Small Business Search Engine Optimization
How Much Content Does My Contracting Website Need?
At MarketKeep we partner with contractors to help them connect with their customers in the moments that matter most to them. Part of that responsibility is making sure that their websites help to solve the needs of their potential clients. So naturally we always get the question: How much content does my contracting website need?
The answer isn’t always cut-and-dry, but one thing is certain: today’s homeowners expects more information, not less. Whether they’re hiring a plumber, roofer, or general contractor, your website’s content plays a vital role in helping them make a confident decision and in helping your business appear in local search results.
In this article, we’ll break down how much content your contracting website needs to both convert visitors and rank well in search engine plus, how to get started writing that content the right way.
How Much Content Do My Customers Need Before Making a Decision?
The amount of content your customers need depends largely on who they are and where they are in the decision-making process. If someone is in the research phase—comparing contractors, services, or pricing—they’re going to be looking for content that educates, informs, and builds trust.
If they’re in an emergency situation (like a burst pipe or storm damage to a roof), they’re going to want clear, concise information that quickly assures them you can help.
Who Is Your Target Audience?
Before writing any content, it’s important to define your target audience. Are you working with homeowners, property managers, commercial developers, or a mix of all three?
Are your services primarily urgent or planned? Understanding who you’re writing for will help you create the right types and amounts of content, from detailed service pages and FAQs to blog posts and case studies.
How Much Content Does My Contracting Website Need to Rank in Search Results?
Search engines like Google prioritize helpful, relevant content that thoroughly answers a user’s question. But how much content is “enough” to compete?
Average Content Length by Industry:
While there’s no one-size-fits-all word count, here are some general guidelines by contracting niche:
- Plumbers: Service pages should be at least 500–800 words; blog posts typically perform best at 1,000–1,200 words.
- Roofers: Pages targeting roof replacement, repair, and inspection should be 800–1,200 words to cover materials, timelines, and FAQs.
- HVAC Technicians: Informational blog posts and service pages range from 1,000–1,500 words due to the technical nature of heating and cooling systems.
- General Contractors: Project showcase pages and design-build service overviews may require 1,200–2,000+ words to highlight processes, materials, and examples.
Long-form content (1,200+ words) generally performs better in search results, especially when it is well-structured and satisfies search intent. Google’s algorithms are designed to reward depth, clarity, and content that answers all parts of a user’s query.
Why Investing in Website Content is a Smart Idea for Contracting Companies
Traditional advertising—TV spots, billboards, radio—doesn’t deliver the same return it once did. Today’s customer does their own research. They’re Googling “best roofer near me” or “how much does a kitchen remodel cost” before they ever pick up the phone.
Consider these powerful statistics:
- Small businesses with blogs get 126% more lead growth than those without.
- 82% of consumers feel more positive about a company after reading custom content on their website.
- Content marketing generates 3X more leads than outbound marketing—and costs 62% less.
In short, investing in quality content not only boosts your visibility in search engines, it builds trust and turns website visitors into real, paying clients.
How To Get Started With Writing Content For Your Contracting Website
Creating content may seem overwhelming, but when you break it down into manageable steps, it becomes much more approachable. Here’s how to begin:
Find Your Primary Keywords
Identify high-intent keywords like “roof repair in [City]” or “emergency plumber near me.” These are the phrases your customers are already searching for.
Identify Content Gaps
Look at what your competitors are writing about—and what they’re missing. Fill in those gaps with detailed service pages or blog content.
Choose Your Secondary Keywords
Include related terms and synonyms throughout your content to give search engines more context and improve rankings for a broader set of queries.
Satisfy Search Intent
Make sure your content answers the reader’s question completely. If someone searches for “cost of HVAC installation,” they want price ranges, factors that affect cost, and what’s included.
Create Quality Content
Focus on accuracy, clarity, and usefulness. Avoid fluff and instead provide real value—whether it’s how-to guidance, pricing details, or what to expect during a job.
Leverage Keywords In Your Content
Naturally integrate your keywords into headings, paragraphs, and image alt text—but don’t overdo it. Prioritize readability.
Structure Content With Subheadings
Use H2s, H3s, and bullet points to make content easy to scan. Most readers will skim before reading.
Make Your Content Easy to Read
Use short sentences and paragraphs. Aim for a 6th–8th grade reading level so your content is accessible to all audiences.
Include Multimedia Elements In Your Content
Add images, videos, before-and-after project photos, or diagrams. These break up text and improve engagement.
Add Internal Links
Guide users to related pages—like linking your “Roof Installation” page to a “Metal vs. Asphalt Shingles” blog post.
Link To High-Quality External Resources
Support your information with credible sources when needed, such as manufacturer guidelines or building code references.
Optimize Your Content for Featured Snippets & AI Overviews
Include clear answers to common questions in short paragraphs, lists, or tables to increase your chances of being featured at the top of search results.
Create an Optimized Title Tag
Use your target keyword in the page title to help Google understand what the page is about.
Write a Compelling Meta Description
Encourage users to click through by highlighting the value of your content in 150–160 characters.
Optimize Your Page URL or Slug
Keep your URLs short, clean, and keyword-rich—e.g., /roof-replacement-services instead of /page-5.
Promote Your Content
Share your blog posts and service pages on social media, in email newsletters, and in local directories to drive traffic and backlinks.
Email Templates to Send to Clients for Review
Whether or not you are using a review management tool or replying to each review personally, a template for the email sent out to clients speeds up the process.
Need Help Writing Content for Your Contracting Website?
Need Help Writing Content for Your Contracting Website?
At MarketKeep, we specialize in creating SEO-driven content strategies for contractors and service-based businesses. From keyword research to blog creation and on-page optimization, we help you get found online—and win more jobs.
Let’s talk. Contact us today to learn how MarketKeep can help your contracting website rise to the top of search results.