Start with the jobs that fit the business
Define the work the website should attract before choosing pages. Record priority services, typical job scale, private or commercial customer mix, practical service radius and work you do not offer. This prevents a broad promise from generating enquiries the team cannot serve profitably.
Group services according to how customers buy and how the business delivers them. Separate pages are useful when the service has distinct questions, evidence and qualification needs. Thin pages created only to repeat a keyword add little value.
- Priority services and minimum viable job
- Private, commercial or property-management buyer
- Normal service area and travel exceptions
- Explicit exclusions and referral policy
Show proof beside the relevant service
Project photographs are most persuasive when they explain the starting condition, constraints, work completed and resulting handover. Captions should identify the type of job without exposing a customer's private information. Stock imagery cannot demonstrate the team's actual workmanship.
Place qualifications, memberships, warranties and product relationships only where they are current, verifiable and relevant. Do not imply manufacturer approval or regulatory status from a logo alone. Owners should keep a register of who can approve each claim and when it needs review.
- Before, process and completed-work images
- Plain-language description of constraints
- Approved testimonial linked to the right service
- Current credentials with source and review owner
Design the route from interest to a usable quote request
A useful enquiry path tells visitors what information will help, how it will be used and what happens next. Ask enough to judge location, service, scale and timing, but do not demand technical details the customer cannot reasonably know. Allow photos when they materially improve triage.
Route submissions to a named operational owner and preserve the service and page context. Test confirmation, notification and follow-up on mobile. A form conversion is not a success if the request lacks the information needed to respond or reaches an unattended inbox.
- Clear response expectation
- Essential qualification fields only
- Optional photos with file guidance
- Named owner and tested notification
Plan content ownership before launch
The initial build can cover page architecture, copy direction, responsive design, development, forms, analytics and launch checks. The business still needs to supply accurate service information, coverage, approved evidence and the person who can make decisions.
After launch, review actual enquiries by service, location and fit. Improve wording or qualification where patterns appear. Add a new service or area page only when the business can provide distinct information and maintain it.
- Service and coverage source of truth
- Owner for project photos and permissions
- Form response responsibility
- Quarterly review of claims and enquiries
Frequently asked questions
Frequently asked questions
How many service pages does a trade website need?
Use one page for each materially distinct service that has its own customer questions, evidence and qualification needs. Do not split minor variations into thin pages.
Do we need professional project photography?
Clear, permissioned real-work images are valuable even when they are not a full professional shoot. Consistent framing and useful captions matter more than decorative stock images.
What information is needed to discuss a new site?
The trade, service area, private/commercial mix, ideal job, available project evidence and current website are enough to begin defining a sensible scope.