We audited 575 Wisconsin contractor websites.97.8% have no online booking we could detect.
Roofers, HVAC, plumbers, electricians, landscapers, concrete, remodelers and builders across the state, pulled from Google Maps listings and run through the same 19-point check that powers our free audit. Median score: 77 out of 100. Every number on this page is reproducible, and you can cite it.
- 12.2% of the listed websites failed to load when we fetched them, after a www and non-www retry.
- 30.2% of the sites that did load scored a D or an F.
- 97.8% have no online booking we could detect.
- Excavating contractors scored lowest (average 59); roofing contractors scored highest (average 83).
- Who shows up first when a neighbor searches for what you do.Google's answer and the AI answer, with names. Whether one of them is you.
- Where you lose them.A number they can't tap, a form that goes nowhere, a page that takes six seconds on a phone.
- What to fix first.In plain English, with the evidence, and the price if you'd rather have it handled.
The ten most common failures. None of them are hard to fix.
Share of sites that loaded and did not pass each check, most common first. The right-hand column is what the miss costs the business, in plain terms.
- 01
No online booking we could detect
97.8%
The homeowner who is comparing three bids at 9pm can't lock one in. They book with whoever lets them.
- 02
Missing security headers
90.9%
Browsers and Google's safe-browsing checks trust the site less. It is a five-minute fix on any modern host.
- 03
No Meta pixel
89.9%
Any Facebook or Instagram ad the business ever runs starts from zero. It can't retarget the people who already visited.
- 04
No Tag Manager
72.7%
Every new tracking tag needs a developer. Most never get added.
- 05
Footer shows an old year
58.6%
The first thing a visitor reads at the bottom of the page says the business stopped paying attention.
- 06
No business structured data
52.5%
Google's knowledge panel, map results and AI answers cannot confirm the name, phone, area or hours from the site.
- 07
No Google Analytics
51.7%
The owner cannot tell which pages, ads or referrals produce calls. Every marketing decision is a guess.
- 08
No meta description
50.3%
Google writes its own snippet from whatever text it finds, often a menu or a cookie notice.
- 09
No social share preview
48.3%
When a happy customer shares the site in a Facebook group, it shows up as a bare link with no photo.
- 10
No form or other way to reach out
41.8%
If nobody answers the phone, the lead has nowhere to go.
Which trades score lowest.
Average score by Google Maps category, for every category with at least ten scored sites. Lowest first.
| Category | Sites | Average score |
|---|---|---|
| Excavating contractor | 14 | 59 |
| Landscaper | 38 | 67 |
| Contractor | 37 | 69 |
| Electrician | 24 | 71 |
| Painter | 15 | 71 |
| General contractor | 38 | 71 |
| Remodeler | 13 | 71 |
| Home builder | 18 | 72 |
| Custom home builder | 14 | 73 |
| Plumber | 24 | 76 |
| Concrete contractor | 22 | 76 |
| Tree service | 30 | 77 |
| Pest control service | 10 | 77 |
| HVAC contractor | 27 | 82 |
| Roofing contractor | 45 | 83 |
How we ran it, so you can check it.
Sample: 575 distinct websites, one per business, drawn at random from our database of Wisconsin Google Maps listings that list a website, restricted to contractor categories (roofing, HVAC, plumbing, electrical, general contractor, remodeling, landscaping, concrete and paving, tree service, excavating, septic, insulation, masonry, home builders, painters, garage doors, decks, fencing, siding, windows, gutters, flooring, drywall, tile, pest control, water damage, well drilling and handyman). Listings marked permanently closed were excluded, and so were businesses whose only web address was a Facebook, Yelp, Angi or HomeAdvisor page.
Audit: each homepage was fetched once in September 2026 and run through the same 19 checks that power the free audit on this site: HTTPS, page title, meta description, structured data, indexing directives, H1, phone-screen viewport, tap-to-call, favicon, Google Analytics, Tag Manager, Meta pixel, social share tags, image descriptions, footer year, a lead form, online booking, mixed content and security headers. A site that returned an error after a www and non-www retry was counted as unreachable and left out of the scored set.
Scores are 0 to 100, weighted toward the checks that cost a contractor calls. Grades: A 90 and up, B 80, C 70, D 60, F below. The audit reads the page source only; it does not measure load speed or design quality, so a site can score well here and still be slow. The booking check looks for known scheduling tools in the homepage source, so a custom booking form or a scheduler that only lives on a contact page is counted as not detected. The score is our checklist, not a measure of the business.
Cite it: “Tanner Preserve Web Co., Wisconsin Contractor Websites 2026, https://www.tannerpreserve.co/wisconsin-contractor-websites-2026”. The numbers are released under CC BY 4.0. Journalists and trade publications can email josh@tannerpreserve.co for the per-site data or a version cut to one trade or one county.
Most of your competitors are losing calls to their own website.
The bar in Wisconsin is low, which is good news if you are the one contractor in your town who clears it.
Get a site that passes all nineteen.
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