SEO for tradespeople

Last updated 12 October 2026 · By the XKey team

How do customers search for a tradesperson?

Mostly on a phone, often in a hurry, and nearly always with a place in mind: "emergency plumber near me", "electrician Blackpool", "loft conversion Preston". Google answers with a map of three local businesses first, then ordinary results. Bigger jobs, like extensions or rewires, start earlier with research searches: "how much does a rewire cost", "do I need building regs for a garage conversion".

How do I get into the map results?

• Claim and complete your Google Business Profile. Pick the most exact main category ("Electrician", not "Contractor"), add each service, and set the areas you cover. If you don't have premises customers visit, hide your address and use a service area.
• Get a steady flow of reviews. Ask every customer at the end of the job, with your direct review link on the invoice – see how to get more Google reviews.
• Post photos of real jobs to your profile regularly. They show you're active and help people choose you.
• Keep your name, phone number and areas identical on your website, profile and trade directories.

What pages should a trade website have?

One page for each job people search for: boiler installation, boiler repair, power flushing, bathroom fitting. Each page should say what the job involves, roughly what it costs, how long it takes, the areas you cover, and show photos of jobs you've done. That's what turns a searcher into a phone call, and it's what Google needs to match you to the search.

Put your accreditations where people can see them – Gas Safe, NICEIC, NAPIT, TrustMark, FMB – with your registration number. They're a reason to choose you, and they show Google real-world expertise.

Should I make a page for every town I cover?

Only if each one has something real to say: jobs you've done there, photos, reviews from local customers, local details such as typical property types. Pages that just swap the town name are treated as doorway pages and can do more harm than good. For most trades, one strong page per service plus a clear list of areas on your contact page and Business Profile works better.

How do I make the website turn visits into calls?

• A tap-to-call phone number at the top of every page on mobile.
• Fast pages. Someone with water through the ceiling won't wait. Check speed with the free SEO check.
• Clear prices or price ranges, or at least what affects the price.
• Opening hours and whether you do emergency call-outs.

Which links help a trade business?

The ones you already have a relationship with: your trade body's member directory, suppliers and merchants who list installers, manufacturers' approved installer schemes, local sponsorships and community groups. Check who links to you and your competitors with the backlink checker.

Frequently asked questions

Do I need a website if I have a Google Business Profile?

Your profile wins most map clicks, but a website with a page per service helps you rank for more searches, backs up your profile and gives customers the detail they need before calling.

Should I use Checkatrade or Rated People instead of SEO?

They can bring work and a link to your site, but you're renting their audience and competing with other trades on the same page. Your own profile and website keep working without a fee per lead.

Is it worth paying for leads from Google Local Services Ads?

Where they're available for your trade, they can work alongside SEO. They don't affect your normal map ranking, which still depends on your profile, reviews and distance.