For small business owners in industries like electricians, plumbers, and gardeners, having a website isn’t just a nice-to-have; it’s essential. The right website can help these businesses get discovered in their local area and convert prospects into customers. Here’s how to build effective websites tailored to their needs.

1. Focus on Local Discovery

One of the primary goals of these websites is to help businesses appear prominently in local search results. To achieve this, the site should be optimized with:

Google Business Integration: Ensure the business has a properly set up Google Business Profile. The website should link directly to this profile, showcasing key information such as location, operating hours, and customer reviews.
Schema Markup: Implement structured data to help search engines understand the business. For example, schema can highlight important details like services offered, service areas, accepted payments, and certifications.
Local SEO Strategies: Use keywords that target specific locations and services, like “electrician in Neufeld” or “plumbing services in South Yorkshire.”

Schema markup

Let’s focus on one of the least understood elements of on-site SEO.

Schema markup helps improve local search visibility and enhance the website’s functionality. By embedding structured data, you can provide search engines with detailed information about the business, which helps improve rankings and visibility.

Let’s have a look at the most useful ones.

Basic Business Details

@type: Specify the business type, such as LocalBusiness, or more specific ones like Plumber or Electrician.
name, address, telephone, and url: Ensure these fundamental details are accurate and kept up-to-date so potential customers can find and contact the business easily.

Service Information

areaServed: Define the geographical regions where the business operates to appear in relevant local searches.
serviceType: List specific services offered, like “AC installation,” “pipe repairs,” or “garden landscaping,” so customers know exactly what to expect.

Credentials and Certifications

hasCredential: Highlight qualifications or certifications, such as “Licensed Electrician” or “Certified Solar Installer,” to build trust and credibility.

Payment and Pricing

currenciesAccepted: State the currencies accepted by the business, such as “USD” or “EUR.”
priceRange: Provide a general price indicator, e.g., “$$” for moderate pricing.
paymentAccepted: Specify payment methods like “Cash, Credit Card, Bank Transfer” to make transactions easier for customers.

Contact Points

contactPoint: Add customer service details, including phone numbers and email addresses. Offering multiple contact options ensures users can reach out conveniently.

Reviews and Ratings

aggregateRating and review: Display overall ratings and customer reviews directly in search results. This can significantly boost click-through rates by showcasing positive feedback upfront.

Visual Content

image and caption: Use schema to describe visual elements like before-and-after photos. Adding captions makes the content more engaging and searchable.

Adding this information to the website will signal to Google what you are doing and will be more likely to suggest your business to people that are in search of service.

2. Convert Visitors Into Customers

A great website not only attracts visitors but also convinces them to take action. To boost conversions:

Highlight Customer Reviews

Displaying positive reviews builds trust and reassures potential customers. Integrating an API to pull live Google reviews ensures the website always features the latest feedback. Additionally, creating a simple system for requesting reviews — such as generating QR codes that direct customers to a review page — makes it easier for tradespeople to gather testimonials.

Showcase Before-and-After Examples

Tradespeople often rely on visual proof of their expertise. Including a gallery of before-and-after photos demonstrates the quality of work and allows potential clients to see what they can expect. These examples serve as powerful conversion tools, both on the website and during in-person consultations when tradespeople use tablets or phones to show their portfolio.

Conclusion

By focusing on local discovery, optimizing for conversions, and providing relevant content, these websites can become powerful tools for small business owners.

If you have a problem setting schema on your site feel free to reach out.

Thanks,
Matija