Tradesperson website: what it must contain to get calls

What a tradesperson’s website is for

“Création site internet artisan” (tradesperson website design) is searched 140 times a month in France. The real question is not having a website, it is having one that makes people call. A tradesperson’s customer almost always searches on their phone, often with an emergency or a specific project, and calls the first credible professional.

That customer is worth a lot: according to Google Ads data, the ad click on “plombier paris” (plumber Paris) costs €14.02 on average, and on “serrurier paris” (locksmith Paris) €59.05. Every call you get without advertising, through the Google Business Profile or the website, saves that price.

The website complements the Google Business Profile, it does not replace it. Yet 25% of the building trade Google Maps listings we collected have no website at all: the customer who wants to check before calling has nothing to read.

The essential content, page by page

1. 1
   A home page that states the trade and the area right in the title and the H1 (“Roofer in Nantes and south of the Loire”), with the tappable number visible without scrolling.
2. 2
   One page per service: leak detection, water heater replacement, facade renovation, window fitting. Each page explains how the job goes, the lead times, what affects the price, and shows completed work.
3. 3
   One page per area you really cover, only if you have something specific to say about each one: jobs done, lead times, features of the local housing. Identical pages where only the town changes bring nothing to the customer or to Google.
4. 4
   Real photos of your jobs, before and after, with a caption that says what was done and where. Never stock photos presented as your own work.
5. 5
   The proof you can show: ten-year liability insurance (the French décennale), qualifications or labels you really hold, SIRET number, years in business, guarantees. Only if it is true, and up to date.
6. 6
   A contact page with a tappable phone number, a short form, your area and opening hours, identical to the Google Business Profile.
7. 7
   An FAQ with the questions customers ask on the phone: call-out times, whether the quote is free, payment methods, possible grants.

The mistakes measured on tradespeople’s websites

Across the 833 building trade websites analysed, the same gaps keep coming back. Tradespeople leave out the tappable number less often than the average of the trades studied, and the form about as often as the average.

Turn the visit into a call, on mobile

A customer under a leaking roof or in front of a door that slammed shut does not fill in a ten-field form. They call. Your website must make that move instant.

• The number as a call link at the top of every page, and a call button that stays visible at the bottom of the screen on mobile.
• A three-field form for non-urgent requests (name, phone, need), with the option to attach a photo.
• WhatsApp if you really use it to reply: many customers prefer to send a photo of the problem.
• A page that is fast and easy to read on a phone: plain text, compressed photos, no pop-up hiding the content.
• Opening hours and call-back time shown next to the form, so the customer knows when they will hear back.

Get found: what connects the website to Google

A beautiful website that Google does not understand stays empty. Three settings connect the site to your customers:

1. 1
   A complete Google Business Profile, with the link to your website and the same contact details.
2. 2
   LocalBusiness structured data (or a more precise type such as Plumber, Electrician, RoofingContractor) with name, address or service area, phone and opening hours.
3. 3
   Google Search Console installed and the sitemap submitted, to check that every service page is indexed.