Most contractor websites need between five and ten pages. That's enough to cover what you do, prove you're legitimate and make it easy to call. Here are the pages, in order of how much work they do.
The pages every contractor site needs
- Homepage. It answers three questions in the first screen: what you do, where you do it and how to reach you. See what to put on a contractor's homepage.
- One page per main service. This is the most important structure decision. A single "Services" page listing everything can't rank for any one service. Give each major service its own page with real detail.
- About. Customers are letting you into their home or onto their property. Show who you are, with real photos, and your license and insurance.
- Contact. A phone number, a short form and your hours. Keep the form to a few fields.
- Reviews or testimonials. Real ones, with names or first names and the type of job.
- Projects or gallery. Photos of finished work, organized by type of job. Before-and-after pairs are the strongest thing you can show.
Pages worth adding once the basics are done
- Service area page. What area you cover, written for people and not stuffed with a list of towns.
- FAQ. The questions customers ask you before hiring. Each answer can be marked up with schema so search systems read it correctly.
- Financing or payment options, if you offer them.
- Emergency page, if you take urgent calls.
- A blog or answers library. It's how you rank for the questions customers type before they know who to call.
What you can skip
- A page for every town on a long list, each with the same text swapped
- An "our mission" essay nobody reads
- A news page you won't update
An outdated page hurts more than no page.
How many is right?
Start with the six above and expand where customers ask questions you can't answer on the existing pages. The number matters less than whether each page has a job.
Three example page maps
The right size depends on how many services you sell and where.
A solo operator with one main service (about 6 pages): Home, the service page, About, Contact, Reviews, and a gallery of finished work.
A growing crew with three or four services (about 10 pages): Home, one page per service, About, Contact, Reviews, Projects, an FAQ page and a service area page.
A multi-service company (15 pages or more): All of the above, plus separate pages for residential and commercial work, financing, emergency service, and an answers library that covers what customers ask before they hire.
The pattern is the same in each. Start with the pages that make you findable and trusted, then add pages where customers keep asking questions.
How to know when to add a page
Add a page when one of these is true:
- Customers ask you the same question again and again
- You want to be found for a specific service that has no page of its own
- A type of job is high value or high margin and deserves more explanation
- You've started offering something new
Don't add a page just to have one. A thin page with a paragraph of generic text adds nothing.
Link the pages together
Structure matters as much as the page list. Every service page should link to the Contact page and to related services, and the homepage should link to every main service. A visitor who reads about a water heater should be able to reach drain cleaning in one click. Search engines follow the same links to understand which pages matter most.
The reviews gap most small contractors leave open
Reviews are where a small contractor can most easily pull ahead. In the 2024 ACHR News and Clear Seas Research survey of 400 homeowners, 91% rated online reviews as important when choosing an HVAC contractor, and 51% said they check contractors' websites. The same survey noted that contractors with 1 to 10 employees were the least likely to show reviews on their websites or respond to them.
BrightLocal's 2026 survey of 1,002 US adults found that 47% won't use a business with fewer than 20 reviews, and 31% will only use businesses rated 4.5 stars or higher. So the reviews page isn't decoration. Put your rating and review count on the homepage, keep a page of full reviews, and reply to the ones you get.
Questions
Do I need a separate page for each service?
For your main revenue services, yes. It gives each one a page that can rank on its own and gives customers a direct answer.
Is a one-page website enough for a contractor?
For a brand-new business, it can work as a start. It rarely ranks for multiple services, so plan to grow it.
Should I put my prices on the site?
If you can, give ranges or "starting at" figures. Customers who see a range call more prepared and waste less of your time.
How long should a service page be?
Long enough to answer what a customer would ask on the phone. For most trades that's several hundred words, plus photos and a clear way to call.