What to include on a trades website to convert more customers

Your website isn’t just a digital business card it’s your online salesperson, and like any good salesperson, it needs to do one thing: convert visitors into customers.

Most trade websites look alright… but they don’t actually do much. They’re missing key sections that build trust, answer questions, and guide people to take action.

Whether you’re building a new site or fixing up your current one, here’s exactly what to include on your tradesperson website to start winning more work.

1. A Clear Headline That Says What You Do (and Where)

The top of your homepage should immediately answer:

• What service you offer

• Where you’re based or work

• Who you help

Bad example: “Welcome to Smith & Sons”
Good example: “Trusted Electricians in Stevenage – Domestic & Commercial Work Covered”

Bonus points for a call-to-action button like “Get a Free Quote” or “Check Availability”.

2. High-Quality Images of Your Work

Customers want to see your craftsmanship. Good before-and-after photos are worth more than a paragraph of text.

Include:

• At least 6-8 images of recent jobs

• A gallery page or portfolio

• Captions explaining what you did

Top Tip: Don’t use stock photos. People want to see your real work.

3. Clear Contact Options (with a Form)

Make it dead easy for people to get in touch. Include:

• Phone number (click-to-call on mobile)

• Email

• Contact form

• Possibly a WhatsApp button

• Your service area

And never hide your contact details they should be on every page, ideally in the header or footer.

4. Trust Signals: Reviews, Accreditations & Insurance

People are cautious about hiring trades. Build trust by showing:

• Google or Trustpilot reviews

• Logos for any trade bodies (Gas Safe, etc.)

• Info on your insurance or guarantees

Even one quote from a happy customer can make a massive difference.

5. Services Page(s) That Explain What You Offer

A single “Services” page is fine but if you do multiple things (e.g., rewires, EV chargers, fuse boards), create a separate page for each.

Why? Because:

• It helps SEO

• It shows you’re a specialist

• It makes it easier for the right customers to find you

Add photos, common FAQs, and prices if you’re comfortable sharing them.

6. An About Page That Builds a Connection

People buy from people. A quick intro about you or your team goes a long way.

Include:

• How long you’ve been in business

• What makes you different

• A photo of you or your team

• Your values (e.g., punctuality, cleanliness, fair pricing)

Keep it short and friendly, no one needs your whole life story.

7. A Lead Generator (Like an Instant Quote Tool)

Want more leads without answering your phone all day? Add an instant quote tool that:

• Collects key info (type of job, postcode, budget)

• Gives a rough estimate or books a callback

• Feeds leads straight to your inbox

It works while you’re working.

Quick Checklist

Here’s what every trade website should include:

• Clear headline & call to action

• Real job photos

• Easy contact options

• Trust signals (reviews, logos, accreditations)

• Separate service pages

• Friendly about page

• Lead gen form or quote tool