The Top 5 Pages You Should Have on Your Contract Company Website
Planning a website can be difficult, especially if you have never done it before. However, there is a common formula that works well for contract service businesses.
If you have the five types of pages on your contract service company website, you’ll be that much closer to increasing your website traffic and customer base.
Having a strong foundation for your website is a great way to ensure that as you funnel more traffic to it, customers are able to easily find out what you do, where you do it, and how you can help them.
Continue reading to learn about the top five pages you need for your contract service business website.
1. Home Page
While the home page might seem like an obvious one to most, it should not be neglected. It can be tempting to focus all of your efforts on the pages we’ll be covering below, but it is still important to make sure that your homepage is optimized.
Your homepage will be the page that the majority of your customers will see. When a customer finds your website and lands on your homepage, you want to ensure that it has the correct information to bring them to what they are looking for as well as to show them what your business is all about. There are a few details your homepage should include.
Optimal Word Count
The amount of words that you should have on your homepage has been debated heavily, but a general rule of thumb is around 500 words or more. As your customers and potential customers are reading about your business, you will want them to walk away with their questions answered, not more questions.
However, you should also probably not write more than 1500 words on your contract service business homepage and expect every word on the page to be read (although, you will have some unique customers who will read each word).
Key Services
One of the best ways to begin filling out content about your business on your homepage is to start by covering the services you provide. If you offer, 3, 5, 7, or more services, you should have a block for each service on your site with a concise title and a description of the service.
Your Top Service Area(s)
You should include a summary of the areas your service as well as sprinkle in area-specific information throughout your homepage. For instance, if you have an HVAC business in the the northern states you could mention anecdotes about the area and how the harsh winters require you to have a robust HVAC system to heat your home effectively.
Information About Your Company
Additional non-location and service related information could be information about your company, how you got started, your company’s core values, and your niche. If you do commercial HVAC installation for pharmaceutical companies or other unique industries, you will want to include that on your homepage so that your specific customers know that you provide the service they are looking for.
2. Service Pages
You should have a service page for every single type of service you provide, within reason. For instance, say you are a roofing company, but you also do siding and gutters. You will want a main service page for roofing, siding, and gutters. Additionally, if you provide repair, installation, inspection, and maintenance of each of those things, you will also want individual pages for those sections.
If you offer even more than three main services, you may want to consider starting with overarching sections that encompass a category of services. Once you have the over arching categories, then you can create pages underneath those for your more specific services.
Optimal Word Count
Google prefers that you have around 300-600 words for any page on your site. To be safe, you should aim to have around 500 or more words on your service pages. Google has set this word requirement to ensure that you are providing adequate information on your webpages. Having 500 or more words on each service page helps to educate your customers on the services you provide as well as helps you rank on Google.
Information About The Issues You Address
Each service page should explain the service you provide and how you solve it. The best way to achieve this is to picture the questions your customers would ask you and how you would walk them through the issue on the phone. For instance, your customers may be coming to you for different reasons. Let’s use an HVAC company as an example.
Some customers might need a repair for an HVAC system that has broken down, whereas other customers might need a repair for an HVAC that is not heating or cooling properly. In either case, you could provide your customers with useful tips on your HVAC repair page by walking them through common issues and what you they do in the meantime before you arrive (like turning off the system to prevent further damage to it).
Information About Your Process and What They Can Expect
On your service page, you can either include important information about your process in the body of the page or at the bottom in the form of an FAQ (frequently asked question), where you pose a question and then provide the
Why: even if customers that land on your homepage do not read the content of your services pages, they will still give customers an idea of what services you offer. On the flip side, some customers search on Google for a service that you happen to provide and end up landing on your service page first.
3. Location Pages
Location pages, also known as city pages, are some of the best ways to be found locally. If your contract business is hyper local, which it usually is, you will want to create location pages. Even if your company spans across a few states, you will want to create location pages for the states and the top cities that you service.
There are a few ways to make sure your location pages are optimized, but the thing you should focus on the most with city pages is making them valuable to whoever is landing on page. For instance, when done right your city page will appear on Google as people search things like “Plumber in Morrisville, NC.”
If your customers are coming from the ideal spot, which is Google search results, you want to ensure that the page has enough information to lead them to the correct place, not just a page to rank for the city with keyword stuffing. So what should a city page contain?
Ideal Amount of Words
Just like you will want to make sure your homepage has enough words, you will also want to make sure your city page has enough words. If your page has less than 300 words, you probably have a location page just to have a location page. A well written city page will typically have around 500 words or more depending on what type of information you include.
Information About The Area You Service
Information about your services and how they impact the surrounding area. For instance, if you are an awning and shutter company on the coast, you can speak to the seasonal changes and how they impact people’s awnings and shutters. For instance, awning repair could be a great key word to plug when talking about shutter damage.
