A trades site built to be found, and to turn the visit into a phone call.
01
The challenge
Trades sites lose work in two places: they do not appear in local search, and when they do, nothing on the page tells you these are the people who will actually turn up.
02
What we did
A navy-and-gold system that looks like a company with vans and licences, sitting on the schema a local trade needs to be findable.
01
The identity leans on one decision: a deep navy ground with gold, which reads as established rather than cheap, and separates them from a category that defaults to red-and-white urgency.
Photography is theirs — real vans, real manifolds, real installs. Nothing here is stock, which for a trade is the entire credibility argument.
02
Every service gets its own page rather than an anchor on a single overview, because people do not search for plumbing. They search for the specific thing that has gone wrong at eleven at night.
Each carries its own title, meta description, canonical and Service schema, and links back into the others. The overview page exists to route, not to rank.
03
The question behind every trades enquiry is whether you will show up and whether you will be honest about the price. So the About page answers it directly: who they are, where they work, what the estimate actually means.
The client asked for one change that mattered more than any layout decision: remove the word free everywhere. A free estimate reads as a hook. A written estimate reads as a commitment. It was changed at the source, on every page.
04
The accordion and the FAQPage structured data are generated from the same array in the theme. Edit a question once and both the page and the schema move together.
It is a small thing that prevents a common and invisible failure: a rich result in search quoting an answer the site stopped giving months ago.
05
The contact form writes to a custom post type in their own database, emails the office, and sends the customer an acknowledgement.
No third-party form service, no subscription that can lapse and take the enquiry history with it. Every lead is listed in the admin with name, phone, service and location, and can be exported.
