I work with businesses in the ten neighbourhoods that have their own district town hall, meaning the Vieux-Lille, Lille Centre, Wazemmes, Vauban Esquermes, Moulins, Fives, Saint-Maurice Pellevoisin, the Bois Blancs, the Faubourg de Béthune and Lille Sud, as well as Hellemmes and Lomme, the two associated towns. Each area has its own local shops and habits, like Wazemmes with its Halles and its market three times a week including the Sunday one, or the Euralille business district around the stations, and the site uses the words your customers use when they talk about their corner of Lille.
The metropolitan area counts as much as the city for your customers, and many Lille tradespeople do most of their work in the neighbouring towns. So I cover Lambersart, Saint-André-lez-Lille and La Madeleine to the north, Marcq-en-Barœul and Mons-en-Barœul to the north east, Villeneuve-d'Ascq to the east, Ronchin, Faches-Thumesnil and Wattignies to the south, Loos to the west, and further out Roubaix and Tourcoing, which INSEE names with Villeneuve-d'Ascq as the main towns of the metropolitan area. Each town where you really go gets its own page, with what you do there and your travel times, and a town you don't serve doesn't get one.
The trades I meet most here are the craft trades, which weigh heavily in the Nord. According to the provisional figures published by the Chambre de métiers et de l'artisanat Hauts-de-France for the end of 2025, the department has 53,169 craft businesses, with services first, then building, manufacturing and food. Around Lille that means roofers, plumbers, electricians and painters renovating the brick houses of the older neighbourhoods, bakers, butchers and caterers around the markets, hair salons in every district, and restaurants and estaminets that live on residents as much as on visitors, including the ones who come for the Braderie in early September.
Take a roofer based in Hellemmes who works in the east of Lille, in Villeneuve-d'Ascq and in Mons-en-Barœul. The site would have a home page that states his trade and his area right at the top, a "couvreur Lille" page with his lead times and his emergency call outs after a storm, one page for Villeneuve-d'Ascq and one for Mons-en-Barœul, a page on tiled roof renovation with before and after photos of real jobs, and a contact page with a call button and a short form. Each page answers one real search that local residents really make, which is what gets it shown.