How to turn website visits into leads in 2025

Your website is often the first impression potential clients have of your building business. But is it showing them what they actually want to see? In this article, The Successful Builder Graeme Owen details what builders need to do to present themselves in the best possible way online  

In 2025, homeowners across New Zealand are doing more online research than ever before. They’re comparing builders, checking reviews, looking at past projects – and making decisions before picking up the phone. So, what turns a visitor into a lead? Let’s look at what your website really needs to include. 

1. Reflect your ideal client

People stop scrolling when they see someone like themselves. That’s why the most effective builder websites don’t just show houses — they show people and lifestyles that your ideal clients can relate to. 

Think about your typical customer. Are they families with young kids? Retirees? First-home buyers? Investors? Your images, language and project examples should help them see themselves working with you. 

Tip: Use real client photos when possible. Include short stories or testimonials from ‘people like them’. 

2. Address their needs – not just their wants

Clients may come to you asking for three bedrooms and a double garage, but what they really need might be more nuanced – such as future proofing, peace and quiet, flexible spaces for teenagers, or better indoor-outdoor flow. 

A good website doesn’t just list features, it helps your visitors think about their lifestyle and what would really improve it. 

Tip: Ask smart questions through your content. For example: 

• Will you be working from home?
• Do you expect to host extended family?
• What will your family look like in 5 or 10 years?

These prompts show you care about your clients’ long-term happiness – and that builds trust. 

3. Provide testimonials that tell a story

Modern website visitors are looking for proof that you’ve delivered on promises for people like them. Generic compliments won’t cut it anymore. A good testimonial is really a mini case-study and can even include how challenges were overcome when they arose. Someone fixing a bad situation is often more memorable than simply having a good experience. 

Structure them like this: 

1. What the client needed.
2. What they were worried about.
3. What they got – and how they felt about it.

Tip: Get testimonials that highlight the client’s journey and the outcome, not just praise about you. 

4. Use optimised content that still sounds human

To show up on Google, your website needs the right keywords – but it also needs to sound natural. Google’s ranking system is now smarter than ever, prioritising content that is genuinely helpful and easy to read. Use key words in your page headings, image alt text and early in your content – but always make sure it reads well. 

5. Make sure it’s simple, clear, and built for mobile

Once you’ve drawn people in, don’t lose them to a slow or confusing website. Builders often overlook the importance of mobile responsiveness and clear navigation – but these make a huge difference to how professional you seem. 

Tip: Make it easy to view galleries and testimonials on mobile. Include a visible phone number or enquiry form on every page and don’t hide your best content behind five clicks. 

Final thoughts — and a quiet suggestion 

Your website doesn’t need to be flash – but it does need to feel personal, professional and purposeful. It should guide your ideal clients, answer their questions, and it should make them feel confident in taking the next step. 

If your current site isn’t quite hitting the mark, it’s worth connecting with someone who understands the building industry and knows what works online. I work closely with a small team, which specialises in creating websites for tradies – feel free to reach out and I’ll happily point you in the right direction. 

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Graeme Owen is a builders’ business coach at thesuccessfulbuilder.com. Since 2006, he has helped builders throughout New Zealand get off the tools, make decent money, and get more time in their lives. Grab a copy of his free book: The 15 Minute Sales Call Guaranteed To Increase Your Conversion Rate or join Trademates and connect with builders who are scaling too.