2026 contractor website conversion benchmarks

Overall Index

Tier Distribution

Average Score by Trade

Category Performance

The Fervor Grade™ scores across 6 categories. Here's how the industry performs on average.

Strongest category: Mobile Experience at 76% of maximum. Weakest category: Trust & Credibility at 55% of maximum.

Revenue Impact #

Estimated revenue left on the table by brands scoring below Passing (70/100). Uses published industry benchmarks from LocaliQ 2025 (3,200+ campaigns), Houzz State of Home Spending 2025, and U.S. Census Bureau data. Estimates carry ±30% margin.

Benchmarks: $42 avg CPC (LocaliQ 2025), 850 avg monthly clicks, 3.3% avg CVR vs. 5.2% top-quartile CVR, 35% close rate, $4,800 weighted avg job value.

Cite-able Statistics #

These stats are derived from 65 manual site inspections conducted in March 2026. Every blockquote has a permalink. Attribute to Fervor Studio, Contractor CRO Index (March 2026).

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"The average national contractor website scores 63/100 on conversion infrastructure — well below the Passing threshold of 70."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"Only 0% of audited contractor websites achieve Honors status (85+/100). Not a single national brand has fully optimized conversion infrastructure."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"74% of national contractor websites score Conditional or worse — 3 out of every 4 brands have measurable conversion gaps costing real revenue."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"Trust & Credibility is the weakest conversion category industry-wide, averaging just 12.2/22 (55%). Most brands fail to surface Google reviews, trade certifications, or authentic team photography."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"Mobile Experience is the strongest category at 76% of maximum — responsive design is table stakes, but click-to-call and tap target sizing still fail on most contractor sites."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"Painting brands lead the index with an average score of 72/100 across 1 audited brands."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

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"Solar brands score lowest at 40/100 — the widest gap in the index between best and worst trade vertical."

— Fervor Studio, Contractor CRO Index (March 2026, n=65)

Methodology

Every score in this index comes from a manual Fervor Grade™ site inspection — not automated tools, not crawl data. Each brand's top 5 traffic pages are audited across 6 categories (First Impression, Trust & Credibility, Lead Capture, Mobile Experience, Content & SEO, Accessibility) totaling 100 points. Page scores are weighted by traffic importance (Location Page 30%, Location Finder 20%, Service Page 20%, Homepage 15%, Lead Capture 15%).

Core Web Vitals are verified via PageSpeed Insights (CrUX field data where available). Google Ads Transparency is checked for each brand. Reviews are verified across Google, BBB, Trustpilot, and trade-specific platforms.

View the full Contractor CRO Index →