Most trades websites are rubbish — and it's costing you work.
82% of people search online before calling a tradesperson. That means if your website doesn't load fast, show your credentials, and make it dead easy to call you, four out of five potential customers never even know you exist. I've built sites for plumbers, electricians, and joiners across Saltaire, Shipley, Bradford, and Bingley — and the ones that win work all share the same five things.
Credentials (Gas Safe, NICEIC, etc.) above the fold, tap-to-call phone number, Google reviews, a clear service list with areas covered, and before-and-after photos of your work. That's the formula. Everything else is decoration.
Do tradespeople actually need a website?
Yes. 82% of people search online before calling a tradesperson. Without a website, you're invisible to anyone who doesn't already know your name.
Word of mouth is still powerful in places like Saltaire and Baildon — everyone knows someone. But even when a neighbour recommends you, the first thing most people do is Google your name. If nothing comes up, or they find a rubbish Facebook page with three posts from 2019, they'll move on.
A proper website gives you control over that first impression. It's your shopfront on Victoria Road, except it's open 24 hours and reaches every postcode you cover.
What should a good trades website include?
Keep it simple. I've found that the best-performing trades sites in Yorkshire have five things in common, and not one of them requires flashy animations or a 20-page sitemap.
Should credentials go above the fold?
For any trade that enters someone's home, trust is the first hurdle. Your Gas Safe number, NICEIC registration, DBS check, or insurance details should be visible within seconds of landing on your site.
Don't bury these in a footer. Put them in your header or hero section. A Gas Safe registration number in your top bar is worth more than a clever tagline. I built a site for a Shipley plumber who added his Gas Safe number to the header — his enquiry rate jumped 35% in the first month.
Why do Google reviews matter for trades?
People trust other people more than they trust marketing copy. Feature your best Google reviews prominently — not just star ratings, but actual quotes from real customers.
The most effective review format for trades: a specific outcome. “Called at 8am, fixed by 10am” beats “great service” every time. Specificity builds trust.
If you're not actively collecting reviews, you're leaving work on the table. I've written a full guide on how to get more Google reviews that covers the exact process.
Is tap-to-call really that important?
When someone in BD17 has a burst pipe or a tripped fuse, they're on their phone. If they can't tap your number to call immediately, you've lost them. Over 70% of local service searches happen on mobile.
Your phone number should be a clickable tel: link on every page, fixed at the top of the screen on mobile. Two taps: find you, call you. That's sorted.
What services and prices should you list?
List every service you offer with honest price ranges. “Boiler service from £65” or “Free quote” is fine — it sets expectations without committing to a fixed price.
Vague descriptions like “all plumbing work covered” make people unsure whether you can help them specifically. A BD18 homeowner searching “power flush Shipley” needs to see those exact words on your site.
How important are service areas for local SEO?
Crucial. List every area, village, and postcode you serve. “Saltaire, Shipley, Baildon, Bingley, Ilkley, BD17, BD18” is far more useful than “Bradford area.”
Google uses these location signals to match you with local searches. A plumber who lists “Bingley” on their site will rank for “plumber Bingley” — one who just says “West Yorkshire” probably won't.
How do tradespeople get found on Google?
A website alone isn't enough. You also need:
- A complete Google Business Profile with photos and reviews
- Consistent name, address, and phone number on every directory listing (Checkatrade, MyBuilder, Yell)
- Your location mentioned naturally in page titles and headings
You don't need to pay for expensive SEO services. The fundamentals above will get most trades ranking locally within three to six months.
What does your trades website need vs what it doesn't?
| Needs (keeps you busy) | Doesn't need (wastes your money) |
|---|---|
| Credentials above the fold | Animated page transitions |
| Tap-to-call phone number | Stock photos of strangers in hard hats |
| Google reviews with real quotes | An “Our Mission” statement |
| Service list with price ranges | Social media feeds on the homepage |
| Areas covered with postcodes | A blog updated once then abandoned |
| Before-and-after photos of your work | A chatbot that annoys everyone |
Why do before-and-after photos work so well?
Nothing sells a trade like visual proof. A photo of a manky bathroom transformed into something proper is worth a thousand words of sales copy. Take photos on every job — it costs nothing and builds a library of proof that no competitor can fake.
I always tell trades clients: your phone camera is your best marketing tool. A quick before-and-after from a kitchen refit in Baildon or a rewire in Leeds is more convincing than any testimonial.
How much should a trades website cost?
A proper trades website shouldn't cost thousands. You need five to seven pages, mobile-first design, and fast loading times. At Pacavita, I build trades websites starting from £199 — no lock-in contracts, no hidden fees.
Avoid anyone quoting £3,000+ for a “custom” brochure site. For a local trade, that's money better spent on a van wrap or Google Ads.
The trades websites that win work around Saltaire, Shipley, and Bradford aren't the prettiest — they're the clearest. Credentials up front, a phone number that's one tap away, and real photos of real work. Get those right, and the phone rings.