Building a Local Service Business Website in 2024

This is a SUPER detailed guide for how to build a website for a local service business in 2024.

In this new tutorial you’ll learn, step-by-step, all the tips, tricks and secrets we’ve learned by building dozens of websites for our clients. You’ll learn step-by-step how to:

  • Build a stunning website without coding skills

  • Design pages that convert visitors into leads

  • Set yourself up for SEO and advertising success

  • Find professional help to assist you where needed

  • Track results and measure success


Build it Yourself or Hire Help

When it comes to establishing an online presence, local service businesses face a critical decision: should they build their website in-house (DIY) or hire a professional to do it for them? This choice hinges on several factors, including budget, time, technical expertise, and the level of customization required. Making the right decision can significantly impact the business's ability to attract and retain customers online. Below, we delve into the pros and cons of each option to help you make an informed decision.

Building the Website Yourself (DIY)


Cost-Effective: Generally, DIY website builders are less expensive than hiring a professional. This can be a major advantage for businesses with limited budgets.

Control and Flexibility: Doing it yourself gives you complete control over the website design and content updates. You can make changes as needed without waiting for someone else.

Learning Experience: Building your own website can provide valuable digital skills and insights into the online aspects of your business.


Time-Consuming: Learning how to use website builders and creating the site can take significant time, which could be spent on other business operations.

Limited Customization and Functionality: While many website builders offer a range of templates and tools, they may not meet all your specific needs or offer the customization a professional could.

Potential for Lower Quality: Without design and technical skills, DIY websites might not look as professional or perform as well, potentially affecting your brand’s credibility.

Hiring a Professional


Professional Quality: A skilled designer can create a visually appealing, user-friendly website that aligns with your brand and meets professional standards.

Customization and Functionality: Professionals can tailor your site to your exact needs, incorporating custom features, integrations, and optimizations.

Saves Time: Outsourcing your website frees you up to focus on running your business, while experts handle the technical and design challenges.


Cost: Professional services can be expensive, with costs varying widely depending on the project's complexity and the designer's expertise.

Dependence on Third Parties: You'll need to rely on someone else for updates and fixes, which can lead to delays and potential communication issues.

Finding the Right Fit: The challenge of finding a professional who understands your vision and works within your budget can be significant.

Deciding whether to build your website or hire a professional depends on your specific circumstances, including budget, skill level, and business needs. If cost is a major concern and you have the time to invest in learning, a DIY approach might be suitable. However, for businesses looking for a high-quality, customized website and willing to invest accordingly, hiring a professional is the way to go. Either way you choose, if you follow the other chapters in this guide, you’ll be on the right path to producing a website that converts visitors into customers at an astonishing rate!


Choosing the Right Website Builder

Deciding on the best website builder is crucial for your local service business, even if you're outsourcing the website creation. The platform you choose significantly influences your site's design, usability, and maintenance. A key advantage of modern website builders is their ability to let you construct sophisticated websites without any coding knowledge.

Although there’s dozens of website builders out there, not all of them are suited to local service businesses. In this guide, we focus on two top recommendations: Wix and WordPress coupled with Elementor.

Wix is celebrated for its drag-and-drop interface, offering a straightforward path for those new to web design or businesses aiming for a quick website setup.


User-Friendly Interface: Allows for intuitive website building without the need for coding.

Wide Range of Templates: Provides numerous customizable templates, catering to various business types.

All-in-One Solution: Combines hosting, domain registration, and design tools, streamlining the web development process.


Limited Scalability: As businesses grow, they may find Wix's functionality too restrictive.

Template Restrictions: Changing templates after your site is live means starting the design process over.

Customization Limitations: The simplicity of Wix can frustrate users needing advanced customization options.

WordPress, enhanced by the Elementor plugin, offers a potent and adaptable solution for those seeking a tailored website experience. It's worth noting that while WordPress is a powerful tool in its own right, we do not recommend using it without Elementor, as the standard page editing experience can be challenging for users who are not web developers.


High Customizability: Delivers unparalleled customization opportunities for detailed and specific design and functionality needs.

Extensive Community Support: A broad community ensures a wealth of plugins, themes, support, and tutorials.

