01 / How the job is actually won
They are looking at three of you at once
A homeowner with a problem opens three tabs and forms an opinion in about a minute each. They are not comparing craftsmanship, which they cannot assess. They are comparing which of you seems real, competent and likely to turn up.
Everything below follows from that. You are not selling building work on the website. You are earning the phone call.
02 / Photographs
Your own work, badly lit, beats stock every time
Stock photographs of a generic kitchen tell a visitor nothing except that you had no photographs. A real job, shot on a phone, with a before and an after, is the single most persuasive thing you can put on the page.
Shoot every job. Wide shot, a detail, and the finished result. Ten real projects outperform a professionally shot page of somebody else’s work.
03 / Where you work
Be specific about the area, by name
“We cover the surrounding area” answers nothing. Name the towns. People search with their location attached, and the site that names their town is the one that looks like it will actually come out.
It is also the cheapest local search work there is, and unlike most SEO advice, it is just being clearer.
04 / Proof you are safe to let in
The checks people are quietly making
- Insurance, and the number. Say it plainly.
- Certifications and memberships, with the registration number so it can be verified.
- A real address or at least a town. A mobile number and nothing else reads as temporary.
- Reviews with names attached, ideally somewhere the visitor can check independently.
- A face. One photograph of the person who will knock on the door does more than a page of copy.
05 / What to say about price
Silence is read as expensive
Nobody expects a fixed price for work that needs a survey. But saying nothing at all makes people assume the worst and ring someone who indicated something.
Give them a handle: typical ranges for common jobs, a minimum call-out, what a quote includes, how long a quote takes. You are not committing to a number. You are showing you are straightforward about money, which is precisely what people are worried about.
06 / The mobile detail everyone misses
Make the phone number a tap
Most of your visitors are on a phone, often standing in the room with the problem. The number must be at the top, tappable, on every page, not in an image, not only in the footer, not behind a contact form.
Contractors lose more enquiries to this one thing than to anything about design.
07 / Honestly
Five good pages beat fifty
You do not need a page for every service you have ever performed. You need your main services explained clearly, real photographs, your area named, proof you are legitimate, and an obvious way to reach you.
Send us what you do and where, and we will tell you which five pages you actually need.