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A well-designed website helps any business stand out. For specialized home services experts like plumbers, electricians, HVAC techs, cleaners, landscapers, and handyworkers, a website is especially important to bringing in business and establishing trust with potential clients.
A professional website can help you grow your customer base and save you time operating your business. Read on to understand why a site is so valuable and how to get started.
Why your home service business needs a website
A website offers a central place to show your skills and services, share business information, and distinguish yourself from competitors.
A website helps you to:
Build local trust and authority
Centralize your business information and reviews
Help potential clients find and choose your business
Control your professional brand and messaging
People who hire a home service professional want to feel confident in their choice. A comprehensive website with relevant information like contact info, reviews, photos of work, and detailed service descriptions helps clients find you via search and make an informed decision. This also makes your site the source of truth for business information, so you’re not relying on third-party sites to represent your business and working style accurately.
8 steps to make a home service business website
1. Define your services and service area
The services you offer and where you operate are among the first pieces of information a client will use to figure out if your business is a fit. Before you start any site design, make sure you’re clear about how far you’ll travel for a job and what tasks you’ll perform.
Be as specific as possible, including noting any seasonal services. For example, many landscapers pivot to snow removal during colder months, while an HVAC tech who’s called to check a heater might automatically offer an air conditioning tuneup in the spring.
If you bundle services together or offer deals for new or returning customers, it’s also helpful to note that. For example, a pest control business might schedule an annual visit in the spring for preventative spraying.
Or, highlight if you’ll take emergency jobs. Customers with last-minute home issues often need to hire someone quickly. Emphasizing that your business has off-hour availability gives you a competitive advantage.
Read our guide to designing a services page
2. Pick a simple, reliable platform
Having a dedicated web presence ensures that there’s always one place where you control how your business shows up online. A platform like Squarespace is designed to be reliable and mobile-friendly, so your website is always reachable and easy to use, so you can quickly create and update your website without paying for a designer or engineer.
A platform that also comes with built-in tooling and features, like customizable invoices and inquiry forms and email automations, can make running your business simpler by keeping your workflows in one place. Squarespace websites have all of these features.
3. Structure your site in a logical way
Customers who can’t find the information they’re looking for will get frustrated and go somewhere else. When structuring your site, keep your pages simple and label them clearly. A structure might look like this:
Homepage
About
Services
FAQ
Reviews
Contact
When adding pages and website content, keep a few guiding principles in mind:
Choose an easy-to-read font. A serif font is clean and conveys a professional tone.
Incorporate eye-catching visuals. If you don’t have visually appealing images of your work, consider showing a worker in action instead.
Write a concise description of your business. Place this in a prominent place on your website so visitors get to know you right away.
Highlight your strengths. This could be things such as years of experience, breadth of services, approach to your work, or availability. Highlighting these can persuade clients to choose you over competitors.
Establish your professional credibility. Many businesses include certifications or association memberships at the bottom of their homepage. These add another element to complement and emphasize your legitimacy.
4. Add scheduling or inquiry forms
Automating your customer inquiry forms and scheduling calendar saves time and streamlines your intake process. You can put together a questionnaire that screens potential customers so you can engage with them on an informed level more quickly.
Clients can use your booking calendar to schedule simple service appointments or meetings about more complex projects. Booking tools like Acuity Scheduling from Squarespace also let you take payments, deposits, or card details for service bookings to streamline the process and protect against late cancellations.
5. Optimize your website using SEO principles
When people need to hire a service business, they often look online. Creating website content with search engine optimization (SEO) in mind helps potential customers discover your website, whether they’re looking in traditional search or AI results.
Start simply and incorporate service- and location-specific keywords or references into your website text. This can be as simple as saying you’re a “[city name]-based HVAC technician” or “pest control specialist in [region name].”
Keep in mind that people often use very specific prompts when searching for a business (e.g., “pest control for a wasp infestation,” “air conditioner repair person available now”). So being equally specific about the services your business offers also helps with online visibility.
6. Connect with review and directory platforms
Once your website is ready to go, claim your Google Business Profile and profiles on platforms like Bing Places or popular review websites. This gives you control over the information people see when they search for you online and responses to questions or complaints.
Owning these profiles also means you can edit any inaccuracies that arise, which is especially important for AI platforms that can scrape and repeat these details in responses.
7. Publish and share your site across local directories
You’ll also want to share your website in places where clients might be. Local-focused social media groups are good places to promote your work, although you’ll want to check their rules around self-promotion before posting.
Be sure to add your website link on any review platform where your business has a profile. Consider also asking customers or family members to share your website on their own social channels.
8. Stake your claim on social platforms
For branding purposes, sign up for social media accounts under your business name and populate the bio with your website and other information. This builds credibility for your business and helps you reach more potential clients. Search engines also index the content on social media, so an introductory post explaining your services is another way to attract potential clients.
Building a social following can take time, but posting with some regularity can help you grow your audience over time.
Characteristics of a strong home service website
A good website doesn’t have to be complicated to set up. If you keep these key elements in mind, you’ll have a strong foundation to expand on over time.
Mobile-friendly design: Ensure your site functions smoothly and loads quickly on multiple screen sizes and devices. A bad browsing experience could lose you a lead.
Simple, clean homepage: Potential clients should be able to get a broad idea of what your business does simply by scanning the homepage.
Clear service descriptions and pricing: Be straightforward about the services you do and don’t provide. Create a list of services, with details and prices or price ranges included.
Work examples: These can be finished products, such as a beautifully landscaped backyard. Or consider before/after photos to illustrate your capabilities and impact.
Customer reviews: Customer testimonials are one of the best ways to establish a positive reputation and earn trust. Create a dedicated space for reviews and choose a variety to show off your different strengths.
Prominent calls-to-action (CTAs): Make it clear how to hire your business. A call to action with a clear phrase (e.g., “Book now,” “Request a quote”) can persuade them to reach out.
Contact info: If you prefer one method of communication over another, be sure to mention that. For example, some business owners like text messages because they’re not always near a computer while at work.
Detailed FAQs: Anticipating questions that a potential client might ask demonstrates you’re in touch with customer needs. A page of questions and answers also elevates your website in search results, and saves you time answering common questions.
Strong home service business website templates
If you’re looking for inspiration or ideas for your website, consider the following templates. You can also customize these for your own business and highlight your unique and specific strengths.
1. Oranssi
This template is ideal for home service businesses, like landscapers, that offer a range of services or project types. There’s space for a strong opening image that conveys expertise. Additional rows are designed to highlight your services and visuals from successful projects. Customer testimonials and CTAs are integrated in natural, prominent ways.
2. Sawyer
This inviting template is a fantastic way to promote your offerings, particularly if you’re the sole or main worker in your business. There’s plenty of space to include a slogan, details that differentiate you from competitors, photos of you and your work, and other information about your business. This template also offers space to include multiple reviews at a glance.
3. Emmeline
While this template uses a hair salon as an example, it’s easily customizable to a home services business. With a well-organized, clean design, it can showcase your unique working philosophy, capabilities, and previous work in a straightforward way. Business contact info, pricing, and booking options are also easy to find.