The Tradesman Website Guide: What Makes a Website That Gets Jobs
Most trade websites either do not exist or do not convert. A website that sits there doing nothing is worse than no website at all — it creates a false sense of security. This guide explains what a good tradesman website needs to actually bring in enquiries.
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.
Frequently asked questions
How much should a tradesman website cost?
A basic DIY website using Wix or Squarespace costs £10–£20/month but rarely ranks on Google. A professionally built trade website costs £1,000–£3,000 and is built to convert and rank.
Should a tradesman use Checkatrade or a website?
Both. Checkatrade provides third-party trust. Your own website is the only place you fully control and own your online presence. Most successful tradespeople use both.
How long does it take to rank a new trade website on Google?
A new website typically takes 3–6 months to rank competitively on Google. An existing domain with history ranks faster. Google Business Profile results appear much sooner.
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