Home
One line saying what you do and where. Your number, as a button. A few words on why people pick you, and the reviews to back them. That is the first screen, and most visitors never scroll past it, so it has to work on its own.
The three things people put here that nobody reads: a welcome, a paragraph about passion, and a slideshow. Cut all three and the number moves up the page.
Services
A page per service, not a list. Somebody searching for a fuse board replacement wants a page about fuse boards: what it involves, what affects the price, how long the power is off, and a button to ring. A list of twelve services on one page answers none of those searches properly.
Six of these, chosen for how your kind of business gets found, are what Core builds. On Kitted there is no cap.
Areas
A page for each town you cover. Not because a page about Wellbrook is interesting, but because the search is for a plumber in Wellbrook, and a site with the town on it is the one that answers. Your base town belongs on the home page. The rest belong on their own.
About
Who you are, how long you have been at it, and what you are registered with, shown with the number that proves it. A photograph of you or the van. This is the page people read when they are choosing between two of you, so it is short and it is true.
Reviews
Your Google reviews, and the ones customers sent you by text or on a card, each with a name and a date. Exactly as written. A review that has been tidied up reads like one that has been made up.
Contact
The number, the email, the hours and a short form. On a phone, the number goes at the top of the page and again at the bottom, because that is where a thumb is when somebody has decided.
The photographs that change whether somebody rings are the ones of your work and your van, not stock. A phone photograph of a finished job beats a library picture of a smiling man in a hard hat every time.