Eight kinds of page
A trade website needs eight kinds of page. Two are templates repeated for each service and each town, so the site may have thirty pages, all generated from records and fed by job photos. Here is each kind, what it must contain, and how to build in stages.
1. Home
Above the fold on a phone: the firm's name, trade and base, and a call button with hours or "24/7" beside it, plus Get a quote. Then: the trust bar with registration numbers and logos, the services you most want (linking to service pages), the areas you cover (linking to area pages), three or four recent jobs with captions, why customers choose you in three specifics, reviews with reserved space, and the buttons again. One real photo of the team and van, sized and prioritised. No slider.
2. Services (one page each)
A page per service you want work for: what it involves in customer language, how you price it (fixed, "from", range, or quote after photo), how long, the credentials that apply with register links, job photos for this service with captions, FAQs, reviews for this service where filterable, Call, Text, Get a quote with the service pre-filled, and Book where the service is a standard bookable one. Eight to fifteen, from a template on service records.
3. Areas (one page each)
A page per town you serve: intro with how long and how far, recent jobs there with photos, services offered there, local notes a resident would recognise, reviews from customers there, travel and response time, Call and Get a quote with the town pre-filled, credentials bar. Five to fifteen, from a template on area records, each fed by job photos tagged to the town. Plus an Areas index page listing them all.
4. Get a quote
The dedicated quote page: six fields with a camera button, the reply promise, the emergency number, the privacy line. Wired to your job software or your phone. Linked from every page's header and sticky bar, and embedded at the foot of service and area pages with the service or town pre-filled.
5. Book (where you have standard services)
For firms whose job software supports live booking: the booking embed for fixed-price services (annual service, safety certificate, gutter clean), a line of reassurance, the phone number. Linked from those service pages with the service pre-selected. Skip this page if nothing you do is bookable without a quote.
6. About and credentials
Who you are, since when, where from; the team with photos, names and roles; every registration and accreditation with numbers linked to registers; insurance stated; guarantees in plain words; your process from first call to paid invoice; trade body memberships; awards if genuine. For the registration that matters most in your trade, a short dedicated page (Gas Safe, NICEIC, MCS) that also ranks for "[scheme] [town]".
7. Gallery
Job photos organised by service and by town, each with a caption, sized and lazy-loaded so the page is fast, twenty-four at a time. Every photo tappable to a larger view with the service and town and a Get a quote button. Fed by the one-photo-per-job routine.
8. Contact and legal
Tappable phone with hours, text and WhatsApp buttons, email, base address with map, areas covered in a line, a minimal contact form to a monitored inbox, company details (registered name, number, VAT, address as your jurisdiction requires), privacy notice, terms of business and cancellation rights for in-home contracts, accessibility statement, licence display. Legal items as plain pages linked from the footer.
Optional
- Emergency, as a dedicated page with the emergency number, what counts, what to do now and the call-out fee, if you offer it. High value; build it early if you do.
- Offers or finance, each with terms.
- Blog or advice, if someone will write: "how much does X cost", "how long does Y take" pieces rank and feed service pages.
- Careers, when hiring.
- Commercial clients, if you serve businesses and landlords with different needs.
Leave off
Separate Mission and Values pages. A news section that stopped. A testimonials page; put reviews beside the buttons. Stock photos. Anything as a PDF.
Building in stages
Stage 1, launch: Home, Get a quote, Contact and legal, About and credentials, the four services you most want, the three towns you already have photos for, Gallery with the best thirty jobs. Complete, callable, quotable.
Stage 2, first quarter: the remaining services, the remaining towns as you tag photos from jobs there, Book if applicable, Emergency if applicable.
Stage 3, ongoing: a photo per job, a town added as you expand, offers as they run.
Tap-to-call, the photo form wiring, the speed work, the tracking and the structured data are in from stage 1.
The structure underneath
Services, areas, job photos and credentials as records with relationships: the boiler page shows boiler jobs and the schemes that cover boilers; the Harrow page shows Harrow jobs and Harrow reviews; the gallery filters by both; the trust bar renders from the credentials records with expiry reminders. Adding a town or a service is filling in a form, and a job photo taken on site populates three pages at once.
Where this sits
These eight kinds are the page list for every trade website we build at a fixed price, with the records, the quote form wiring, tap-to-call, speed and tracking included. Tradespeople arrive expecting a brochure and leave with a structure that ranks in every town the van goes to and rings the phone when it does.