What should you write on a tradesperson website?

Write for a customer with a problem

People rarely browse trades websites for fun. They have a leak, a broken lock, a kitchen that needs replacing or a garden that needs clearing. They want to know three things quickly: can you do this, will you come to me, and can I trust you. Every line on your site should help answer one of those.

Some general rules before the detail:

• Use the words your customers use. "Boiler not working" beats "heating system diagnostics".
• Be specific. "We fit most leading boiler brands" says less than naming the brands you actually fit.
• Keep paragraphs short. Most visitors read on a phone.
• Write "you" more than "we". Talk about the customer's job, not your company history.
• Avoid claims you cannot back up, such as "best in the area" or "cheapest prices".

The headline and first screen

The top of your home page should say what you do and where, in plain words, with a way to get in touch visible without scrolling. A simple formula works:

[Trade or service] in [main area], [one useful detail].

Examples you can adapt:

• "Plumber and heating engineer in Swindon. Repairs, servicing and new boilers."
• "Roofing repairs across North Leeds. Free inspections and written quotes."
• "Fitted kitchens in Kent, from design to final tile."

Under the headline, add one or two short lines of proof, such as years trading, a trade body you belong to, or your review rating if you can display it accurately, plus a phone button and an enquiry button.

Service descriptions

Give each main service its own section or page. For each one, answer the questions customers ask on the phone:

1. What it is: one sentence in plain English.
2. When you need it: the signs or situations, such as "if your radiators are cold at the top".
3. What you do: the steps of the job, briefly.
4. How long it usually takes: a typical range, said honestly.
5. Price guidance: a starting point, a typical range, or how you quote.
6. What happens next: how to book or get a quote.

Example: "Leaking tap? Most tap repairs take under an hour. We replace washers and cartridges on the spot where we can, and tell you before we start if a new tap would be better value. Call or send a photo for a price."

Whether to show prices is a real decision with trade-offs. Our guide to showing prices on your website sets out the options.

Areas covered

Be specific. "We cover the whole of the South East" sounds vague and does not help searchers in a particular town. Instead:

• List the main towns and, if useful, postcode districts.
• Say where you are based and how far you usually travel.
• Mention any areas you cover for larger jobs only.
• Note call-out or travel charges if you have them.

Example: "Based in Taunton, we work across Somerset, including Bridgwater, Wellington and Minehead. For full bathroom refits we also travel to Exeter."

For the main areas, separate pages with local detail help with search, as explained in our guide to local SEO for tradespeople.

Trust signals that are worth including

Customers are letting you into their home, so trust is often the deciding factor. Useful trust signals include:

Trust signal	How to word it
Registrations and memberships	Name the scheme or body and give your registration number where it applies, so it can be checked.
Insurance	State the type of cover you hold. Be ready to show the certificate.
Guarantees	Say exactly what is covered and for how long. Vague promises invite disputes.
Reviews	Use real reviews with first name and town, with permission.
Photos of work	Your own before and after photos, with a line on what was done.
About you	Who will turn up, your experience, and a real photo.

Only claim memberships and accreditations you actually hold and that are current. Using a scheme's logo without being a member can mislead customers and breach the scheme's rules.

The about section

Keep it human and short. Who you are, how long you have done the work, what you care about on a job (tidy, on time, clear prices), and who the customer will actually deal with. Example: "I have been fitting kitchens since 2009. I do every fit myself, so the person who measures up is the person who finishes the job."

Calls to action

A call to action tells the visitor what to do next. Every page should end with one, and the top of the page should have one too.

• Be specific: "Get a free quote" or "Send a photo for a price" beats "Contact us".
• Set expectations: "We reply within one working day" or "Call before 10am for same-day visits", only if true.
• Offer two routes: a tappable phone number and a short form, for people who cannot talk during work hours.
• Keep the form short: name, phone or email, postcode, and a box to describe the job. Photo upload helps many trades.

Example closing line: "Need a leak fixed in Swindon? Call [your number] or send us a quick message and we will get back to you today."

Getting the first draft written

Writing all of this from a blank page is where most trades websites stall. Site Shifter asks six questions about your trade, services and areas and produces a complete site with this kind of wording already in place, which you then put in your own words before publishing. Every enquiry from the form becomes a client record in BonusFlow, so you can see who you have replied to. However you build the site, use the structure above, then read every page aloud: if it sounds like you talking to a customer, it is working.

Frequently asked