The pages that actually get you leads
Most tradies who have a website only have a single page with their phone number on it. That's better than nothing, but it's leaving leads on the table.
Google doesn't rank "websites." It ranks pages. Every page on your site is a separate chance to show up in search results for a different keyword. A one-page site gives you one shot. A properly structured site gives you dozens.
Here's every page your tradie website should have, and why each one matters for getting work.
1. Homepage
Your homepage is your shopfront. When someone lands here, they need to know three things within five seconds: what you do, where you do it, and how to contact you.
- A clear headline: "Licensed Plumber in Melbourne's South East" beats "Welcome to Our Website"
- A hero photo of your actual work (not a stock image)
- A brief overview of your main services
- A prominent call-to-action: phone number, quote button, or both
Your homepage sets the first impression. If it's vague, visitors hit the back button.
2. Individual service pages
This is where most tradie websites fall short. They list every service on a single page — "We do plumbing, gas fitting, drainage, and hot water systems" — and wonder why they don't rank for any of them.
Create one page per service type. A dedicated page for "Blocked Drain Repair Melbourne" will outrank a generic services list every time. Each page should include:
- What the service involves
- Common situations where customers need it
- Your pricing approach (fixed quote, hourly, free assessment)
- A call-to-action to request a quote
Separate service pages are one of the two biggest SEO wins for any tradie website. Google rewards specificity.
3. Service area and suburb pages
The other major SEO win. When someone searches "electrician Brunswick" or "plumber Frankston," Google is looking for pages that mention those suburbs specifically.
Create a page for each suburb or area you serve. Each page should mention:
- The suburb name (naturally, not stuffed)
- The services you offer there
- How quickly you can get there
- Any local knowledge ("We service both residential and commercial properties in Footscray")
A plumber with 20 suburb pages has 20 chances to rank. A plumber with a single "Service Areas" list has one. The maths is straightforward.
4. About page
Tradies underestimate how much this page matters. When a homeowner is about to let someone into their house, they want to know who they're hiring.
Your About page should include:
- How many years you've been in business
- Your licence number and insurance details
- Trade qualifications and certifications
- A photo of you or your team (real photos build trust)
- A brief backstory — people hire people, not businesses
This page doesn't rank for keywords, but it converts visitors who are deciding between you and a competitor.
5. Contact page
Every page on your site should have a way to contact you, but a dedicated Contact page is still essential. Include:
- A quote request form (name, phone, job description — keep it short)
- A click-to-call phone number (critical for mobile visitors)
- Your email address
- A Google Maps embed showing your service area
- Your business hours
Make the form dead simple. Every extra field you add reduces the number of people who fill it out.
6. Gallery or portfolio page
Before-and-after photos are the most persuasive content on any tradie website. They answer the question every customer has: "What will the finished job look like?"
- Show real projects with brief descriptions
- Include the type of work, location, and any notable details
- Organise by service type so visitors can find relevant examples
You don't need professional photography. Clear phone photos of completed work are enough.
7. Reviews and testimonials page
88% of consumers trust online reviews as much as personal recommendations. If you've got positive Google Reviews, put them on your website.
- Embed or display your Google Reviews
- Include customer quotes with first names and suburbs
- Highlight reviews that mention specific services
Reviews build trust faster than anything else you can write about yourself.
8. FAQ page
An FAQ page does double duty. It answers common questions so you spend less time on the phone explaining things, and it helps you rank for the long-tail searches people actually type into Google.
Think about the questions customers ask you every week:
- "How much does it cost to install a split system?"
- "Do I need a permit for a bathroom renovation?"
- "How long does it take to re-stump a house?"
Write specific answers. These are exactly the kinds of questions that show up in Google's "People Also Ask" boxes and AI search summaries.
9. Blog (optional but valuable)
A blog isn't essential on day one, but it's the best long-term investment for SEO. Useful content ideas for tradies:
- Cost guides ("How Much Does Ducted Heating Cost in Melbourne?")
- Seasonal maintenance tips
- Local project case studies
- Explanations of common problems and solutions
Each blog post is another page that can rank on Google, bringing in visitors who are actively looking for what you do.
The biggest wins: service pages and area pages
If you only take one thing from this article, make it this: separate service pages and separate suburb pages are the two changes that make the most difference. They let Google match your site to specific searches, which is how you compete with the big directories and lead generation platforms.
A tradie with 8 service pages and 15 suburb pages has over 20 indexable pages working for them around the clock. That's 20 chances to show up when someone nearby needs your trade.
Start with the right structure
Getting your website structure right from the beginning saves time and money. Retrofitting pages later means rewriting content, setting up redirects, and waiting for Google to re-index.
Every Websites Factory website includes all of these pages, built and optimised for you.