Website Performance Report for Contractors: What to Track
Roofers, remodelers, HVAC and plumbing companies need one page a month that shows leads, not traffic. Here is what belongs in it and how to get it for free.
A website performance report for contractors is one page a month that answers a single question: how many jobs did the website bring in, and from where? It should count calls, form submissions and quote requests, show which pages and searches produced them, and compare the month against the last one. Pageviews and bounce rate do not belong at the top. If you run a general contracting, remodeling, roofing, HVAC, plumbing or electrical business, you can get this report for free with Google's own tools.
What is a website performance report for contractors?
It is a monthly summary of what your website did for your business, written in the language of leads and jobs rather than traffic. A good one fits on one page and takes ten minutes to read.
The report pulls from four sources: Google Analytics 4 (what visitors did), Search Console (which searches brought them), your Google Business Profile (calls and direction requests from the map listing), and your phone system or call tracking. If an agency does your SEO, it should assemble this. If nobody does, the last section explains how.
What should a website performance report show every month?
Every month the report should show leads first, sources second, and pages third, in this order.
- Total leads: calls, form submissions and quote requests combined, with each type shown separately.
- Leads by source: organic search, Google Business Profile, paid ads, referrals, direct. This tells you which marketing is working.
- Google Business Profile actions: calls, direction requests and website clicks from your listing. For most local trades this is a large share of all leads.
- Top landing pages for leads: which service or area pages people were on when they converted.
- Search Console clicks and impressions for the queries that matter, such as "roof repair" plus your town.
- Cost per lead: total spend on ads or SEO divided by leads.
- Three sentences of commentary: what changed, why, and what happens next.
Notice what is missing: pageviews, sessions, bounce rate, average position across all keywords. Those can sit in an appendix. The longer version for any business is in what a monthly SEO report should include. For contractors, the short list above is enough.
How do you track form submissions and calls?
Form submission tracking works by telling Google Analytics 4 that a completed form is an event, then marking it as a key event. A key event is GA4's name for an action that matters to your business; Google's About key events page says any event you collect can be marked as one.
In practice, the form fires an event when someone submits, and you go to Admin, then Data display, then Events, and click the star next to it. Google's page on marking events as key events walks through the steps and notes that a standard property can hold up to 30 key events. Once done, the Key events column appears in your landing page and acquisition reports, showing which pages and sources produced form fills.
Calls are harder, because a call happens off the website. The simple option is to track clicks on your phone number as a key event, which counts intent on mobile. The accurate one is call tracking: a service that shows a different number to website visitors and logs each call with its source. For a trade that lives on the phone, it is usually worth the small monthly fee.
Quote forms, booking widgets and chat tools get the same treatment. The step-by-step setup, including testing in DebugView, is in how to track form submissions in GA4.
How many form submissions should a contractor website get?
There is no universal number, and anyone who gives you one without seeing your traffic is guessing. The useful measure is conversion rate: the share of visitors who become a lead. Count leads and visitors for three months, divide, and you have a baseline to improve. As a reference point, LocaliQ's home services search advertising benchmarks, from campaigns that ran April 2024 to March 2025, put the median conversion rate for home services paid search at 7.33 percent: electricians 9.08, plumbing 7.63, HVAC 6.56, roofing 3.70, general construction 2.61. Those are paid-search landing page figures, not whole-site organic figures, so treat them as a ceiling; organic visitors include researchers and job seekers, so site-wide rates run lower. The same report put the median paid-search cost per lead for roofing at just over 228 dollars and for general contractors at about 166 dollars, a useful yardstick against what organic leads cost you through SEO.
Which numbers are vanity for a contractor?
Any number that can go up while your phone stays quiet is vanity. For a contractor that covers most of a default analytics dashboard.
- Pageviews and sessions: a post about deck stain can draw thousands of visitors from other states who will never hire you.
- Bounce rate and engagement rate: a homeowner who lands on your page, reads your number and calls counts as a bounce. That is a win.
- Average position across all keywords: an average of 200 terms hides whether the five that matter are moving.
