IN THIS ARTICLE · 8 PARTS
People hire a builder or a renovation company for a big, expensive and personal job. Before they call, they want to know three things: can you do this kind of work, have you done it well before, and roughly what will it cost. A good website answers all three.
Services, one by one
"Renovations" is too broad. Give each main service its own page: bathroom renovation, tiling, plastering and painting, electrical work, drywall, roofs, facades. Each page should explain what is included, how long it usually takes and what affects the price. These pages are what people find when they search for a specific job in your town.
Real projects, not stock photos
Nothing sells renovation work like finished renovations. Show before and after photos, a short description of the job and, if the client agrees, a quote. Even better, give each project its own page; we explain why in why separate case study pages help SEO. Research by Nielsen Norman Group shows that people ignore generic stock photos but look closely at real ones [1].
Prices or at least a starting point
Renovation prices depend on the job, but a price list per square metre or typical examples ("bathroom renovation from...") filters out the wrong enquiries and builds trust. When we built the site for Kochev Stroy 77, a renovation company in Sofia, a clear price page and a free site visit were central to the site.
The area you cover
Say clearly where you work: the city, the districts, the towns around it. If you cover several towns, consider a page for each, done properly: why local SEO works. Google's spam policies name pages targeted at different cities or regions that funnel users to one page as doorway pages [2].
One clear next step
For most renovation companies the next step is a site visit or a quote. Make it the main button on every page, keep the form short (name, phone, what needs doing, area) and show your phone number at the top.
Trust signals
Never pay for reviews: Google's policy prohibits reviews that were paid for and offering discounts or free services in exchange for them [3].
- years of experience and the number of finished jobs
- reviews from clients, ideally from Google
- guarantees on your work
- a real company name and address
Collecting reviews is easier than most people think: how to get more Google reviews.
A renovation website wins work when it shows real finished jobs, gives a sense of price and makes booking a visit effortless.
Useful extras
Practical tips for clients (how to prepare for a renovation, how long it takes) answer common questions and bring in visitors from Google. Read how to write the texts for your website, or see how we build a site in 7 business days.
References
- Nielsen Norman Group. "Photos as Web Content." nngroup.com
- Google Search Central. "Spam policies for Google web search." developers.google.com
- Google Maps Help. "Fake engagement, incentivized reviews and conflicts of interest." support.google.com
