Most tradesman websites have either too few pages (one long page that tries to say everything) or too many (a blog nobody updates, a “news” section last touched in 2021). The right number of tradesman website pages is smaller than people expect, but each one has a specific job, and that job is always the same: get the right customer to pick up the phone.
Here is the set we would build for almost any trade, and why each page earns its place.
The core pages and what each one is for
Think of each page as answering one question a customer has before they ring you. If a page does not answer a question, it probably does not need to exist.
| Page | The question it answers | What must be on it |
|---|---|---|
| Home | Do you do what I need, near me? | Trade, towns covered, phone number, one line of proof, quote button |
| Service pages (one per main service) | Do you do this specific job, and roughly what does it cost? | What the job involves, a price range or what moves the price, photos of that job |
| Areas covered | Will you come to me? | Towns and postcodes you cover, any call-out limits |
| Recent work | Are you any good? | Real photos of real jobs, a sentence on each |
| About | Can I trust you in my house? | Your name and face, how long you have done this, registrations and insurance |
| Contact / get a quote | How do I get hold of you? | Phone, short form, hours, how quickly you reply |
Why one page per service matters
Somebody searching for “boiler service Exeter” and somebody searching for “power flush Exeter” are different customers with different jobs. A single “Services” page listing twelve things in bullet points does not answer either of them well, and it gives a search engine very little to work with.
A separate page for each main service lets you describe the job properly, show photos of that kind of work, and give a price range. It also means the page someone lands on from a search is about the exact thing they searched for. You do not need a page for every minor job. Pick the four or five services that make you the most money or that you most want more of.
The areas page is not a list of forty villages
An areas-covered page should tell a customer, quickly, whether you will come to them. A clear list of towns, a rough radius, and anything that changes (a call-out charge beyond a certain distance, days you cover a particular area) is all it needs.
What it should not become is forty near-identical pages, one per village, each saying the same thing with the name swapped. Search engines treat that pattern as doorway pages and it is more likely to hurt than help. One honest page is better than forty thin ones.
The recent work page does the selling
For most trades, photographs of finished jobs are the single most persuasive thing on the site. A customer choosing between two roofers will look at the pictures before they read a word. Keep it current: a gallery where the latest job is from three years ago says more about the business than intended.
Each photo is better with one short line: what the job was, roughly where, and what the problem was before you arrived. Leave out anything that identifies the customer’s house. There is more on this in our guide to website photos for tradespeople.
Pages you can leave out (for now)
- A blog. Only worth it if you will genuinely write something useful every month or two. An abandoned blog makes the business look abandoned.
- A “News” page. Nobody reads it.
- A separate testimonials page. Put real reviews next to the service they relate to, where they do some work.
- A “Meet the team” page for a team of two. Put yourselves on the About page.
- A careers page, unless you are actively hiring.
- A privacy policy is the exception: if you have a contact form, you need one. It does not need to be in the menu, just linked from the footer.
What goes on every page, not just one
Some things belong everywhere, because customers land on any page from a search, not just the home page:
- Your phone number as a tap-to-call link, ideally in a bar fixed to the bottom of the screen on mobile.
- A clear button to request a quote.
- The towns you cover, somewhere near the top.
- Your registrations or trade scheme membership where they genuinely apply (Gas Safe, NICEIC, NAPIT, TrustMark and so on).
- Your business name, address or base town, and phone number in the footer, written identically every time.
How many pages is right?
For most sole traders and small firms, six to ten pages covers it: the home page, four or five service pages, areas, recent work, about and contact. That is enough to answer every question a customer has without creating pages you will never keep up to date.
It is easier to add a page later, when you have a reason for it, than to keep a page alive that you never needed. Start with the set above, see which pages people actually visit, and grow from there.