Pages a plasterer's website should have

Most plasterers get work by word of mouth. That's fine. But when someone hears your name, they look you up. What they find, or don't find, decides whether they ring.

So your website has one job: confirm you're real, show the work, and make it easy to ask for a quote. It doesn't need to be big. It needs the right pages, each one saying something true and specific. Here's what to build, page by page, and what to leave out.

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

Start with one plain sentence at the top. Something like: "Plastering, skimming and rendering in [your area]." Say what you actually do, in the words a homeowner would use. Skim coats, re-plastering, patch repairs, external rendering, if you really do them.

Next, a short line on who you are. Your name, how long you've been trading if you want to say, and whether you work alone or with a small crew. Keep it factual.

Then give people somewhere to go. A clear link to each service page. A visible "Get a quote" button. Your phone number at the top, as text, so someone on a phone can tap it.

Add two or three photos of real finished work. Real walls, real ceilings, your own jobs. Add one or two real review lines if you have permission to use them, linked to your full reviews page.

Last, the area. Name the towns you cover, but only the ones you truly work in.

That's it. The home page is a signpost, not a brochure.

Avoid stock photos of smiling builders, long paragraphs about "passion for excellence", and listing every town within an hour's drive. Avoid claims you can't back up, like "the best in the area". Avoid hiding your phone number behind a contact form.

Purpose: Give each job you really do its own page, so someone searching for that job finds a page that answers it.

Pick your main services. For many plasterers that's skimming, full re-plastering, rendering and repairs. Only list work you've actually done and would happily do again. If you don't do coving or artex removal, don't write a page about it.

On each page, explain the job in plain terms. What is it? When does someone need it? What state should the surface be in before you arrive? What happens on the day, and what does the customer need to do, like clear the room or keep pets out?

Describe how you work. Do you protect floors? Do you clear up each day? Do you leave the walls ready for decorating, or does the customer need to wait before painting? Say what's true for your firm.

Use photos from real jobs of that type, with a line or two on each: what the problem was, what you did. A before and after tells the story better than a paragraph.

Finish with a clear next step: a link to your quote page and your phone number.

Avoid copying the same text across every service page with the service name swapped. Google's spam policies treat lots of near-duplicate pages, made mainly to manipulate rankings, as spam. Each page has to carry something genuinely different. Avoid vague claims like "all types of plastering". Avoid promising results or timings you can't guarantee on every job.

Purpose: Show that you really work in a particular town, with proof from jobs you've done there.

Only build one of these for a town you genuinely serve and have worked in. Not the next county. Not a place you'd "consider" travelling to.

The page needs to be about that town, not a copy of your home page with a new place name dropped in. What makes it different? Real jobs. A re-skim you did in a terraced house there. A rendering job on a particular type of property. Describe what the work involved and, with permission, show the photos.

You can mention the kinds of homes common in the area if you know them from experience: older properties with lime plaster, newer builds, extensions. Only say what you've seen yourself.

If you've done a handful of jobs in a town, one page with those jobs is useful. If you've done one, a short page with that one job may be enough. If you've done none, don't write the page yet. Add it after the first job.

Include your phone number and a link to the quote page, as on every page.

Avoid a long list of near-identical pages that only change the town name. As noted above, Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam; each area page must carry something genuinely different. Avoid naming towns you don't serve. Avoid made-up local detail. If you're not sure of a fact about a place, leave it out.

Purpose: Let the work speak. Real jobs, shown properly, with the customer's say-so.

This is often the most persuasive page on a plastering site, because plastering is visual. A flat, true wall looks like what it is.

Organise it by job, not as one long dump of photos. For each job, give it a short title and a few lines: what the property was, what the problem was, what you did. If the job involved a tricky ceiling, a damp-affected wall that was treated first, or a full external render, say so.

Show before and after where you can. Take photos in decent light, from the same spot each time. Don't over-edit them.

