2026 contractor website conversion benchmarks
276 contractor websites went through a manual Site Inspection across two trades, roofing and remodeling, under a single 100-point framework. The page below is the State of the Industry rollup for both trade samples: 130 roofing brands and 146 remodeling brands. Every percentage, score, and tier count is computed mechanically from four sources: screenshots, DOM facts, axe-core scans, and Google Lighthouse runs. And if a number looks off, the evidence is one click away.
Overall Index
Tier Distribution
Average Score by Trade
| Trade | Avg Score | Brands | |
|---|---|---|---|
| Roofing | 68/100 | 130 | |
| Remodeling | 66/100 | 146 |
Category Performance
The Fervor Grade™ rubric splits a website into six categories. Below is the trade-sample mean for each, weighted by sample size across the roofing and remodeling Site Inspections.
Strongest across the trade sample: First Impression at 80% of category maximum. Weakest: Accessibility at 47%. That gap is the conversion lift you're chasing.
2026 Cite-able Statistics #
Each entry below pulls from the same primary-research repository the rest of the site uses for citations. The numbers are mechanical: they come straight out of the roofing and remodeling State of the Industry data files (n=276). Every entry has a permalink anchor. And if you need a stat for a press packet, attribute to Fervor Studio, Contractor CRO Index (2026).
#“The Contractor CRO Index 2026 Site Inspected 276 contractor websites under the Fervor Grade Framework — 130 roofing and 146 remodeling brands across North America.”
— Fervor Studio — Contractor CRO Index Primary research
#“Roofing contractor websites earn a mean Fervor Score of 67.8/100 on the Fervor Grade Framework — a D (Probation, 60–69) on standard school grading.”
— Fervor Studio — Contractor CRO Index Primary research
#“Remodeling contractor websites earn a mean Fervor Score of 65.7/100 on the Fervor Grade Framework — a D (Probation, 60–69) on standard school grading.”
— Fervor Studio — Contractor CRO Index Primary research
#“Only 64.6% of roofing contractor websites display a phone number in the persistent site header — the single highest-leverage lead-capture surface above the fold (84 of 130 Site Inspected brands).”
— Fervor Studio — Contractor CRO Index Primary research
#“Accessibility is the weakest Fervor Grade Framework category across roofing contractor websites, averaging 3.9/8 (48.6% of maximum).”
— Fervor Studio — Contractor CRO Index Primary research
#“83.6% of remodeling contractor websites earn a C (Conditional) Fervor Grade or worse — 122 of 146 Site Inspected brands fall short of a Passing (B, 80+) conversion experience.”
— Fervor Studio — Contractor CRO Index Primary research
#“30.8% of roofing contractor websites carry at least one Critical-severity accessibility violation under WCAG 2.1 AA (axe-core 4.10.2 default-state scan, overlays excluded).”
— Fervor Studio — Contractor CRO Index Primary research
#“82.3% of roofing and 85.3% of remodeling contractor websites earn a "Poor" mobile LCP rating against Google's Core Web Vitals thresholds — a structural mobile-speed gap shared across trades.”
— Fervor Studio — Contractor CRO Index Primary research
Methodology
Same protocol on every brand in the trade sample: screenshot capture of every page across mobile and desktop viewports, structured DOM extraction, an axe-core 4.10.2 accessibility scan against WCAG 2.1 AA, and Core Web Vitals measurement via Google Lighthouse. The captured evidence is then scored against the Fervor Grade™ rubric, a 100-point scoring system split across six categories, producing a Base Score, optional Grade Adjustments where contextual factors warrant, and a final Fervor Score.
The Fervor Score maps to a letter grade on standard school grading: A 90+ (Honors), B 80–89 (Passing), C 70–79 (Conditional), D 60–69 (Probation), F below 60 (Condemned). Trade-sample statistics on this page (means, medians, distributions) are mechanical and reproducible. Per-brand callouts are deliberately excluded from this public rollup. Individual scores live on each brand's published report page.
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