Website vs. Landing Page: How Many Pages do I need for my Contractor Business?
A single landing page is easy to build using a DIY website building platform, but it limits your SEO and makes it hard for customers to see you as an expert. Adding more pages helps you rank for more keywords, solve more of your customer’s problems, and earn more leads when combined with a Google Ad campaign.
Part of being a successful contractor is being great with your hands – so you might have thought about building your own website too.
You might be thinking about setting aside some time to play with one of the many website builders and knock up a site yourself, or you might be thinking about hiring an agency.
Either way, you don’t want to create more pages than you need to because that’ll sap up your free time if you go the DIY route, and add unnecessary costs if you go with an agency.
Because there are plenty of websites made up of one big page where you can scroll from top to bottom in a few seconds. Then there are plenty of other websites with so many pages you get lost in a few clicks.
As you plan your site, it’s natural to wonder if you should create one landing page full of info for people to browse, or add multiple pages with more specific info on each service you provide.
In this article, we’ll style the debate between a landing page vs. website, and provide you with a few simple tips to get the most out of your website if you choose to build it yourself. Plus, we’ll teach you how to combine your landing pages with a Google Ads campaign to get double, triple, or even quadruple the leads.
What type of contractor needs a single landing page?
Not every tradesperson needs a website with multiple pages (anyone who tells you otherwise is probably trying to sell you something). The truth is, the number of pages on your site will correspond to the goals of your business.
A one-page website will suit you if you’re targeting ONE service in ONE suburb.
That way you can pack all your info onto the one page, show people why you’re an expert, and direct people to contact you when they need help.
If you’ve got more than one service or you’re keen to get leads from more than one suburb, you’ll need more than one page. It’s impossible to rank one page for multiple services, and you can’t run a successful Google Ads campaign without specific landing pages.
If you’re curious about using Google Ads, find out why specific landing pages are your best kept secret.
Adding extra pages is also how you showcase credibility. One page is quick and easy to read, but will a few paragraphs fill a potential customer with confidence? Unlikely.
With extra pages, all targeting your specific services and suburbs, you can show people you know what you’re talking about, and demonstrate that you’re the best tradesperson for the job.
One-page websites are ideal if you want to target a single customer, for example someone who’s looking for a new granite kitchen benchtop. You can add all your info to that one page and show people that you’re the local expert when it comes to granite benchtop replacements.
If you install kitchen benchtops but you also offer Ceasarstone, Smartstone and Laminate benchtops, that one-page website is going to start getting very messy and confusing as you try to cover each service.
A single landing page style website also limits the number of keywords you can target, so if you want to grow your trades business through SEO and get more work through Google, a one-page site won’t suit your goals.
Learn what keywords you’ll need to target to improve your rankings on Google
|Landing Page Style Website PROS||Landing Pager Style Website CONS|
|✔ Super simple and easy to make||✘ Poor SEO potential|
|✔ Easy for customers to use||✘ Can’t showcase more than 1 x service|
|✔ Showcase 1 x service for niche businesses||✘ Can’t turn yourself into an authority|
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“When should I turn a single landing page into a multi-page website?”
Whatever trade you’re in, your website will be a key tool to attract leads and land new customers. Whether you’re a roofer or a painter, people want to check out your site before they pick up the phone and give you a call.
If you’re unsure what pages you’ll need to build, put yourself in your customer’s shoes. They’ll want to know about your business, learn about your story (because people love to do business with people, not generic brands), and learn about your services. You’ll also need a way for people to contact you.
Covering those bases means you’d need the following pages:
- Home page
- About Us page
- Why Choose Us Page
- Service #1 page
- Service #2 page
- Service #3 page
- Testimonials Page
- Gallery Page
- Blog Page (if you plan on SEO)
- Contact Us page
The more services you have, the more pages you’ll need to add. There’s no right or wrong number of pages, as long as you’ve helped people answer the questions they had about your business you’ll be on the right track.