Scalability: Capable of evolving with your business, accommodating everything from a basic to the advanced.


Steeper Learning Curve: Mastering WordPress and Elementor can be more time-consuming, particularly for those without technical backgrounds.

Maintenance and Security: Requires ongoing updates and security measures to ensure smooth operation.

Plugins: WordPress often requires plugins (like Elementor) to reach its full potential, but finding the right plugins, installing and configuring them and maintaining them can take some extra work.

When choosing a website builder for your local service business, it's crucial to weigh factors like ease of use, scalability, and customization capabilities. Wix offers a simple, all-in-one solution for quick website deployment, making it ideal for those with minimal technical skills or time constraints. WordPress with Elementor, although requiring a bit more effort to learn and maintain, provides extensive customization and scalability, suited for businesses with specific needs, plans for future growth or access to a dedicated consultant or agency to assist with building and managing the website.


What Pages Should My Website Have

When crafting a website for your local service business, the structure and content of your site play a pivotal role in how effectively it communicates your company’s services and engages with potential customers. While some pages are fundamental to nearly any website, others may depend on your specific business goals and the level of engagement you wish to achieve. Starting with the most crucial pages, let's explore the components that make up an effective service business website.


The homepage serves as the digital front door to your business. It should clearly state who you are, what services you offer, and how customers can contact you. A well-designed homepage will capture visitors' attention and guide them to other areas of your site.

Contact Us Page

Your contact us page is the crucial page where visitors turn into leads. Accessibility is key in converting visitors into customers. Your contact page should include multiple ways to reach you, such as phone numbers, email addresses, and a contact form. Also, consider adding a map and your business hours, if relevant. 

Review Page

A dedicated review page is the key to skyrocketing your review count on Google, Facebook and Yelp. Your review page should have links to all the platforms you collect reviews on. This way, when you link customers to this page, it minimizes the amount of steps they need to take to leave a review which increases the likelihood of them doing it.

About Us Page

An about us page can significantly enhance your website by giving your business a personal touch. Share your story, mission, and the values that set you apart from competitors. This page helps build a connection with your audience which can ultimately lead to more leads and customers.


A portfolio page showcasing examples of past jobs can visually demonstrate the quality and range of your services. Before and after photos, brief project descriptions, and client testimonials can all enhance this section.

Case Studies

For businesses looking to dive deeper into the specifics of their work, case studies provide detailed explanations of selected projects, including the challenges faced, solutions applied, and the outcomes achieved. Including photos, especially before and after shots, can visually capture the transformation and skill involved.

Content Pages

Articles and blog posts targeted for SEO purposes can drive traffic to your site, establish your expertise in the industry, and provide valuable information to your audience. Regularly updated content keeps your site fresh and engaging and can help boost your website traffic, leading to more leads and customers.

Legal Pages

Ensure your website complies with legal requirements by including Terms of Use and Privacy Policy pages. These are essential for protecting your business and informing visitors of their rights and obligations when using your site. For help writing these legal policies, you have three options:

  • You can find free templates online or using Chat-GPT and customize them to your needs. The downside here is that the templates might not be sufficient, up-to-date or fit your business.

  • You can hire a lawyer on Upwork to write one for you. Since these are fairly cookie cutter agreements, it shouldn’t take many hours.

  • You can use a service like Termly to create your policies automatically. They also dynamically update the policies as laws change.

At the very least, your local service business website should have a compelling Homepage and a clear Contact Us page to ensure potential customers know who you are, what you offer, and how to reach you. These foundational pages are non-negotiable. Other pages, such as a Review page, About Us, Portfolio, Case Studies, Content pages for SEO, and Legal pages, can be developed over time as your business grows and as needed. This approach allows you to start with a strong, straightforward online presence and expand your website’s content and functionality to better serve your customers and business objectives.


Designing a High Converting Homepage

A well-designed homepage can be the difference between attracting new customers or losing them to the competition. For local service businesses, a homepage serves as a focused platform designed to convert visitors into leads or customers. By carefully structuring your landing page and including specific sections, you can significantly increase your conversion rates. Below, we outline the essential components your landing page should feature to captivate and convert your audience effectively.

