Primary research
What we found on 380 contractor websites
We inspected 380 contractor websites and measured the same things on every one of them. Not a survey, not a roundup of somebody else's statistics. These are our own captures, and every number on every page under here links back to how it was taken.
Most of the contractor marketing statistics you will find online are aggregated from somebody else's report, which was itself aggregated from a third report, and by the time it reaches a blog post nobody can tell you what was counted or when. So we stopped citing that chain and started measuring.
Every business we looked at went through the same inspection. We opened every page we could find, on a desktop screen and on a phone screen, and recorded what was there: how long each page took to open, how many boxes the quote form asked people to fill in, whether there were real customer names attached to the reviews, and whether somebody using a screen reader could get through it at all. Then the same scoring, applied the same way to everybody. Where a measurement does not exist for a trade, we leave the box empty. There are 30 filled boxes below and no guesses.
One thing worth saying plainly, because it is the part people ask about: none of these are our own sites, and nobody paid to be in or out of the trade samples. You can open any brand's site and check the number yourself. That is the whole point of publishing the method next to it.
Every measurement, by trade
Combined figures pool the per-trade brand counts over the per-trade sample sizes. Where a measurement cannot honestly be pooled, such as a median, the combined column says so instead of averaging three medians into a fourth number that means nothing.
| Measurement | All 380 | Roofing | Remodeling | HVAC |
|---|---|---|---|---|
| Sites people with disabilities cannot use | 61.3% | 60.8% | 59.6% | 64.4% |
| Sites that are hard to use for the disabled | 95.8% | 97.7% | 92.5% | 98.1% |
| How long sites take to load on a phone | Not pooled | 7.88s | 7.57s | 6.24s |
| Quote form field count | 39% | 49.5% | 35.8% | 29.9% |
| Multi-step forms | 3.7% | 3.1% | 6.4% | 1% |
| Named customer testimonials | 45% | 34.6% | 48.6% | 52.9% |
| Before and after galleries | 34.2% | 39.2% | 44.5% | 13.5% |
| Chat widget adoption | 20.3% | 16.9% | 17.9% | 27.9% |
| Pages with more than one main heading | 88.4% | 90% | 84.3% | 92% |
| Free inspection positioning | 8.7% | 21.5% | 0% | 4.8% |
The trade samples
| Trade | Brands inspected | Full report |
|---|---|---|
| Roofing | 130 | State of Roofing |
| Remodeling | 146 | State of Remodeling |
| HVAC | 104 | State of HVAC |
| Combined | 380 | The full statistics compendium |
Captured 2026-05-10 to 2026-05-16. Every brand we inspected also has its own scored teardown in the Contractor CRO Index, with the rubric published above the table so you can see exactly what produced each score.
How the sites were chosen, captured and scored: the methodology. If you want this run on your own site instead of read about, the Site Inspection is the same procedure pointed at one brand.