30%
have no tap-to-call link
88%
show no license number
3%
have a homepage form that asks about budget
48%
don’t name a city or state in their page title
The basics are there. The selling isn’t.
Nearly every builder site we checked works on a phone and is secure. Where they fall down is the part that turns a visitor into a call: an easy way to call, a form that sorts serious buyers from browsers, and proof like a license number.
Share of builder homepages with each feature
2,745 homepages of builders and contractors found in Google Maps, 50 U.S. metros.
Checked October 2026 from each homepage’s code. Forms and widgets added later by scripts may be missed. Analysis: LeadLiners.
View as table
| Item | Share of homepages |
|---|---|
| Set up for phones (viewport tag) | 97% |
| Uses HTTPS | 96% |
| Phone number visible | 83% |
| Tap-to-call link | 70% |
| Form on the homepage | 62% |
| Reviews or testimonials on the homepage | 57% |
| Names a place in the page title | 53% |
| Uses modern image formats | 42% |
| Video on the homepage | 26% |
| License number shown | 12% |
| Chat widget | 8% |
| Form asks about budget | 3% |
Almost no one asks about budget
Only 3% of homepages have a form that asks about budget. The typical homepage form has 5 fields, usually name, email, phone and a message box. That sends every builder the same pile of “how much for a house?” messages. A few multiple-choice questions about land, budget, financing and timing let serious buyers say so before you call. Here are thequestions to put on your form.
Top-ranked builders’ sites look the same as everyone else’s
Homepage features by Google Maps position
Share of homepages with each feature.
Top 3Positions 4–10Positions 11–20
Analysis: LeadLiners.
View as table
| Item | Top 3 | Positions 4–10 | Positions 11–20 |
|---|---|---|---|
| Tap-to-call link | 72% | 70% | 69% |
| Form on the homepage | 61% | 65% | 60% |
| Reviews or testimonials | 59% | 57% | 56% |
| Place name in the title | 58% | 53% | 51% |
| License number shown | 12% | 13% | 12% |
Ranking in the map doesn’t mean the website converts. The builders at the top of Google Maps leave the same gaps as everyone else. That’s an opening: a builder who fixes these on their own site can turn the same traffic into more calls than the competitor ranked above them.
What builders build their sites on
Website platform
Detected from each homepage’s code.
View as table
| Item | Share of homepages |
|---|---|
| WordPress | 42% |
| Other/custom | 27% |
| Squarespace | 9% |
| GoDaddy | 8% |
| Wix | 8% |
| Duda | 4% |
| Webflow | 2% |
| Showit | 0% |
| Shopify | 0% |
Other things we noticed
- 18% no h1 heading.
- 8% copyright year 2023 or older.
- 2% “Welcome to” in title or headline.
What this means for builders
Make calling one tap. Put your number at the top of every page as a tap-to-call link.
Ask the qualifying questions. Land, budget, financing and start date, as tap-to-answer choices.
Show your license number. In the footer, on every page. Homeowners check, and in some states it’s required in advertising.
Name your towns. Put what you build and where in your page title. Check yours with the free 20-point website score, or read the page-by-page website blueprint.
