Pages a carpenter's website should have

Most carpenters' websites fail for the same reason. They say "quality craftsmanship" and stop. Nothing about the actual work, nothing a customer can act on.

So here's the fix. A site is a set of pages, and each page has one job. Build the right ones, say real things on them, and skip the rest. This guide covers eleven pages, in plain English, written for someone who'd rather be at the bench. You'll also find the order to build them in.

Purpose: Tell a visitor in a few seconds who you are, what you make, and where you work.

Start with one clear sentence at the top. Something like "Fitted furniture, doors, stairs and decking across [your area]". Use your real services and your real area. Under that, put a button that goes to your quote page. Make it obvious.

Next, list the main things you do, each one a short line linking to its own page. Add three or four photos of finished jobs, ones you took yourself. Add a line or two on who you are: your name, how long you've been trading, what you're known for. Only say what's true.

Put your phone number and email near the top, where people can find them without hunting. If you hold accreditations or insurance, a short mention with a link to the full page is enough here. Don't cram it all onto the home page.

Keep it short. The home page is a signpost, not a brochure. Its job is to send people to the right page quickly.

Avoid long welcome speeches, stock photos of tools you've never touched, and vague claims like "the best in the business". Avoid listing services you don't really offer just to look bigger. Avoid a slideshow that moves before anyone has read it.

Purpose: Give each main type of work its own page, so someone looking for stairs lands on stairs, not a general list.

Make a page for each service you really do. Fitted furniture. Doors. Stairs. Decking. Repairs. If you don't do a job, there's no page for it. Simple.

On each page, explain what the work involves in ordinary words. What do you build or fit? What kinds of homes or buildings is it for? What can the customer expect from the first visit to the finished job? Describe how you work, step by step, as you'd explain it to someone standing in their hallway.

Mention the materials and finishes you commonly use, if that's true. Say what you need from the customer: measurements, a decision on style, access to the property. Include photos from real jobs of that type, with a short caption saying what was done.

Finish with a clear way to get in touch or ask for a quote. Link to the quote page.

If you offer a service in two quite different forms, such as new-build stairs and stair repairs, give each a short section of its own. Different jobs, different questions.

Avoid copying the same paragraph onto every service page with the name swapped. Avoid giving typical prices or timings you can't stand behind. Avoid pages for work you've never done or only did once years ago.

Purpose: Show the towns you really work in, with proof from real jobs there.

If you travel, people want to know whether you'll come to them. A page for each town you genuinely serve can answer that. Only build one where you've done the work.

Each page needs something that belongs to that place alone. Name a real job you did there, with the customer's permission. Say what the work was: a staircase refit, a run of fitted wardrobes, a new front door. Add photos from that job. Mention anything useful about working in the area, such as the kind of housing you tend to see, if you've actually seen it.

Add how customers in that town can reach you, and link to the relevant service pages.

This matters for a plain reason. Google's spam policies treat lots of near-duplicate pages, made mainly to manipulate rankings, as spam. A page that only swaps the town name is exactly that. So each area page has to carry something genuinely different. If you can't write something real about a town, don't make the page.

Start with two or three towns where you have the most work. Add more later, one at a time, as you finish jobs there.

Avoid a long list of towns you've never worked in. Avoid identical pages with only the place name changed. Avoid claiming you cover "everywhere within 50 miles" unless you do.

Purpose: Let your finished work speak for you.

Photos do a lot of the selling for a carpenter. A gallery of real jobs shows the standard of your finish and the range of work you cover.

Use your own photos of your own jobs. Group them by type: stairs, doors, fitted furniture, decking, repairs. Give each project a short caption. What was the job? What was done? Where relevant, name the town, but only if the customer is happy for you to.

That brings up permission. Ask the customer before you put their home on your website. Get their yes in writing, even a text or email will do. If they'd rather their street or house wasn't identifiable, respect that and crop or leave it out.

Before-and-after pairs work well for repairs and refits. A few good photos beat fifty mediocre ones. Take pictures in decent light, with the finished work clearly in view and no clutter.

Add to the gallery as you complete new jobs. A gallery that stopped two years ago looks like a business that stopped two years ago.

Avoid using photos of someone else's work, or images pulled from the internet. Avoid posting customers' homes without their agreement. Avoid heavy filters that change how the wood or finish really looks.

Purpose: Collect real customer feedback in one place.

A reviews page gathers what real customers have said about real jobs. Nothing else belongs there.

Use genuine reviews, with the customer's permission to show their name or initials. Where a review came from another site, say which one and link to it so the visitor can see the original. Where a customer sent you a message or email, ask whether you can quote it, and quote it exactly. Don't tidy it up.

Pick a handful of the most useful ones. A good review says what the job was and how it went. If it names the type of work, such as a staircase or a set of doors, link it to the right service page.

Ask for reviews after finishing a job, while the work is fresh. A short message with a link to where they can leave one is enough. Don't pressure anyone, and don't offer anything in return.

If you get a poor review, answer politely and stick to facts. Handled calmly, it shows how you deal with problems.

Avoid inventing reviews or writing them yourself. Avoid paying for reviews or swapping favours for them. Avoid quoting someone without their say-so, and avoid cutting a mixed review down to only the kind words.

Purpose: Show the schemes you belong to and the cover you hold, truthfully.

Some customers want proof before they let a tradesperson into their home. This page gives it to them, but only if it's real.

List each scheme you're properly registered with, and explain in a line what it is. Link to the scheme's own site where you can, so a visitor can check.

TrustMark is the government-endorsed quality scheme for work done in or around the home. Mention it only if you're really registered with it for your trade. Check on trustmark.org.uk whether your trade is covered before you say anything about it. Its own advice to homeowners is to check the tradesperson is registered for the specific trade needed, get three quotes, take up references from previous customers, use a written contract, and pay only for completed work, avoiding large advance payments. If you work that way, say so.

For insurance, say what cover you hold only if it's true. Check the wording with your insurer before you describe it on the site. If you're unsure what's required for your type of work, ask your insurer or the relevant regulator rather than guessing.

Avoid logos for schemes you've left or never joined. Avoid vague phrases like "fully insured" without checking what that covers. Avoid stating legal rules or requirements you haven't confirmed.

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

Your best source is your own inbox and phone. What do people ask before they book? What do they ask during a first visit? Write those down. Those are your FAQs.

Keep each answer short and plain. Say how you work: how you take enquiries, how you measure up, how you handle changes, what you need from the customer, how you deal with snags. Cover aftercare for finished work if that's something you offer.

Group questions by service where it helps. Questions about stairs sit with stairs; questions about decking sit with decking. A visitor should find an answer in seconds.

Where an honest answer is "it depends", say so, and say what it depends on. Then point them to the quote page, because every job is different.

Revisit the page every few months. New questions come in. Old ones stop being asked.

Avoid typical prices or timings. You can't promise them across every job, and customers will hold you to them. Avoid questions nobody has asked, written only to fill space. Avoid answers that dodge the question with sales talk.

Purpose: Make it easy for a customer to describe the job and ask for a quote.

This is the page everything else points to. Keep it simple.

Ask for what you need to give a sensible reply and nothing more. A name. A phone number or email. The town or postcode. What the job is. A line or two about what they have in mind. If you'd like photos or rough measurements, add an upload option, and say it's optional.

A short dropdown for the type of work can save you time. Fitted furniture, doors, stairs, decking, repairs, other. Match it to the services you really offer.

Tell people what happens next. Will you ring? Reply by email? Visit to measure up? Say how soon they'll hear from you, but only if you can keep to it. Add a phone number for anyone who'd rather talk.

Test the form yourself. Fill it in on your phone. Check the message arrives. A broken form loses work without telling you.

Many customers will want more than one quote, and that's normal. TrustMark's own advice is to get three. Let them. Be clear and helpful and you'll stand out.

Avoid long forms with a dozen required fields. Avoid asking for details you don't need, such as a full address before you've spoken. Avoid a form that says "thanks" and then does nothing.

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

People hire people. This page puts a face and a name to the business.

Say who you are. Your name, your trade background, how you came to carpentry and joinery, what kind of work you enjoy. A few honest sentences will do. Add a photo of yourself, or of you and your team at work. A real one, not a stock image.

Explain how you work. Do you work alone or with others? Do you make things in a workshop and fit on site? Do you do everything yourself or bring in specialists for some jobs? Say it straight.

Then the contact details. Phone, email, and the area you cover. If you don't see customers at a premises, don't show an address that suggests you do. Say when you're best reached, and how quickly you reply, if you can keep to it.

Put the contact details on every page's header or footer too. Nobody should have to click twice to find your number.

Avoid long life stories. Avoid hiding your phone number behind a form. Avoid a "meet the team" section that lists people who don't work for you.

Purpose: Show the legal details of the business at the bottom of every page.

The footer is the small print, and it matters. It tells visitors you're a real, accountable business.

If you trade as a UK limited company, GOV.UK says your website must show the registered company name, the registered number, the registered office address, and where the company is registered. Put all four in the footer so they appear on every page.

If you're a sole trader or partnership, check what applies to you. Ask your local council or the relevant regulator, or look on GOV.UK. Don't assume.

Add the basics beside it: your business name, a contact number and email, and links to any policy pages you need, such as privacy. If you're unsure what policies your site must carry, check with the relevant regulator.

Keep the details up to date. If your registered office moves, change the footer the same week.

Avoid leaving out required details because the footer looks untidy. Avoid copying another firm's footer. Avoid details that don't match what's on the official register.

Purpose: Get your business shown on Google in the right places without publishing an address you don't see customers at.

This isn't a page on your site, but it belongs in this guide because it works with your site. Many carpenters work from a van and a workshop, and visit customers rather than welcoming them in.

Google has a setting for exactly this. For a business that travels to customers, remove the address from the profile and set service areas instead. You can add up to 20. Edits to service areas can take up to 48 hours to show, so don't panic if nothing changes straight away.

Choose the areas you really serve, the same towns you'd build area pages for. Keep the list honest. Fill in your services, add your opening hours, and upload real photos of your work. Link the profile to your website, ideally to the home page or a relevant service page.

For a sense of scale, DataForSEO's UK monthly estimates for 18 October 2026 put "carpenter near me" at 12,100 searches. Other phrases are far smaller: "carpenter website" at 140, "seo for carpenters" at 30, and "carpenter marketing" at 10. These are national estimates, not figures for any one town. Treat them as a rough guide to how people phrase things, and nothing more.

Avoid listing an address you don't operate from. Avoid adding service areas you don't cover, just to appear wider. Avoid ignoring the profile once it's set up; check it now and then and keep it current.

You don't need all eleven at once. Build these first, in this order.

1. Home page: one clear line on what you do and where, with a button to your quote page.
2. Quote request page: a short form and a phone number, so enquiries have somewhere to land.
3. Your main service page: start with the work you do most and want more of.
4. Project gallery: a handful of your best real jobs, with customer permission.
5. About and contact: who you are, where you work, and how to reach you.

Then add the rest as you go: more service pages, reviews, accreditations, FAQs, area pages, and the footer details. Each one is a small job. Do one a week and you'll be finished in a couple of months.

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