Pages a builder's website should have

Most builders' websites do one of two things. They say nothing, or they say everything on one page. Neither helps the person looking at it, who wants to know three things: do you do my kind of job, are you near me, and can I trust you.

So build pages that answer those questions. One job per page. Only real work and real places. Real facts, too. Skip anything you don't do. A short site that's true beats a long one that's padded.

Purpose: Tell a visitor who you are, what you build and where, within a few seconds.

Start with one plain sentence. "We build extensions, renovations and repairs across [your area]." Swap in your real services and your real area. Nothing vague, nothing grand.

Under that, show the main services as short links, one each to its own page. Add a few photos of real jobs you've finished. Put your phone number and a "request a quote" button where people can see them without scrolling hunting.

Then give two or three lines on how you work. Do you visit and quote in person? Do you explain who deals with approvals on each job? Say so, in your own words. If you hold TrustMark registration or a competent person scheme membership, you can mention it here, but only if it's true (more on that below).

Keep it short. The home page is a signpost. It sends people to the page that answers their actual question.

Avoid slogans like "quality you can trust" with nothing behind them, stock photos of other people's work, and a wall of text about your history. Avoid a home page that lists services you don't really offer just to look bigger. And avoid hiding your phone number behind a menu.

Purpose: Let someone with a specific job find a page that is clearly about that job.

Give each main service its own page. Extensions. Loft conversions. Renovations. Repairs. Only the ones you really do. If you've never done a loft conversion, there's no loft page. Simple.

On each page, say what the work involves in plain words. What kinds of job do you take on? What do you not take on? Describe how a typical job runs from first visit to finish, without promising timings or prices you can't stand behind.

Mention approvals in your own words. Say who deals with building regulations and planning on each job: you, the customer, or an architect or consultant you work with. You don't need to quote rules. Just be clear about who does what. If the rules matter for a particular job, tell the customer to check with their local council.

Add a few photos from real jobs of that type, and a link to the quote page.

Each service page has to carry something genuinely different. If you copy the same paragraphs across four pages and change one word, you've made four thin pages, not four useful ones. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. Real detail avoids that trap.

Avoid copying one page and swapping the service name. Avoid listing "all building work" on a single page. Avoid vague phrases like "we do it all". And avoid showing photos of work you didn't do.

Purpose: Show people in a particular town that you really work there.

Only make a page for a town you genuinely serve. Each one should come from real jobs you've done in or near that place.

So write about those jobs. What did you build? What was the property like? Was there something local that shaped the job, such as the type of housing in the area? Use real photos from those sites, with the customer's permission.

If you've only done one job in a town, say so honestly and keep the page short. Don't stretch it. A short true page is better than a long invented one.

This is where owners go wrong most. The temptation is to make twenty town pages, all identical apart from the place name. It looks lazy because it is. Remember the point from above: near-duplicate pages made to game the system are treated as spam. Each area page needs something only that page can say.

For context, UK monthly estimates from DataForSEO (18 October 2026) put "builder near me" at 18,100 searches. These are national estimates, not figures for any one town, so don't read them as a promise of anything. They show that people search by place. Your area pages simply meet that.

Avoid pages for towns you've never worked in. Avoid the same text repeated with a different town name. Avoid listing forty places in one paragraph. And avoid claiming you cover an area you wouldn't actually travel to.

Purpose: Show real finished work, so a visitor can judge what you do.

This is your proof. Photos of real jobs, grouped sensibly: extensions together, kitchens and renovations together, and so on.

For each project, add a few lines. What was the job? What did the customer want? What did you do? Keep it factual. If there was a tricky bit, say what it was and how you handled it. That tells a visitor more than a polished photo ever will.

Get the customer's permission before you publish photos of their home. Ask first, and keep a note that they agreed. Don't show house numbers, street signs or anything that identifies the address if the customer would rather it stayed private.

Label the photos honestly. "Before" and "after" shots are useful when they're the same job from the same angle. Name the type of job in the caption so the gallery connects back to your service pages.

Update it when you finish something new. A gallery that stops three years ago looks like a business that stopped.

Avoid photos you didn't take or work you didn't do. Avoid publishing a customer's home without asking. Avoid captions like "stunning transformation" that say nothing. And avoid a gallery so cluttered that nobody can find the job they care about.

Purpose: Gather real feedback from real customers in one place.

Use reviews from people who actually hired you. Quote them as written, with their permission, and say where the review came from if it's from another site.

Don't edit a review to make it sound better. Don't write your own and attribute it to a customer. Don't pay for them. Anything invented will cost you far more than it earns.

Link to your reviews on Google or wherever else customers have left them, so a visitor can check for themselves. If you have only a handful of reviews, show a handful. Honest and small beats padded and large.

Ask customers for a review once a job is done and they're happy. A short message with a direct link makes it easy. Reply to reviews, including the awkward ones, politely and plainly. A calm reply to a bad review says something good about how you handle problems.

You could also pull a short line from a review onto your service pages, next to the matching job. It ties the proof to the work.

Avoid fake or edited reviews. Avoid showing only the best one and hiding the rest of the picture. Avoid arguing with a customer in public. And avoid quoting a review without the customer's say-so.

Purpose: Tell customers exactly what you're registered with and covered for, truthfully.

List only what's true. If you're registered with TrustMark, say so, but only if you're really registered for the specific trade you offer. TrustMark is the government-endorsed quality scheme for work done in or around the home. Check on trustmark.org.uk whether your trade is covered before you mention it.

