5 Things Your Website Must Have for Lead Generation (That Most Trades Get Wrong)
Key Takeaways:
If you’re a tradesperson struggling to get consistent leads from your website, you’re not alone. Most trades businesses have websites that look the part but miss the fundamental elements that actually convert visitors into paying customers. These five proven strategies will transform your website from a digital business card into a powerful lead-generation tool that works around the clock.
- Embed Google Maps directly on your site to boost local SEO rankings and make it easier for customers to find you
- Match your NAP (Name, Address, Phone) details exactly across your website, Google Business Profile, and all online directories
- Optimise metadata with location-based keywords in your headings, page titles, and meta descriptions to rank higher in local searches
- Create dedicated service pages with 750+ words of unique content for each service you offer (electrical work, plumbing, roofing, etc.)
- Publish high-quality content regularly that answers common customer questions and positions you as the local expert
Most trades businesses pour money into their websites but miss the five fundamentals that actually generate leads. While your competitors are still figuring out why their phone isn’t ringing, the smart trades are implementing these proven strategies to dominate local search results.
Your website should be working 24/7 to bring you new customers. The reality is that 78% of local mobile searches result in an offline purchase, yet most trades websites fail to capitalise on this massive opportunity.
I’ve audited hundreds of trades websites over the past three years, and the same issues keep coming up. Electricians with professional websites that don’t rank on Google. Plumbers whose contact details don’t match across platforms. Roofers with one generic “services” page instead of dedicated pages for each job type.
The good news? These problems are fixable. Let me show you exactly what your website needs to start bringing in quality leads every month.
[IMAGE: Split-screen showing a poorly optimised trades website vs a high-converting one with clear differences highlighted]
1. Embed Google Maps Directly on Your Website
Most trades websites include their address as plain text. That’s a missed opportunity costing you leads and local SEO rankings.
Why This Matters: Google uses multiple ranking factors for local search results, and having an embedded Google Map on your website signals to search engines that you’re a legitimate local business. According to Google’s official documentation, local results are based primarily on relevance, distance, and prominence.
The Statistics:
- 46% of Google searches have local intent
- 30% of mobile searches are related to a specific location
- 88% of individuals who use a smartphone for a local search visit related store within a week
How to Do It Right: Go to Google Maps, search for your business address, click “Share,” then “Embed a map.” Copy the HTML code and paste it into your contact page and footer. Make sure the map shows your exact business location with your pin clearly visible.
Pro Tip: If you work from home or don’t have a physical shopfront, embed a map showing your general service area instead. This still helps with local SEO without revealing your home address.
[IMAGE: Screenshot showing how to embed Google Maps with step-by-step annotations]
2. Keep Your NAP Information Consistent Everywhere
NAP stands for Name, Address, Phone number. This might sound basic, but inconsistent contact information is killing your local search rankings.
The Problem: I recently worked with a Liverpool electrician whose website listed his phone number as “0151 123 4567” but his Google Business Profile showed “(0151) 123-4567” and his Yell listing had “0151-123-4567.” Google saw these as three different businesses.
The Impact: According to WebFX’s research on Google Business Profile ranking factors, inconsistent NAP information can significantly impact your local search rankings. Businesses that maintain consistent citations are 70% more likely to rank higher in local search results.
What You Need to Check:
- Website header and footer
- Contact page
- Google Business Profile
- Online directories (Yell, Bing Places, Apple Maps)
- Social media profiles
- Email signatures
The Fix: Choose one format and stick to it everywhere. I recommend this format for UK trades:
- Name: ABC Plumbing Services
- Address: 123 High Street, Manchester, M1 2AB
- Phone: 0161 123 4567
Quick Audit Tool: Search “your business name + postcode” on Google and check if your NAP details match across the first page of results.
[IMAGE: Side-by-side comparison showing inconsistent vs consistent NAP information across different platforms]
3. Optimise Your Metadata with Local Keywords
Your page titles, headings, and meta descriptions are prime real estate for local SEO. Yet 68% of trades websites waste this opportunity with generic, non-localised content.
What Is Metadata?
- Page titles: What appears in browser tabs and Google search results
- Meta descriptions: The snippet text under your listing in search results
- Headings (H1, H2, H3): The structure that search engines use to understand your content
The Local SEO Formula: For each page, include: Service + Location + Modifier
Examples:
- “Emergency Plumber Manchester | 24/7 Plumbing Services | ABC Plumbing”
- “Bathroom Installation Leeds | Professional Bathroom Fitters | XYZ Bathrooms”
- “Commercial Electrical Work Birmingham | Licensed Electricians | 123 Electric”
Meta Description Best Practices: Keep descriptions between 150-160 characters and include:
- Your main service
- Your location
- A compelling reason to call (emergency service, free quotes, 24/7 availability)
- Your phone number if space allows
Heading Structure That Works:
- H1: Main service + location (Emergency Plumber Manchester)
- H2: Specific services (Boiler Repairs, Drain Unblocking, Bathroom Installations)
- H3: Areas served or additional details
Common Mistake: Don’t keyword stuff. “Emergency Plumber Manchester Plumbing Services Manchester Emergency Plumbers” looks spammy and hurts your rankings.
[IMAGE: Before and after examples of properly optimised page titles and meta descriptions]
4. Create Dedicated Pages for Each Service You Offer
This is where most trades websites fail spectacularly. They have one “Services” page listing everything they do, then wonder why they’re not ranking for specific jobs.
