Four Mistakes Contractors Make with Lead Generation… and One Step to Fix Each

Today, marketing isn’t just about getting your name out there—it’s about building a system that consistently brings in the right leads and turns them into customers. Yet for many contractors, lead generation feels like throwing money into a black hole with little return.

In a recent BDR survey of over 300 contractors (January–March 2025), generating enough leads to keep our team busy was the second most common business challenge reported—proof that this struggle is widespread.

Side note: The number one response? I’m working too much in my business and not enough on it. If that sounds like you, BDR Coaching can help you step back from daily chaos and build a structure for long-term growth.

But when it comes to marketing, the problem usually isn’t a total lack of effort—it’s making a few common mistakes that limit results. Let’s break down four of the most frequent missteps and how to fix each one.

Lead Generation Mistake #1: Poor Digital Presence

In today’s market, your website is your first impression—and for many, your only shot at capturing attention. Yet, too many contractor websites are outdated, slow to load, and not built for mobile users. Others lack basic SEO, making them nearly invisible in local search results. If you’re not showing up online—or if your site makes it hard for customers to take action—you’re losing leads before the conversation even starts.

What This Looks Like

Your website might be missing clear calls to action, with no dedicated pages for each service you offer. Visitors struggle to find your phone number or request a quote. Testimonials and reviews are buried or missing altogether.

Even worse, your site might not be optimized for mobile, leading to long load times or formatting issues.

How to Fix This

Audit your website: Start by checking if your logo, phone number, and a strong CTA are clearly visible on every page.

Do you have dedicated service pages and an easy-to-navigate structure? Are your reviews front and center? Does your site include a working chat feature to engage visitors?

Bonus Resource: BxB Media offers a free website audit for contractors, which includes a detailed performance report with a website health score, an overview of performance issues, and more valuable insights to improve your website. Click HERE to get a free website audit!

Lead Generation Mistake #2: Poor Review Collection & Management

Online reviews are one of the most powerful trust signals in our industry’s digital world. A strong review profile can tip the scales in your favor, while a lack of reviews—or unanswered negative ones—can do serious damage.

Unfortunately, many contractors don’t have a solid process in place to gather and respond to reviews consistently.

What This Looks Like

You might only have a handful of reviews across Google or Facebook—or worse, a few negative ones without any responses. Your replies may be generic and impersonal, if you’re responding at all. Even happy customers aren’t asked to leave reviews because no one is following up.

How to Fix This

Create a process: A simple, repeatable process that makes asking for a review after every completed job easier and makes it straightforward for customers to leave one. Respond to ALL positive or negative reviews with genuine, personalized responses. Consistency is key. Build review management into your weekly workflow to maintain a strong, up-to-date reputation.

Lead Generation Mistake #3: Poorly Optimized Paid Ads

Paid advertising has the potential to drive fast, targeted leads—but only if it’s done strategically. Too often, contractors run ads without clear messaging, target the wrong audience, or fail to test and track performance.

The result? A drained budget with very little to show for it.

What This Looks Like

Your ads might look different across platforms, with no consistent branding or messaging. You send all ad traffic to a generic homepage instead of a landing page designed to convert. There’s little testing happening, and reporting is vague or nonexistent, making it hard to know what’s working.

How to Fix This

Build stronger campaigns with more intention: Use ad groups to test different creatives and messaging. Maintain consistent branding across all platforms. Create clear, conversion-focused landing pages tied directly to your ad campaigns, ensuring you track performance regularly to eliminate underperforming ads.

Want expert help here? BxB Media is a Google Premier Partner, which means we help contractors build, manage, and optimize paid campaigns that convert! Let’s chat about how we can help you optimize your campaigns to drive better results.

Lead Generation Mistake #4: Poor Lead Capture Processes

Bringing traffic to your site is only half the battle—you still need to capture the lead. If your contact forms are confusing, your calls to action are buried, or your follow-up process is nonexistent, you’re letting potential customers fall through the cracks.

What This Looks Like

Visitors land on your site but can’t find where to take action. Forms ask for too much information or aren’t mobile-friendly. There’s no confirmation after submission, automated follow-up, or CRM tracking whether that lead becomes a customer.

How to Fix This

Make lead capture simple and effective: Use clear calls to action like Get a Free Quote or Schedule a Call on every key page. Streamline your lead forms—only ask for what you truly need. Add a chat feature to improve engagement and make sure you follow up quickly with every inquiry. Use call tracking to evaluate ad performance and integrate your CRM or field service software to track the entire journey from lead to closed job.

Don’t Tackle This Alone—Let’s Build a System That Works

These mistakes are common—but they’re also fixable. The key is having the right strategy, tools, and support to turn your marketing into a lead-generating machine.

At BxB Media, we help contractors:

• Build SEO-optimized, high-converting websites
• Set up repeatable systems for collecting and managing reviews
• Create and manage paid ad campaigns that drive ROI
• Streamline lead capture, tracking, and follow-up to boost conversions

And with decades of experience in the HVAC and home services industry, we understand what works and what doesn’t.

Schedule a call with our team, and let’s start building your marketing execution to drive results for your company!