Sectors

Trades and construction

A homeowner with a leaking roof, a couple planning a kitchen extension and a developer checking a subcontractor all land on the same site. We build it so each of them finds the right trade, the right area and a way to make contact in one screen.

Published projects: 10 published projects
Markets of this work: France · Belgium

How buyers choose a trade

Customers start from the job, not from the company. In a few seconds they ask three questions: does this firm do this work, does it cover my area, and can I reach someone today? Visitors with an urgent problem and visitors planning a project want different things from the same page. The urgent visitor wants a number to call. The planning visitor wants scope, materials and examples. A site that answers only one of them loses the other.

How we structure the site

Each trade gets its own page, with the related trades linked from it, so a visitor who searched for one service can see the others without starting again. Finished projects are main content, not a gallery at the bottom, and each one shows the town, the trade and the scope of the work. The route to contact sits in the header and again at the end of every page. It opens a call or a short form that asks for the job, the address and a good time to reach the customer.

How they are found

Trade searches usually combine a service and a place. We write one page for each trade the firm really offers, and a service-area page only for an area it really works in. We do not publish near-identical pages for twenty towns, because search engines treat them as thin copies and customers see through them. The business details stay identical everywhere they appear: the website, the Google business profile and the directory listings. Search engines then see one firm with one address and one number.

What we ask first

Before we design anything we ask which jobs the firm wants more of, and which it turns down. We ask which areas it will really travel to, and how far. We ask who answers the phone, at what times, and what happens when nobody does. We ask for the finished jobs the firm is proud of, with the town and the scope of each. The answers decide the page list, the order of the navigation and the wording of the contact route. Photographs of finished work are the one input the site cannot do without.

Where our proof comes from

The trades sites we have published so far are French and Belgian builds. They cover tiling, façades, joinery, pergolas and verandas, renovation, energy and building services. Several of these clients also keep us on for ongoing search work. No UK trades site is in our portfolio yet. With a UK firm we start by checking the words UK customers use and the areas they search in, before any design work begins.

Decisions we make on trades sites

One page for each trade
Cakir Façades offers rendering, stone-effect coating, external insulation, aluminium guttering and new build. Each has its own page, so each one can answer the exact query that brings a customer to it.
Urgent and planned work on separate routes
ID Home handles renovation and a seven-day emergency callout. Its site has an emergency route that reaches the phone in one action, and a considered renovation route with scope, materials and references.
The service area in plain words
Archi Construction crosses its six product lines with the regions it really serves, across Belgium and Luxembourg, so a search that names a town still lands on the right product. In this trade the first filter a client applies is distance.
Finished work as the main content
IBO Carrelage is a tiling craftsman whose finished work is the whole argument. Completed projects are the primary content, and the service area is stated explicitly so that a local search lands correctly.