What pages should a contractor website have?
A contractor website needs a home page, one page for each service, a page for each town or county you work in, an about page, a reviews page, a photo gallery and a contact page. That usually comes to 10 to 20 pages, because Google matches each search to one page.
Why a single page rarely gets found
Someone searching "gravel driveway repair" and someone searching "septic install" want different things. Google sends each of them to the page that is about that one thing. A site with every service crammed onto the home page gives Google nothing specific to send anyone to.
We saw this in a repair shop's Google data this month. More than half of the times the shop appeared in search were for a type of machine its website never names. Google was guessing the shop might work on it. A page that says so in plain words would have a much better shot than a guess.
The pages, in order of how much they matter
- Home. Who you are, what you do, where you do it, a phone number people can tap, and your best reviews near the top.
- One page for each service. What the job includes, what drives the price, photos of that kind of work and the questions customers always ask about it.
- A page for each town or county you work in. Write about real jobs there and anything that is different about working in that place.
- About. Who owns the company, how long you have been at it, and your license and insurance.
- Reviews. Real ones with names, and a link to your Google profile so people can read the rest.
- Gallery. Your own photos. Stock photos of a crew that is not yours fool nobody.
- Contact. A short form, the phone number, your hours and your service area.
- Privacy policy. If you text customers, the phone carriers expect one on your site.
Town pages are where most sites fall short
One excavation site we checked had 19 pages and none for the towns it serves. With nothing telling Google where the company works, its driveway page was showing up for a town a couple of hours away. Those are searches from people who will never become customers.
A town page fixes that. It does not need to be long. It needs to name the town, say what you do there and show a job you did there.
Pages you can skip
A blog with three posts from 2022 does more harm than no blog. So does a "mission and values" page nobody reads. Skip the careers page until you are hiring, and do not split one service into six thin pages to pad the count.
How the count adds up
Five services and six towns make eleven pages. Add home, about, reviews, gallery, contact and a privacy policy and you are at seventeen. That is why the sites we build run 10 to 20 pages.