Wondering if there’s a perfect number of pages for a trades business? Discover the answer here
For example, a roofing company makes a huge difference to a home’s aesthetic. By adding a ‘Galleries’ page that roofing company could show off their ‘before and after’ pictures. For a customer with the question “what will my roof look like with new tiles?”, your gallery page has the answer.
Adding a ‘Blog’ page will also help you answer people’s questions. For example, a landscaper isn’t just someone who makes a yard look nice and ready for backyard cricket, they also add value to a home and help keep pests away. For a customer with questions like “how much value will a landscape designer add to my home?” or “do spiders live in overgrown yards?”, your blog can publish content with the answers.
Don’t write a single word until you learn how much content your blog needs to rank on Google. Get the industry truth
In short, you should add extra pages to your site whenever it helps solve a potential customer’s problems.
“Are there any other ways I can use extra pages to get more quote requests and leads?”
If you’re running a Google Ads campaign you can improve your results using specific landing pages.
In many cases, trade businesses DON’T hhave a specific landing page and every person who gets directed to an irrelevant page feels frustrated.
You might have had this happen to you too. You type in “buy tools” and you get sent to a page about booking a handyman. There might be some info on the page about buying tools, but since the result wasn’t super relevant to you, you click back to Google and try again.
That’s why successful Google Ads rarely send people to a website’s homepage, because there’s too much info on the homepage that can distract a potential customer.
Let’s say someone clicks on YOUR ad after searching for the keyword “luxury landscaping Sydney”. You want them to land on a page that’s about luxury landscaping and landscaping only. After all, that’s what they’re looking for.
If that person ended up on your homepage they’d have to scroll down to find the section on landscaping, read through your section on green waste removal (which only slows them down because they’re not here for that service). And the longer it takes them to find what they’re looking for, the more likely it is they’ll bounce.
Creating keyword-specific content on individual landing pages is how you increase conversions – and that’s only possible when you grow your website beyond one page. If that same person landed on a page full of info about luxury landscaping for their specific Sydney suburb, they’re more likely to become a qualified lead.
Looking for more work through Google? Find out how many leads you’ll get from your own Google Ads campaign
“How do extra pages on a website help my SEO campaign?”
So far we’ve covered how extra pages can make a Google Ads campaign more successful, but extra pages are ideal for SEO too.
Since each extra page can target a new keyword, the more pages you have means the more site traffic you can attract.
It’s not rocket science. One page targeting one keyword might bring in 100 people a month. By adding a second page with a different keyword you might attract another 100 people. Suddenly, you’ve doubled your site traffic with just one extra page.
This doesn’t compound forever, meaning you shouldn’t build 10,000 pages and expect to become the most popular site in the world. But there is a sweet spot for pages.
Wondering what that sweet spot is? Learn how many pages your website needs
Why building a multi-page website is easy
Website builders make it easy for you to DIY your own site, so there’s no experience needed (though you will need to invest your time).
You can pick an existing page layout and paste in your content, pics and logo, so you’re not starting from scratch and building a website using confusing code. For tradespeople we recommend using Pedestal. It’s been built specifically for business owners who don’t have a technical background (and don’t have the time to develop one). No coding, or tech skills required.
Custom-designed for tradesmen, contractors, and service providers, Pedestal is purpose-built to generate quote requests and enquiries (with out-of-the-box) optimization strategies in-built, so you spend less time chasing up low-quality leads and more time generating revenue. It’s FREE to build yourself then only $49 per month, or if you want the Pedestal team to do it for you. They can build your site for $990 within 7 day’s or it’s FREE.
When you land on your favourite website builder, remember to put yourself in your customer’s shoes. You’ll need enough pages to showcase your services and answer the questions people have about your business. There’s no right or wrong number as long as you’re helping people solve their problems.
STOP! Don’t build your DIY website without reading our Pros and Cons guide “Tradies: Don’t Invest a Dollar In Website Until You Watch This!”