- Domain authority and similar tool scores: third-party estimates, not Google data.
- Impressions on their own: page three for 50,000 searches brings nothing.
Impressions and clicks do matter when tied to specific queries. Google's Performance report help page explains that Search Console shows clicks, impressions, click-through rate and average position, filterable by query and page. Used that way (clicks on emergency plumber searches in your service area), they are real signals. As a site-wide total, they are noise.
Why is a construction website not getting leads even with traffic?
Usually because the traffic is the wrong people, or the right people cannot contact you quickly. The report tells you which.
Look at the landing pages with traffic but no key events. If they are blog posts or pages about services you no longer offer, the traffic is wrong. If they are your core service pages, the problem is on the page: a buried phone number, a twelve-field form, no service area stated, no photos of real work, no reviews. Check the mobile version first.
Then check the Search Console queries for those pages. If you rank for how-to-fix searches rather than roof repair near me, you are getting readers, not buyers. That is a local SEO fix; local SEO for service businesses covers how a trade targets buying searches in its area. The broader diagnostic and the fixes live in why your website is not getting leads. This post's job is to make sure the report shows you the problem.
How do you read the report in 10 minutes a month?
Read it top down: leads, then sources, then pages, then one decision.
Minutes one and two: total leads versus last month and versus the same month last year. Seasonal trades should compare year over year, since a slow February is normal.
Minutes three to five: leads by source. If organic is up and Google Business Profile is down, something changed in your listing (a suspension, a new competitor, missing hours). If paid leads are up but cost per lead is too, ask why.
Minutes six to eight: top landing pages for leads. Pages that produce jobs are the ones to protect and expand. A page with traffic and no leads is one to fix or let go.
Minutes nine and ten: read the commentary and decide one thing. Approve a new page, fix one form, ask the agency one question. One decision a month, carried out, beats ten noted and forgotten.
Can a contractor get this report for free?
Yes. Google Analytics 4, Search Console and the Google Business Profile performance view are all free, and together they cover everything in the list above except call tracking.
The catch is setup and assembly. GA4 needs key events configured, Search Console needs verifying, and the Business Profile stats live in a separate dashboard. Pulling them into one page each month is tedious, which is why most contractors stop after two months.
A middle path is a free reporting tool that connects to your GA4 and Search Console and produces the one-page view automatically; the one at /reporting does this at no cost. Or ask your SEO agency for exactly the seven-item list above and nothing else. An agency that cannot report leads by source after month two is reporting on the wrong things.
Call tracking is the one paid piece. It usually pays for itself the first time it shows which page or campaign a job came from.
Quick answers
What is a website performance report?
A website performance report is a monthly one-page summary of what your site did for your business: how many calls, form submissions and quote requests it produced, which sources and pages produced them, and how that compares with last month. For contractors it should lead with leads, not traffic.
What is form submission tracking?
Form submission tracking means recording every completed contact or quote form as an event in Google Analytics 4 and marking it as a key event. GA4 then shows how many submissions you received and which pages and traffic sources produced them.
How do you count the number of form submissions on your website?
Mark the form completion event as a key event in GA4 under Admin, Data display, Events. GA4 counts each submission and shows the total in the Key events column, broken down by landing page and channel. Cross-check the monthly count against the emails or CRM entries the form produced.
What is contact form submission monitoring?
Contact form submission monitoring is checking each month that your form still works and submissions are still counted. Submit a test entry, confirm it arrives in your inbox or CRM, and confirm it appears in GA4 Realtime. Broken forms are a common, silent reason leads fall off.
Why is my construction website not getting leads?
Most often the traffic is the wrong people (readers from outside your area or homeowners wanting how-to advice), or the right people hit a slow page, a hidden phone number or a long form. Landing pages with traffic but no key events tell you which pages to fix first.
Next step
If you would like a second pair of eyes on your current report, or you have no report at all, book a free call. You will get a short written recommendation: which numbers to track, what your GA4 and Search Console already show, and what to fix first. No obligation.
