What should a tradesperson's website include?
If you are a tradesperson thinking about getting a website — or you already have one that is not working for you — this guide will tell you exactly what to include. No fluff, no unnecessary features. Just the things that actually make customers pick up the phone.
The essentials every tradesperson website needs
1. A clear headline that says what you do and where
When someone lands on your website, they should know within two seconds what you do and where you do it. Something like "Professional Plumbing Services in Manchester and Surrounding Areas" works perfectly. Do not try to be clever. Be clear.
2. Your phone number, front and centre
Your phone number should be visible on every page, ideally in the top right corner of the header where people expect to find it. On mobile, it should be tappable — one tap and it dials. Make it big, make it obvious.
Many tradespeople bury their phone number on a contact page three clicks deep. That is a mistake. The easier you make it to call, the more calls you will get.
3. A list of your services
Spell out exactly what you offer. Do not assume people will figure it out. If you are an electrician, list everything: rewiring, fuse board upgrades, lighting installations, EV charger installations, PAT testing, fault finding, and so on.
Ideally, each service gets its own section or even its own page. This helps with Google rankings because people search for specific services, not just "electrician."
4. Photos of your actual work
Stock photos of generic tradespeople do more harm than good. Customers want to see your real work. Before and after shots are brilliant. Photos of you and your team on site build trust. Even phone photos are fine — they look authentic.
Aim for at least 10 to 15 photos across your site. A dedicated gallery page is worth having, but also sprinkle photos throughout your service pages.
5. Customer testimonials
Social proof is incredibly powerful. Include quotes from real customers, with their first name and area if possible. Something like: "Dave rewired our entire house in three days. Tidy, professional, and great value. Highly recommend." — Sarah, Didsbury.
If you have Google reviews, reference them: "Rated 4.9 stars from 73 Google reviews." This ties your website credibility to your Google presence.
6. The areas you cover
List the specific towns, cities, and areas you serve. This is crucial for local SEO. If you cover Manchester, Salford, Stockport, Altrincham, and Bolton, list them all. Google uses this information to decide when to show your website in local searches.
7. A contact form
Not everyone wants to call. Some people prefer to send a message, especially in the evening or at weekends. A simple contact form with name, phone number, email, and a message box is all you need.
Make sure the form actually works and sends you a notification. You would be surprised how many websites have broken contact forms.
8. Trust signals
Include anything that builds trust:
- Gas Safe, NICEIC, or other trade body registrations
- Insurance details (you do not need to share amounts — just confirm you are insured)
- How long you have been trading
- Any guarantees you offer on your work
These details matter to customers, especially for bigger jobs where they are spending hundreds or thousands of pounds.
Nice to have (but not essential)
A blog
A blog can help with SEO, but only if you actually update it. A blog with one post from 2022 looks worse than no blog at all. If you are going to write posts, commit to at least one a month. If not, skip it.
Online booking
If your business lends itself to appointments — like a gas boiler service or an annual electrical inspection — an online booking system can reduce phone tag and make it easier for customers to commit.
A pricing guide
You do not need to list exact prices (every job is different), but giving ballpark figures helps customers know whether you are in their budget. "Boiler servicing from 80 pounds" or "Full rewire from 3,000 pounds" sets expectations and filters out tyre-kickers.
What to avoid
- Auto-playing music or videos: Just do not.
- Walls of text: Keep it scannable with short paragraphs and clear headings.
- Stock photos: They look fake and undermine trust.
- Outdated information: If your website says "Happy New Year 2023," it does your credibility no favours. Keep it current.
- No mobile version: More than 60% of visitors will be on their phone. If your site does not work on mobile, you are losing most of your potential customers.
The bottom line
A good tradesperson website is simple, honest, and focused on one goal: getting the phone to ring. You do not need fancy design or complex features. You need clear information, real photos, genuine testimonials, and an obvious way to get in touch. Get those right, and your website will pay for itself many times over.