If You Want Leads, Not Just Clicks — You Need the Right Website Pages
A high-performing HVAC, plumbing, or general contractor website isn’t just about looking good — it’s about ranking well on Google and converting visitors into paying customers. But most home service websites miss the mark because they lack the pages that drive search visibility and customer trust.
If you want a contractor website content strategy that works, these seven essential pages are non-negotiable.
1. Dedicated Service Pages (One Per Service Area)
Primary Keywords: service pages SEO, HVAC website strategy, plumbing website SEO
Why it matters: Search engines prioritize highly specific, localized pages. Instead of one generic “Services” page, break it down by individual offerings and service areas.
Examples:
AC Repair in [City]
Emergency Plumbing in [City]
Water Heater Installation
Pro Tip: Include FAQs, common problems, and call-to-action buttons (“Schedule Now”, “Free Estimate”) on each page. Use structured data schema for services to improve rich result eligibility.
2. What pages should a home service website have to rank on Google?
Your homepage should be more than an online business card. It’s your first impression and most valuable real estate.
Key elements:
Hero image with a clear value proposition (“Fast, Reliable Plumbing Services in [City]”)
Trust signals (reviews, awards, affiliations)
Click-to-call buttons
Prominent lead form
Internal links to services, reviews, and FAQs
SEO Tip: Optimize H1 and H2s using core terms like “HVAC contractor in [City]” or “24/7 Emergency Plumber.”
3. About Page That Builds Trust
People hire people — not logos. Your About page should humanize your brand, share your values, and highlight your expertise.
Include:
Owner or team bios with photos
Certifications and licenses
Years of experience
Local ties to the community
Use keywords sparingly and naturally, such as “licensed plumbing company in [Region]”.
4. Reviews or Testimonials Page
Keywords: home service reviews, contractor trust signals, reputation management
Social proof is a ranking factor and a conversion tool. Pull in your best Google or Facebook reviews — and keep them current.
Pro tip:
Use schema markup for reviews
Include customer names, services performed, and city
Add a “Leave a Review” button linking to your GBP profile
5. Contact Page with Conversion Triggers
Beyond a phone number and email, this page should have:
Embedded map (linked to Google Business Profile)
Click-to-call mobile button
Lead capture form with dropdowns (“What service do you need?”)
Business hours and service area list
Fast load times (because people bounce quickly here)
SEO Note: Include your city and service keywords in meta title/description here to help with local rankings.
6. FAQ Page Optimized for Featured Snippets
Keywords: HVAC website strategy, plumbing website FAQs, contractor SEO content
A strong FAQ page does double duty:
Builds trust by answering top customer questions
Increases visibility in Google’s featured snippets
Use Q&A schema and target real search phrases like:
“How much does it cost to replace a water heater?”
“Is a furnace tune-up worth it?”
“What should I do if my AC stops working?”
7. Blog or Resource Center (Updated Monthly)
Keywords: contractor blog topics, home maintenance SEO, DIY vs Pro services
An active blog:
Builds topical authority
Keeps your site fresh (an SEO signal)
Targets long-tail keyword searches
Start with these high-performing topics:
“Signs You Need a New HVAC System”
“DIY Drain Cleaning Mistakes Homeowners Make”
“How to Lower Your Heating Bill in Winter”
On-Page SEO Best Practices to Follow on Every Page
Titles & H1s: Use target service + city (e.g., “Furnace Repair in Austin, TX”)
Meta Descriptions: Compelling and under 160 characters — include primary keyword + benefit
Image Alt Text: Describe each image using service and location context
Internal Linking: Link between service pages, homepage, blog posts, and contact page
Schema Markup: Use Local Business, Service, Review, and FAQ schema
Internal Link Opportunities
Here are some internal links you should include to build strong SEO clusters:
Build a Website That Sells — Not Just Sits
Having the right contractor website content is more than a best practice — it’s a competitive edge. Every one of these seven pages serves a strategic purpose: to boost search rankings, earn trust, and drive more calls, form submissions, and ultimately revenue.
🔧 Want Help Getting Your Website to Work For You?
At Redesign.co, we specialize in HVAC, plumbing, and contractor websites built to rank and convert. Whether you need an SEO-optimized website from scratch or a revamp to get more leads, we’re ready to help.