website basics for builders, plumbers and sparkies: what your trade website really needs

your online first impression matters

imagine this. someone recommends your name to a friend. they google you. nothing shows up — or worse, they find a page that looks like it hasn’t been updated since 2009. they bounce. and just like that, job lost.

a tidy, modern website makes you look legit. it doesn’t need flashing lights or fancy animations. it just needs to say, “hey, i’m professional, i turn up on time, and i know my stuff.” because that’s what people want.

make it clear what you do and where you do it

this sounds simple, but you’d be surprised how many trade websites don’t say what kind of jobs they take on or which areas they cover.

if you’re a heating engineer in leeds, your website should say that — loud and clear. not just on your homepage but in your page titles, your about section, and even in your blog if you have one. help google and real people figure it out in seconds.

show off your best work

you wouldn’t hand someone a half-finished bathroom as a reference, would you? your website is no different. use photos of your past projects to show what you can do — kitchens, loft conversions, rewires, you name it.

don’t worry about fancy photoshoots. just take clean, well-lit pictures with your phone. before-and-after shots are gold. even better if you add a short note about what the job involved and what the customer needed help with.

add real reviews, not made-up fluff

these days, people want proof. and a good testimonial can go a long way. don’t just say “i’ve got happy customers” — show them.

ask your past clients if they’d mind giving you a quick line or two. even better if you can use their name and the town they’re from. something like “mick replaced our old boiler and saved us a fortune. friendly and professional — would definitely recommend. – diane, rotherham” hits home way more than generic praise.

make it easy to contact you

you’d be amazed how many websites bury the phone number at the bottom of the page, or hide the contact form behind five clicks. don’t make people work to give you their money.

stick your number in the header. have a big, easy-to-find contact button. use a simple contact form with just name, number, job type, and location — that’s it. and if you’re on whatsapp, say so. people love messaging.

keep it mobile-friendly

most of your website visitors will be on their phones, probably while standing in their kitchen, looking at a dripping tap. if your site doesn’t work properly on mobile, they’re gone in seconds.

your website should load fast, look clean on a small screen, and have buttons big enough to tap without needing a magnifying glass. this isn’t a fancy extra — it’s the bare minimum in 2025.

skip the jargon, talk like you do in person

you don’t need to sound like a corporate brochure. in fact, please don’t. your website should sound like you — friendly, straight-talking, and confident.

explain your services in plain english. say what you fix, what you build, what you charge (if possible), and what customers can expect. and if you want to add a bit of personality — go for it. a little humour or local flavour makes you stand out.

seo isn’t scary (and it helps people find you)

seo just means making your site show up in search engines. and no, you don’t need to become an expert. just get the basics right.

use words that people would actually search. if you’re a plasterer in hull, say “plasterer in hull” on your homepage, in your page title, and in a few subheadings. use headings like “services i offer” or “areas i cover.” and keep your page names tidy — not “page1.html” but “bathroom-fitting-bradford.”

keep things fresh and up to date

a website isn’t something you build once and forget. it doesn’t need constant babysitting, but it does need the occasional check-up.

update your gallery when you finish a great project. refresh your services if they change. add a short blog post or a new testimonial every couple of months. it shows your business is alive, and google likes that too.