What customers check before they call a plumber, electrician or cleaner, how to build service and area pages Google trusts, and how to follow up every quote.
Most people who need a plumber, electrician or cleaner do the same thing: search, open two or three websites on their phone, and call the one that looks real, local and available. They are not judging your design. They are checking that you cover their street, that you are licensed and insured where that matters, roughly what it will cost and how soon you can come. This guide covers what a contractor or home services website needs to win that call, how to build service and area pages Google is happy with, how to follow up quotes, and which builder suits which business.
People want to know they can trust you inside their home, that you cover their area and that you will turn up. Answer these on the homepage and every service page, near the top on a phone:
| What they check | What to put on the site |
|---|---|
| Can I trust them? | Licence or registration number where your trade needs one, the insurance you hold, the real people who will turn up |
| Do they cover me? | The towns, districts or postcodes you serve, and where you charge extra to travel |
| How fast? | Normal response time, emergency hours if you offer them, how quickly you answer quote requests |
| What will it cost? | The call-out fee, "from" prices or typical ranges, whether quotes are free |
| Are they any good? | Photos of real jobs, reviews with a first name and area, the warranty on your work |
| How do I reach them? | A tap-to-call number, a short quote form, online booking if your work suits it |
Licensing rules depend on where you work, so check your own. Some are strict: California requires licensed contractors to put their licence number on all advertising, websites included, and bars them from advertising that they are bonded. In the UK, anyone doing gas work must by law be on the Gas Safe Register, and careful customers look the number up. Where a number exists, show it, and never imply a licence or membership you do not hold.
You do not need a full price list either. Publish what you can stand behind: the call-out fee, "from" prices for common jobs, or a typical range ("most gutter cleans on a two-storey house are $180 to $260"). A range sets expectations and saves you quoting for people who were never going to book.
People search for the job and the place: "emergency electrician Leeds", "end of tenancy cleaning Hackney", "lawn care Plano". One page listing everything you do cannot be the best answer to all of those. The structure that works for most trades:
Area pages are where many contractor sites go wrong. Google's spam policies define "doorway abuse" as pages created to rank for similar searches that lead users to pages less useful than the final destination, with examples including "pages targeted at specific regions or cities that funnel users to one page". Forty town pages with only the name swapped are exactly that. Writing them with AI does not help: Google's policy on scaled content abuse covers unoriginal pages made in bulk "no matter how it's created".
An area page earns its place when it says something only you could say about that area:
If you cannot write that for a town yet, list it on one "Areas we cover" page for now.
Most visitors are on a phone, often standing next to the problem. Every extra step loses some of them.
In most trades the weak point is not the first reply but the quote that went out and was never mentioned again. Customers collect two or three quotes, get busy and forget, and the contractor who checks in politely often wins. A routine that works:
A CRM stops this depending on your memory at the end of a long day. Jobber and Housecall Pro automate quote follow-ups on mid-tier plans or as an add-on. In WebNewBiz, enquiries from your site land in the AI CRM automatically on Growth and above, the AI reads and scores each lead so you know who to ring first, quotes sit as deals with follow-up tasks, and invoices chase themselves. New to CRMs? Start with our plain guide to a first CRM.
For local trades the free Google Business Profile often brings in as many calls as the website. What trips up service-area businesses, from Google's help pages:
Local Services Ads run in the US, Canada, the UK and several European countries for certain service categories. You pay per lead (a call or message) rather than per click, and businesses pass Google's screening to show its Google Verified badge, which replaced the Google Guaranteed and Google Screened badges in late 2025. Lead prices vary by trade and city.
Real photos of your work are the strongest proof you have. Stock photos of smiling workers in spotless overalls make you look like everyone else.
Quote only real reviews, with permission. The US FTC's rule on fake reviews and testimonials, in force since October 2024, and the UK's ban on fake reviews since April 2025 both cover a placeholder review left behind by an AI draft.
Three routes: a website that comes with field service software, a general builder, or a builder with a CRM built in. Prices are US list prices at the time of writing (October 2026), per month on annual billing.
