What Should a Trades Company Website Include?

Most trade company websites fall into one of two categories. Either they’re overwhelming, full of stock photos and filler text that says nothing real, or they’re too bare, just a phone number and a logo on a white background.

Neither works well. Here’s what actually belongs on a trades or service company website.

The pages you need

Home page

Your home page has one job: tell someone what you do, where you do it, and how to reach you. That’s it.

A clear headline that says what you do. A few sentences about your business. Your service area. A phone number that’s easy to tap on a phone. A button that goes to your contact page or form.

Most people visiting your homepage are trying to answer one question: Do you do what I need? Do you work in my area? How do I contact you? Answer those three things clearly and you’re ahead of most competitors.

Services page

List what you actually do. Be specific. “HVAC services” is less useful than “furnace installation, AC repair, and duct cleaning in the greater Spokane area.”

Specific services help with the search. When someone searches “AC repair Spokane,” and your services page says exactly that, you have a better chance of showing up.

About page

People hire people they trust. An about page with a real photo and a few honest sentences about you, your experience, and why you do this work goes a long way.

You don’t need to write an essay. Three paragraphs about who you are, how long you’ve been doing this, and what you care about is enough.

Contact page

Phone number, email, and a contact form. The form matters because some people don’t want to call, especially for a first inquiry. Make it easy for them.

Include your service area here, too, so people know before they reach out whether you can help them.

What to add if you have it

Project photos

Real photos of your work are more valuable than any stock photo. Even phone photos of a finished job beat generic images from a photo library.

If you have them, add a gallery or sprinkle them throughout the site. If you don’t have good photos yet, skip the stock photos and focus on getting real ones over time.

Reviews or testimonials

A few genuine customer quotes go a long way. You can pull these from Google reviews or ask a few satisfied customers for a sentence or two. Put them on your home page or contact page, where someone is deciding whether to reach out.

Licenses and certifications

If you’re licensed, bonded, or certified in something relevant to your trade, say so. It removes a common concern people have when hiring someone they don’t know.

What to leave out

Stock photos of people in hard hats you’ve never met. They read as fake immediately.

Long blocks of text nobody will read. Short sentences, clear sections, plenty of white space.

A blog you’re not going to maintain. An empty blog or one with posts from three years ago signals abandonment.

Too many pages. Five clear, current pages are better than ten pages of thin content.

The goal

Someone should be able to land on your site, figure out what you do and where you work, feel like you’re a real, legitimate business and contact you in under a minute. If your site does that, it’s doing its job.

dwellTEK builds Foundation Websites for trades and service companies starting at $1,500. Fixed price, live in two weeks. See what’s included.