Hero Section

The hero section is your first impression and must articulate the who, what, and where of your business prominently. It should include:

  • Your company name. Usually your website's navigation bar will have your logo in it which will do the trick.

  • A headline that clearly states what you do. If you’re a plumber, make sure you say you’re a plumber.

  • A brief description, here you can either expand on your services, mention your service area, or mention some accolades or accomplishments (or all of the above).

  • A strong call to action (CTA) that encourages visitors to engage with your business, such as scheduling a consultation or getting a quote. 

  • A high-quality image or a short video to give the section some visual impact.

No matter how you slice it, the hero section on your homepage is the single most important section on your entire website, so make sure you put a corresponding amount of effort into it.

Trust Badges

Establish trust immediately by showcasing trust badges in a visible area of your landing page. This can include badges that verify you are licensed and insured, any notable awards or accolades your business has received, and symbols from review sites indicating high customer satisfaction. Trust badges serve as social proof and reassure potential customers of your credibility and expertise.


A concise list of the services you provide is crucial for informing visitors about what you can offer them. Each service should have a brief description that highlights its benefits. This section helps potential customers quickly understand how your business can meet their needs.

Pro Tip: Look to competitors for inspiration, but only if they have a good website. If not, find similar businesses in other geographical areas or expand to related industries.

Past Projects

Demonstrating your work through past projects, especially with before and after photos, can visually communicate the quality and range of your work. This section acts as a portfolio and is particularly persuasive for potential clients, allowing them to envision what you can do for them.

Service Area

Clarifying your service area helps visitors determine if they fall within your operational range. It’s important to describe your service area in multiple ways. Describe your entire service area with a single phrase like “Greater Boston Area” or “Bell County, Texas” and also be sure to list out specific towns, cities, or counties you cover. This ensures that you attract inquiries from within your serviceable locations, optimizing the quality of your leads.

Pro Tip: Mark out your service area on a Google Map using Google’s My Maps tool. Once your map is created, it can be embedded into your website.

Customer Reviews

Feature a selection of positive reviews from past customers to build confidence among potential clients. Customer testimonials are powerful forms of social proof that can influence decision-making, showcasing real-life satisfaction with your services.

FAQ Section

The FAQ section addresses common questions, mitigates any hesitations, and incorporates additional SEO keywords to help your page rank for relevant queries. By preemptively answering potential clients' queries, you reduce barriers to conversion and improve the user experience.

Call to Action Section

Conclude your landing page with a final call to action, reinforcing the steps you want the visitor to take next. This could be a form to fill out, a phone number to call, or a button that links to your Contact Us page to schedule services. A strong, clear CTA here can capture leads that have been convinced by the information provided on the page.

Designing a landing page that converts is about more than just aesthetics; it's about strategically structuring information to guide visitors towards making a decision. By including these essential sections—each serving a specific purpose in the conversion process—you'll create a powerful tool for your local service business that attracts, engages, and converts potential customers. Remember, the goal is to make it as easy as possible for visitors to understand what you offer and take the next step in becoming a customer.


How to Hire Professional Help

When it comes to finding professional assistance for website design, development, or maintenance, platforms like Upwork offer a vast pool of talented freelancers ready to bring your digital vision to life. While Fiverr is another popular option, many businesses find that the quality of work can be inconsistent, making it less appealing for those prioritizing high-quality results. Upwork, on the other hand, provides a more reliable environment to connect with skilled professionals capable of handling a range of web-related projects. Here's how you can leverage Upwork to find the right contractor, negotiate fair payment terms, select the ideal candidate, and initiate the collaboration while minimizing risks.

Finding a Contractor on Upwork

  1. Create a Detailed Job Posting: Begin by outlining your project requirements, goals, and deadlines in a job posting. Be as specific as possible to attract freelancers with the relevant expertise. Include any specific skills or experiences you're looking for.

  2. Search for Freelancers: Utilize Upwork's search function to find freelancers who specialize in web design, development, or maintenance. You can filter candidates based on their skills, ratings, job success scores, and hourly rates.

Pro Tip: Be specific: if your website is built on WordPress, find a candidate that describes themself as a WordPress developer rather than a web developer.

