There’s no one-size-fits-all answer, but most experts suggest you aim for at least 300 to 500 words on your main pages to give search engines and readers enough information. Some pages—like detailed service overviews or in-depth “How-To” blog posts—may benefit from going up to 1,000 words or more. Longer content can be an opportunity to showcase your expertise, answer common customer queries, and pack in the right keywords without sounding forced.

That said, you don’t want to waffle on just to hit a word count. If you’re running a local roofing business, a clear, concise 500-word page packed with relevant details and images might trump a rambling 2,000-word essay. Focus on delivering value, clarity, and the information customers need to make an informed decision. Ultimately, the length should be whatever fully addresses the topic, uses keywords naturally, and keeps people engaged, rather than losing them in a sea of text.

Deciding whether to list prices can be a bit tricky. On the one hand, many customers appreciate transparency. If you’re open about what a typical job might cost—like replacing a boiler or laying a new patio—they’ll know you’re not trying to fleece them. This openness can build trust and encourage people to contact you for a more detailed quote. On the other hand, prices in trades can vary significantly based on factors like job complexity, location, and materials. You don’t want to box yourself into a figure that scares away potential leads or promises more than you can deliver.

A middle ground is to provide starting prices or price ranges, explaining why the final cost might fluctuate. You can also mention some common factors that affect pricing, so potential clients understand the value they’ll get. Ultimately, including at least some reference to pricing can reduce time-wasting enquiries and reassure serious customers that your services align with their budget.

There’s no strict rule, but a general guideline is to refresh or add new content at least once a month. Posting fresh blogs, adding new project case studies, or updating service descriptions all signal to search engines that your site remains active and relevant. If you’re in a fast-moving sector or local area where customer needs change seasonally—like gas boiler checks in winter—updating even more frequently can help you capture those time-sensitive search queries.

Regular updates also keep potential clients coming back. Maybe you install new types of eco-friendly heating systems or have a fresh portfolio of your latest building extensions. Showcasing these developments can catch a prospect’s eye. Plus, it’s a good chance to sprinkle in updated keywords if you find out people have started searching for something new, like “EV charger installation near me.” Overall, frequent content updates maintain your site’s credibility and boost your chances of ranking higher over time.

Quality content gives potential customers confidence that you know what you’re doing. It’s your chance to display expertise, address common problems, and highlight the benefits of choosing your services. In a crowded marketplace, great content also sets you apart. Imagine someone comparing three different plumbers—if your site clearly explains your services, showcases real customer stories, and answers typical concerns, you’ll stand out as the more trustworthy choice.

Beyond human appeal, content is also how search engines determine your relevance for certain keywords. Detailed, informative pages on boiler repairs or kitchen refurbishments help Google match you to people searching for those exact services. Without sufficient content, you’re practically invisible online. Whether it’s blogs, FAQs, or project showcases, consistent, high-quality content is what makes or breaks your online presence. It builds credibility, keeps your site updated, and drives a steady flow of potential clients right to your digital doorstep.

Testimonials and reviews act like word-of-mouth referrals in digital form, giving potential customers a trustworthy peek into your real-world track record. When new visitors stumble upon your site, they want proof that you’ll do what you say you do—whether it’s fixing boilers, installing kitchens, or rewiring an old house. Placing testimonials or reviews strategically throughout your web pages or blog posts can reassure them that you’re the real deal.

Think of these snippets of customer praise as social proof. Instead of you tooting your own horn, actual clients vouch for your service and professionalism. This can significantly reduce any uncertainty a potential customer might have about hiring you. The content becomes more authentic and relatable, especially if the reviews mention specific details like how quickly you responded to an emergency call or how you left the job site spotless. Plus, a good collection of testimonials can boost your search rankings if they’re displayed in schema markup, making search engines see you as a more credible trade professional.

Regular content could be anything you put on your website—like a simple “About Us” page or a blog post sharing your thoughts. While it might be perfectly informative or entertaining, it doesn’t necessarily have the strategic elements that help it rank in search engines.

SEO content, on the other hand, is specifically crafted with search engine algorithms in mind. It uses targeted keywords that potential customers are searching for, has well-structured headings, features high-quality links, and keeps user experience front and centre. SEO content is designed to satisfy both the reader’s needs and Google’s ranking criteria, so your pages have a better chance of showing up on the first page of search results. For tradespeople, that often means weaving in local SEO tactics—like mentioning city names or neighbourhoods—to connect with nearby homeowners or businesses. In a nutshell, SEO content is strategically built to attract, engage, and convert search engine users into paying customers.