What to put on each page of a service business website

Within two seconds a visitor should know what you do, where you do it, and how to contact you. Spell it out: "Licensed electrician serving Brisbane's northside."

Put your phone number at the top where it's tappable on a phone. Add a short line on why people choose you, a few photos of real work, and a clear button to get a quote.

Don't open with "Welcome to our website". Open with what the customer is looking for.

List what you actually do, in the words your customers use. "Blocked drains", "hot water repairs", "switchboard upgrades", not vague phrases like "total solutions".

A short paragraph under each service helps customers and helps Google understand you. If a service is a big part of your work, give it its own page with more detail.

Be clear about what you don't do too. It saves everyone a wasted phone call.

People hire people. This page is where you become a real person instead of a logo. Who you are, how long you've been at it, your licence or qualifications, and why you take the work seriously.

A photo of you and your team or your ute does more than a paragraph of text. Customers want to know who's turning up at their door.

Keep it honest and human. You don't need to sound like a corporation.

List the suburbs and regions you serve, by name. This helps customers confirm you'll come to them, and it helps you show up when someone searches for your trade plus their suburb.

Don't claim half the state if you won't actually drive there. Be realistic, because a customer 40 minutes out of range is a frustrating call for both of you.

If you cover a wide area, naming the main suburbs is enough. You don't need every street.

Make it stupidly easy to reach you. Phone number, email, service area, and a simple form with just the fields you need: name, contact, and what they need done.

Every extra field on a form loses you a few enquiries. Ask for less, get more.

State your hours and roughly how fast you reply. "We answer within a day" sets the right expectation and stops people chasing you.

Your phone number should be visible and tappable on every single page. Don't make a ready-to-call customer hunt for it.

The whole site must work properly on a phone, because that's where most of your visitors are. If it's fiddly on a phone, you're losing jobs.

And keep it current. The best content in the world is worthless if your hours, prices or number are out of date.