How Much to Pay

  • Research Market Rates: Upwork provides insights into the average rates for web professionals. Prices can vary widely based on the freelancer's location, experience, and the complexity of your project.

  • Decide on a Budget: Based on your research, set a realistic budget that aligns with the quality of work you expect. Remember, paying a bit more can often lead to significantly better outcomes.

Choosing the Right Person

  • Review Portfolios and Work History: Assess each candidate's portfolio and previous Upwork projects to gauge their quality and relevance to your needs.

  • Check Client Feedback: Read reviews from past clients to understand their strengths and how they manage projects and communication.

  • Conduct Interviews: Shortlist candidates and conduct interviews (video or chat) to discuss your project in detail and assess their communication skills and enthusiasm for your project.

Working with Overseas Freelancers

Many freelancers on Upwork live outside the US in countries in Asia or South America. These freelancers have much lower costs of living than people living in the US and can afford to charge less for their services.

If you are able to find the right overseas freelancer, it can be an opportunity to save huge amounts of money on your project. However, there are some things to be cautious about when working with someone overseas:

  • Time Zone Differences: someone working in India will probably be sleeping during US business hours so don’t expect prompt communication.

  • Language Differences: most overseas freelancers on Upwork will speak English well enough to communicate with you via chat, but they aren’t native speakers, so don’t expect the same level of communication you’d get with someone in the US.

Starting Work with Low Risk

  • Start Small: Begin with a small, low-stakes task or project phase. This allows you to evaluate the freelancer's reliability, quality of work, and compatibility with your requirements without committing to a large project upfront.

  • Use Upwork's Milestone Payments: For larger projects, break down the work into milestones and use Upwork's escrow system to release payments upon completion of each stage. This keeps the project manageable and ensures satisfaction before proceeding.

Utilizing Upwork to find and hire talent for website design, development, or maintenance can streamline the process of enhancing your online presence. By carefully crafting your job posting, conducting thorough research on potential hires, and engaging in low-risk initial collaborations, you can secure professional assistance that meets your standards and contributes to your project's success. Remember, communication and clarity about expectations are key to a fruitful partnership on Upwork.


Tracking Results with Website Analytics

If you don’t measure, how do you know if you’re improving?

Measuring how many visitors your website is getting, and how many of those visitors are converting into leads is a crucial part of any digital marketing strategy.

Website analytics tools such as Google Analytics, Google Search Console, and Facebook Pixel provide invaluable insights into user behavior, search performance, and the effectiveness of any SEO or advertising efforts.

Tracking conversions, like lead submissions, is essential for measuring the success of your marketing efforts and optimizing your website for better performance.

Let's delve into what each of these tools offers and why tracking conversions is a cornerstone of your digital strategy.

Google Analytics

Google Analytics is a comprehensive web analytics service that tracks and reports website traffic. It allows you to see how users find and use your website, providing data on page views, session duration, bounce rates, and user demographics. 

With Google Analytics, you can set up goals to track conversions, such as form submissions or service inquiries, helping you understand the user actions that contribute to your business's success.

For instructions on how to create and install a Google Analytics account follow this guide from Google.

Pro Tip:  If setting up these tracking tools seems daunting, hire a professional to help! If you’re working with a marketing agency, like Transcend, or with a web developer they should be able to take care of this for you.

Google Search Console

Google Search Console focuses more on the search performance of your website. It helps you monitor and maintain your site's presence in Google Search results, offering insights into which queries bring users to your site, how often your site appears in Google Search, and which pages are the most popular. It also alerts you to any issues that might affect your site's visibility, such as crawl errors or security issues, ensuring your website remains optimized for search engines.

For instructions on how to create a Google Search Console account and install it on your website check out this guide from Google.

Facebook Pixel

The Facebook Pixel is a code snippet you can place on your website to track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website. It's particularly useful for understanding how effective your Facebook advertising campaigns are in driving user actions, such as signing up for a service or making a phone call.

For installation instructions follow this guide from Facebook.

Tracking Conversions

Tracking conversions is fundamental to understanding the effectiveness of your website and marketing campaigns. At the end of the day, a website visitor is only valuable to your business if they turn into a customer, so it’s extremely important to track conversions, like lead submissions or booking appointments. 

