conversion rate to just 5%, that same $500 would bring you five leads. That's the difference between a booked pipeline and wondering where your next project comes from.
The worst part? Most builders think the problem is traffic. "I need more visitors," they say. "I need to rank higher on Google. I need to spend more on ads."
Wrong.
The problem isn't traffic. The problem is clarity. And clarity is a content problem.
When a homeowner lands on your website, they take about 5 seconds to decide if you're worth their time.
In those 5 seconds, they're asking three questions:
What do you actually do?
Do you work in my area?
Should I call you or keep looking?
If your website doesn't answer those questions immediately and clearly, they leave. And they don't come back.
Most builders and remodelers think their website problem is design. It looks fine, right? Nice photos. Clean layout. Professional colors.
But design isn't the problem. Clarity is.
A homeowner doesn't care if your website looks like it was designed by Apple. If they land on your homepage and can't easily figure out what you do or who you serve, they're gone. It doesn't matter how beautiful your website is.
Here's a real example of a website we audited: Their homepage headline reads, "Welcome to Paradise Home Design Inc." The subheading says, "We provide a comprehensive platform that offers a wide range of renovation solutions and showcases featured layout designs for tailor-made residential spaces."
A homeowner reads that and thinks: Is this a software company? A design firm? A contractor?
They have no idea what you actually do. So they leave.
That's a 1% conversion rate in action.
You can view our full video breakdown of Paradise Home Design Inc. below:
Homeowners don't read websites. They scan them.
They're skeptical. They're comparing you to 3–5 other builders. They're on their phone, probably while doing something else. They're not sitting down with a cup of coffee, carefully reading every word on your site.
They're scanning. Looking for answers. Looking for a reason to trust you.
And they're looking fast.
When a homeowner scans your website, they're looking for specific information:
If your website doesn't answer these questions in the first 5-10 seconds, they leave. And they don't come back.
This is why readability matters so much. Large paragraphs, fancy fonts, and cluttered layouts kill conversions. Homeowners can't scan them. They get frustrated and leave.
But here's the thing: Most builders don't think about this. They think of their website as a business card, but not in terms of what homeowners are looking for.
Your website's conversion rate isn't determined by traffic, design, or luck.
It's determined by content.
Content is everything on your website that communicates your offer and builds trust: your headlines, your copy, your service pages, your photos, your testimonials, your before/afters, your messaging.
Content is what clarifies your offer. Content is what builds trust. Content is what converts visitors into calls.
And most builders have bad content.
Not because they're bad at writing. But because they don't understand what content actually does.
They think content is about telling their story. About explaining their process. About showcasing their expertise.
Wrong.
Content is about answering the homeowner's questions. About showing them what they'll get. About proving you can deliver.
When your content is clear, specific, and outcome-focused, conversions go up. When it's vague, process-focused, and confusing, conversions tank.
This is why the four issues from the video—vague headlines, poor readability, process-focused messaging, and unclear service pages—directly kill conversions. They're all content problems.
Fix the content, and your conversion rate goes up. It's that simple.
You don't need to rebuild your entire website. You don't need a complete redesign.
You need to fix your content.
Here are four specific, actionable fixes you can start implementing today.
Your headline is the first thing a homeowner sees. It has one job: Tell them what you do and who you serve.
Before: "Welcome to Paradise Home Design Inc"
After: "Custom Kitchen and Bathroom Remodels in [Town Name]"
That's it. That's the difference between confusion and clarity.
A clear headline tells the homeowner exactly what you do and where you do it. No guessing. No confusion. They know immediately if you're the right person to call.
Implementation tip: Your headline should include what you do (kitchens, bathrooms, additions) and where you serve (your town or neighborhood). That's it. Keep it simple.
But what if you do a lot of things?
That's very common. Keep your homepage header wider in scope. For instance you could say "Your Trusted Home Remodeler in [City Name]" and the list out all your services shortly below that.
And then on all your service pages (you 100% need individual service pages to rank better with SEO) make those headlines super clear. "Bathroom Remodeling in [Town Name]" or "House Additions in [City Name]".
The point is make all your main headlines super clear.
Homeowners don't read long paragraphs. They scan.
So make your copy easy to scan.
Before: Large chunky paragraphs, fancy fonts, no white space.
After: Short paragraphs, bullet points, clean sans-serif fonts, bold subheads, plenty of white space.
When you break your copy into short, scannable chunks, homeowners can quickly find the information they need. They don't get frustrated. They don't leave.
