Industry Web Design Spotlight: Tradespeople
Posted on 16th February 2025
In the first article of our new blog series focusing on different industry sectors, we take an in-depth look at a tailored approach to web design and development for tradespeople. Our tips and insights are designed to help you attract the right customers and the kind of work you want—so you can promote your business effectively online.
1. Define What you Really Want to Do
Busy tradespeople don’t have time to waste on the wrong jobs! Start by thinking about the type of work you actually want to do, and build your website around that. This helps attract the right kind of customers—those whose needs and budgets align with your business.
For instance, you might be a building firm aiming to secure ongoing, higher-value maintenance contracts with commercial clients. Or maybe you’re a solo landscape gardener looking for smaller, local projects focused on domestic work.
If you offer a range of services—say, general plumbing, Gas Safe installations, and boiler servicing—list them in order of priority. This will help you structure your 'Services' section clearly and effectively.
It’s also worth creating one or more profiles of your ideal customer. Keeping these personas in mind as you develop your website can really help shape your messaging and layout.
2. Create Your Website Structure
Now that you’ve nailed down your work priorities, it’s time to plan your site navigation. As mentioned earlier, this should highlight your preferred types of projects, making it quick and easy for potential customers to find the services that matter most to you.
A good approach is to feature short snippets about these key services on your 'Home' page, with links through to dedicated pages or sub-pages that go into more detail.
Let’s return to the builder example. They want to focus on securing higher-value contracts, but still want to stay open to other types of work. In this case, a simple website structure might look something like this:
1. Home
2. Building services
a. Maintenance contracts
b. Commercial extensions
c. Home extensions
d. Commercial building repairs
e. Domestic building repairs
f. Other services
3. About us
a. Meet the team
b. Projects
c. Clients
4. Contact us
You might be thinking: Why not just throw all my services on one page? It’s a fair question—and if you only offer one or two closely related services, that might work. But if your services vary, it’s not ideal—especially when it comes to search engine optimisation (SEO).
We won’t dive into the technical side too much, but cramming lots of unrelated content onto a single page can hurt your visibility on Google.
It’s also not great for your customers—or your bookings. By giving each service its own dedicated page or sub-page, you make it much easier for visitors to find what they need. That means they’re more likely to get in touch, and less likely to leave your site out of frustration.
3. Define How Customers Will Book Work With You
Depending on the nature of your business, there are generally two main types of bookings for tradespeople: standard projects and emergency work. As you'd expect, the customer journey for each is very different, involving two distinct decision-making processes.
For urgent jobs, people want help—fast. That means they’re unlikely to scroll far down the search results, so showing up near the top of Google is crucial. While no one can guarantee a top ranking, you can improve your chances by:
Creating a dedicated web page for emergency call-outs
Including clear, honest information about response times, pricing, and exactly what you offer—such as priority services for vulnerable customers
Adding a strong call to action at the top of the page, ideally with a "Call now" button so mobile users can reach you instantly
When it comes to general jobs like installations or repairs, customers typically take more time, comparing options before making a decision. The amount of detail they want will depend on the size and cost of the job. For example, someone planning a home extension will be looking for comprehensive information—design options, planning permissions, timelines, and at least a rough idea of pricing.
Before a customer even contacts you for more information, they need to find your website in the first place. A typical search might start with something like “builder near me”—and ideally, your business will show up in the results. But remember: even if your website gets a visit, that’s rarely the end of the journey.
Most people will dig a little deeper, checking out your social media, online directory listings, and reviews or testimonials to get a fuller picture of your business.
In other words, it’s rarely a one-click process—which is why your online presence needs to be strong across all platforms. When it comes to your website, assume visitors may return several times before reaching out. So, make it as easy as possible for them to find what they’re looking for. Prioritise key information at the top of each relevant service page, and clearly explain what the job involves.
Don’t forget to include links to case studies or testimonials—they go a long way in building the all-important Know, Like, and Trust factor.
5. Think About Having Local Landing Pages
With “XYZ near me” being one of the most common types of Google searches, local landing pages are a no-brainer for most tradespeople. These are web pages specifically targeting a particular town, city, county, or region—designed to be the first thing a potential customer sees when they search locally or click on an online ad.
These landing pages can link into the rest of your website or stand alone. Aside from the landing page content itself, every visitor will typically see the same core site information.
You can create local landing pages for all kinds of work—whether it’s for everyday services or emergency call-outs. Just keep in mind that they’re structured a bit differently than standard web pages. The focus is much more on strong calls to action, social proof like testimonials, and of course, your local keywords to help boost visibility in area-specific searches.
6. Make it Easy to Get in Touch
You might think a mobile number and maybe an email address are enough for your website—but you'd be missing a big opportunity. At it’seeze Warwick & Redditch, we always recommend including a proper enquiry form. While it can sit on your 'Contact' page, it’s even more effective to include it on every page—either in the footer, sidebar, or as a floating form that scrolls with the user.
To make the form both useful and user-friendly, keep it simple but smart. Use radio buttons or a dropdown menu so visitors can quickly select which service they’re enquiring about. Include a comments box for anything that doesn’t quite fit the list—like general questions or special requests.
Once someone hits 'Submit', make sure they see a clear confirmation message or get taken to a thank-you page, so they know their enquiry went through. Better yet, send an automatic confirmation email. These are also great chances to keep people engaged—link to your portfolio, case studies, or other helpful pages to encourage further browsing.
You could even take it one step further by inviting users to sign up for your email newsletter or printed updates (if you offer them). Just make sure you follow the proper double opt-in process in line with the Data Protection Act 2018.
Sound Like a Lot of Work? It’seeze Warwick & Redditch will take care of it!
If, like most tradespeople, you’d rather focus on the day job, we’re here to help. The team at it’seeze Warwick & Redditch offer an end-to-end service, from finding and registering a domain name, to designing and optimising a unique website before, if you like, providing ongoing search engine optimisation (SEO) services and / or social media marketing.
We can even offer extra services such as logo creation, photography and copywriting if you need these, through our network of quality third party providers.
Whether you’re looking for a simple brochure site or an all-singing, all-dancing e-commerce website, our range of web design packages does it all. You’ll also get dedicated local support and training on our Unique Website Editor that makes it fast and easy to update your site (although we can do this for you, if you prefer).
Get in touch today to discuss your new website, or ask us to carry out a FREE audit of your current site to see how it’s performing. what’s working well and what could be improved.
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