What Makes a Contractor Look Legit Online?

Looking legit online means looking ready — and customers can tell the difference.

Let’s face it—being great at your trade isn’t always enough to win new business. Today’s customers check your online presence before they ever pick up the phone. If what they find looks incomplete, outdated, or unprofessional, they may never call at all.

So what actually makes a contractor look legit online? In this article, we break down the five most important things that influence how potential customers perceive your business the moment they search your name.

1. A Professional, Mobile-Friendly Website

Your website doesn’t need to be fancy—but it does need to load fast, look modern on mobile devices, and clearly communicate who you are, what you do, and how to contact you.

Key features that build trust:

• Clean layout and clear navigation

• Contact info visible at the top of every page

• Project photos or a portfolio

• Testimonials or customer quotes

• A secure domain (https) with no ads or popups

A website is often your first impression. If it feels outdated or generic, your business will too.

2. A Verified and Optimized Google Business Profile

Your Google Business Profile (formerly Google My Business) is often the first thing people see when they search for your services. If your profile isn’t verified, hasn’t been updated, or lacks reviews and photos, you’re leaving money on the table.

To look legit, your profile should include:

• Accurate business name, hours, and contact info

• High-quality photos of recent work

• Service areas and categories

• Customer reviews (and your responses)

• Regular updates, posts, or offers

This is the digital version of your storefront. Make sure it looks open for business.

3. A Branded Email Address

It’s a small detail that makes a big difference. Using a Gmail, Yahoo, or Hotmail address doesn’t inspire confidence—especially for higher-paying jobs.

Compare:

• johndoe@gmail.com → Feels personal, casual

• john@smithcontracting.com → Feels professional, established

A custom email address shows you’ve invested in your business and take communication seriously. It also helps ensure your messages don’t end up in spam folders.

4. Positive Google Reviews (and Responses)

Online reviews are today’s word-of-mouth. Most potential customers will look at your Google rating before they decide to call. A contractor with 20+ 5-star reviews and professional responses will always outshine someone with none—or worse, negative reviews left unaddressed.

What to focus on:

• Asking happy clients to leave reviews right after the job

• Responding politely to every review, good or bad

• Avoiding fake or paid reviews, which are easy to spot

Your reputation lives on your Google listing. Keep it active, honest, and professional.

5. A Business Phone Line with Call Tracking

Legit businesses separate personal and business calls—and track where new leads come from. A business phone number (that forwards to your cell) creates a better customer experience and lets you measure what’s working.

Call tracking shows you:

• Which calls came from your website or Google profile

• How many leads you're actually getting each month

• What’s driving ROI—and what’s wasting your time

Plus, customers are more likely to trust a dedicated line with a professional voicemail greeting.

Final Thoughts: Looking Legit Means Looking Ready

Looking legitimate online isn’t about showing off—it’s about showing up in the right way. Customers want to know you’re serious, responsive, and reliable. A modern digital presence communicates all of that before you ever speak.

At Artisan Webworks, we build and manage every piece of your digital presence—from your website and Google profile to your business phone and email. Our goal is simple: make you look as good online as you are on the job.

👉 Ready to find out how your business stacks up? Schedule your free visibility check