Guides · Websites
What Should a Tradesperson's Website Include? A 12-Point Checklist
The 12 things every plumber, electrician, builder or roofer's website needs to turn local searches into phone calls and quote requests.
Most trade websites look fine but don’t bring in much work. Usually it’s not the design. It’s that a few basic things are missing, and a customer on their phone gives up and rings the next name on Google.
Use this checklist to see how your site measures up. Tick off what you have and fix the rest.
1. A phone number you can tap on every page
Most people looking for a trade are on their phone. Put your number at the top of every page, make it tap to call, and keep it there as they scroll. If you use WhatsApp for work, add a WhatsApp button too.
2. A separate page for each main service
“Boiler repair”, “bathroom fitting” and “rewires” are different searches. One page that lists everything you do won’t show up well for any of them. Give each service you want more of its own page, with what’s involved, rough prices, photos and a way to get in touch.
3. Pages for the towns you actually cover
If you want work in Croydon, Sutton and Bromley, a page for each helps you show up when people search those places. Only make pages for areas you really work in, and write something real about each one: jobs you’ve done there, how quickly you can get there. Our guide to service area pages shows how.
4. Proof you’re qualified
Gas Safe, NICEIC, NAPIT, TrustMark, FMB and other memberships matter to customers. Show the logos, and include your registration number or a link to your entry on the official register so people can check it.
5. Real reviews
Show your best Google reviews on the site, with names and the type of job. Keep them current. A review from 2019 makes people wonder what’s happened since. If you need more, see how to get more Google reviews.
6. Photos of your own work
Stock photos of smiling builders don’t win jobs. Your own before-and-after photos do. They don’t need to be professional. A clear phone photo of a finished kitchen or a tidy fuse board is enough.
7. A short quote form that works on a phone
Ask for name, phone number, postcode and a short description of the job. Let people add photos. Every extra question loses a few customers, so keep it short and ask the rest when you call back.
8. Some idea of price
You don’t need a full price list. “Boiler service from £80” or “most loft conversions cost between £40,000 and £60,000” helps people decide to contact you and puts off those who were never going to go ahead. More on this in should you show prices on your website.
9. Details that match your Google profile
Your business name, phone number, areas and opening hours should be the same on your website and your Google Business Profile. When they don’t match, Google trusts both less. Link to your website from your profile.
10. An about page with a real face
People are letting you into their home. Tell them who you are, how long you’ve been doing it, and who will actually turn up. A photo of you or your team does more than any slogan.
11. The basics behind the scenes
- Loads in a couple of seconds on a phone
- Secure (the padlock in the browser)
- Clear page titles that say the service and the town
- A sitemap submitted to Google
- A privacy notice if you collect enquiries, which the legal requirements guide covers
12. You own it
Make sure the domain name is registered in your name, and that you can take the site with you if you change designer. Some cheap monthly deals keep the domain and the site, so you lose both if you stop paying.
Quick checklist
| Have it? | |
|---|---|
| Tap-to-call number on every page | |
| A page for each main service | |
| A page for each main town | |
| Accreditations with links to the register | |
| Recent Google reviews | |
| Your own job photos | |
| Short quote form with photo upload | |
| “From” prices or typical ranges | |
| Details match your Google profile | |
| About page with a photo | |
| Fast, secure, sitemap submitted | |
| Domain and site in your name |
Want us to check it for you?
Send us your website and we’ll go through this list for free and tell you the three changes most likely to bring in more calls. Get a free website check, or see our website prices.