Jobber: job management first, website included
Jobber runs quotes, scheduling, invoicing and payments, and every plan includes a website builder with service pages, request forms, online booking and your own domain. Core is $29 a month billed annually ($49 month to month) for one user. Automated quote and invoice follow-ups start on Connect at $99, and the AI Receptionist is a $29 add-on below the top plan.
Best for: owner-operators who want quoting, scheduling and payments sorted, with a solid site included.
Housecall Pro: done-for-you websites
Similar job management with a different website model. Basic is $59 a month billed annually ($79 month to month) for one user, Essentials $149 for five users. Websites are an add-on built by Housecall Pro's team, with a first draft within a few weeks in 1, 5 or 15-page sizes. The add-on price is not on the pricing page, so ask.
Best for: teams with technicians in the field who would rather someone else built the site.
General builders: Wix, Squarespace, Durable
Wix ($17 Light, or $29 Core to take payments) gives the most design control and the biggest app market, plus price quotes that convert into invoices. Squarespace ($19 Basic) is the most polished for design. Durable, an AI builder aimed at small service businesses, is $22 on Launch with a simple customer list and booking. None of them schedules or dispatches crews.
Best for: design control, or keeping the site separate from your job software.
WebNewBiz: AI website with a CRM built in
Our own product, so weigh this accordingly. You describe the business, the AI drafts every page, and you change it by chatting with the AI Copilot. Lite ($9) is the website alone. Growth ($79) adds the AI CRM described above, basic SEO tools, backups and a free domain for the first year. Ultimate ($199) adds a phone system with its own number and an AI chatbot. Every plan is $1 for the first month.
The honest weaknesses: we are a young platform with a much smaller app ecosystem and community than Wix or Squarespace, and the AI's draft still needs your photos and facts. Nor is WebNewBiz field service software: if your day runs on dispatching crews and timesheets, Jobber or Housecall Pro is the better pick.
| Option | Website | Quote and lead follow-up | Crew scheduling and dispatch | From (Oct 2026) |
|---|---|---|---|---|
| Jobber | Included, trade templates | Automated from Connect ($99) | Yes | $29, one user |
| Housecall Pro | Done-for-you add-on | Pipeline add-on | Yes | $59 plus website |
| Wix | DIY, most design control | Pipelines, quotes, invoices | No | $17; $29 to take payments |
| Squarespace | DIY, design-led | Contact list | No | $19 |
| Durable | AI draft | Simple customer list | No | $22 |
| WebNewBiz | AI draft, edit by chat | AI CRM from Growth ($79) | No | $9; $1 first month |
For a wider comparison, see website builders with a CRM.
What should a contractor website include?
A tap-to-call number on every page, your services with prices or typical ranges, the areas you cover, licence and insurance details where your trade needs them, real job photos, genuine reviews and a short quote form. Most trades need five to ten pages.
Should I make a page for every town I serve?
Only where you can say something specific, such as jobs done there with photos, response times, travel charges or local conditions. Google's spam policies treat near-identical city pages as doorway abuse. List the other towns on one "Areas we cover" page.
Should a service-area business show its address on Google?
Not if customers do not visit you. Google's Business Profile help says to remove the address if you don't serve customers there and to set a service area of up to 20 areas instead. If customers do visit, show the address and add a service area as well.
Do I need a separate website if I use Jobber or Housecall Pro?
Not necessarily. Jobber includes a website on every plan and Housecall Pro offers a paid, done-for-you one. A separate builder makes sense when you want more design control, more pages, or marketing tools not tied to your job software.
How much does a contractor website cost?
At the time of writing (October 2026), from about $17-29 a month on general builders, $29 a month on Jobber with its job software included, and $59 a month plus a website add-on on Housecall Pro. WebNewBiz is $9 a month for the site alone or $79 with the AI CRM, with the first month at $1.
Gather your services, areas and a handful of job photos, then describe the business to the AI Website Builder. Every plan is $1 for the first month with no minimum contract, so you can start for $1 and judge a real draft before deciding anything. If Jobber or Housecall Pro fits the way you work better, that is a good answer too.