The 7 things a waterproofing company website must do, from tap-to-call to the warranty page
The seven things a waterproofing website must do to turn a wet-basement search into a booked inspection: speed, tap-to-call, service pages, ranges, warranty.
- 1. Load in under two seconds on a phone
- 2. Tap-to-call and an inspection form on every screen
- 3. A page for each service
- 4. A pricing page with ranges
- 5. The warranty in plain language
- 6. Proof: photos, reviews and the crew
- 7. Tracking that tells you what booked
- What to leave off
- What it costs
- Frequently asked
A homeowner about to spend $8,000 does not book the inspection from the Google listing. She taps through to the website first, on her phone, for about forty seconds. In that time she wants to know four things: do you do my problem, what will it roughly cost, is the warranty real, and can I get someone out this week. 18.8% of waterproofing companies have no website at all, and companies with one have a median of 16 reviews against 1 without. Having a site is table stakes. Here is what it has to do.
1. Load in under two seconds on a phone
Most of the traffic to a waterproofing site is a phone, often on a weak connection in a basement. A site that takes five seconds loses a third of visitors before anything shows. Test yours with Google's PageSpeed Insights, which is free. The usual causes of a slow site are 4 MB hero photos, a page builder loading forty scripts, and a video background. Resize photos to under 200 KB, drop the video, and the site usually drops under two seconds without a rebuild.
2. Tap-to-call and an inspection form on every screen
The phone number should be a button at the top of every page that dials when tapped, not text in a header image. Below it, a form with four fields: name, phone, town, what is going on. Not twelve fields. A homeowner with water on the floor will not fill out a questionnaire. Every form submission should text the owner and text the homeowner a confirmation within a minute; a form that goes to an inbox someone checks Tuesday is a form that loses the inspection.
3. A page for each service
One page per line of work, not one "services" page with a list. Interior drainage systems. Sump pumps and battery backup. Exterior membrane and drainage. Crawl space encapsulation. Foundation crack injection. Bowing wall repair. Each page opens with a direct sentence stating what it is, where you do it, what it costs as a range, and how long it takes. Then photos of three real jobs, the warranty that applies, and the inspection button again. These pages are what Google ranks for "crawl space encapsulation Dayton" and what the AI assistants quote; the AI search guide covers the writing.
4. A pricing page with ranges
Owners resist this more than anything else on the list. The worry is that a competitor will undercut the number or that a homeowner will anchor on the low end. In practice the pricing page does the opposite. It filters out the person who wanted a $150 fix before she wastes your inspector's afternoon, and it reassures the person who was afraid of $50,000 enough to book. Ranges are honest: "Interior drainage systems: $4,000 to $12,000 depending on linear feet and whether a sump is included. Crawl space encapsulation: $5,000 to $15,000 depending on square footage and whether a dehumidifier is added. Crack injection: $500 to $1,500 per crack." List the variables under each. The pricing guide has the full approach.
5. The warranty in plain language
In this trade the warranty is the product. A transferable lifetime warranty on an interior system is the reason a homeowner picks you over the handyman with a bucket of sealer. Put it on its own page, in sentences a person can read: what is covered, what is not, whether it transfers when the house sells, what the homeowner has to do to keep it valid, and who to call. Then link to it from every service page and the proposal. Half the one-star reviews in this trade come from a warranty that was described verbally and read differently on paper. The page fixes that before it starts.
6. Proof: photos, reviews and the crew
Thirty real job photos, organized by service, each captioned with the town. A before and after for every service line. Your Google reviews pulled onto the site, with the count and the average, updated automatically. A short page about the crew with first names and a photo by the truck. The homeowner is about to let these people into her house. She wants to see them. Skip the stock photo of the model in the hard hat; everyone can tell.
7. Tracking that tells you what booked
A different phone number on the site than on the Google profile and the ads, so you know which source sent the call. Form submissions tagged with the page they came from. Google Analytics set up to count a call tap and a form as a conversion. Without this, you cannot tell whether the crawl space page or the sump page is doing the work, and you cannot tell the ads account what to optimize for. The follow-up guide covers what happens after the call.
What to leave off
Sixty town pages that say "basement waterproofing in [town]" with the name swapped. Google has been pulling those out of results since 2024 and the AI assistants treat them as noise. Three to six real town pages for the places that actually send inspections, each with a paragraph about the soil and the housing stock there, do the job. Also leave off the slider of stock photos, the "welcome to our website" paragraph, and the blog that was last updated in 2021.
What it costs
A fast site of six to ten pages built the way this guide describes runs $3,000 to $8,000 from a competent local builder, or $150 to $400 a month on a subscription. A 40-page custom site from an agency runs $10,000 to $25,000 and does not book more inspections. The page count is not the point; the seven items above are.
Frequently asked
Should the site have a chat widget? Only if someone answers it in under a minute during business hours. A chat bubble that says "we will get back to you" is worse than no chat. Text-back on the phone number does the same job better.
Do I need a separate site for crawl space work? No. A second site splits your reviews, your citations and your authority. One site with a strong crawl space page ranks better than two thin sites.
My site is five years old. Rebuild or fix? Run the speed test and check the seven items. If it is slow and the phone is in an image, rebuild. If it is fast and just missing the pricing and warranty pages, add them. The benchmark report shows how few competitors have even this much.
A website rebuild is one of the services in the free 14-day trial, no card, text or call. Details on the free trial page.
Steven has spent the last several years running growth campaigns for local service businesses, waterproofing companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor