Pages a cleaning company's website should have

Most cleaning company websites say the same thing. "Professional, reliable, affordable." Then a phone number. That tells a stranger almost nothing.

Here's the better way. Build one page for each real job your website has to do. Each page answers one question a customer is likely to have. And only build what's true: if you don't do it, don't page it. What follows is the full list, in plain English, with the order to build them in at the end.

Purpose: Tell a stranger what you do, where you do it, and what to do next, in about ten seconds.

Start with one clear line at the top. "Domestic and office cleaning in [your area]" does the job, provided it's accurate. Say who you clean for. Homes, offices, or both. Then list your main services as short links, one per service, each leading to its own page. People should be able to find the thing they want without hunting.

Next, put your phone number and a "Request a quote" button where nobody has to scroll to find them. Both should work on a phone, because that's where many people will look.

Add a short paragraph in your own words about how you work. Do you bring your own products and equipment, or does the customer supply them? How do you handle keys and access? Say it plainly. These are the questions people worry about before they let anyone into their home or building.

Finish with a few real details: the areas you cover, a link to your reviews page, and your insurance details if they're true. Keep it short. The home page is a signpost, not a brochure.

Avoid stock photos of smiling people in rubber gloves, vague claims you can't back up, long welcome speeches, and anything that makes the page feel like it could belong to any cleaner in the country.

Purpose: Let a customer see exactly what a service covers, so they know whether it's what they need.

Build a separate page for each main service you really offer. That might be regular home cleaning, end of tenancy cleaning, office cleaning and deep cleaning. Only include the ones you do. If you've never done an end of tenancy clean, there's no page for it.

On each page, say who the service is for. Then say what's included, room by room or task by task. Just as important, say what's not included. If you don't clean inside ovens as standard, or you don't do windows above ground floor, write it down. It saves arguments later and it's honest.

Explain how you work out the price, without quoting one. Is it by the size of the property, the hours needed, the condition on arrival, or a fixed visit rate? Describe the method in your own words. No invented prices, no "from" figures you can't stand behind.

Say whether you supply products and equipment for this service. Say how keys and access work. If you use particular methods or kit for this job, name them.

Then end with a clear way to ask for a quote.

Avoid copying the same text onto every service page with a few words swapped, listing services you don't offer to look bigger, and burying the "not included" section because it feels awkward. Each page should carry something genuinely different.

Purpose: Show the towns and areas you really serve, with proof that you've worked there.

This page type needs care. A page for every town within an hour's drive, all saying the same thing, is a bad idea. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. So each area page has to carry something genuinely different.

Only make a page for a town you really serve. Then build it from real jobs. Which kinds of properties do you clean there? Flats, family homes, small offices, shared buildings? What do customers there tend to ask for? How long does it take you to get there from your base? Have you cleaned a particular type of building in that town that's worth describing?

Use the details you actually know. If you've done several end of tenancy cleans in one town and none in the next, those pages should look different, because the work was different.

Include a short line on how to get in touch and a link to the quote page. If you only serve a town occasionally, say so. Honest is better than impressive.

Fewer, richer pages beat a long list of thin ones. If you can't write something real about a town, leave it out and mention it in a simple list of areas on your contact page instead.

Avoid swapping the town name into identical text, listing towns you've never worked in, and writing about local landmarks you've never visited. If a page would read the same with the town name removed, it isn't ready.

Purpose: Show real jobs you've done, so people can see the standard of your work.

A gallery works when it's made of real work. Photograph the jobs you're proud of, with before and after shots where they make sense. A kitchen, a bathroom, a communal entrance, an office floor. Keep the pictures clear, well lit and honest.

Always get the customer's permission first. This matters most for homes. Ask before you take photos, ask again before you publish them, and keep anything personal out of shot: family photos, post, documents, name plates, house numbers. If a customer says no, that's the end of it. For commercial jobs, check with the client or the property manager.

Add a few plain lines to each project. What was the job? What type of property? What did it involve? Mention the service so the gallery links back to the right service page. You don't need to name the customer. "End of tenancy clean, two-bedroom flat" is plenty.

Update it now and then. A gallery that stops years ago can look like the business did too.

Avoid using stock photos or pictures from another company, editing images to look better than the real result, publishing a customer's home without clear permission, and captions that claim more than you did.

Purpose: Give visitors real feedback from real customers in one place.

Collect genuine reviews from people you've worked for. Ask after a job, while it's fresh. Make it easy: send a direct link, keep the request short, and thank people whatever they say.

On your page, show reviews as they were written. You can use a few on the home page and service pages too, with a link to the full set. If you quote a review, quote it accurately. Don't tidy the wording into something the customer didn't say. If it's from a third-party site, link to where it lives so people can check it.

Reply to reviews, including the less glowing ones. A calm, factual reply to a complaint shows how you handle problems. Keep it polite and short, and don't argue in public.

Be careful about naming people. Use a first name or initials only if the reviewer is happy with that. If you aren't sure, ask them.

Don't invent reviews, pay for them, or write them yourself, and don't ask friends or family to post them or delete the awkward ones from your own page. If you have few reviews, show the few you have. A short honest page beats a long made-up one.

Purpose: Tell people what cover and recognition you really hold, so they can judge for themselves.

Keep this page short and factual. List any accreditations or trade memberships you hold, and only those. Say what each one is and, where you can, link to the body that issued it so a visitor can check.

