Pages an electrician's website should have

If you searched "electrician seo", here's the short answer. Build a handful of honest, specific pages, one job each, and make every one easy to check. No tricks, no keyword stuffing, and no promises about rankings, because nobody can honestly make them. A visitor should land, see that you do the job they need in the place they live, and be able to ring you. Below are the pages worth building, what each should say, and what to leave off. Skip anything you don't really offer.

Purpose: Tell a stranger in five seconds who you are, what you do and where you do it.

Lead with the plain version. "Electrician in [your area]" followed by the main jobs you take on. Then give a short line on who you are, a phone number that's tappable on a mobile, and a clear route to the quote request page. Link out to your service pages so visitors can find the job they came for.

Name the scheme you belong to, if you belong to one, near the top. People check.

Avoid a wall of text about "years of excellence". Avoid a slideshow that hides your phone number. And avoid listing every town in the county in one paragraph. That's what the area pages are for.

Purpose: Match one specific search with one specific answer.

Someone searching for a consumer unit change doesn't want your home page. They want a page about consumer units. So give each main job its own page, but only the jobs you genuinely do. The usual candidates:

• Rewires
• Consumer units
• EV charger installation
• Testing and inspection reports
• Emergency call-outs

If you don't do emergency work, don't make a page that implies you do. A thin page for a service you barely offer is worse than no page at all.

For each one, say what the job involves in plain words, what you need to know from the customer before you can quote, and what happens on the day. Say what paperwork they'll receive when you finish. GOV.UK's Approved Document P page explains when notification of work is required, so say whether any of the jobs on the page need it, and how your scheme handles that for you, if it does.

Avoid copying jargon from a manufacturer's brochure. Avoid vague promises like "all electrical work undertaken". Say what you actually do. And don't quote prices or timings, because they vary too much from job to job.

Purpose: Show you really work in a place, so people there can find you.

One page per area you genuinely cover. Not forty. If you work in three towns and a handful of villages around them, build a page for each of the main ones and mention the villages inside the nearest page.

Each page needs content that belongs to that place. Which kinds of properties you tend to work on there, which jobs come up, how far you travel, how a visitor reaches you. If you've done work in the area, say what kind, without naming customers.

Here's the rule that matters. Never clone a page and swap the town name. Google's spam policy treats scaled content abuse, many pages made mainly to manipulate rankings however they were created, as spam. A page that reads identically apart from one word is exactly that. One honest page per place you really work. If you can't write something true and different for a town, you don't have a page for it yet.

Avoid pages for places you've never been near. Avoid "electrician near me" repeated six times in a paragraph. It reads badly, because it is bad.

Purpose: Prove the work is real.

Photos of finished jobs, each with a line or two: what the job was, what you did, anything tricky about the property. A fitted consumer unit, a run of cabling, a charger on a wall. Real jobs, real photos.

Group them by service, so someone interested in rewires can see rewires. Write proper descriptions rather than leaving filenames like "IMG_4471".

Avoid stock photos. They tell a visitor nothing about your work. Avoid before-and-after shots that show a customer's face, a house number or a street sign. And avoid uploading forty near-identical pictures. Pick the best dozen.

Purpose: Let customers speak, in one place.

Collect the reviews you've earned and show them with the platform they came from, so a visitor can check. Link to your Google Business Profile reviews. Say how someone can leave one.

Ask every happy customer at the end of a job. It costs nothing and it's the habit that makes the biggest difference over time, because more reviews and positive ratings can help local visibility.

Avoid writing your own. Avoid cherry-picking only five-star comments and hiding the rest. A few honest replies to the awkward ones do more for you than a spotless wall of praise.

Purpose: Let a nervous homeowner verify you in two clicks.

This is the page that does the heavy lifting for an electrician. GOV.UK lists the authorised competent person schemes for electrical work in dwellings: BESCA, Blue Flame Certification, Certsure (which trades as NICEIC), NAPIT and OFTEC. A competent person scheme lets installers self-certify certain building work instead of getting building regulations approval. GOV.UK says that joining an electrical scheme includes you in the electrical competent person register, which is designed to give householders a single place to find registered electricians in their area.

So name the scheme, or schemes, you really belong to. Then link to your own entry on that scheme's register so a visitor can check it. NICEIC describes itself as the UK's largest certification body for electrical businesses and offers a search by postcode or company name. NAPIT describes itself as a Government-approved UKAS accredited certification body and has a "Find a tradesperson" search. A direct link to your entry beats a logo every time.

Add a short note on your insurance: what kind of cover you hold, and that you're happy to show the certificate on request.

Avoid logos for schemes you've left or never joined. Avoid vague wording like "fully accredited" with no scheme named. If a visitor can't verify it, it isn't doing its job.

Purpose: Answer the questions you get asked on every first call, once, in public.

Pull them from real calls and messages. What do you need to know before quoting? Do you provide certificates? Can you work around a family's routine? Do you cover my area? Keep each answer short and straight.

Put the question as a heading or bold line, then answer it in two or three sentences. If an answer needs a full page, it deserves its own service page and a link.

Avoid made-up questions that nobody asks. Avoid answers that say "it depends" and stop there. Say what it depends on.

Purpose: Make asking for a quote the easiest thing on the site.

Keep the form short. Name, phone or email, postcode, the type of job, and a box for a few details. Photos upload is a bonus if you can manage it. Say what happens next: who replies, and how.

Avoid asking for twelve fields before anyone's spoken to you. Avoid a form that fails silently. Test it from your own phone. Seriously, test it.

Purpose: Put a face and a way to reach you on the site.

Say who you are, how you got into the trade, and what sort of work you prefer. Add a photo of you or the team. Then the practical bit: phone, email, the areas you cover and when you answer.

Keep the tone like you're talking to a customer on the doorstep. Because you are, just earlier in the process.

Avoid a biography written in the third person by someone who's never met you. Avoid hiding your number behind a form.

Purpose: Meet the legal minimum and quietly build trust.

If you trade as a UK limited company, GOV.UK says your website must show your registered number, your registered office address, where you're registered, and that it's a limited company. Put it in the footer so it appears on every page. Add the scheme you belong to and a link to your register entry as well.

Avoid leaving it out because it feels dull. It's the dullest page element on the site and one of the most useful.

Purpose: Get found in local results when you travel to customers.

If you visit customers rather than serve them at your own address, you're a service-area business. Google's advice is that if you don't serve customers at your business address, you should remove the address from the profile. You can set up to 20 service areas, so choose the places you really work.

Be clear on what you can't control. There's no way to request or pay for a better local ranking. Local results are mainly based on relevance, distance and prominence. You can't change distance. You can keep the profile accurate, match your services to your website, and earn reviews.

Avoid listing a home address you don't want public. Avoid claiming areas you don't cover.

If you're starting from very little, work in this order:

1. Home page. Who you are, what you do, where, and how to reach you.
2. Your most profitable service page. Pick the job you want more of and write it properly.
3. Accreditations and insurance page. Name your scheme and link to your register entry.
4. Quote request page. Short form, clear next step.
5. Your main service-area page. The place you work most, written honestly.

Then add the rest, one at a time. For the wider picture, see our guides on SEO for small business, content gap analysis and getting found on Google, and the pages you should have directory.

Not sure which of these pages you're lacking? Seracu's free snapshot gives you a quick look at which topics your site doesn't cover compared with your competitors. It's a clearer starting point for the list above.