You don’t have to be the better contractor. You can do the EXACT same work and beat the shit out of your competition. All you have to do is show that you give a little bit more than the guy you are competing against.
Sure content is king, but people don’t want to read the best of times or worst of times on your site. So how much text should your page have?
I get it. I do. I know most contractors are fantastic craftsman who need all the help they can to sell their products. Which is why I blame the creative that is supposed to sell the product.