The Tradesman Website Guide: What Makes a Website That Gets Jobs

The #1 rule: your website has one job

Your website's only purpose is to turn visitors into phone calls or contact form submissions. Not to look impressive. Not to win design awards. Everything — layout, content, speed, calls-to-action — should serve that single goal.

Speed and mobile performance are non-negotiable

Over 70% of trade website visitors come from mobile phones. If your website takes longer than 3 seconds to load on mobile, more than half of those visitors will leave before seeing anything. Google also uses mobile page speed as a ranking factor.

• Target a Google PageSpeed score of 90+ on mobile
• Use compressed images — never upload raw photos from your phone
• Use a fast hosting provider (avoid cheap shared hosting)
• Minimal plugins and scripts

What every trade website homepage must include

The homepage is where most visitors land first. Within 5 seconds, a visitor should know: who you are, what you do, where you work, and how to contact you.

• Your phone number at the very top — clickable on mobile
• A clear headline stating your trade and service area
• Real photos of your work (not stock images)
• A list of your services
• Your service area / towns covered
• Google review count and star rating
• A contact form or click-to-call button
• Key trust badges (Gas Safe, NICEIC, Checkatrade, etc.)

Create a page for every service you offer

A single homepage trying to rank for ten different services will rank well for none of them. Create a dedicated page for each service — "Boiler Installation", "Emergency Plumber", "Bathroom Fitting" — each targeting its own search terms.

Local SEO content: mention your area naturally

Include the towns and areas you serve naturally throughout your website. A page titled "Electrician in Manchester" with Manchester mentioned naturally in the headings and body text will rank far better than a generic page with no location.

Portfolio and case studies: show your best work

A portfolio is the most underutilised asset on most trade websites. Before/after photos, project descriptions, and customer testimonials build trust instantly. Homeowners want to see what you can do before they call. A strong portfolio lets you charge premium prices because customers can see the quality.

• High-quality photos of completed work (not phone snaps)
• Before and after shots are particularly effective
• Include project details: scope, timeline, challenges overcome
• Add customer testimonials alongside the relevant project
• Organise by service type so visitors find relevant examples

Contact forms vs phone numbers: what converts better

Both matter, but for different customers. Emergency work converts via phone — someone with a burst pipe wants to call immediately. Planned work often converts via forms — someone planning a bathroom renovation will research and compare quotes. Your website needs both: prominent phone number at the top, contact form at the bottom of every page.

Trust signals: what builds confidence

Homeowners giving a tradesperson access to their home need confidence. Trust signals reduce friction and increase conversions: Google reviews displayed prominently, trade certifications (Gas Safe, NICEIC, FGAS), insurance certificates, association memberships, and Checkatrade ratings. The more trust signals, the higher your conversion rate.