What Content Should Your Trade Website Include?
Your website content can make or break customer conversions. Here's the complete guide to essential pages and content every tradesperson's website needs to turn visitors into paying customers.
"What should I put on my website?" This is the question every tradesperson asks when building their online presence. The answer isn't just about listing your services—it's about creating content that builds trust, demonstrates expertise, and guides visitors toward contacting you.
Content That Converts
- • 68% of customers research tradespeople online before calling
- • Websites with complete information get 3x more inquiries
- • Trust-building content increases conversion rates by 40%
- • Clear service descriptions reduce time-waster calls by 60%
Essential Pages Every Trade Website Needs
Your website architecture should guide visitors through a logical journey from discovery to contact. Here are the must-have pages:
1. Homepage: Your Digital Storefront
Your homepage has 8 seconds to convince visitors they're in the right place. Here's what it must include:
Homepage Essentials
- Clear headline: "Birmingham's Trusted Emergency Plumber" not "Welcome to Our Website"
- Prominent phone number: Large, clickable, above the fold
- Service overview: What you do in simple terms
- Service area: Where you work geographically
- Trust indicators: Certifications, insurance, years in business
- Social proof: Customer reviews or testimonials
2. Services Pages: Your Expertise Showcase
Don't just list what you do—explain how you solve customer problems. Create separate pages for each major service:
Service Page Structure
- • Problem the service solves
- • Your approach/process
- • What's included in the service
- • Typical timeframes
- • Pricing guidance (if appropriate)
- • Before/after photos
- • Call-to-action
Example Service Pages
- • Emergency Plumbing Repairs
- • Boiler Installation & Repair
- • Bathroom Renovations
- • Central Heating Systems
- • Drain Cleaning & Unblocking
- • Gas Safety Certificates
3. About Page: Building Trust and Connection
Your About page is often the second most visited page. Use it to build trust and show your human side:
Your Story
How you got started, why you chose this trade, what drives you to do quality work. Keep it personal but professional.
Qualifications & Experience
Certifications, training, years in business, notable projects. Include photos of certificates and team members.
Your Values
What you stand for: quality workmanship, fair pricing, reliability, customer service. Make it specific to your business.
4. Portfolio/Gallery: Proof of Quality
Visual proof of your work is incredibly powerful. Organize your portfolio strategically:
Portfolio Best Practices
- Before/after photos: Show the transformation you create
- Categorize by service: Separate galleries for different types of work
- Include context: Brief description of each project
- High-quality images: Good lighting, clean work areas
- Recent work: Keep portfolio current and relevant
5. Testimonials/Reviews: Social Proof
Customer testimonials are your most powerful sales tool. Present them effectively:
What Makes a Good Testimonial
- • Specific details about the work
- • Customer's full name and location
- • Photo of the customer (if possible)
- • Mentions of your professionalism
- • Results achieved or problems solved
Testimonial Display Tips
- • Feature on multiple pages
- • Include star ratings
- • Link to full Google reviews
- • Use video testimonials when possible
- • Update regularly with fresh reviews
6. Contact Page: Making It Easy to Reach You
Your contact page should remove all barriers to getting in touch:
Contact Page Essentials
Contact Information
- • Primary phone number
- • Emergency/out-of-hours number
- • Email address
- • Business address (if applicable)
- • Service areas covered
Additional Features
- • Contact form
- • Business hours
- • Response time expectations
- • Map showing service area
- • Social media links
Additional Pages That Build Trust
Insurance & Certifications Page
Customers want to know they're protected. Create a dedicated page showing:
Insurance Coverage
- Public liability insurance details
- Professional indemnity coverage
- Tool and equipment insurance
- Vehicle insurance
Professional Certifications
- • Gas Safe registration (for gas work)
- • NICEIC/NAPIT certification (electrical)
- • City & Guilds qualifications
- • Manufacturer training certificates
- • Health & safety certifications
FAQ Page: Answering Common Questions
An FAQ page reduces phone calls from time-wasters and helps serious customers understand your service:
Essential FAQ Topics
Service Questions
- • Do you offer emergency callouts?
- • What areas do you cover?
- • Do you provide free quotes?
- • How quickly can you respond?
- • Do you guarantee your work?
Business Questions
- • Are you fully insured?
- • What payment methods do you accept?
- • Do you clean up after work?
- • Can you work evenings/weekends?
- • Do you offer payment plans?
Content That Converts: Writing Tips
Write for Your Customer, Not Yourself
❌ Industry Jargon Example
"We provide comprehensive HVAC solutions including installation, commissioning, and maintenance of heating, ventilation, and air conditioning systems to BS EN standards."
Problem: Too technical, doesn't explain customer benefits
✅ Customer-Focused Example
"Keep your home comfortable year-round with our heating and cooling services. We install, repair, and maintain boilers, radiators, and air conditioning systems so your family stays warm in winter and cool in summer."
Strengths: Clear benefits, everyday language, focuses on customer needs
Use Local Keywords Naturally
Include location-based keywords throughout your content, but make it natural:
Local Keyword Integration
- • "Serving Birmingham and surrounding areas since 2015"
- • "Emergency plumber covering Solihull, Sutton Coldfield, and West Bromwich"
- • "Trusted by homeowners across the West Midlands"
- • "Based in Birmingham with fast response times throughout the region"
Content Maintenance: Keeping It Fresh
Your website content isn't set-and-forget. Regular updates improve SEO and keep customers engaged:
Monthly Updates
- Add new customer testimonials
- Update portfolio with recent work
- Review and update pricing
- Check all contact information
Quarterly Reviews
- Update service descriptions
- Refresh FAQ based on common questions
- Review and update certifications
- Analyze which content converts best
The Content That Wins Business
Great website content does more than inform—it builds trust, demonstrates expertise, and guides visitors toward contacting you. Every page should answer the question: "Why should I choose you over your competitors?"
Remember, your website works 24/7 to represent your business. Invest in content that reflects the quality and professionalism of your work, and it will become your most effective sales tool.
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