Website Copy for Tradies: What to Write on Each Page
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Good tradie website copy is short, specific and written the way customers talk. Each page should answer three questions fast: what you do, where you do it, and how to get you. Skip slogans like "quality you can trust" and say something only you could say: the jobs you do most, the suburbs you cover, how quickly you respond and what licences you hold.
Below is what to write on each page, with example wording you can adapt. The examples use a fictional business.
Home page
The home page has to tell a visitor in a few seconds that they're in the right place.
Headline: what you do and where. Example: "Licensed electrician for homes in Melbourne's western suburbs."
Supporting line: your main reason to choose you. Example: "Same-week appointments, upfront quotes and a tidy job."
Call to action: "Call 04xx xxx xxx" and "Get a quote".
Services list: short links to each service page.
Proof: a few genuine reviews, your licence details and real photos.
Areas: the main suburbs you cover.
Service pages
Give each main service its own page. A simple structure:
What the service is, in plain words
Common problems you fix, using the words customers use ("power keeps tripping", "no hot water")
How the job works, from first call to finish
What affects the price, even if you don't list prices
Photos of real jobs
A clear next step: call, quote form or "send us a photo"
Example opening: "Switchboard upgrades for older Melbourne homes. If your power trips often or you still have ceramic fuses, an upgrade can make your home safer and ready for new appliances."
Suburb or area pages
Only create these where you genuinely work, and write something specific to each: how often you're in the area, the type of homes, the jobs you do there. Copying the same text with only the suburb name changed is the kind of page Google's spam policies warn against (Google Search Central).
About page
People are letting you into their home. Tell them who you are:
Your name, a real photo and how long you've been in the trade
Why you started the business
Your licences, registrations and insurance
What customers can expect: turning up on time, clear quotes, cleaning up
Contact page
Phone number as a tap-to-call link
A short form: name, phone, suburb, job description, optional photo
Hours, and whether you take emergency calls
Your service area
Claims to avoid
Under Australian Consumer Law, businesses must not make false or misleading claims, and the ACCC says a business must be able to prove a claim that a product or service has a particular quality or benefit (ACCC). Be careful with:
"Cheapest in Melbourne" or "best electrician" unless you can back it up
"Guaranteed" without saying exactly what's guaranteed and for how long
"Available 24/7" if you don't answer at 2am
Prices that leave out GST or call-out fees
Reviews edited, invented or written by staff
Writing tips
Write like you'd explain it to a customer on the phone
Use short sentences and short paragraphs; most visitors are on a phone
Use the words customers search for, not trade jargon
Read it out loud; if it sounds like a brochure, simplify it
Next step
Morphic builds websites for tradies and writes the copy with you, based on your services, areas and the way your customers talk. Get a free quote.
Also see website design and development in Caroline Springs.
Related reading: What Should a Tradie Website Include? A 15-Point Checklist, Suburb Pages Done Right: How to Target Nearby Suburbs Without Thin Copy and Mobile-First Tradie Websites: Click-to-Call, Quote Forms and Speed.
Key Takeaways
Each page should say what you do, where you do it and how to contact you.
Give every main service its own page using the words customers use.
Only create suburb pages where you genuinely work, with local detail.
Avoid claims you can't prove, such as "cheapest" or unqualified guarantees.
Write short, plain sentences for people reading on a phone.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