Ask permission first. Always. Get it in writing, even if that's just a text message you keep. Don't show a customer's house number, street sign, or anything that identifies the address unless they're happy for you to. If someone says no, that's the end of it.

Label things honestly. If a photo shows work done by a subcontractor or a different firm, don't include it. Only your jobs.

Add new projects as you finish them. A gallery that stops three years ago looks like a business that stopped.

Avoid stock photos, photos of other people's work, and heavy filters. Avoid showing a customer's home without their agreement. Avoid captions that exaggerate, like calling a small patch repair a "complete transformation".

Purpose: Collect what real customers have said about you in one place, so a new customer can read it.

Gather reviews from customers who have actually used you. Put the customer's first name and the town if they're happy with that, and the job type. Keep their words as they wrote them. A small typo is fine; it looks real.

Link to the original where you can, whether that's a review site or a message they sent. Ask permission before using a message. Most people say yes if you ask politely.

Make it easy to leave one. After a job, ask. A text with a direct link to your review page on Google is simple and quick for the customer.

Don't pick only the glowing ones. If a customer raised a small issue and you fixed it well, a short reply from you shows how you handle problems. Reply to reviews politely, including the awkward ones, and keep it short.

Update the page regularly. Put the date the review was left if you can.

Avoid writing reviews yourself, asking friends or family to post ones they haven't earned, or paying for them. Avoid editing a customer's words to make them sound better. Avoid deleting reviews you don't like unless they're clearly fake or break the platform's rules. Avoid inventing names. Real or nothing.

Purpose: Show what you're registered with and what cover you hold, truthfully, so a customer can check.

List only what's true today. If you're a member of a trade body, say which one. If you hold a qualification, name it. If you've lapsed, take it down.

On TrustMark: it's the government-endorsed quality scheme for work done in or around the home. Mention it only if you're really registered for your trade. Check on trustmark.org.uk whether your trade is covered before you say anything about it. Registered for one trade doesn't mean registered for another.

TrustMark advises homeowners to check that a 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. You can point customers to that advice. It shows you're comfortable being checked.

On insurance: say what cover you hold, only if it's true, in plain words. Check the wording with your insurer before you publish it, so what you say matches your policy. Don't state rules about what insurance is required; if you're unsure what applies to your work, ask your insurer or the relevant regulator.

If you can, offer to send a copy of your certificate on request.

Avoid logos for schemes you don't belong to. Avoid vague phrases like "fully accredited" with no detail. Avoid saying you're "fully insured" without checking what your policy covers. Avoid leaving old badges up after membership ends.

Purpose: Answer the questions customers really ask you, so fewer of them need a phone call before they get in touch.

Don't invent questions. Write down what people actually ask: on the phone, at the quote visit, in messages. Keep a note for a month. You'll see the same ones come round.

Common ones tend to be practical. What state does the wall need to be in? Do I need to move furniture? How long before I can paint? Can you work around us living in the house? Do you clear up? Answer each the way you would to someone standing in the room.

Keep answers short and direct. Two or three sentences is usually enough. If the answer is "it depends", say what it depends on. That's more useful than a vague reply.

Group them if there are many: before the job, during the job, after the job.

Add to the page when a new question keeps coming up. Remove ones that no longer apply.

Avoid giving typical prices or typical timings. Every job differs, and a number on a web page becomes a promise in the customer's head. Say instead that you'll give a quote after seeing the work, and that you'll agree timings with them. Avoid copying FAQs from another firm's site. Avoid answers so long nobody reads them.

Purpose: Make asking for a quote easy, so a customer who's ready doesn't give up halfway.

Keep the form short. Name, phone number, email, town or postcode area, and a box for describing the job. That's usually enough to start a conversation.

Ask for photos if you can. A few pictures of the wall or ceiling tell you a lot before you've left the house. Say what kind of photos help: the whole wall, close-ups of cracks or damp marks, the room from the doorway.

