ResearchSheet 01 · Published 2026-09-18

43.0608° N / 88.4037° WContours: Lapham Peak, Delafield WI. The highest ground in Waukesha County. You can see everything from up there.

The State of the Contractor Web: Waukesha County, 2026

Name: The State of the Contractor Web: Waukesha County, 2026 (aggregates)
Published: 2026-09-18
License: https://creativecommons.org/licenses/by/4.0/

Every Google listing we could find for a trade contractor in the county: 1,731 of them across 34 cities and villages, plus 128 websites through the audit. Counts and percentages only. No business is named.

28%

of trade contractors have no website at all (489 of 1,731)

What the profiles look like.

A homeowner who finds them on Google Maps gets a phone number and nothing else.

30%

of profiles are unclaimed. Nobody who works there has ever logged in.522 listings

22%

have zero reviews. 61% have fewer than ten.381 listings

30%

list no hours.523 listings

46%

have no business description.796 listings

40%

list no services. The profile says "General contractor" and stops.686 listings

49%

have few or no photos.840 listings

Average profile completeness is 63 out of 100. 596 profiles (34%) score under 50.

10 businesses have a 4.8 star rating or better on 20 or more reviews and still no website. Their customers love them and nobody can find them.

By trade.

Roofers are the best-kept trade in the county by a wide margin. General contractors and concrete are the worst.

Trade	Listings	No website	Unclaimed	Profile score
Roofing contractor	92	12%	13%	81
Landscaper	98	35%	28%	62
Construction company	89	25%	36%	58
General contractor	107	39%	45%	54
Contractor (generic)	103	38%	45%	50
Concrete contractor	60	48%	45%	54

By city.

The gap is county-wide, not a Waukesha-city problem.

City	Listings	No website	Profile score
Waukesha	521	27%	65
Oconomowoc	170	28%	59
Pewaukee	150	27%	65
Brookfield	129	26%	64
Hartland	127	30%	62
New Berlin	110	32%	66
Mukwonago	71	30%	67
Delafield	66	23%	67
Sussex	64	16%	67

What they get wrong.

128 contractor websites through the audit. Median score 75 out of 100. 30% graded D or F. 4 earned an A.

99%

have no way to book a time without calling.

88%

have no way to capture a visitor who won't call. No form, no text option, no chat.

86%

have no Meta pixel. 35% have no Google Analytics.

80%

are missing standard security headers.

67%

have no business structured data, the block Google and AI assistants read to learn who you are.

43%

have images with no descriptions.

41%

show a stale year in the footer.

35%

have no main headline.

25%

show a phone number that can't be tapped on a phone.

What they mostly get right: 98% load over HTTPS, 99% are mobile-ready, 99% are visible to search engines. Hosting is solved. Turning a visitor into a phone call is not.

What it means

The average Waukesha County contractor's web presence is a half-finished Google listing with a handful of reviews, and either no site or a site that looks fine and quietly drops the visitor who didn't want to call. Roofers are the exception, likely because roofing met out-of-market lead competition earliest and adapted. The cheapest wins are the biggest: claim the profile, fill in hours and services, add photos, and put a form and a tappable phone number on whatever site exists.

How we counted

Listings were pulled from Google Maps data for Waukesha County cities and villages between July and September 2026, deduplicated by phone and domain, and classified by primary Google category. Trade contractors were selected by category keyword. Profile completeness scores hours, description, services, photos, reviews, category specificity, phone, website link, claim status and attributes, 0 to 100.

Website audits are self-serve reports run at tannerpreserve.co/audit by business owners and by us, deduplicated to the most recent report per site. The audit fetches the public homepage and checks it the way a visitor's browser and Google's crawler would. "Warn" and "fail" are both counted as not passing.

Use the numbers

Cite freely with a link to this page (CC BY 4.0). No individual business is identified anywhere in the data. For a different cut, the raw aggregates, or the method in more detail: josh@tannerpreserve.co, (262) 474-5794.

Sheet 06 · Your own numbers43.0608° N / 88.4037° W

Lapham Peak · 1,233 ftDelafield quadrangle

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