What Should a Tradesperson’s Website Contain?
Find out with this checklist guide for all trades.
You’ve probably already got a tradesperson’s website but want it to deliver more business for you. Or maybe you’re starting from scratch; a new business venture and you’re looking for some advice. Check out the top 10 features that any tradesperson’s website should have nowadays. Compare this checklist to what you’ve got and what your competitors have.
1. Explain What You Do, Assume Nothing
Everyone knows that you need to tell potential customers what you do. That’s a given. What’s not always obvious, is to explain everything. Tell us all the services you provide. There are a couple of reasons for this.
Firstly, customers don’t always search for, say a plumber. They might search for someone to fix a leaky tap, install a new bathroom or connect a gas hob. So, listing the services you provide will help you get found on the web.
Secondly, even if a customer wants that leaky tap repairing, they may not know that you’re also qualified to service their central heating boiler or help them design a new bathroom. Don’t assume that the domestic customer knows everything you’re capable of. Listing your services and qualifications will help you get more work.
2. Sensible Layout, Easy to Navigate
This might sound obvious, but you’d be surprised how many tradesperson’s websites are difficult to navigate around. Menus that don’t work properly, text too small (especially on mobile), broken links, buttons that do nothing. They’re everywhere! Keep the design simple, use good quality images to make it look clean, clear and appealing to your customers.
3. Mobile-First Design
Nowadays most searches and website visits are made through mobile devices. This is especially true for a tradesperson’s website. Expect between half and three quarters of your traffic to be via mobile. So, if your pages don’t look good on mobile, if links are too close together or images don’t render well, then you’re missing out on business.
Designing for mobile should not be an afterthought. Make sure your design is ‘mobile first’. All of ours are.
4. Integrate your Social Media Accounts
Most tradespeople are active on social media nowadays, especially if you supply domestic markets. If you’re not, you’re missing out!
Rather than simply putting links for people to follow away from your website, why not bring the posts onto your site through live feeds? It’s a great way of adding new content to a web page with minimal effort and shows off your work. Facebook and Instagram are particularly good for this. And of course, you’ll keep visitors on your site for longer.
An example of using an Instagram feed well can be found on alloy polishers and vapour blasters, TT Moto’s website.
5. Search Engine Optimisation (SEO)
SEO can be quite technical. It’s all about being found by search engines and working your way up the rankings. Your site needs to look good to potential customers, it also needs to appeal to the algorithms of Google & co. too. By organising your site properly, you’ll give yourself the best chance of featuring on page 1. That’s both the visible stuff and the techie bits behind the scenes, onsite and off-site. Read more about our SEO services for Tradesperson’s websites.
6. Testimonials
Testimonials, reviews and trust badges (accreditations) are increasingly important means of social proof on a tradesperson’s website credentials. You probably know this already and use them. Most tradespeople do. But do you integrate them into your website? And which ones do you use? I’m sure you can work out why it’s a good thing to encourage customers to leave reviews on your Google My Business page.
You may think live feeds are risky, but if you’re proud of your work and generally get good reviews, it’s a good idea to show them off this way. It helps establish trust from potential new customers before they’ve even met you.
7. Show Your Face
About trust, this is one that many shy away from. Incorrectly in my view. A tradesperson’s website is no place to be bashful. If the new customer can recognise you at the door from your site, it helps reassure them before letting you in. Similarly, if you have a van with your logo on, show it on the website. Be recognised. Be confident. Build trust.
8. Contact Information
Make sure that a contact name, phone number, address and email address are all present on your website. We recommend putting them into the footer of your site, so they’re visible on every page. Your phone number should be visible across the site, maybe in the header, too. When mobile users click on it, they should be able to ring you straight from it. Make it easy for people to make contact.
You should also have a dedicated contact section or page with a contact form. Don’t put your email address on the site anywhere, unless you want to receive unsolicited spam forever more.
9. Calls to Action (CTAs)
CTAs are instructions to ‘Call Now’, ‘Learn More’, etc. Typically found on buttons, they prompt the reader into action. They’re an important aspect of the design of a tradesperson’s website and should not be overlooked.
10. Legal Information
There are some things you can’t escape. Firstly, GDPR and citizens’ privacy rights. Also, if you’re running your business as a limited company, there are other rules to follow.
The UK may have left the EU, but we adopted into UK law all the regulations that were in force before we left. That includes GDPR. So, you need to advise visitors as they arrive if you use cookies on the site, which you almost certainly will. And the best way to comply is with a separate Privacy page. Few read it but without it, you could leave yourself liable to a large fine.
For limited companies, you must display that fact, on your website. The Government rules are clear, and failure to comply will leave you liable to prosecution.
Well, that’s enough for now. Plenty to think about. Hopefully, you realise that if you want to build your business through a tradesperson’s website, it’s worth calling in a professional. Check out our website services and case studies.
Message or call Coyne.Marketing any time.
