The short answer
Start with a site that's easy to use on a phone. Make it clear what you do and where you work, with a call button people can find straight away. Back that up with genuine reviews, relevant qualifications and photos of your work. It should load quickly and help Google understand your business.
1. It works properly on a phone
Someone looking for help with a leak may be using their phone with one hand. Keep the text readable and the buttons easy to tap. A fiddly page gives them a reason to try someone else.
2. Calling you takes one tap
Put a big call button and a WhatsApp button where people can't miss them. Don't make anyone copy a number or hunt for a contact page.
3. It says what you do and where
"Boiler repairs and servicing in Crewe and Nantwich" tells a customer, and Google, far more than "Welcome to our website". List your main services and the towns you cover.
4. Your qualifications are easy to spot
If you're Gas Safe registered, NICEIC approved or a member of a trade body, show it near the top. It's often the thing that makes a customer trust a name they don't know.
5. Real reviews from real customers
A couple of genuine reviews do more than any sales line. Use your Google reviews, word for word, and link to them so people can see they're real.
6. Photos of your own work
Show a finished job or a before-and-after photo so people can see your work. Your own pictures tell them more about your business than stock photos. Always ask the customer before showing their home.
7. It's set up for Google
Clear page titles, your services and areas in the wording, fast loading, and a link from your Google Business Profile. Without these, even a good-looking site can be hard to find.
What about everything else?
You don't need every extra on day one. Start with the basics and add features when there's a reason to. That's how I approach web design for Cheshire trades. You can see a free demo before you pay anything.
Questions
How many pages does a tradesperson's website need?
Often just one well-organised page is enough to start: what you do, where, your reviews and how to contact you. You can add pages for each service later.
Should I put prices on my website?
If you have set prices for common jobs, like a boiler service, showing them can save time. For jobs that vary, a free quote is fine.
Do I need a blog on my trade website?
No, it's optional. Helpful pages answering common customer questions can help with Google, but the basics matter far more.