Our research team prepared a report on average landing page conversion rates for home services, based on analysis of performance data collected between January 2024 and December 2025 from over 1,000 home services landing pages. A conversion is defined as any goal completion, including form submissions, phone calls, chat initiations, or appointment bookings.
Landing page conversion rate is calculated using the formula:
Conversion Rate Formula:
Conversion Rate = (Total Conversions ÷ Total Landing Page Visitors) × 100
Landing Page Conversion Rates by Home Service Industry
| Industry | Conversion Rate | Notes |
|---|---|---|
| Pools & Spas | 10.9% | Lifestyle transformation appeal and strong visual before/after content drive the highest conversion rates. Seasonal urgency and financing options improve performance. |
| Painting & Decorating | 10.8% | Clear project scope, visual transformation appeal, and relatively simple decision-making process contribute to high conversion rates. Before/after galleries critical. |
| Plumbing | 7.6% | High emergency search intent (burst pipes, leaks) drives urgency. 24/7 availability messaging and click-to-call functionality capture high-intent visitors effectively. |
| Pest Control | 7.4% | Urgency from active infestations and health concerns drive conversions. Service guarantees and pest identification guides improve trust and conversion rates. |
| HVAC Installation & Repair | 5.8% | Mix of emergency (AC failure) and planned (installation) traffic. Energy savings calculators, financing options, and brand certifications improve conversion rates. |
| Electrical Services | 5.5% | Safety concerns and licensing requirements create trust barriers. Emergency availability messaging and prominent license/insurance badges help improve conversion. |
| Landscaping | 4.5% | Project complexity varies widely (lawn care vs. full design). Portfolio galleries and style guides help visitors self-qualify. Seasonal timing affects conversion rates. |
| Roofing & Gutters | 3.7% | High project costs ($8K-$25K) and “get 3-5 quotes” mindset lower conversion. Storm damage urgency helps. Warranty details and financing critical for conversion. |
| General Contracting | 2.8% | Highest project costs ($10K-$100K+) and longest timelines create extensive vetting process. Multiple decision-makers and complex scope definition lower immediate conversion. |
Key Findings
Conversion rates range from 10.9% (pools) to 2.8% (general contracting), driven primarily by three factors:
- Visual Transformation Services Convert Best: Pools (10.9%) and painting (10.8%) lead because homeowners can easily visualize results through before/after galleries. Services lacking visual appeal should invest heavily in project photography.
- Emergency Intent Doubles Conversion: Emergency services (plumbing 7.6%, pest control 7.4%) convert 63-164% higher than planned services (landscaping 4.5%, contracting 2.8%) because urgency eliminates comparison shopping. Emergency-capable contractors should prioritize 24/7 messaging and click-to-call optimization.
- Price Point Creates Friction: Services under $10K average 8.6% conversion, while services over $10K average 3.25%. High-cost contractors should add financing options, transparent pricing ranges, and warranties to reduce psychological barriers.
Contractors performing below their industry benchmark should focus on mobile optimization, clear calls-to-action, and service-specific content that addresses the unique buying factors for their trade.
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