You can set-up conversion tracking in both Google Analytics and Facebook Pixel. Both tools will allow you to mark specific website events, such as a button click or page view, as conversions. We recommend using one of the following conversion events:

  • A click on the submit button of a lead form.

  • A page view on the confirmation page that is shown after a user submits the lead form.

  • An integration with your lead form provider. For example, Calendly integrates directly with Google Analytics and Facebook Pixel to fire analytics events when website visitors interact with the Calendly widget.


Sourcing Visual Content Your Website

The visual elements of your website, such as images, videos, and icons, play a critical role in engaging visitors and conveying your brand's message. High-quality visuals can significantly enhance the user experience, making your site more appealing and professional. However, sourcing the right content requires a careful approach to ensure it aligns with your brand and complies with copyright laws. This section explores how to source your own images and videos, as well as how to utilize stock content and icons to enrich your website's design effectively.

Sourcing Your Own Images and Videos

Personalizing your website with your own images and videos, especially of past jobs, can create a powerful and authentic connection with potential clients. Before and after content, in particular, showcases the tangible results of your services, providing compelling visual proof of your capabilities. At Transcend, we encourage all our clients to start taking high quality photos and videos of client projects, both before and after the job.

Here are some tips for sourcing your own content:

  • Capture High-Quality Content: At minimum, make sure you have a phone with a great camera and learn the basics of photography composition. Ensure there’s strong lighting so every detail shows, and take multiple shots from different angles.

  • Don’t Just Take Photos: Video content is really important these days, especially when it comes to making social media content and ads. Take the extra time to take a few videos of each job. It doesn’t have to be fancy, just a simple pan or a shot of you walking around the space is perfect.

  • Consider Investing in Gear: If you can afford it, look into buying a high powered camera. We recommend either a Sony or Canon “mirrorless” camera such as the Sony A7 or the Canon EOS RP. Don’t skimp on the lens either, in many ways the lens is more important than the camera body!

  • Obtain Permission: It's essential to get consent from your clients before featuring their property on your website. You can ask for permission directly or include a clause in your service contract that allows you to use images of the job for marketing purposes. This step is crucial for respecting privacy and avoiding legal issues.

Pro Tip:  If you’re a roofer or work on a lot of outdoor spaces, consider investing in a drone like the DJI Mini to start capturing your work from overhead. They’re also super fun.

Sourcing Stock Photos, Videos, and Icons

When original content is not available or suitable, stock photos and videos can be an excellent alternative. For icons, numerous resources offer high-quality options that can enhance your website's design and user interface.

Stock Photos and Videos:

Shutterstock offers a vast library of professional photos and videos available for purchase. It is ideal for finding specific and high-quality visuals that match your site's aesthetic.

Unsplash and Pexels provide free, high-resolution photos and videos donated by talented photographers and creators. While the selection may be more limited compared to paid options, they offer a wide variety of content suitable for many needs.


Flaticon offers a wide range of icons in various styles and formats. You can find almost any icon to suit your website's design, with options for free and premium licenses.

Iconscout provides both free and premium icons. Its extensive library includes icons in multiple formats, making it easy to find the right visuals to complement your website's theme and features.

Visual content is integral to creating an engaging and professional website for your local service business. Whether sourcing your own images and videos or utilizing stock content and icons, the key is to select visuals that reflect your brand's identity and resonate with your target audience. Remember to prioritize quality, obtain necessary permissions, and respect copyright laws to ensure your website not only looks great but also builds trust and credibility with your visitors.


I hope you got a lot of value out of our new website tutorial.

I know that there’s A LOT here, so I want to ask:

Which technique from this guide do you want to try first?

Are you going to build your website DIY or with help?

What sections are you going to include in your new homepage?

Let me know by leaving a comment below right now.

We help service industry businesses get more leads and customers through proven SEO and digital advertising strategies.

We help service industry businesses get more leads and customers through proven SEO and digital advertising strategies.

We help service industry businesses get more leads and customers through proven SEO and digital advertising strategies.

©2024 Transcend LLC. All Rights Reserved.

©2024 Transcend LLC. All Rights Reserved.

©2024 Transcend LLC. All Rights Reserved.