Most visitors decide within the first few seconds whether to stay or leave. They’re not reading every word — they’re scanning for five things. This guide covers what those five things are, why they matter, and what to give me when you’re ready to get started.
1. What you do — be specific, not vague
“Plumbing services” tells a customer almost nothing. “Boiler installs, leaks and drips, bathroom fitting, and emergency call-outs — covering Swindon and surrounding villages” tells them exactly what they need to know in one sentence. The more specific you are, the better — for customers and for Google. What to give me: A list of your main services in plain language, exactly as you’d describe them to a customer on the phone.
2. Where you work — say it clearly
Customers want to know you cover their area before they bother getting in touch. List your main town and the surrounding areas you cover. Don’t make people guess. This also helps with Google — if someone searches “roofer near Marlborough” and your site mentions Marlborough, you have a much better chance of appearing. What to give me: Your main base and a list of towns you cover, or a rough radius.
3. Proof you’re real — the About section
People hire people. A good About section doesn’t need to be long — your name, how long you’ve been in the trade, any relevant accreditations, and a photo of you on a job site is worth more than any amount of polished copy. Sole traders especially benefit from this. You’re a local person with a reputation to protect. Let that come through. What to give me: A short paragraph about yourself in your own words. Don’t worry about making it perfect; I’ll tidy it up.
4. Proof you’re good — photos and reviews
Real photos of your actual work beat stock images every time. Before-and-after photos are especially powerful. Reviews with real names and dates do more than any marketing copy. A line like “Steve sorted our boiler out same day, no fuss, brilliant job” from a named customer is worth more than a paragraph you’ve written yourself. What to give me: As many work photos as you have. Before-and-after pairs are ideal. For reviews, I’ll pull together what’s on your Google or Checkatrade profile.
5. How to contact you — make it obvious
Your contact method should be visible at the top of every page — not just the Contact page. A simple contact form and an email address covers most people. Don’t make them hunt. What to give me: Your preferred contact email. If you want a phone number on the site, include that too.
What you don’t need
Long paragraphs nobody reads. Generic stock photos. “Welcome to our website” as an opening line. Complicated menus. A separate page for every single service. Less is almost always more — a clean, fast website with five clear pages will outperform a cluttered one with fifteen pages every time.
How the process works
Once you’ve decided to go ahead, the next step is filling in the details form. It takes around 15 minutes and covers everything I need to build your site. Write it the way you’d say it on the phone — I’ll turn it into the copy that goes on the site. You’ll see everything before it goes live and can ask for changes until you’re happy. You don’t pay until you’ve approved the finished site.
Fill in the details form — takes about 15 minutes.