Landing Pages: The Quiet Achiever of Your Trade Business Website
Let’s talk landing pages. Not the most glamorous topic — I know, I know — but stick with me because getting this right is one of the highest payoff things you can do for your trade business. And most of your competitors haven’t bothered. Which means the door is wide open for you.
So What Actually Is a Landing Page?
A landing page is any page on your website designed to make someone do one specific thing. Book a call. Request a quote. Fill out a form. It’s not your homepage — your homepage is more like your shop front. A landing page is the specific shelf inside the shop where someone picks up exactly what they came in for.
For trade businesses, think of it like this — instead of one big “Services” page that lists everything your partner does, you have individual pages for each service. Not just “renovations.” A page for kitchen renovations. A page for bathroom renovations. A page for new builds. A page for granny flats.
Yes, it takes time. Yes, it feels like a lot. But these pages work for you every single day without you doing another thing — and the payoff is huge.
The 10 Things Every Landing Page Needs
Let’s keep this simple. Every service page on your website should have:
1 – A CTA at the bottom — because some people read everything before they act. Give them a button at the end too.
2 – A clear headline that tells people exactly what the page is about. “Kitchen Renovations in Christchurch” is better than “Our Services.”
3 – A subheadline that backs it up. One sentence explaining what you do and why people choose you.
4 – A CTA above the fold — meaning before anyone has to scroll, there should be a button or a phone number right there. Don’t make them hunt for it. I set ours up using tel:027XXXXXX so when someone taps it on their phone it calls Pete directly. One tap, done.
5 – What’s included — a simple breakdown of what that service actually involves. People want to know what they’re getting.
6 – A price or starting from price — more on this in a sec because this one is a game changer.
7 – Photos of actual work — not stock photos. Real jobs, real results. Before and afters if you have them.
8 – Social proof — reviews, testimonials, how many jobs completed, how many years in business. Anything that builds trust.
9 – Your service area clearly stated — list the areas you work in. Every. Single. Page.
10 – An FAQ section — answer the questions people always ask before they book. What does it cost? How long does it take? Are you licensed? Do you do free quotes? This saves you answering the same texts a hundred times and it gives Google and AI more content to work with.
The Location Secret That Most Tradies Completely Miss
Here’s where it gets really good.
When someone types “bathroom renovation Rolleston” into Google — or asks ChatGPT “who does bathroom renovations near Rolleston” — Google and AI are looking for pages that specifically mention that place. Not just your general services page. An actual page that talks about that service in that area.
So instead of just having one renovations page, imagine having:
Kitchen renovations Christchurch
Kitchen renovations Rolleston
Bathroom renovations Christchurch
Bathroom renovations Lincoln
Each one is its own page. Each one has a chance to show up when someone in that area is searching. And your competitors who have one generic services page? They’re not even in the running.
On our biz’s website, I also added a simple banner that lists every area we service — Christchurch, Rolleston, Akaroa, Banks Peninsula, Darfield, Tai Tapu, Little River, Rangiora etc etc. It sounds simple but it tells Google and AI exactly where you operate and who you can help.
Does it take time to build all those pages? Yes. Is it worth it? Absolutely. Treat it like a long game and chip away at it — do one new page a week and in three months you’ll have a website that’s working harder than any lead gen platform ever could.
AEO/AIO — The New Thing You Need to Know About
You’ve heard of SEO — Search Engine Optimisation, getting your website to show up on Google. But have you heard of AIO? Artificial Intelligence Optimisation? Or AEO Answer Engine Optimisation? And before you roll your eyes — this one is wild and I have the phone calls to prove it.
At the start of this year I started focusing on building out more specific landing pages for Pete’s business. More niche services, more location pages, pricing information where we could include it. Within a month we got a phone call from a woman wanting a granny flat built — and she told us ChatGPT had recommended us.
ChatGPT. Recommended our business.
To a real customer who then picked up the phone.
Since then Google Gemini has also started pulling through our web pages and linking to them directly. These AI tools are out here sending us leads and we don’t pay a single cent for it.
Here’s the thing about AI —
It loves specific, detailed, honest content. It wants to be able to answer its users’ questions as helpfully as possible. So if someone asks, “who builds granny flats in Christchurch and how much do they cost” — an AI is going to look for a page that answers exactly that. A page that mentions granny flats, mentions Christchurch, and ideally gives some kind of price indication.
We put “starting from $96k” on our granny flat page. That one little detail gives AI enough information to tell its user what they need to know — and suddenly, we’re the answer to someone’s question before they’ve even visited our website.
This works for so many trades. If you’re a fencer, put a price per metre. If you’re a mechanic, mention what a standard WOF service costs. If you’re a painter, give a rough per square metre rate. You don’t have to commit to an exact price — a “starting from” or a range is enough.
It gives AI something real to work with and it gives your future customer confidence that you’re not going to waste their time.
Where to Start If This Feels Overwhelming
Pick one service. Just one — the one you do most often or the one you want more of. Write a landing page for it. Give it a proper headline with your location in it. Add a starting from price if you can. List your service areas. Put a click to call button at the top and the bottom.
Then do the next one.
You don’t have to build 40 landing pages this week. You just have to start. Every page you add is another door into your business that’s open 24 hours a day, seven days a week, sending you leads while your partner sleeps.
That’s the whole point.
