What A Contractor Website Actually Needs: The Pages That Book Jobs
Most contractor websites are brochures. A handful are booking tools. The difference is almost entirely structural, and it comes down to which pages exist and what happens when someone submits a form.
The typical contractor website is a homepage, an about page, a services page listing eight things, and a contact form. It looks fine. It ranks for nothing and books almost nobody.
The fix isn't design. It's structure — which pages exist, and what happens when someone tries to get in touch.
The core principle: one page, one job
A page that talks about eight services ranks for none of them, because Google has nothing specific to match a specific search against. A page about one service, written properly, can rank for that service. Do that eight times and you're competing for eight searches instead of zero.
Multiply by your service areas and the arithmetic gets compelling: six services across five towns is thirty potential ranking pages, versus one homepage trying to be everything.
The pages every contractor site needs
1. A page per service
Not a list — a page. For a plumber: emergency call-outs, drain clearing, water heaters, leak detection, repiping, bathroom plumbing. Each covering what the job involves, what it typically costs or what drives the price, how long it takes, and what happens when you call.
Write for the customer's actual question, which is almost never "who is the best plumber" and almost always "is this going to be expensive and can you come today".
2. A page per service area
One page per town or neighbourhood worth ranking in, with genuine local content — the areas covered, jobs you've done there, response times, anything specific about the housing stock. Not a template with the town name swapped in; Google has been able to spot that for years.
Build twelve good ones rather than ninety thin ones. Thin area pages actively hurt you.
3. Proof pages
Reviews, project galleries, before-and-afters, licence and insurance details. For trades where trust carries the sale — roofing, general contracting, tree work — this is the sales pitch, not decoration.
4. The practical pages
Financing options, guarantees, the process from call to completion, an FAQ that answers the price and timing questions everyone asks. Each of these removes a reason not to call.
What happens when someone contacts you
This is where most contractor sites lose the job they just earned, and it's worth more attention than the design.
- Forms should text you, not email you. An email lands in an inbox you check at 9pm. A text lands in your hand.
- The customer should get a text too. An instant confirmation from your number tells them they've reached a real business, and opens a thread they can reply to.
- Phone numbers must be tap-to-call. On every page, in thumb reach. A number you have to copy out is a number that doesn't get dialled.
- Chat should become SMS. A chat widget that traps someone in a browser window loses them when they close the tab. Convert it to a text conversation and it survives.
Together these are why we describe the site as built to create text conversations rather than built to look good. The design matters; the plumbing behind the forms matters more.
Speed and mobile
Most local service searches happen on a phone, frequently on mobile data, frequently by someone standing next to the problem. A site that takes six seconds to load has lost a meaningful share of them before it renders.
Target around two seconds, keep images compressed and correctly sized, and check what your site actually does on a mid-range Android on 4G rather than on your desktop.
The technical basics that are easy to get right
- A unique title tag and meta description on every page — not the same one repeated.
- One H1 per page, describing that page's job.
- LocalBusiness and Service schema markup so Google can parse what you do and where.
- FAQ schema on pages with genuine FAQ sections.
- A sitemap and correct canonical URLs.
- Descriptive internal links between related services and areas.
None of this is glamorous, all of it is table stakes, and it's covered in the local SEO playbook.
What you don't need
- A homepage video that autoplays. It slows the site and nobody watches it.
- A blog you'll never write. An empty blog dated two years ago is worse than no blog.
- A long about page. One paragraph and a photo of the crew does the job.
- Stock photos of models in hard hats. Customers can tell, and real job photos work better anyway.
- A booking portal for emergency work. People with a burst pipe want to talk to someone, not create an account.
The short version
Ten to twenty pages, one job each, covering your services and your areas. Forms that text. Numbers that dial. Fast on a phone. Proof where people look for it.
That's the whole specification, and it's what every site in the package is built to. See the pricing for what it costs.