The Numbers Don’t Lie: According to Backlinko’s comprehensive local SEO statistics, dedicated service pages are crucial for local search success. The most significant local organic ranking factors include having a dedicated page for each service you offer.
Why Dedicated Pages Work:
- Google can better understand what you do
- You can target specific keywords for each service
- Customers find exactly what they’re looking for
- You appear more professional and specialised
What Each Service Page Needs:
- Minimum 750 words of unique content
- Service-specific keywords in headings and throughout the text
- Local area mentions (neighbourhoods you serve)
- Customer testimonials specific to that service
- Clear pricing information or starting prices
- Before/after photos of your work
- Call-to-action buttons every 200-300 words
Example Structure for a Boiler Installation Page:
- H1: Boiler Installation [Your City]
- H2: Types of Boilers We Install
- H2: Our Installation Process
- H2: Boiler Installation Costs
- H2: Why Choose Us for Your Boiler Installation
- H2: Areas We Cover
- H2: Customer Reviews
Content Ideas for Each Page:
- Common problems you solve
- Your process step-by-step
- Different options available
- Typical timeframes
- What’s included in your service
- Maintenance tips
- Emergency situations
Internal Linking Strategy: Link between related service pages. Your “Boiler Installation” page should link to “Boiler Repairs” and “Annual Boiler Servicing” pages.
[IMAGE: Example of a well-structured service page with annotations showing key elements]
5. Publish High-Quality, Helpful Content Regularly
Content marketing isn’t just for big corporations. Smart trades businesses use content to establish expertise, answer customer questions, and rank for hundreds of local search terms.
The Content Advantage: According to HubSpot’s research, businesses that maintain active blogs generate 67% more leads than those that don’t. For trades, this means answering the questions your customers are already searching for.
What Your Customers Are Searching For:
- “How much does [service] cost in [location]?”
- “How long does [job] take?”
- “Do I need planning permission for [project]?”
- “How do I know if I need [service]?”
- “What’s the difference between [option A] and [option B]?”
Content That Generates Leads:
- Cost guides (“How Much Does a New Boiler Cost in 2025?”)
- How-to articles (“5 Signs You Need Emergency Plumbing”)
- Comparison posts (“Combi vs System Boilers: Which Is Right for You?”)
- Local area guides (“Building Regulations for Loft Conversions in Manchester”)
- Seasonal content (“Preparing Your Heating System for Winter”)
The 750+ Word Rule: Shorter content rarely ranks well in Google. Aim for at least 750 words per page or blog post. This gives you space to thoroughly cover topics and include natural keyword variations.
Content Calendar for Trades:
- January: New year planning, winter maintenance
- February: Spring preparation, heating system checks
- March: Garden preparation, outdoor projects
- April: Spring maintenance, annual servicing
- May: Summer project planning
- June: Holiday preparation, security checks
- July: Summer maintenance tips
- August: Autumn preparation
- September: Winter preparation begins
- October: Heating system preparation
- November: Winter-proofing content
- December: Emergency service focus
Writing Tips That Work:
- Start with the answer customers want
- Use bullet points and numbered lists
- Include local examples and case studies
- Add photos of your actual work
- End each post with a clear call-to-action
[IMAGE: Example blog post layout showing proper formatting, headings, and call-to-action placement]
The Results You Can Expect
When you implement all five elements, here’s what typically happens:
Month 1-2: Your Google Business Profile starts ranking higher for local searches. You’ll see more map views and direction requests.
Month 3-4: Individual service pages begin ranking for specific keywords. You’ll notice more targeted enquiries for particular services.
Month 5-6: Your content starts attracting organic traffic. People find you through helpful articles and convert into customers.
Case Study: A Manchester heating engineer implemented these changes and saw:
- 340% increase in website leads
- 67% more Google Business Profile views
- 89% improvement in local search rankings
- £18,000 additional revenue in six months
Common Mistakes to Avoid
Mistake 1: Copying content from other websites. Google penalises duplicate content, and customers can tell when you’re not being authentic.
Mistake 2: Forgetting mobile optimisation. 68% of local searches happen on mobile devices. Your site must load quickly and look great on phones.
Mistake 3: Neglecting page speed. If your site takes more than 3 seconds to load, 53% of visitors will leave before seeing your content.
Mistake 4: Using stock photos exclusively. Customers want to see your actual work, your team, and your local area.
Mistake 5: Setting up once and forgetting. SEO is ongoing. Update your content regularly and keep monitoring your rankings.
Your Next Steps
Don’t try to tackle everything at once. Here’s your priority order:
- Week 1: Audit and fix your NAP consistency across all platforms
- Week 2: Embed Google Maps and optimise your contact page metadata
- Week 3: Create your first dedicated service page with 750+ words
- Week 4: Plan your content calendar and write your first helpful article
The trades businesses winning online aren’t necessarily the biggest or most established. They’re the ones who understand that their website is their most important employee – working around the clock to bring in new customers.
Your competitors are probably making these five mistakes right now. While they’re wondering why their phone isn’t ringing, you’ll be building a lead-generation machine that works even while you sleep.
Ready to transform your website into a lead-generation powerhouse? Marketing for Trades specialises in building professional, lead-generating websites specifically for trades businesses. We handle everything from Google Maps integration to service page optimisation, so you can focus on what you do best.
Get maximum local visibility in under 10 days with our website + Google Business Profile combo. Guaranteed 10+ leads monthly from both channels combined or your next month is FREE. Just 15 minutes of your time, zero upfront cost, £150/month for complete management.
