How we built a network of Sussex trade websites

Alongside our client work, we built and run our own network of lead generation websites for Sussex trades. It gives us first hand experience of SEO for tradesmen, because we plan, write and maintain every page ourselves. This page explains what we built, how we approached it and the lessons any local business can use.

Why we built our own trade websites

It is one thing to advise trades businesses on local search and another to do it yourself, week in and week out. We wanted a place to test our approach on real searches in real Sussex towns, where we carry every decision from the first keyword to the enquiry form. Running our own sites means we see what homeowners search for, which pages they read and what makes them ask for a quote.

The network covers a range of trades that homeowners across Sussex regularly need: roofing, plastering, driveways, boilers, building, tree surgery, cleaning, gutter cleaning and solar panels. Each site lets homeowners compare up to three free quotes from local tradespeople, so the whole thing is built around turning a search into a useful enquiry.

What each site includes

Every site in the network follows the same structure, which we refined as we went. The aim was to answer each question a homeowner might have before they pick up the phone.

Service pages for each main job within the trade, so someone searching for a specific repair or installation lands on a page about exactly that.
Town pages across Sussex, written to reflect the places themselves rather than repeating one page with the name changed.
Cost guides that cite published UK prices and name their sources, so readers can check the figures for themselves.
An enquiry form that asks the questions a tradesperson needs answered to give a sensible quote.

Planning the pages before writing them

We did not start by writing. For each trade we mapped the searches people actually make, from broad terms for the service to specific jobs, costs and questions, and grouped them into pages so each page had one clear purpose. We then looked at how hard each search was to rank for and how many people made it, and published the quickest wins first.

This is exactly the process behind our topical map, which we now offer to businesses that want the same page-by-page plan for their own website. Planning first stopped us creating pages that competed with each other, and it meant every new page added something the site did not already cover.

Town pages that say something useful

Sussex has a lot of towns, from Brighton, Hove and Worthing to Horsham, Crawley, Lewes, Eastbourne and Chichester, along with countless villages in between. The easy route would have been a single template with the town name swapped in, but pages like that are thin, read poorly and give search engines little reason to show them.

Instead, each town page aims to reflect the place. Housing stock varies a great deal across the county, from Victorian terraces and Regency buildings to post war estates and newer developments, and that changes the kind of work homeowners need. Where it is relevant, the pages mention the types of properties common in the area and the practical considerations a tradesperson would think about there.

Cost guides built on checkable sources

Price is one of the first things a homeowner wants to know, and cost searches are a large share of what people look up before hiring a trade. We decided early that our cost guides would cite published UK prices and name where each figure came from, rather than quoting numbers with no basis. Readers can see the source, judge it for themselves and understand that the final price will depend on their own job.

This takes more work than inventing a range, but it is honest and it builds trust. It also makes the guides more useful, because they explain what drives the cost up or down, such as access, materials and the size of the job, which helps homeowners have a better conversation when the quotes arrive.

Making it easy to get in touch

A page that ranks but does not lead to an enquiry is not doing its job. We designed the enquiry forms to be short enough that people complete them, while still collecting the details that matter, such as the type of work, the location and any timing. Each page has a clear route to the form, so a reader who is ready to act does not have to hunt for it.

Offering up to three quotes also suits how many homeowners already behave. They want to compare, and a site that makes that simple removes a step they would otherwise take themselves.

Lessons that apply to any local business

Building and running these sites has shaped how we approach SEO for tradesmen and other local businesses. The lessons are practical and none of them depend on having a network of websites.

Give each service its own page, because a single page listing everything you do rarely matches what people search for.
Write area pages only where you genuinely work, and make each one specific to that place.
Answer cost questions honestly, explaining what affects the price and citing sources where you quote figures.
Plan pages before writing, so each one has a clear target and none of them overlap.
Make the enquiry route obvious on every page, and keep forms short.
Treat the website as something you maintain, updating prices, services and areas as they change.

If you run a trades business and want to apply the same approach to your own website, our SEO for tradesmen service puts these lessons to work for you, and our local SEO packages cover the Google Business Profile and listings side.

Frequently asked questions

Can I see the sites in the network?

We do not name the sites publicly, partly to keep the focus on the approach rather than the individual websites. We are happy to talk through how they are put together if you are considering working with us.

Do you use the same approach for client websites?

The principles are the same: careful planning, a page for each service, honest cost content, useful area pages and a clear route to enquire. We adapt the details to each business, its towns and the services it wants more of.

Is this approach only for trades?

No. Trades are where we built our own sites, but the same structure suits most local service businesses, from cleaners and gardeners to clinics and professional firms. Anyone who wins work from people searching nearby can use it.

How do I start applying this to my own website?

A good first step is a plan of which pages to create and in what order. Our topical map provides that for £97, or you can request a free SEO audit to see where your current site stands.

Put these lessons to work for your trade business

Find out how our SEO for tradesmen service uses the same approach to help your business get found by local homeowners.

See SEO for tradesmen

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