The same goes for competent person schemes. These let registered installers self-certify certain building work as meeting building regulations, instead of getting building regulations approval. Examples include electrical, heating, replacement windows and doors, and roof coverings. Heating schemes include APHC, BESCA, HETAS, NAPIT and OFTEC. Roofing schemes include NAPIT and CompetentRoofer. Name a scheme only if you're really registered with it, and link to that scheme's own register so a customer can check.

On insurance, say what cover you hold, and only if it's true. Check the wording with your insurer before you publish it, so you describe it accurately. Don't state rules about what insurance builders must have. That's not your page's job, and it's easy to get wrong.

It also helps to repeat TrustMark's own advice: check registration, get three quotes, ask for references, use a written contract and pay only for completed work. It shows you've nothing to hide.

Avoid logos for schemes you don't belong to. Avoid vague claims like "fully accredited". Avoid describing your insurance without checking it. And avoid letting a membership lapse while the badge stays on the page.

Purpose: Answer the questions customers really ask, so they don't have to ring to find out.

Write down the questions you hear on every first call and site visit. Those are your FAQs. Not questions you think sound impressive.

Do you cover my area? Who handles approvals? Do you do small repairs as well as big jobs? How do you take payment? What happens if something goes wrong after you've finished? Answer each in a few plain sentences, in your own voice.

On approvals, say who deals with them on your jobs. If something depends on the property, tell people to check with their local council.

Leave out typical prices and timings. Every job differs, and a figure on a website becomes a promise someone holds you to. Say instead that you quote after seeing the work, and link to the quote page.

Add new questions as they come up. Over a year, this page becomes a list of what your customers wanted to know, which tells you what else the site should say.

Avoid typical prices or timings. Avoid questions nobody has ever asked. Avoid answers so vague they say nothing. And avoid copying FAQs from another builder's site.

Purpose: Make it easy for a serious customer to ask you for a quote.

Keep the form short. Name, phone number, email, the town or postcode, and a box describing the job. That's enough to start. Every extra field loses people.

Add a line on what happens next. Will you ring? Visit? Ask for photos first? Say it plainly so the customer knows what to expect. Don't promise a reply time you can't hit.

Offer a phone number beside the form for people who'd rather talk. Many do.

Make sure the form actually works, and check where the messages land. Test it yourself every so often. A broken form costs you jobs and you'll never hear about it.

Tell people they're welcome to attach photos if your form allows it. It saves you a wasted trip.

Link to this page from every service page and from the home page, so it's never more than a click away.

Avoid a form with fifteen compulsory boxes. Avoid promising a reply time you can't keep. Avoid hiding the page in a menu. And avoid a form that sends messages into an inbox nobody checks.

Purpose: Show who is behind the firm and how to reach them.

Say who you are. Your name, a photo of you or the team, and how long you've been building if you want to say it. Keep it factual and short.

Explain how the firm works. Do you do the work yourself, or use regular subcontractors? What kind of jobs do you enjoy and do well? What area do you cover? Real answers are far more useful than a mission statement.

Then the contact details, all in one place. Phone, email, and your working hours. If you travel to customers and don't want people turning up at your home, don't print your home address. Say which areas you cover instead.

Make it easy to reach you. A phone number that's a tap away on a mobile does more than a fancy design.

Add the same details everywhere they appear, matching exactly, including your Google Business Profile. Mismatches confuse people and make you look careless.

Avoid a long personal life story. Avoid stock photos of "the team". Avoid listing a home address you'd rather keep private. And avoid contact details that differ between pages.

Purpose: Meet the legal requirement to show who the business is, on every page.

If you're a UK limited company, you must show the registered company name, registered number, registered office address and where you're registered on your website (GOV.UK). Put them in the footer so they appear on every page.

If you trade as a sole trader or a partnership, the rule on this page doesn't apply in the same way. Check with the relevant regulator or your accountant for what you must show.

Add your phone number, email and a link to your privacy details in the footer too. Keep the same layout on every page so people always know where to look.

Check it's correct. Company numbers and registered offices change, and an old address is an easy thing to miss.

Avoid leaving the footer blank. Avoid an out-of-date registered office. Avoid hiding the details in tiny grey text nobody can read. And avoid assuming you needn't bother because "everyone knows who we are".

Purpose: Let people find you on Google Maps and in local results when you work at customers' homes.

If you go to customers rather than welcoming them to a shop, set your profile up as a service-area business. Per Google's guidelines, remove the address from the profile and set your service areas instead. You can add up to 20.

Pick the areas you really serve. Don't add all twenty just because you can. Match them to the towns on your area pages.

Edits to service areas can take up to 48 hours to show, so don't panic if nothing changes straight away.

Fill in the rest honestly: your business name, phone number, opening hours, categories, services and photos of real jobs. Link to your website. Keep every detail identical to the site.

Ask happy customers to leave a review there. Reply to them. And check the profile now and then, because details drift.

Avoid leaving your home address on it. Avoid claiming areas you wouldn't travel to. Avoid a name stuffed with extra words. And avoid letting it go stale while the website moves on.

1. Home page: say what you build and where, with your phone number in view.
2. Quote request page: a short form that works and lands in an inbox you check.
3. Your best-earning service page: real work, real photos, plain detail.
4. Google Business Profile: set up as a service-area business with your real areas.
5. About and contact: who you are, how to reach you, and your footer details.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a quick way to see where the gaps are before you build anything.