Owners ask us some version of the same question almost every week: what pages should a website have for a plumbing, HVAC, roofing or electrical company? The honest answer is fewer than you might fear, and more specific than most contractor sites have now.
Every page should earn its place by bringing in calls or making the next call easier. Here is the list we start from, what goes on each page, and a few pages you can safely leave out.
What pages does a website need?
For a home service business, the core set looks like this:
- A home page that says what you do, where, and how to reach you.
- One page per main service, such as water heater repair or roof replacement.
- Service area pages for the towns you work in most.
- An about page that shows the real people behind the trucks.
- A reviews page with what customers say in their own words.
- A contact page with the phone number, a short form and your hours.
Some businesses also need a financing page, an emergency service page, or a page for maintenance plans. Those depend on how you sell, not on a template. We cover landing pages for ad traffic in their own post.
The home page is a sign, not a brochure
Think of the home page like the sign on your truck. In a few seconds it needs to answer three things: what do you do, do you work in my town, and how do I reach you?
Put the phone number at the top and make it tappable on a phone. Show your main services as clear links. Add a line about your license, insurance or years in the trade if you can back it up. Save the company history for the about page.
Service pages do the heavy lifting
This is the part most contractor sites get wrong. They list every service on one page, in one long paragraph. Google has nothing specific to show for "AC repair" or "sewer line replacement", and the homeowner has to hunt for the thing they came for.
Give each service you want more of its own page. On each one, answer the questions your office hears on the phone:
- What the job involves and how long it usually takes.
- Signs the homeowner needs it, in plain words.
- What changes the price, even if you do not list prices.
- Brands or materials you work with, and any warranty.
- What happens after they call.
These pages are what SEO works on most. A clear page for each service gives search engines something to rank and gives the reader a reason to call.
Service area pages for the towns you cover
Homeowners search with a place in mind, whether they type it or not. If your site only mentions the city where your shop sits, the suburbs where half your jobs happen may never see you.
A page for each main town fixes that, as long as each page is real. Mention the neighborhoods you cover, the kind of homes you work on there, and common problems you see. Copying one page twenty times and swapping the town name does not work. Those pages read badly and rarely rank.
Town pages work together with your Google Business Profile, which is the heart of Local SEO. We covered the map side in how plumbers can rank higher in Google Maps, and the same ideas apply to every trade.
Want more inquiries from your website?
We'll look at your website and rankings and tell you plainly what we would fix first. No charge and no sales pitch.
About, reviews and contact are the trust pages
Letting a stranger into your home is a big ask. The trust pages are where homeowners decide whether you are that stranger.
The about page should show real faces: the owner, the crew, the trucks. Say how you got started and what you care about on a job. Stock photos of smiling models do more harm than good here.
The reviews page should use real reviews with first names and towns, and link to your Google profile so people can check them. The contact page should be short: phone number first, then a form asking only for name, phone, address and the problem. Show your hours and whether you take emergency calls.
How many pages should a business website have?
There is no magic number. A small company with three services and a handful of towns may be well served by a modest site. A larger company with many services and a wide service area will need more.
A better rule is this: one page for every job you want and every town you want it in, as long as you have something true to say. Can a website have too many pages? Yes, when they are thin, repeated or written for search engines instead of people. Ten good pages beat fifty empty ones. There is more in our post on home services web design.
Pages you can usually skip: a separate "mission statement" page, a news page you will never update, and a blog started just because someone said you should. If you do blog, write answers to real customer questions.
The pages are the base for everything else
The right pages are not only an SEO task. They are the website itself, and the website is what turns a search into a phone call. We look at the whole thing together:
- Website design and development first. The right pages, fast on a phone, with tap-to-call on every one.
- SEO so each service page can show up for the searches that match it.
- Local SEO so your profile and town pages put you on the map.
- Conversion rate optimization so the people who land on those pages actually call.
Clear pages also help with AI search optimization, since assistants quote sites that answer questions plainly. A seasonal offer may deserve its own landing page, and a care plan keeps every page current once it is built.
Where to start
Open your site on your phone and compare it with the list above. Which services have no page of their own? Which towns are missing? Start with the service that brings in the best jobs and give it a proper page this month.
If you would rather have someone else look, we will review your site and tell you which pages we would add or fix first: get a free website and SEO review.
Want more inquiries from your website?
We'll look at your website and rankings and tell you plainly what we would fix first. No charge and no sales pitch.
