Local Trade Services Website Development

Website Brief – Trade Services Website
1. Project Overview

Build a modern, high-performing website for a local trade services business. The site should clearly explain services, build trust quickly, and generate consistent enquiries from residential and commercial customers.

The website will act as the primary digital sales tool and foundation for future SEO and paid advertising activity.

2. Objectives

Generate qualified enquiries (calls + form submissions)

Clearly communicate services and service areas

Build trust and credibility with potential customers

Improve local search visibility

Provide a scalable base for future marketing activity

3. Target Audience

Primary

Homeowners needing repairs, replacements, or upgrades

Property managers and landlords

Builders and other tradies

Secondary

Small commercial businesses

Insurance-related repair work

Audience traits:

Time-poor

Value reliability and clear pricing

Want fast response and local expertise

Need confidence the job will be done properly

4. Key Messages

Local, experienced trade specialists

Reliable, fast, and professional service

Clear communication from quote to completion

Quality workmanship you can trust

Tone:

Professional but approachable

Clear, plain English

Confident and practical

Not salesy or over-promising

5. Website Structure

Home

Clear value proposition

Services overview

Trust signals

Strong calls-to-action

Services

Individual pages per core service

Explanation of what’s offered and who it’s for

Common job examples

Clear CTA (Request a Quote)

About

Business background and experience

How the business works

Local focus

Trust-building content

Projects / Gallery

Real job photos

Short descriptions

Proof of capability

Testimonials

Customer feedback

Simple, authentic quotes

Contact

Click-to-call phone number

Enquiry / quote form

Service areas

Map and business hours

6. Functional Requirements

Mobile-first, responsive design

Fast load speed

Simple enquiry form

Click-to-call on mobile

SEO-friendly structure

Analytics and conversion tracking ready

Easy-to-manage CMS

7. Design Direction

Clean, modern, trade-appropriate

Simple colour palette

Strong typography and hierarchy

Use of real photography where possible

Clear navigation and layout

8. Content Requirements

Clear, benefit-led service copy

Local SEO-friendly wording

Professional, human tone

Real job imagery supplied by client

Basic brand assets (logo, colours)

9. Success Metrics

Increase in enquiries

Improved conversion rate

Reduced bounce rate

Improved local search performance

10. Future Use

Ready for Google Ads and Meta Ads

Scalable for new services or locations

Suitable for ongoing SEO and content growth