A website with one page called "Services" can rank for very little. Google matches searches to individual pages, so the plumber with a dedicated, well-written page for "water heater replacement" will usually outrank the plumber who lists it as one bullet among twenty. This service gives each of your valuable jobs, and each area you really work in, a page that deserves to rank.
What a good service page contains
A service page should answer the questions a customer asks before calling, in the order they ask them. That is what earns rankings and calls at the same time.
For each job type we write:
- What the job is and when it is needed, in the customer's words, not trade jargon.
- Signs the customer will recognise, such as "breaker trips when the dryer runs" or "shingles curling on the south slope".
- How you do it, step by step, including what the customer needs to prepare.
- Price factors, explained honestly. You do not need to publish a price, but explaining what drives the cost builds trust and filters out poor-fit enquiries.
- Licences and permits. Where your province requires a licence or permit for the work, the page says so and shows your licence number. The region pages link to each provincial regulator.
- Real photos and a short project example, linked to a full project story where one exists.
- A clear next step: call, text or email, with the phone number visible.
Town pages without the spam
Town pages are useful when you genuinely serve an area away from your base and want to appear for searches there. They become a problem when they are copies. Google's spam policies name city-specific pages that funnel visitors to one place, and near-duplicate pages built only to rank, as doorway abuse.
A town page earns its place when it carries information that only applies to that town:
- the jobs you do most there, and why (older housing stock, acreages, condos)
- projects you have completed there, with photos
- typical travel and scheduling, such as which days your crew covers it
- local permit or utility details where they differ, linked to the official source
If you cannot write that for a town, it should not have its own page. It can appear in a list of areas served instead.
Who it suits
Trades with several distinct, valuable job types gain the most: electricians (panels, EV chargers, rewiring), roofers (replacement, repair, flat roofs, skylights), plumbers (drains, water heaters, re-pipes), and landscapers (design, hardscape, maintenance). It also suits businesses covering a cluster of nearby towns where the map results alone cannot reach.
What is included and how long it takes
- Audit and keyword map (weeks 1–2). We list the searches worth winning, match each to one page, and spot pages that compete with each other.
- Technical fixes (weeks 2–4). Page titles, headings, internal links, mobile layout, speed and indexing.
- Page writing (month 2 onward). Typically several pages a month, most valuable first, each reviewed by you.
- Measurement and adjustment (ongoing). Pages that gain impressions but few clicks get better titles; pages that get visits but no calls get better proof and clearer calls to action.
New pages in a modest market often start appearing within a couple of months. Competitive city terms take longer.
How results are measured
We track rankings and impressions per page in Google Search Console, calls and messages from each page, and which pages lead to booked jobs, using the job data you share. A page that ranks but never produces work gets rewritten or retired.
Mistakes we see on trades websites
- One page for everything. Rankings follow specificity.
- Fifty town pages with swapped names. Doorway risk with little reward.
- Pages written for search engines. Repeating "best plumber in Surrey" twelve times helps nobody.
- No licence number or proof. Customers checking credentials leave.
- No phone number above the fold on mobile. Most trade searches happen on phones.
See the services overview, compare pricing, or read the town page guide.
Frequently asked questions
How many pages does a trades website need?
As many as you have distinct, valuable job types and genuinely served areas, and no more. A small electrical contractor might need eight service pages and four town pages; a regional roofer might need thirty. Page count is a result of the plan, not a target.
Can't I just copy one town page and change the name?
That is exactly what Google's spam policies describe as doorway pages. Near-identical town pages rarely rank for long and can drag down the whole site. Each town page needs real local substance.
Do you rewrite my whole website?
Only when the structure is the problem. More often we keep what works, merge thin pages, and add the missing ones. We also fix the technical basics, such as speed, mobile layout and page titles, along the way.
Who writes the pages?
We do, from an interview with you and your crew leads. You review every page before it goes live, because you know the work and the customers better than any writer.