Tell people what happens next. "We'll ring you within [your own timeframe]" only if you'll really do it. Say whether you visit to measure up before giving a price.

Put your phone number on the page too, for the ones who'd rather talk. Not everyone wants a form.

Think about where you're sending the form. Make sure it goes somewhere you check, on your phone, daily. Test it yourself every so often. A broken form is a lost job you'll never hear about.

Avoid a long form with fifteen required boxes. Avoid asking for things you don't need yet, like a full address or budget. Avoid promising a price over the web without seeing the job. Avoid a "thanks" page that tells people nothing. Say what happens next.

Purpose: Let a customer see who is coming into their home, and give them every easy way to reach you.

Write about yourself in plain terms. Who you are, where you're based, what you do, how long you've done it if you want to say. Add a clear photo of you, or you and the crew, at work or on site. People like to know the face.

Say how you work. Do you do the work yourself? Do you use a small team? Do you subcontract anything? Be honest; it saves awkward surprises later.

Don't fill it with a life story. A few short paragraphs is plenty. Keep the focus on the customer: what they can expect from you.

For contact, list everything that works: phone number, email, the quote form, the areas you cover and your usual hours for taking calls. If you're on a job and can't answer, say so, and say when you'll ring back.

Make the phone number tappable on mobile. Put it at the top and bottom of every page.

Avoid a long personal history, vague "we pride ourselves on" lines, and a contact page with only a form and no number. Avoid listing an address you don't want customers to visit. Avoid hours you don't keep.

Purpose: Put the legal and contact basics at the bottom of every page, where people look for them.

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 those in the footer so they appear on every page.

Add your phone number and email there too, plus links to your main pages: services, gallery, reviews, quote and contact.

If you're a sole trader, you don't have a registered number, but your trading name, a way to contact you and the areas you cover still belong in the footer. If you're not sure what else applies to your type of business, check with the relevant regulator or your local council rather than guessing.

Keep it tidy and up to date. If you move registered office, change the footer the same week.

Avoid leaving out details because they look dull. Avoid typing the number wrong; check it against your records. Avoid tiny, unreadable text. Avoid listing anything about your business that isn't true.

Purpose: Get your business showing properly on Google when most of your work happens at customers' homes, not at a shop.

You probably don't have premises customers visit. So Google treats you as a service-area business. That means you should remove your address from the profile and set the areas you serve 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 areas you genuinely cover. The same rule applies as for your website: real places, from real work. Don't add twenty just because you can.

Fill in the rest honestly. Business name exactly as you trade. Phone number. Opening hours you really keep. A list of the services you offer. A few good photos of finished jobs.

Link it to your website, ideally your home page or quote page. Ask customers for reviews through your profile, as covered above.

Keep it current. If your hours change, or you stop covering an area, update it.

For a sense of how people look for this kind of work: UK monthly estimates from DataForSEO (18 October 2026) put "plasterer near me" at 14,800. For comparison, "plasterer website" is 50 and "seo for plasterers" is 20. These are national monthly estimates, not figures for any one town, so treat them as a rough guide only. They don't tell you what will happen for your business.

Avoid keeping your home address visible if customers don't visit you. Avoid stuffing your business name with extra words. Avoid claiming a shop front you don't have. Avoid ignoring the profile once it's set up.

Don't try to do it all at once. Build in this order:

1. Home page: who you are, what you do, where, and how to get in touch.
2. Quote request page: a short form and your phone number, so anyone ready can ask.
3. Your top service page: the job you do most and want more of, with real photos.
4. Project gallery: a handful of real jobs, with permission, before and after.
5. About and contact, with company details in the footer: the face, the facts and every way to reach you.

Reviews, FAQs, service areas, accreditations and your Google profile come next. Add them as you gather the real material for each.

You've now got a list of pages. The harder question is which of them your site is missing, and what topics your competitors cover that you don't.

Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a clear place to start before you decide what to build.