I see this all the time. Tradespeople invest in a shiny new website, full of promise, expecting it to magically start generating leads, but after a few months, nothing seems to be happening. They start questioning whether it was worth the investment, wondering why their site isn’t doing what they expected. Sound familiar?
Here’s the thing: a website alone isn’t enough. If you want it to generate leads, bring in enquiries, and actually work for your business, then you need to actively use it. That means updating it, adding content, and making sure Google understands what you do and where you do it.
If your website isn’t bringing in the leads you want, ask yourself these questions:
- Do you have proper content on your location pages?
- Have you written detailed service pages, or is it just a bullet-point list?
- When was the last time you updated your site with a blog or fresh content?
If the answer is ‘no’ or ‘I’m not sure’ to any of the above, then that’s exactly where the problem lies. Let’s break it down properly.
A Well-Built Website is the Foundation – But Not the Solution
A well-built, properly coded website is the foundation of everything. The techy bits in the background (which, let’s be honest, most business owners don’t think about) are what make sure your site runs smoothly, loads fast, and is structured properly for Google. These things absolutely matter and should never be overlooked.
But the techy stuff alone isn’t enough. Google needs to know that your website is relevant, useful, and valuable to the people searching for your services. And how does it decide that?
Content!
The content on your website tells Google (and your potential customers) exactly what you do, where you do it, and why they should choose you. Without it, your website is just sitting there, looking nice, but not doing much else.
What Every Website Needs to Work Properly
If you want to give your website the best possible chance of ranking well and bringing in enquiries, you need to make sure you’re covering these key areas:
1. Words on Every Location Landing Page
If your website just lists the areas you cover without any detailed content, you’re missing a huge opportunity. Google doesn’t just want a list of place names, it needs actual content explaining what you do in each location.
A strong location landing page should include:
- A clear introduction explaining what you offer in that area.
- Details about common jobs you do there.
- Any local knowledge that’s relevant (e.g., common issues in that area, famous people, etc.).
- A call-to-action telling people how to get in touch.
2. Words on Every Service Page
A lot of websites have a “Services” page that’s nothing more than a list of what they offer. That’s not enough. Every service you offer should have its own dedicated page with detailed content explaining:
What the service involves.
- Who it’s for.
- Why it’s important.
- What makes your business the best choice.
If you want to rank well for a service, Google needs to know you’re an expert in that area. The more detailed and helpful your service pages are, the better your chances.
3. Regular Blog Content
Blogs aren’t just for big companies or online influencers – they’re one of the easiest ways to keep your website fresh and active. Google loves fresh content, and a blog is a great way to show that your site is active and relevant.
You don’t have to post every week, but regular updates (even just once a month) can make a big difference. Here are some blog ideas:
- Answer common customer questions.
- Share tips and advice related to your industry niche.
- Showcase recent projects or case studies.
- Talk about changes in regulations or industry trends.
4. Project Photos with Text
Photos are brilliant for building trust. But don’t just upload the photos, add some text explaining:
- What the job was.
- What problems were solved.
- How long it took.
- Any customer feedback.
This adds valuable content to your site and helps with local SEO.
Why SEO and Content Go Hand-in-Hand
This is exactly what separates the websites that bring in leads from the ones that don’t. The businesses that put effort into both the SEO setup and the ongoing content are the ones that see the best results.
It’s like anything in business, if you’re not using the tools available to you, you won’t get results. A website alone won’t do the work for you. If you’re not updating it, adding content, and putting in the effort, you can’t expect it to perform.
What Should You Do Next?
If you’ve read this and thought, “I need to sort my website out”, then now’s the time to take action.
Here’s what to do next:
- Look at your website. Are your service and location pages detailed enough? If not, start adding content.
- Plan your content. Write down topics for blogs or case studies that are tailored to the services you offer in the areas you want to work in.
- Be consistent. Set a schedule for updating your website, even if it’s just once or twice a month.
And if you’re not sure where to start or need a bit of direction, get in touch, I’m always happy to help.
Your website should be working for your business. If it’s not, it’s time to fix that.
