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Built to make the phone ring.
A contractor does not need a beautiful website. A contractor needs to be the first result when somebody has no heat in February.
Home services is the most competitive local search category there is, and it is won on coverage. A company serving eleven towns with one page about its services is invisible in ten of them. The contractors taking that work have a page for each service in each market, built on real local detail rather than the same paragraph with the town name replaced.
The second half is speed of response. Emergency work goes to whoever answers, so the site has to put the phone number where a panicking person will find it and the form has to work with one thumb.
This is the vertical we have shipped the most in — HVAC, renovation, septic — and the cases below are live sites you can open and read.
How it is done
04The service × city engine
Every service crossed with every market you actually serve, each page carrying detail specific to that place. Done carelessly this is spam; done properly it is the single highest-return structure in local search.
Emergency paths
After-hours and emergency work has a different urgency and deserves its own route through the site. A number that dials on tap, a form that takes four fields, and no obstacle between a cold house and a booked call.
Pay-per-lead where it fits
Google Local Services Ads sit above everything else and bill per lead rather than per click, which suits trades better than classic search ads do. We run both where both make sense and report them separately.
Bilingual where the market is
In a market with a large Spanish-speaking population, an English-only site is choosing to skip a share of the calls. Bilingual builds are structured so both versions rank rather than one being an afterthought behind a translate widget.
What a contractor gets
7 items- A page for every service and every market served
- Emergency and after-hours paths built for one thumb
- Google Business Profile, reviews and the map pack
- Local Services Ads and Google Search campaigns
- Call tracking with attribution to the campaign
- Bilingual builds where the market calls for it
- A login to publish, and the repository in your name
Live work
Open any of themEvery site below is live and reads under the same site check as yours. Nothing here is a mockup.
Questions
How many city pages is too many?+
The limit is honesty. A page for a town you genuinely serve, with real detail about serving it, is useful to a customer and to a search engine. A hundred pages for towns you would never drive to is the thing that gets a site penalised.
Do you work with franchise or multi-location operators?+
Yes. Each location gets its own pages, profile and reporting line so you can see which one is actually performing.
We are busy in summer and dead in winter. Does that change things?+
It changes the plan, not the model. Seasonal trades usually want search built in the quiet months so it is compounding by the time the season lands, and paid spend concentrated when the demand is there.
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Tell us about the business.
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