Quick answer
What pages does a trade website need?
Start with Home, About, Contact and a clear Services page. Add a page for a service or a town when it answers genuinely different questions, not just to make the site look bigger.
The jargon
The words you'll come across, in plain English.
- Home page: the first page most people see.
- Service page: a page about one service you offer, like boiler installs.
- Privacy page: a page explaining what you do with people's details. Needed if your site collects them, like with a contact form.
- Cookies: small files a website saves on a visitor's device. Some need the visitor's permission first.
- Proof: anything that shows you're good: reviews, photos of your work, qualifications.
- Menu: the list of links to your pages, usually at the top.
The main pages
What should each main page do?
- Home: Who you help, what you do, and how to get in touch
- About: Show who's turning up, and why they can trust you
- Services: What you do, and what you don't
- Contact: Make getting in touch easy, and say when you'll reply
Service pages
Does each service need its own page?
Different decision
A heating firm gives boiler installs and heat pump installs their own pages, because the questions, proof and process are different.
The same paragraph again
Ten almost identical town pages, with just the town name changed.
A good service page covers who it's for, common problems, how it works, proof, what it can't do, and how to book.
Proof
Do I need a reviews or projects page?
Reviews, qualifications, guarantees, real jobs, photos and common questions help customers trust you. Only make a separate Projects or Reviews page once you've got plenty to show.
- Words copied from a manufacturer or competitor
- Stock photos passed off as your work
- Qualifications you can't show are current
- Reviews you can't back up
- Saying you're the best without any proof
Legal pages
What legal pages does a trade website need?
If your site has a contact form, you need a privacy page saying what you do with people's details. The ICO says you must give people this information when you collect their details.
Cookies: anything that isn't strictly needed for the site to work (like some visitor tracking, or embedded maps and videos) needs the visitor's consent before it's set. The ICO is updating its cookie guidance after a 2025 change in the law, so check it again. A terms page depends on how your site works.
Plan it
How do I plan my website pages?
- What do you do?
- Who's it for?
- Where do you work?
- Why should they trust you?
- What happens on the job?
- What proof have you got?
- What should they do next?
- Which of these needs its own page?
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
Does every service need a page?
No. Only when customers need quite different information about it.
Do I need a page for every town?
Usually not. Only where you've got something real and different to say.
Do I need an About page?
Yes, usually. Customers want to know who's coming to their house.
Should I show prices?
If you can keep them fair and up to date, yes. If not, explain what changes the price and how to get a quote.
Do I need a gallery?
Only if you've got good photos of your own work. They can also go on each service page.
Can I add pages later?
Yes. Plan your menu so new pages fit in rather than clutter it.
Got a question?
Send us a message and we'll point you in the right direction.
We're happy to help, even if it's not about a website.
