Home
/The overview: who you are, what you do, where you work, and proof you are good at it. Every other page is one click away.
Free planning tool
How to structure your website
The right website structure depends on what your business does. Pick your business type below and you get three things: a homepage wireframe showing which sections to include and in what order, a navigation menu that stays scannable, and a page-by-page plan telling you what content belongs where.
What kind of business is it?
Pick the closest match. The structure updates instantly.
Covers: Plumbers, electricians, builders, roofers, handymen, landscapers
The one job this website has
Turn a homeowner with a problem into a phone call or quote request, usually within a minute of landing.
Every section below exists to move a visitor towards “Get a quote”. If a section does not help with that, it does not earn a spot.
Your homepage, section by section
This is the wireframe: the skeleton of the page before colours, photos, and copy go in. The numbers on the left of the wireframe match the notes, top of the page to the bottom.
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Homepage wireframe for trades & home services
- 1
Hero
Say what you do and where in one line, e.g. “Emergency plumber covering Sheffield”. Phone number and quote button visible without scrolling.
- 2
Trust bar
Accreditations, insurance, years trading, review score. Homeowners are letting a stranger into their house, so settle the nerves early.
- 3
Services
Your main services as cards, each linking to its own page. Keep it to the jobs you actually want more of.
- 4
Recent work
Real photos of finished jobs. A muddy before-and-after beats a stock photo every time.
- 5
Reviews
Two or three named reviews with the job and the area, e.g. “Boiler swap in Dronfield”. Specific reviews are believable reviews.
- 6
Service area
The towns and areas you cover, written out as text so search engines can read them, not just pinned on a map.
- 7
FAQ
Answer the questions you get on every call: call-out fees, response times, whether you quote for free.
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Final call to action
One last banner with the phone number and quote button for people who scrolled the whole page.
Your navigation menu
Keep the top level to five to seven items and group the rest into dropdowns. Visitors do not read menus, they scan them, and every extra item makes the important ones harder to spot.
Home
Services
Service 1 (e.g. Boiler repair)
Service 2
Service 3
Our Work
Reviews
About
Contact / Get a Quote
The call to action (“Get a quote”) sits last in the menu, styled as a button, and repeats in the page footer, so it is reachable from anywhere on the site without hunting.
Page and content plan
What each page is for and what content earns its place there. Build these before worrying about anything fancier: a small site where every page has a job beats a big site of thin pages.
One page per main service
/services/boiler-repairThe pages that win search traffic. Each covers one job in detail: what is included, rough pricing, photos, and its own FAQ. “Boiler repair Sheffield” ranks a boiler repair page, not a homepage.
Our Work / Gallery
/our-workPhoto proof, organised by job type. This is the page people send to their partner before saying yes.
Reviews
/reviewsEvery review in one place. Link out to Google or Checkatrade so people can verify they are real.
About
/aboutYour face, your story, your qualifications. Trades are hired on trust, and people trust a person more than a logo.
Contact
/contactPhone number, short quote form, hours, and area covered. Ask for as little as possible: name, number, and the job.
Content strategy for trades & home services
The structure gets people around the site. The content is what makes them get in touch. These are the habits that matter most for your kind of business.
Write one page per service, not one page listing everything. Search engines rank pages, not paragraphs.
Name your towns and areas in page titles and headings. “Electrician in Chesterfield” is a search; “quality electrical solutions” is not.
Use your own job photos everywhere. Stock photos of smiling models in clean overalls quietly tell people the work is not yours.
Put the phone number in the header on every page, clickable on mobile. Most trade enquiries are still calls.
Add a short FAQ to every service page from real customer questions. It ranks, and it saves you repeating yourself on the phone.
Want this built for you?
This plan is the blueprint. We design and build websites for UK trades and small businesses to exactly this kind of structure, with the copy, photos, and search setup done properly.
Questions
What pages does a small business website need?
Most small businesses need five to seven pages: a homepage, a page for each main service, an about page, proof of your work (gallery, reviews, or case studies), and a contact page. A page earns its place by answering a question customers actually have, and anything that only exists to pad the menu is better cut.
What is the best structure for a homepage?
Say what you do, who for, and where in the first screen, then build trust in layers: credentials, services, real photos, reviews, and a clear call to action at the end. The order matters more than the styling, because most visitors decide in seconds whether to keep scrolling.
How many items should be in my website navigation?
Five to seven top-level items is the sweet spot. Beyond that, people stop reading the menu and start scanning past it. Group related pages under one dropdown (a Services menu with a page per service) rather than adding more top-level links.
Do I need a separate page for each service?
If you want to be found in search, yes. A search like “boiler repair Sheffield” ranks a dedicated boiler repair page far more easily than a homepage that mentions boilers once. One focused page per main service is the single biggest structural win for a local business website.
Related resources
Got the structure? These help with what comes next.
Website examples
See finished websites built to these structures for real UK businesses.
What a website costs in the UK
Honest pricing guide for small business websites, so you can budget the build.
Website cost recoup calculator
Work out how many jobs it takes for a website to pay for itself.
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