1. Home
The homepage has to answer three questions in about five seconds: what do you do, where do you work, and how do I contact you?
- Your business name, trade and area in the headline
- A tap-to-call button and a WhatsApp button
- A short introduction, around 80 words
- Three or four trust points, such as years trading, being insured, or an accreditation you actually hold
- Your main services and a few photos of your work
2. Services
List what you do in plain words, one by one, with a sentence or two each. Customers search for specific jobs, such as a boiler service, a consumer unit upgrade or a patio, so naming them helps people and search engines. Only show prices if you are happy to; a clear "from" figure helps some customers and puts others off.
3. Areas and hours
List the towns and areas you cover and your opening hours, including any out-of-hours or emergency work. It saves you calls you cannot take and helps customers see you are local.
4. Gallery
Photos of your own recent work are the strongest proof you can show. Use clear, bright photos, with captions saying what the job was. Get the customer's permission and avoid showing house numbers or faces.
5. Contact
- A tap-to-call number and a WhatsApp button
- A short enquiry form: name, phone, what you need
- Your service area, and your address only if you want it shown
- Your opening hours
What to actually write on each page
People get stuck on the wording more than the layout. Here is an example of the level of detail that works, for an imaginary plumber. Swap in your own details.
| Page | Example of good wording |
|---|---|
| Home headline | Dave's Plumbing: plumber and heating engineer in Leeds and Wakefield |
| Home intro | I'm Dave, a local plumber with 12 years' experience. I cover Leeds and the surrounding area for repairs, boilers and bathrooms, with free quotes and no call-out charge for most jobs. |
| A service line | Boiler servicing: annual service and safety check, carried out by a Gas Safe registered engineer. |
| Areas | Leeds, Wakefield, Bradford, Harrogate and the villages in between. Not sure if I cover you? Message me. |
| Contact | Call, WhatsApp or send a short enquiry. I reply the same day. |
Page titles and descriptions
Every page should have its own title and short description, which is what appears in search results. A clear pattern is the service, the place and your name. For example: Plumber in Leeds | Dave's Plumbing for the home page, and Boiler servicing in Leeds | Dave's Plumbing for a services page. Keep titles under about 60 characters and descriptions under about 155, and write them for people, not for search engines.
A simple order for the homepage
- Headline and contact buttons at the top
- Short introduction
- Main services
- Trust points: years trading, insured, accreditations
- A few photos
- Areas you cover
- An enquiry form or call to action at the bottom
Optional extras worth considering
- A short FAQ answering the questions customers always ask, such as call-out charges or whether you do free quotes
- Up to three genuine customer quotes, with permission
- A link to your Google reviews
- A short About section on the homepage
- A price guide, only if you are happy to commit to it
How long should it be?
Short. Most trade sites work best with roughly 300 to 600 words of text across the whole site, plus photos. Customers on a phone do not want to scroll through paragraphs. Say what you do, where you work, and how to reach you, and stop.
Plus two small pages you need behind the scenes
A privacy notice, because your contact form collects personal details, and a friendly page-not-found page. Neither is a selling page, but both matter. See our guide to website basics and UK rules.
What you can skip for now
- A blog, unless you will actually write it
- A separate About page, a short About section on the homepage is enough
- Online booking or payments
- Animations, sliders and auto-playing video
- Lots of stock photos
Common questions
How many pages does a tradesperson need?
Five is enough for most: Home, Services, Areas and hours, Gallery and Contact, plus a privacy notice.
Do I need an About page?
A short About section on the homepage is usually enough. A separate page helps only if you have a lot to say.
Should I have a separate page for each town?
Not usually. Lots of near-identical town pages can look like spam and rarely rank well. List your areas on one page and write about real work in each place if you can.
Do I need a blog?
No. A blog helps only if you will keep writing it, and a neglected blog looks worse than none.
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