Is Angie’s List Worth it for Contractors?

Angie’s List is not always worth it for contractors and home services businesses. While it is helpful for lead generation, it often attracts the wrong kind of customers.

One of the complaints I hear from home services trades here in Charlotte is, “My marketing brings in the wrong people.” Too many tire-kickers. Too many price shoppers. Too many conversations that go nowhere. The conclusion is often that the audience is the problem. But that is not true.

Here is the truth. You are catching the wrong fish because you are using the wrong kind of bait.

To connect with customers who are willing to invest in quality craftsmanship, you need an online growth strategy that clearly articulates your brand, services, and value proposition. There are lots of home services providers in the area. Why should someone hire you?

A clear website does not chase volume like lead generators (e.g., Angie’s List), it guides decisions. It helps visitors quickly understand who the business is for, what problems it solves best, and what kind of engagement it expects. When done well, this clarity repels the wrong audience just as effectively as it attracts the right one.

When messaging is generic, prospects fill in the gaps with their own assumptions. Some assume lower pricing. Others assume customization you don’t offer. Others assume you’ll bend in ways you can’t. None of that is their fault—it’s the cost of unclear communication.

Strong websites don’t just inform; they qualify. They set boundaries. They make it easier for aligned customers to say yes and easier for misaligned ones to move on. That’s not limiting growth—that’s protecting it.

If your site is generating activity but not momentum, clarity is likely the missing piece.