When you’re running a home services business, every dollar counts. With only limited control over your margins and big expenses like wages, you’re always looking for new ways to trim whatever costs you can control. If that has you thinking about building your own website, you probably want to think again.
Talk to other contractors who opted for a do-it-yourself website that promises to let you “build a professional site in a day” using “proven design templates.” We know what you’ll hear, because we’ve heard it again from clients who tried the DIY approach – and won’t ever do it again.
Your Time is Your Most Valuable Asset
Everyone says time is money, and for the owner of an HVAC, plumbing, or electrical business, that’s absolutely true. Every hour you spend fussing with a website template, trying to figure out which keywords you need to use, or troubleshooting a broken contact form is an hour you’re not on a job site, bidding on new projects, or managing your team. What’s the opportunity cost of that time? What is the revenue you could have generated if you instead used it to focus on your core business?
The companies offering those DIY sites like to make you think you can have your site up and running in just minutes. But contractors who have used those templates know the process can easily consume dozens, if not hundreds, of hours. When you factor in the time spent learning the platform, creating content, finding and editing images, and then constantly updating and maintaining the site, any “savings” evaporate.
“Free” or “Cheap” Can Get Expensive
DIY website platforms advertise very low monthly fees, sometimes starting at just a few dollars. But these introductory prices often hide a mountain of add-on costs. You might start with a free template, but soon discover you need to pay extra for a custom domain, a more professional-looking theme, e-commerce functionality, or essential marketing tools.
If you’re expecting your website to generate a steady flow of business leads (and why else would you invest in one?), your site will need features like online booking and a quote request form, as well as elements such as listing all the communities in your service areas. Critical elements like that often involve upcharges or coding expertise to integrate them with your technology, and you’re still left with a website that may not be fully optimized for your specific business needs.
You’re a Contractor, Not a Marketer
A website isn’t just an online brochure. It’s a 24/7 salesperson for your business. For it to be effective, it needs to be built with marketing in mind. This includes a clear brand message, compelling calls to action, and search engine optimization (SEO) that helps new customers connect with you.
Marketing professionals start the process of building sites by focusing on business strategy. They know how to increase the likelihood your company’s will rank highly in searches like “plumber near me.” They also create timely content like blog posts that reinforces your authority, and know how to design a user experience that makes it easy for visitors to book a service or request a quote.
Hidden Costs of a Subpar Website
A poorly designed website does more than just fail to attract new customers. It can actively harm your business. A site that loads slowly, is difficult to navigate on a phone, or looks unprofessional will cause potential customers to leave in seconds. Your website is the first impression most people have of your company. A clunky, generic site suggests a clunky, generic business. Skimping on a website can create all sorts of costs like:
- Lost leads. Every visitor who bounces from your site because it’s slow or confusing is a potential customer you’re losing to a competitor with a better online presence.
- Reputation damage. Customers want to be confident that you’re a legitimate, credible business. An unprofessional-looking website erodes their trust.
- Lack of scalability. As your business grows, your website needs to grow with it. DIY platforms can be difficult to update with new services, team members, or a more complex booking system.
- Invisibility. If your SEO/keyword strategy is weak or your content isn’t organized for search engines, you might be invisible to your target audience.
- Missed keyword opportunities. Without professional keyword research, you may miss out on high-intent search terms like “emergency AC repair” or “24/7 plumber near me,” which directly drive leads.
- Disorganized site structure. Even if someone finds your site, confusing navigation or poorly structured content can make it impossible for them to locate what they need—leading to another lost lead.
The Ongoing Headache of Website Maintenance
Even if you manage to get your DIY website live, the work doesn’t stop there. Websites require constant upkeep—regular security updates, plugin fixes, performance checks, and fresh content to stay relevant in search rankings. Skip these tasks, and your site can quickly become outdated, slow, or even vulnerable to hacks.
For a contractor, keeping up with this behind-the-scenes work is not just tedious—it’s a distraction from running your business. Every time you log in to fix a broken plugin, update service area pages, or troubleshoot why your site is suddenly loading slowly, that’s time you’re not focused on your customers. Most contractors who attempt it themselves quickly realize maintenance is just as frustrating and time-consuming as the initial build.
Invest In A Partner, Not a Platform
Hiring professionals isn’t just about getting a good-looking website. It’s making an investment in a partner who understands your business and builds a digital tool that works for you. A professionally designed website is an asset that can:
- generate consistent leads through effective SEO and user-friendly design.
- build trust and credibility with a polished, professional brand identity.
- save you time and money by being a low-maintenance, high-performing asset.
Before you dive into a DIY website project to “save money,” consider the true costs. You’re an expert in your trade. Let a professional be an expert in theirs. The dollar you think you’re saving could be costing you thousands in lost business.
Want A Partner That Truly Understands Your World?
HVAC contractors and other home services business throughout the nation have discovered the benefits of having an outsourced Cornerstone marketing team of their own. We work exclusively for companies like yours and have decades of practical experience with everything from website design to sales training.