Always Evolving SEO

SEO for trades and home services businesses

Map pack rankings, service and area pages that convert, reviews that win the click and call tracking that shows which jobs came from search.

Book a discovery call What's included

From £3,000 a month · 3-month minimum

Problems we fix

  • Competitors above you in the map pack
  • Dozens of town pages that don't rank
  • Fewer reviews than local competitors
  • No idea which leads came from Google
  • Paying for ad clicks on jobs you don't do
  • Spam pages appearing after a website hack

How we approach Home Services & Trades

For trades and home services, search is usually the main source of new work, and most of it starts in the map pack. Someone needs a roofer, a builder or a garage door repaired, searches, and calls one of the top three. Showing up there depends on your Business Profile, your reviews and how clearly your website shows what you do and where.

The most common mistake in this sector is the page-per-town approach: dozens of pages with the same copy and a different place name. They rarely rank, and Google has been reducing the visibility of this kind of scaled, low-value content. We build fewer, stronger pages backed by real projects, photos and reviews from the areas you cover.

What's included

Google Business Profile
Categories, services, service areas, photos and posts set up so the profile matches the jobs you want.
Service and area pages
Pages for your main services and the areas with real demand, backed by local projects rather than swapped place names.
Project galleries and proof
Before-and-after photos, project write-ups and reviews organised so they support rankings and convince people to call.
Review generation
A simple process for asking every happy customer for a review, plus templates for replying.
Call and form tracking
Calls, forms and quote requests tracked by channel, so you know which leads came from search and which from ads.
Google Ads for local leads
Search campaigns targeted to your service area, with negative keywords that stop you paying for jobs you don't do.
Talk to us about your SEO Paul reads every enquiry himself.

Who it's for

Trades and contractors

Builders, roofers, electricians, plumbers and specialist contractors covering a local patch.

Home improvement firms

Doors, windows, kitchens, landscaping, surfaces and installers with higher-value jobs.

Equipment and plant hire

Hire businesses serving trade and domestic customers across a region.

How the work runs

  1. 1

    Local audit

    Business Profile, reviews, competitors in the map pack and the current site reviewed together.

  2. 2

    Profile and reviews

    Business Profile fixed and a review process set up first, as they move fastest.

  3. 3

    Core pages

    Service pages and the area pages that deserve to exist, built with real local proof.

  4. 4

    Tracking

    Calls and forms tracked so every lead is attributed.

  5. 5

    Monthly leads report

    Calls, forms and quote requests by source, alongside map pack rankings across your area.

Start with a discovery call

Retainers from

£3,000

per month · 3-month minimum

  • Run personally by Paul, not a junior account manager
  • Fixed monthly fee agreed in the proposal
  • Developer-ready tickets, not a PDF to decode
  • Monthly report tied to leads and revenue
  • You own every account, asset and login
Request a proposal

Your first 90 days

  1. Month 1

    Audit and roadmap

    Search Console, analytics and a full crawl reviewed, findings ranked by impact, and a 90-day plan agreed before delivery starts.

  2. Month 2

    Priority delivery

    The highest-impact fixes and content shipped first, with developer tickets written and checked as they go live.

  3. Month 3

    Measure and re-plan

    Results reviewed against the benchmark, what's working doubled down on, and the next quarter's plan set.

Paul Lovell

Your SEO work is done by Paul Lovell

15+ years in SEO across in-house and consultancy roles, speaker at SMX London and Search & Content Summit, and builder of HubSpot apps for indexing and Search Console reporting. No hand-off to a junior after the sales call. More about Paul

Home Services & Trades questions

Something else? Ask us directly.

How do we get into the Google map pack?

Google ranks local results on relevance, distance and prominence. In practice that means the right primary category, a complete profile, plenty of recent reviews and a website that clearly supports the services and area you cover.

Should we have a page for every town we cover?

Only for the places with real search demand and where you have something genuine to show, such as local projects and reviews. Pages with swapped place names tend not to rank and can drag the rest of the site down.

Is SEO or Google Ads better for trades?

Ads bring calls quickly while you pay for them; SEO builds a steady flow over time. Most local businesses do best with both, using ads to cover gaps while organic visibility grows.

Can you track phone calls from the website?

Yes. Call tracking and click-to-call events show which calls came from organic search, the map pack and paid ads.

How much does SEO for home services & trades cost?

Retainers start from £3,000 a month with a minimum three-month term. The exact fee depends on the size of your site and how much delivery we take on. You'll get a fixed monthly figure in the proposal after the discovery call, with no surprise extras.

Why is there a three-month minimum?

The first month is mostly audit and planning, and search changes need time to be crawled, processed and measured. Three months is the shortest period in which you can fairly judge whether the work is paying off.

From the news desk

All insights

Other industries

Book a discovery call

Tell us about your site and where you want it to get to. Paul will reply by email to arrange a call, and if we're not the right fit, he'll say so.

From £3,000 a month · 3-month minimum

What do you need help with?