A detailed before-and-after case study showing how a general contractor website redesign and on-page SEO generated more leads.
When general contractors tell us their biggest challenge, it’s usually the same: getting consistent general contractor website leads without depending entirely on referrals. RGC Construction in Concord, CA came to us with exactly this problem: great work, solid reputation, but struggling to attract new clients online.
Here’s how we transformed their lead generation with a strategic website overhaul that put results first.
Before: A Website That Wasn’t Generating Leads
RGC Construction’s Starting Position:
- Established contractor with 8+ years in the Bay Area
- Strong local reputation built through quality work
- Business growth primarily through word-of-mouth referrals
- Website that looked okay but wasn’t converting visitors into general contractor website leads
The Lead Generation Problems:
- Poor online visibility: Not showing up when locals searched for “general contractor Bay Area” or related terms.
- Lack of Content on Their Website: They barely had any content on their old website. They had some portfolio pictures, a contact page and that was about it.
- No lead capture system: Visitors had no clear path to request quotes or consultations.
- Missing trust signals: Nothing to convince prospects this was a legitimate, professional contractor.
- Mobile performance issues: Site didn’t work well on phones where most research happens.
- Unclear value proposition: Prospects couldn’t quickly understand why they should choose RGC over competitors.
Bottom line: Their website existed but wasn’t working as a lead generation tool. Nobody knew what they did because they didn’t explicitly state their services. Most new business came from 1 main client, some referrals and chance encounters. A dangerous position to be operating in.
The Strategic Transformation: How to Get General Contractor Website Leads
Phase 1: Lead Capture Infrastructure (Week 1-2)
Goal: Create multiple paths for prospects to become leads
We built a comprehensive lead generation system:
- Clear calls-to-action on every page: “Get Your Free Estimate,” “Schedule Consultation”
- Multiple contact options: Phone, contact form, and text messaging capabilities
- Quote request forms specifically designed for general contractors
- Service-specific landing pages for kitchen remodels, bathroom renovations, home additions
- Lead magnet creation: “Bay Area Homeowner’s Guide to Hiring Contractors” to capture contact information
Phase 2: Search Visibility Optimization (Week 3-4)
Goal: Be found by actively looking prospects for general contractors
Local SEO Focus:
- Optimized pages for “general contractor website leads”, “general contractor Concord CA,” “Bay Area general contractor,” “home remodeling contractor”, “tenant improvements” etc.
- Built location-specific content for Concord, Walnut Creek, and surrounding communities
- Google Business Profile optimization with consistent NAP (Name, Address, Phone) — see Google’s official guide.
- Local schema markup for improved search engine comprehension
Content Strategy:
- Service pages targeting high-intent keywords: “kitchen remodel contractor,” “bathroom renovation Bay Area”
- Blog content answering common homeowner questions: “How much does a kitchen remodel cost in the Bay Area?” (see HomeAdvisor’s Bay Area cost guide)
- Project galleries with keyword-optimized descriptions
Phase 3: Trust and Credibility Building (Week 5)
Goal: Convert website visitors into qualified leads
Social Proof Elements:
- Prominent display of contractor’s license and insurance information
- Client testimonials with photos and project details
- Detailed project pages with professional high-quality photography
- Professional team photos and company story
- Industry certifications and Better Business Bureau ratings
Risk Reduction:
- Free consultation offers to lower barriers to initial contact
- Clear explanation of their process from estimate to completion
- Service area boundaries clearly defined
- Transparent pricing ranges where appropriate
Phase 4: Mobile Lead Generation (Week 6)
Goal: Optimize for mobile visitors who convert at higher rates
Mobile-First Improvements:
- Fast-loading pages (under 3 seconds on mobile)
- Click-to-call buttons prominently placed
- Mobile-optimized contact forms (fewer fields, larger buttons)
- Easy-to-navigate service menus
- Location-based mobile experience with driving directions
The Results: More Leads, Better Business
Immediate Impact on General Contractor Website Leads
Within 90 days of launching the new website:
Search Visibility Results:
- They are being found through local searches for Tenant Improvements, commercial projects
- 340% increase in organic search traffic from prospects in their service area looking for general contractor website leads
- Improved Google My Business visibility with more profile views and direction requests
- Significant increase in google rankings performance
Website Conversion Improvements:
- Visitors now have 5+ clear paths to become leads (vs. 1 basic contact form before)
- Mobile conversion rate improved dramatically with streamlined mobile experience
- Quote request forms generating qualified project inquiries
- Free consultation offers reducing friction for prospects
Client Feedback on Results:
“Jack went above and beyond to get our website built and pushed across the finish line. He was easy to work with and very knowledgeable with web design and SEO. We couldn’t be happier with our choice. He even drove to our Concord office from Walnut Creek to take photos for our site. We are already getting compliments on our new website. Above and beyond!” — RGC Construction
Ongoing Lead Generation Success:
- Consistent weekly inquiries from website visitors
- Higher-quality leads (prospects who’ve researched their services before calling)
- Reduced dependence on referrals alone for business growth
- Increased confidence when sharing website with prospects
- Professional online presence that matches their work quality
Key Takeaways: How General Contractors Can Get More Website Leads
What RGC’s Success Teaches About Getting General Contractor Website Leads:
Your website should work harder than your business cards. A well-optimized site generates general contractor website leads around the clock, educates prospects before they call, and builds trust automatically.
Local dominance beats broad reach. Casting a wide services net that targets specific long tail search terms will capture higher quality leads than simplified searches.
Multiple conversion paths increase leads. Different prospects prefer different ways to make contact: phone calls, forms, text, consultations. Offer all options.
Mobile optimization directly impacts lead generation. Most contractor research happens on phones during lunch breaks and commutes. Mobile-friendly sites convert better.
Trust elements are lead generation tools. Licensing info, testimonials, and professional photos don’t just build credibility, they increase conversion rates.
Actionable Lead Generation Strategies:
- Create service-specific landing pages for kitchen remodels, bathrooms, additions each targeting different keywords and buyer intents. Tie these to specific locations.
- Offer multiple ways to convert: free estimates, consultations, project guides, direct calls.
- Optimize for local searches with location-specific content and Google Business Profiles.
- Display social proof prominently: licenses, insurance, testimonials, project photos.
- Make mobile conversion effortless: fast loading, large buttons, click-to-call functionality.
- Track and measure everything: which pages generate leads, what keywords drive traffic, which content converts best.
The Bottom Line: Websites That Generate Leads
RGC Construction’s transformation proves that with the right strategy, your website can become your most effective lead generation tool. The key is thinking beyond design to focus on what actually drives prospects to contact you.
Their success came from understanding that modern homeowners research contractors online before making decisions. When your website makes that research process easy and builds confidence in your capabilities, qualified leads follow naturally.
The contractors winning in competitive markets aren’t necessarily the most experienced or cheapest. They’re the ones who make it easiest for ideal prospects to find them, trust them, and take the next step.
Your website should be working as hard as you do generating leads while you’re on job sites, building credibility while you sleep, and converting prospects into customers 24/7.
Ready to transform your website into a lead generation machine? We help Bay Area contractors build websites that actually drive business growth. Get your free consultation →
