It has to work on a phone
Most people looking for a tradesperson are on their phone. They are in the van, on site, or sat on the sofa in the evening. If your website is slow to load or fiddly on a small screen, they leave. They will not switch to a laptop to try again. Fast and simple on a phone is not a nice extra, it is the whole game.
It has to say what you do and where
This sounds obvious, yet a surprising number of trades sites make you dig for it. Someone landing on your site should know within seconds what you do, the areas you cover, and that you are the right sort of firm for their job. Plain words beat clever ones. "Emergency plumber in Maidstone" does far more for you than "bespoke water solutions".
It has to prove you are real and any good
This is where most sites fall down. A stranger is about to let you into their home, or trust you with a commercial job. They want proof. That means real photos of your own work, not stock images. A few honest reviews. Any accreditations you actually hold. Your name and a face. People buy from people, and a site with a real human on it beats a faceless one every time.
It has to make getting in touch easy
A phone number they can tap to call. A short contact form. A clear next step. Do not make anyone hunt for how to reach you, and do not ask for their life story in a form. The easier you make it, the more enquiries you get. It really is that simple.
It has to be findable
A lovely website that nobody sees is just an expensive business card. Your site needs the basics that help it show up in local searches, a Google Business Profile that is filled in, and ideally a bit of fresh content now and then so it does not go stale. This is the part most trades skip, and it is the part that quietly brings in work month after month.
What it does not need
It helps to know what to leave out too:
- Stock photos of people in hard hats who are not you
- Jargon and buzzwords
- A long "our mission" essay nobody reads
- Heavy animations that slow the page down
- A chatbot that pops up and gets in the way
- Ten services crammed onto one confusing page
The bottom line
Simple beats slick. A fast, clear, honest website that names your trade, shows your work, and is easy to contact will out-earn a fancy one nearly every time. Get the basics right and the site starts working for you, instead of just sitting there.