How Contractors Should Be Using Video on Their Website in 2026

You've got a great video. Maybe a testimonial from a happy customer. Maybe a project walkthrough showing your craftsmanship. Maybe an introduction to your company.

And it's sitting on YouTube with 52 views.

The problem isn't the video. The problem is where you put it.

Your Homepage: The First Impression

When a homeowner lands on your website, you have about 3 seconds to convince them to stay. Text isn't going to do it. A stock photo of a handshake isn't going to do it.

A video of you or your crew talking directly to them? That stops them in their tracks.

Your homepage hero should feature a 60-90 second video that answers three questions: Who are you? What do you do? Why should they trust you?

This isn't your full company story. It's a hook. It's the video equivalent of a firm handshake and looking someone in the eye.

Service Pages: Show, Don't Tell

Every contractor has service pages. "Roof Replacement." "AC Installation." "Kitchen Remodeling."

Most of them read the same: bullet points about your process, maybe some generic benefits, a form at the bottom.

Here's what works better: A 2-3 minute video showing an actual project from start to finish. Walk through the job. Explain what you're doing and why. Let the homeowner see your crew actually working.

This does something text can't — it lets homeowners imagine you working on their project. They can see the quality. They can see the professionalism. They can hear the expertise in your voice.

Testimonials: Let Customers Sell for You

Written reviews are good. Video testimonials are ten times better.

When a potential customer sees a real person — someone who looks like them, who lives in a house like theirs — talking about how great you were, that builds trust faster than any sales pitch.

Don't hide testimonial videos in a "videos" section nobody visits. Put them on your homepage. Put them on service pages. Put them on your about page.

One good testimonial video, placed strategically throughout your site, will do more for your conversion rate than a hundred five-star Google reviews.

About Page: The Human Connection

Homeowners hiring a contractor are inviting strangers into their home. They want to know who they're dealing with.

Your about page is where they go to get that answer. And if all they find is a wall of text about when you started the company and your commitment to excellence, you've missed the opportunity.

A 2-minute video of you talking about why you got into this business, what you care about, and how you treat customers — that's what creates the human connection that leads to booked jobs.

The Wrong Places for Video

YouTube. If your only video strategy is uploading to YouTube and hoping people find you, you're wasting your investment.

YouTube is a search engine, not a marketing platform. People don't go to YouTube looking for contractors. They go to Google. And when they find your website, that's where your video needs to be.

That doesn't mean don't use YouTube. Use it as a hosting platform. Embed those videos on your website where they'll actually convert visitors into leads.

The Bottom Line

Video on your website isn't decoration. Every video should have a job: build trust, demonstrate expertise, or make the phone ring.

If your videos aren't doing one of those things in a place where potential customers will actually see them, they're not working for you.