A tradesman needs a website that makes the phone ring, and everything else on the site serves that one job. On a phone, your number has to sit in the first screen without scrolling, and one tap has to start the call, because a homeowner with a leak or a boiler that stopped in January doesn't fill in a form, they call the first number that looks trustworthy. In that same first screen, your trade and the towns you cover have to be readable in a second, next to a photo of you on a real job rather than a stock picture your competitors also use. I build every tradesman's home page around those elements, in that order.
One page per service and one page per town is the structure that lets a tradesman show up for the precise searches his customers type. A plumber doesn't have one "plumbing" page but one for blocked drains, one for leak detection, one for hot water cylinder replacement, and each one explains what you do, how a visit goes and what lead time to expect. Alongside those, every town or district you drive to gets its own page, with the jobs you do most there and a realistic travel time. This takes more pages than a single page site, and writing those pages every month is exactly what the Visibility plan does for you.
Photos of your finished jobs and reviews from your customers do the convincing that no paragraph can, because a homeowner wants to see a rewired consumer unit or a finished bathroom before calling. So I plan a gallery per type of work, fed by the photos you take on site, and I show your Google reviews on the site. In France, the trade federation CAPEB explains that the Pinel law of 2014 requires building trades to state their professional insurance on every quote and invoice, and the ecology ministry states that MaPrimeRénov', the interest free eco loan and the energy saving certificates require an RGE contractor. Those mentions on the site reassure people before the first call.
A short quote form, your opening hours and one clear line about emergencies complete what a customer expects from a tradesman's website. The form asks for the type of job, the town, a phone number and a photo if the customer has one, and I add no other field, because every extra field loses a request. The hours say when you answer the phone and when you're on site, and if you take night or weekend call outs, the home page says so in one sentence with the number to use. Every request lands in your inbox, with no software to install and no account to open with a third party.