For insurance, say what cover you hold, but only if it's true. Describe it in plain words, such as the type of cover you have. Don't claim anything you can't show on a current certificate. Wording on policies varies, so check exactly how to describe your cover with your insurer before you publish it.

We won't tell you what cover or checks you must have. Rules on insurance, staff vetting and employment depend on your business and who works for you. Check with your insurer and the relevant regulator, and then describe your own position accurately.

If you're asked for a certificate, be ready to provide it. Keep them current. An expired certificate on the page, or a badge you no longer hold, does more harm than saying nothing.

You can also mention here how you handle keys and access, since it ties into trust. Say it in your own words and keep it truthful.

Avoid badges you don't hold, logos from bodies you've never joined, vague phrases like "fully covered" with nothing behind them, and any statement about legal requirements that you haven't checked.

Purpose: Answer the questions customers really ask, so fewer of them need a phone call.

The best source for this page is your own inbox and phone. Write down the questions you hear again and again. "Do I need to be in?" "Do you bring your own products?" "What happens if something is broken?" "Can I change the day?" Use those, in the order people ask them.

Answer each in a few plain sentences, in your own voice. If the honest answer is "it depends", say what it depends on. That's more useful than a vague yes.

Cover the basics that worry people: what's included and what isn't, whether you supply products and equipment, how you handle keys and access, and how you work out a price. Link to the right service page for the detail.

Don't put typical prices or typical timings on this page. They vary from job to job, and a number that's wrong for one customer leads to a bad start. Say how you work out a price, and invite them to ask for a quote.

Review the page now and then. If you notice a new question coming up, add it. If an answer has changed, fix it.

Avoid questions nobody has asked, answers written to sound clever, copied FAQs from another cleaning company, and any figure you can't stand behind on every job.

Purpose: Make it easy for the right customer to ask for a price, with just enough information for you to give a sensible answer.

This is the page that turns a visit into work, so keep it simple. A short form beats a long one. Ask for the essentials: name, phone number or email, the type of property, the area and the service they want, plus a rough idea of when.

Add one open box for anything else. Some people will tell you about pets, parking or awkward access. That's useful.

Say what happens next, in plain words. Will you call back, email, or visit to look at the job? Say how soon you aim to reply, only if you can keep to it. If you work out prices after seeing the property, say so.

Make sure it works on a phone. Large buttons, few fields, no puzzle to solve. Test it yourself, then ask someone else to try it. Send a test enquiry and check it arrives.

Put your phone number on the page too. Some people would rather talk.

Avoid long forms that feel like an exam, vague "we'll be in touch" promises with no time attached, quoting prices you haven't worked out, and forms that quietly fail. An enquiry that never reaches you is the costliest page on the site.

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

People are letting you into their home or workplace. They want to know who you are. Say who runs the company, how long you've been cleaning, what kind of jobs you do most, and what you care about in the work. Keep to what's true and specific.

Add a real photo of you or the team, if you're comfortable with it. It helps a stranger feel they're dealing with an actual person.

On the contact side, give your phone number, email and, if it suits your business, a short contact form. Say when you're available to answer. List the areas you cover so nobody has to guess.

If you work from home, you don't have to publish your home address. Think about what you're comfortable showing. If you're a limited company, the footer rules below still apply.

Say how you'd like to be contacted, and how quickly you aim to reply, if you can keep to it.

Avoid long biographies about nothing in particular, a contact page with only a form and no phone number, empty lines like "we're passionate about cleaning", and details that are out of date.

Purpose: Show the legal details that identify your business, on every page.

If you run 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. The footer is the natural place, because it appears on every page.

Copy the details exactly as they appear on the official register. A small typo here is still a mistake. Check them again if anything changes, such as a new registered office.

If you're a sole trader or a different type of business, check with the relevant authority or your accountant what you need to show. We won't guess at it. Don't assume the limited company rule applies to you.

Alongside the legal details, the footer is a good spot for your phone number, email, a link to your privacy information and the main pages of the site. Keep it tidy and easy to read on a phone.

Avoid hiding the details in tiny grey text, leaving old addresses in place, and copying another company's footer. If your details are wrong, fix them today, not next month.

Purpose: Make sure people searching on Google can find your business and see that you come to them.

Most cleaning firms go to the customer. They don't have a shop for people to visit. Google treats that as a service-area business. So remove your address from the profile and set your service areas instead. You can add up to 20. Edits to service areas can take up to 48 hours to show, per Google's guidelines, so don't panic if nothing changes straight away.

Choose areas you really serve. Don't pad the list.

Fill in the rest properly. Add your business name, phone number, opening hours, a link to your website, your services, and a clear description in plain words. Add photos of real work. Make sure your details match your website exactly: same name, same phone number, same wording.

Link the profile to your quote page, so someone who finds you can ask for a price in one tap.

Keep an eye on it. Check your hours before bank holidays, reply to reviews, and update your services if they change.

Avoid showing a home address you don't want public, listing areas you don't serve, a different phone number from the website, and set-and-forget. A profile left untouched slowly stops being true.

1. Home page: say what you do, where, and how to get in touch.
2. Quote request page: make it easy for the right customer to ask for a price.
3. Your main service page: start with the job you do most, with what's included and what isn't.
4. Google Business Profile: set your service areas and match your details to the site.
5. About and contact: show who you are, and how to reach you.

Everything else can follow, one honest page at a time.

Not sure which of these pages you've got covered and which you haven't? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a quick way to see where to start, and the decision about what to build stays with you.