If your company does long term projects or customized installations, you could include case study’s or client testimonials of the projects with a description of the project and the city it was in (if your client consents to you including the city in the write up). The best practice for including client testimonials with pictures and project specific info is to not take pictures that would give away your client’s exact location and to consult with them on if they are comfortable with how you are describing the project/location.
If you have commercial projects, the process of gaining consent to include identifying information about the location is usually not as tied to privacy concerns as much as it is tied to their corporate policy.
If you want to go a few steps further, you could also include FAQs (frequently asked questions) about your services in the specific area. The best type of FAQs you can create are based around price, key issues, emergency services, and area specific needs. An example of a FAQ question about price could read like “How much does it cost to get my AC repaired in Cary, NC?”
You should also include a list of the top services you provide and link to them. You should format lists on each of your location pages slightly different, not in the same order every single time or with the same linking text each time, so that Google does not think that you are duplicating yourself.
Duplicate content is the top concern with city pages, especially when you create a lot of them. As you create multiple city pages, if you are not careful and you only include general basic information, you run the risk of duplicating yourself.
Optimizing Your Location Page
A great way to increase the local SEO value of your location page is to add review plug-ins so that when customers in specific areas receive service from you, your technicians and the customer they service can include a review specific to the repair they received.
This is a more advanced stage of optimizing your location page and is not something you need to have starting out. However, once you get to the level where you can include this feature, it will serve as a way to sustain new content activity on your location page.
4. Niche Pages
Niche pages can include a variety of different types of pages. Niche pages can be commercial pages if you do residential and commercial services. Niche pages could also be industry pages that help show your customers that you service them specifically.
For instance, say you do commercial HVAC for a variety of industries. Perhaps these industries have unique needs and not every commercial HVAC company can service them. Maybe those businesses are manufacturing companies, pharmaceutical companies, hospitals.
Creating industry pages titled something along the lines of “Commercial HVAC Installation for Hospitals” would allow your customers to know that you are specifically qualified to assist them with installing HVAC systems in their hospital. Hospitals might have specific niche needs throughout the HVAC installation process as well as specs required for their HVAC system’s filtration that not all heating and air company’s could provide.
Information About the Niches You Service
As we kind of alluding to above, niche pages allow you to highlight the problems you solve in the niche that not everybody does. To illustrate this on your niche page, you can provide unique tips for your customer’s specific needs.
A great way to bulk up your niche page is to provide examples of serving the niche in the form of client testimonials or case studies. As an example, if you do commercial and residential HVAC, you could have a commercial HVAC page with commercial client logos and information about customized HVAC installation projects. As with your location pages, you will want to get your client’s permission before posting testimonials to air on the side of caution.
Why You Should Have Niche Pages
Service pages and locations pages are key to creating a strong foundation for your website and niche pages are the icing on top. Like service pages and location pages, niche pages help inform your customers. However, they tell your customers something they could probably never guess from your other pages - that you provide service to their unique needs.
This is especially important if you are in an industry where there is a majority of companies that do not provide the types of services you do. In that case, your customers probably assume that most companies like yours do not service them, so it is important to call it out on your website so they can easily find you.
5. Contact Us Page
Just like the homepage, the contact us page is a very obvious page, but should not be overlooked. Creating a thorough contact us page allows your customers to know how they can contact you and where you are located.
If you do not have a contact us page and do not have contact information on your website, it doesn’t matter how nice and optimized your website is because your customers will have no way of contacting you for your services.
What Information to Include On Your Contact Us Page
Here are the top pieces of information you should include on your contact us page:
Your hours of operation
Your emergency hours (if it applies)
Your location(s) and address(es)
Email address
Phone number
contact form
appointment request form
Type of payment you accept (cash, checks, credit cards, financing, etc.)
Depending on your type of business, you should include more or less information surrounding these key points. For example, if you are a cabinet and countertop installation company with a showroom, you should specify if you accept walk-ins or if customers need to make appointments.
The contact us page is the simplest page, but the most crucial to actually getting traffic from your website to convert to actual customers.
Add The Correct Pages to Make Your Contract Service Company Website Rank
Starting with a homepage, service pages, location pages, niche pages, and a contact us page is a great foundation for your website. Having these pages will ensure that your customers know exactly what type of services you provide the second they land on your website.
Having detailed pages can also streamline your customer interactions because it will provide your customers with more information on how to interact with your business (like showing up as a walk-in versus making an appointment or filling out a service request form versus calling your company directly).
If you have already read our article “How to Determine the Structure of Your Contract Service Business Website,” then you are ready for the next step, which is learning the “5 Steps To Properly Format Contract Service Business Website Pages.”
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