One of the most common questions we get is simple: what pages does my website actually need?
The answer depends slightly on your trade and how many services you offer, but there is a clear foundation that every trade website should have. Here it is.
Homepage
Your homepage is the most visited page on your site and the one that makes the first impression. It needs to do a lot in a short space of time.
Within the first few seconds of landing on your homepage, a visitor should know what you do, where you do it, and how to contact you. Everything else is secondary to those three things.
A good trade homepage includes:
- A headline that states your trade and location clearly
- A brief description of what you do and who you serve
- Your phone number prominently at the top, clickable on mobile
- A call to action button, such as “Get a Free Quote”
- A few trust signals: years in business, insurance, trade registrations
- A summary of your main services with links to each service page
- A selection of reviews or testimonials
- A portfolio or photo section showing recent work
A Separate Page for Each Service
This is the most important structural decision on your whole website. Every major service you offer needs its own dedicated page.
Not a single page listing everything. A separate page for each service.
If you are a painter, that means separate pages for interior painting, exterior painting, commercial painting, and any other specialisms. If you are a roofer, separate pages for pitched roofing, flat roofing, guttering, and roof repairs.
Why? Because Google ranks pages, not websites. When someone searches “exterior painter Dundalk”, they are not going to find your generic services page. They are going to find someone who has a page specifically about exterior painting in Dundalk.
Each service page should:
- Have a title that includes the service name and your location
- Clearly describe what the service involves
- Mention the areas you cover for that service
- Include relevant photos of that type of work
- Have a clear call to action at both the top and bottom of the page
About Page
Your About page is where trust is built. Customers are inviting you into their home or onto their site. They want to know who you are before they call.
Write it in your own voice. Tell people who you are, how long you have been in the trade, what you are proud of, and why customers choose you. Add a photo of yourself. It makes a bigger difference than most people expect.
Contact Page
This should be as simple and frictionless as possible. Include:
- Your phone number as a tap-to-call link on mobile
- A short contact form: name, phone number, and what they need
- The areas you serve
- A rough indication of how quickly you respond
Keep the form short. Every extra field reduces the number of people who complete it.
Blog
A blog is not just a nice extra. It is one of the most effective ways to build your Google ranking over time.
Regular useful content, things that answer questions your customers actually search for, signals to Google that your site is active and relevant. It also means your site appears in a much wider range of searches.
The good news is you do not need to write it yourself. At ProBizMate, all our packages include blog posts written for your business from the start.
Privacy Policy
A simple privacy policy is legally required if you are collecting any personal data through a contact form. It does not need to be complicated. A straightforward one-page document covering what data you collect and how you use it is enough.
Optional but Useful: Testimonials Page
If you have a lot of strong reviews and testimonials, a dedicated testimonials page can be worth having. It gives people a single place to see all your social proof and adds another indexed page to your site.
What You Do Not Need
A few things that sound like good ideas but are not worth the effort or cost for most trade websites:
A live chat widget. Unless you have someone available to respond immediately, a chat widget that goes unanswered is worse than not having one.
An elaborate gallery page with hundreds of photos. A well-chosen selection of strong before and after shots on your service pages is more effective than an overwhelming photo dump.
A complex booking system. For most tradespeople, a phone call or form submission is how jobs are won. A booking system adds complexity without much benefit.
Keep your site focused and purposeful. Every page should earn its place by helping a visitor decide to contact you.
Written by Maebh Collins
ACA qualified, Dundalk-based. I build websites and write SEO content for trade businesses across Ireland and the UK. If you have questions, get in touch.