A lot of trade websites are built without a clear checklist. The result is a site that looks reasonable on the surface but is missing the things that actually make it work.
Here is exactly what a trade website should include in 2026.
The Basics (Non-Negotiable)
Your business name and what you do. Sounds obvious, but many sites bury this. Within five seconds of landing on your homepage, a visitor should know what trade you are in and where you operate.
Your phone number, prominently placed. At the top of every page. On mobile, it should be tappable. Do not make customers hunt for it.
Your location and service area. Your town, the surrounding areas you cover, and ideally your postcode. This is essential for local search rankings and for making customers feel confident you work nearby.
Your services, clearly listed. Not just “plumbing” but: boiler repairs, leak detection, bathroom fitting, emergency callouts, landlord certificates. The more specific, the better for SEO.
Trust Builders
Customer reviews. Google reviews pulled onto your site, or written testimonials from real customers with their name and location. Even three or four strong reviews make a significant difference.
Photos of real work. Stock photos do not build trust. Before and after shots, completed jobs, your van, your team. Real images of real work convert visitors into enquiries far more effectively.
Your qualifications and accreditations. Gas Safe, NICEIC, NAPIT, TrustMark, Federation of Master Builders. Display the logos. Customers look for these.
Years in business or jobs completed. A simple stat like “15 years serving Gloucestershire” or “500+ jobs completed” adds credibility without any effort.
SEO Essentials
A page title that includes your trade and location. The text that appears in the browser tab and in Google search results. “Plumber in Gloucester | Your Business Name” is far more effective than just your business name.
A meta description for each page. The short description that appears under your link in Google. Write it to encourage clicks, not just to describe the page.
Mentions of your service area throughout the content. Gloucester, Cheltenham, Stroud, wherever you work. Natural references to these places help Google understand where to rank you.
A connected Google Business Profile. Your website and your Google Business Profile should have consistent information: same name, same address, same phone number.
Conversion Essentials
A clear call to action on every page. “Call now”, “Get a free quote”, “WhatsApp us”. Every page should have one obvious next step.
A WhatsApp button. Many customers, particularly younger ones, prefer WhatsApp to a phone call. Make it easy for them to reach you how they prefer.
A contact form as a fallback. Some visitors are not ready to call. A simple form lets them leave their details so you can follow up.
Fast loading on mobile. If your site takes more than three seconds to load, most mobile visitors are gone. Speed is a conversion factor, not just a technical detail.
What Most Trade Sites Are Missing
Based on the sites we see most often, the things that are usually missing are:
- A service area that is specific enough to rank locally
- Real photos (most use stock images)
- Qualifications displayed clearly
- A mobile-optimised click-to-call button
- Any kind of SEO in the page titles and content
Getting these right does not require a complex or expensive website. It just requires building the site with intention from the start.
If you want a trade website that ticks every box, get in touch and we will show you what that looks like.