The short version
- Give every service you want more of its own page, and give every town you work its own page written about that town.
- The about page carries the owner, the years, the towns, and the license number, and the contact page carries the quote form.
- Every page needs the phone number, a way to ask for a quote, and the license line in the footer.
A homeowner in Renton does not search for your company name. They search for the job and the town. Roof repair Renton, bathroom remodel Kirkland, heat pump install Vancouver. Google answers with pages, and the page that answers the search best gets the visit.
That is why a contractor website is built as a set of pages, each one aimed at one job or one town. One long page that lists everything you do in every town you work answers none of those searches well.
I build sites for contractors in Washington and Oregon, and this is the page structure I work from. Here is what each page does and what goes on it.
How the pages split
Seven kinds of pages make up the site. How many of each you need depends on your services and your towns.
| Page | How many | What the homeowner learns there |
|---|---|---|
| Home | 1 | What you do, where you work, and how to reach you |
| Services | One per service you want more of | What the job includes and why you are the one to do it |
| Towns | One per town you work | That you work their town, with jobs and reviews from there |
| Projects and gallery | A few | Finished work, labeled by job and by town |
| Reviews | 1 | What past customers said, in their own words |
| About | 1 | Who runs the company, for how long, and the license number |
| Contact and quote | 1 | The phone, the service area, and the quote form |
Here is one way the pages could split for a roofer based in Tacoma. The numbers are an example. Your split follows your own services and towns.
| Page type | Pages in this example |
|---|---|
| Home | 1 |
| Services. Roof replacement, roof repair, gutters, moss removal, skylights, inspections | 6 |
| Towns. Tacoma, Lakewood, University Place, Puyallup, Fife, Gig Harbor, Federal Way, Auburn | 8 |
| Projects and gallery | 2 |
| Reviews, about, and contact | 3 |
| Total | 20 |
A roofer who works twelve towns has four more town pages to place. On my builds a Site has 20 town pages and a Site with Tools has 40, so there is room for all twelve.
The home page
The home page has one screen to tell a homeowner three things. What you do, where you do it, and how to reach you. "Roofing in Tacoma and Pierce County" with a phone number under it does that. A slogan over a photo of a sunset does not.
Below that first screen, the home page points to everything else.
- Your three or four best jobs, with photos and the town
- Your Google rating and a few reviews
- The list of services, each linking to its own page
- The list of towns, each linking to its own page
The home page also needs a real title, the line that shows as the blue link in Google. Google's guidance on title links (opens in a new tab) asks for a distinct, descriptive title on every page and warns against vague ones like "Home." A title like "Roofing Contractor in Tacoma, WA" tells Google and the homeowner what the page is before anyone taps it.
One page per service
A homeowner who searches for gutter replacement wants to land on a page about gutters. If the only page you have is a roofing home page with gutters in a list, a competitor with a gutter page answers that search better.
Give a page to each service you want more of. Not every job you have done once, only the ones you want the phone to ring for. A remodeler might have kitchens, bathrooms, basements, and additions. An electrician might have panel upgrades, EV chargers, rewiring, and generators.
Each service page answers the questions you hear on the phone.
- What the job includes, start to finish
- The materials or brands you install, if homeowners ask about them
- How long the job usually takes and what can stretch it
- What moves the price, even if you do not publish a number
- Photos of that job from your own crews
- A review from a customer who had that job done
End the page with the phone number and the quote form. A homeowner who read a whole page about bathroom remodels is ready to ask about theirs.
One page per town
This is the page I see missing most often on contractor sites, and it is the one I care about most. Someone in Puyallup searches for a roofer in Puyallup. A page written about Puyallup, with a job you finished there, answers that search. A service area page that lists fourteen towns in one paragraph answers it weakly for every town at once.
The trap is copying one page fourteen times and swapping the town name. Google's spam policies list pages targeted at specific regions or cities that funnel users to one page (opens in a new tab) as an example of doorway abuse. A town page earns its place by saying something true about that town that the other pages do not.
What goes on a town page.
- The town name in the title and the heading
- The services you do there most
- A finished job from that town, with photos
- A review from a customer there, with the town named
- The neighborhoods you work in and the kind of houses you see there
- The phone number and the quote form
The Kirkland page and the Auburn page should not read the same, because the houses, the neighborhoods, and the jobs are not the same. On every site I build, each town gets its own page, written for that town. You can preview the town pages for your trade and see how each one shows in a search.
Projects and gallery
The project pages are the proof. Homeowners look for a finished job that looks like theirs, close to their street, before they call.
Label every job with the town and the type of work. "Roof replacement, Lakewood" says more than "Recent project." Use your own photos and never stock photos, because a homeowner who has looked at three contractor sites can tell the difference. DWV Construction, a Portland remodeler, has a site built around 129 of its own project photos, and the work carries the site.
Where you have a before and an after of the same spot, pair them. A before and after slider lets a homeowner drag a handle across the photo and see what changed, and it belongs next to the gallery for that job.
Reviews, about, and contact
These three pages close the deal. A homeowner who likes the work comes here to decide whether to trust you with their house.
Reviews
Put your Google reviews on the site with the first name and the town, and set them next to the jobs they describe where you can. A review that says the crew replaced a roof in Fife in two days does more on the Fife page than on a page by itself. The reviews page gathers them in one place for the homeowner who wants to read ten in a row.
About
The about page answers who they are hiring. The owner's name and photo, the year the company started, the towns you work, the crew, and how a job runs from the first call to cleanup. It also carries the license number, your Washington L&I registration number or your Oregon CCB number, written the way the state writes it. I wrote a separate guide on where the license number goes on a contractor website.
Contact and quote
The contact page has the phone number, the email, the hours, the towns you serve, and the quote form. The form asks the questions that matter for your trade, and each request arrives in your email with the job details on it. Put the license number next to the form too, where the homeowner is about to type their address.
What goes on every page
A homeowner who finds you on Google often lands on a service page or a town page, not the home page, and that page has to work on its own. Before any page goes live, it should pass this list.
- The phone number sits at the top and dials with one tap on a phone.
- A quote button leads to the form.
- The license line sits in the footer.
- The title names the page's job or town, and no two pages share a title.
- The page links to the services and towns related to it.
- Every photo comes from your own jobs.
A page that fails one of these loses the homeowner who landed on it, and you never hear about it.
How I build the pages
Every Site I build has a page for each service and 20 town pages. The license number goes at the top of the site, in the footer, and next to the quote form. A Site is $1,500, with $750 to start and $750 at launch, and there is no monthly fee on the site. The first draft is up in 7 business days, and the site goes live 7 business days after you approve the draft. A Site with Tools is $4,000. It has 40 town pages and adds project pages with before and after sliders. A pack of ten more pages is $600, and the pricing page has the full breakdown.
Send me your trade and your towns, and a written plan comes back with the price on it. Nothing is due until you have read it. Read the town list on the plan closely, because every town on it becomes a page.
