GETTING FOUND, LAYER 3
Pages that answer: the six kinds of page a contractor site needs, and the ones it does not
Layer three is the part everyone means when they say "content." For a contractor it is simpler than it sounds. There are six kinds of page worth having. Each answers one kind of question from the list you made in layer two. Here they are, with what goes on each, and the kinds you do not need.
A note on what this is. Fifteen good pages beat a hundred thin ones. Nothing here asks you to write every week. It asks you to answer, once, plainly.
1. The job page
One page per job you want calls for. The name of the job as customers say it. What it usually involves, in four sentences. A price, a range, or "call for price," and the reason. How long it takes. A photo of one you did. The phone number and the booking button. That is the whole page.
This is the page the search engine shows for "panel upgrade Kendall" and the page the AI assistant reads before it names someone. It is also where "how much" gets answered before the call, so the call is about when.
2. The trade page
One page for the trade itself, that lists the job pages. "Electrical" links to panels, chargers, generators, outlets, inspections. A machine reads it as the shelf the job pages sit on. A customer who does not know the name of the job starts here.
3. The use case page
Some customers are not a job. They are a situation. The landlord with three units. The property manager with a building. The homeowner after a storm. The new owner who just bought a 1960s house. A page for each says: here is what people in your spot usually need, and how we handle it. These are the pages referrals land on.
- Landlords and property managers: the records by unit, the tenant at the door, the invoice to the owner.
- After the storm: the three weeks when the phone rings more than anyone can answer.
- The house that just sold: the inspection list becomes the first call.
- The business, not the home: the warehouse, the restaurant, the office.
4. The helpful post
A page that helps before anyone hires you. What to do when the AC dies at 6 PM. How to read a roofing quote. What a permit and inspection actually involve. Why the breaker trips. These are the pages people share in the neighborhood group, and the ones an AI assistant quotes when someone asks a how question instead of a who question.
5. The comparison
Repair or replace. Tank or tankless. 100 amp or 200 amp panel. Tile or shingle. Mini split or central. Every trade has three or four decisions customers make with a search. A page that lays out both sides, honestly, with the price difference, is the page a machine reads as the answer.
THE FAQ IS YOUR HELP CENTER
What you do not need
A blog post every week. A page for every neighborhood in the county. A "why choose us" page. A page about your values. A machine cannot tell what any of those are for, and neither can the customer with water on the floor. If a page does not answer one question from your phone log, skip it.
Both languages, not a translation
Every page above exists in Spanish and in English, and the Spanish one answers the Spanish list from layer two. The job is the same. The questions around it are not. This is also what makes the site legible when the assistant is asked in Spanish.
Write one page a week, in both languages. In four months you have the whole set. It does not have to be done before it starts working; it has to be started.
Questions we get asked about this
How many pages does a contractor site need?
Usually twelve to twenty. One per job you want calls for, the trade page, three or four use cases, a handful of helpful posts, and the comparisons your customers already search. Both languages doubles it.
Should I put prices on the job pages?
Where you can. A range is honest and it answers the question people search most. Where the price depends on the job, say "call for price" and say why. A page that says nothing about price is read as a page that hides it.
What about pages for every neighborhood?
Only the ones you really serve, with something real to say about each. Seven true pages beat forty copies with the town name swapped. Machines notice the swap.
Related
Want to see the six kinds on a real site?
Bring your site to a 30-minute call. We will map your pages to the six kinds, find the gaps, and show you which one to write first.