Readability increases engagement. When people can easily scan and find what they're looking for, they stay longer and are more likely to contact you.
Implementation tip: Use bold subheads like "Design Phase," "Build Phase," "Finished Project." Break paragraphs into short chunks. Add white space. Make it easy to scan.
This is the big one. Many get this wrong.
Builder websites often use insider language, clever marketing cliche's, or details that just don't matter to the user.
Homeowners only care about what they get.
Before: "We use a proprietary 12-step process with advanced project management software and a dedicated team of craftsmen..."
After: "Your dream kitchen, fully designed and built. From concept to completion, we handle everything."
See the difference? One is about you. One is about them.
It's 100% ok to talk about your process. In fact I encourage you talk about your process and method. Just be sure you are communicating it in a way that actually matters to the reader.
Implementation tip: Lead with the outcomes. Show real project photos. Then, if you want, explain your process or method in a separate section. But make the outcome the star.
A homeowner looking for a kitchen remodel shouldn't have to hunt for information. They should find exactly what they're looking for in one place.
Create dedicated pages for each service you offer.
Each page should include:
When homeowners can find exactly what they're looking for without hunting, they're more likely to convert. Clear navigation and clear information builds trust.
Make your services easy to find. Each service page should be one click away from your homepage.
Generic testimonials don't convert. Specific, local proof does.
Before: "We've completed 500+ projects."
After: "We've completed 12 kitchen remodels in [Neighborhood] in the last 18 months. Average project value: $45,000. Average timeline: 8 weeks."
Specificity builds trust. When a homeowner sees that you've done work like theirs, in their area, they believe you can do theirs.
Homeowners want to know you've done work like theirs, in their area, recently. Specific, local proof is more credible than generic claims.
Implementation tip: Include before/afters from your town. Mention neighborhoods by name. Show project timelines and investment ranges. The more specific, the better.
I know what you're thinking. You've heard marketing promises before. You've been burned. So let me address the objections head-on.
"I don't have time to rewrite my website."
You don't need to rewrite everything. Start with your headline and main service pages. Small changes compound. Fix your headline this week. Fix one service page next week. You don't need to do it all at once.
"My website looks good—the problem must be traffic."
Traffic without clarity is wasted money. You can drive 1,000 visitors to a confusing website and get 10 calls. Or you can drive 100 visitors to a clear website and get 20 calls. Fix clarity first. Then invest in traffic.
"I've tried content marketing before and it didn't work."
Most remodelers try random tactics without a system. They write a blog post. They post on social media. They update their website once. Then they wonder why nothing worked. This is different. This is a system. Fix your headline. Fix your service pages. Fix your messaging. Then measure the results.
"This sounds like a lot of work."
It's not. It's a few hours of focused work. Your headline. Your service pages. Your messaging. That's it. Compare that to the cost of wasted traffic and lost leads.
Let's say you're getting 100 visitors a month to your website. At a 1% conversion rate, that's 1 lead.
Now let's say you fix your content and get to a 5% conversion rate. That's 5 leads.
What's the difference in revenue?
If your average project is $50,000, and your close rate is 50%, that's:
That's $100,000 more per month. Just from fixing your content.
And that's conservative. Many builders see even bigger jumps.
The question isn't whether you have time to fix your content. The question is whether you can afford not to.
You know your website has problems. You just don't know exactly what they are or how to fix them.
That's where OneCity Digital comes in.
We offer a Free Content Audit of Your Website. We'll review your headline, copy, service pages, and messaging to identify exactly what's holding your conversions back. Then we'll give you specific, actionable fixes you can implement immediately.
No pitch. No pressure. Just clear feedback from someone who understands the remodeling industry and knows what converts.
Here's what we'll look at:
We'll give you a report with specific recommendations. You can implement them yourself, or we can help. Your choice.
Ready to see what's holding your conversions back?
Email Matt to request Your Free Content Audit: matt@onecity.digital
It takes 15 minutes. You'll get clarity on exactly what needs to change. And you'll have a roadmap to fix it.
Your website is working against you right now. Every day it stays unclear, you're losing leads. You're losing revenue. You're losing market share to competitors who have figured this out.
But it doesn't have to be this way.
Fix your content. Clarify your offer. Build trust. And watch your conversions go up.
The 1% conversion rate doesn't have to be your reality. It's just a symptom of unclear content.
Fix the content. Fix the conversions.
That's it.
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