ScaleLocal Blog

How many pages should a contractor website have?

7 min read

There is no magic number, but most contractors are badly under-built. A site that ranks needs one page per service and one page per town you serve, plus the standard home, about, reviews, and contact pages. A typical local contractor lands somewhere between 12 and 30 pages once those are accounted for — and the ones who skip service and location pages are the ones wondering why they only show up in their home zip code.

Ask ten web designers how many pages your contractor site needs and you’ll get ten different numbers. That’s because the question is slightly wrong. The real question is: how many things do you want Google to rank you for, and in how many towns? Answer that, and the page count answers itself.

A five-page brochure site — home, about, services, gallery, contact — was fine in 2015. Today it’s the digital equivalent of a truck with no logo. It exists, but it isn’t winning you work. With 46% of all Google searches carrying local intent, every service you offer and every town you cover is a search someone is typing right now. A page that doesn’t exist can’t rank.

The pages every contractor site must have

Start with the non-negotiable core. These aren’t about SEO so much as basic credibility — the pages a homeowner expects before they’ll trust you with their house.

• Home page — who you are, what you do, where you do it, and an obvious way to call or request a quote.
• About page — the real story, the faces, the licenses. People hire people, not logos.
• Reviews / testimonials page — your social proof in one place. 97% of consumers read reviews before hiring, so don’t bury them.
• Contact page — phone, form, service area, and your name, address, and phone listed exactly as they appear everywhere else.

That’s four pages and you’ve barely started. The pages that actually move the needle come next.

One page per service — this is where most sites fall short

Here’s the mistake nearly every contractor makes: one “Services” page that lists everything in a bulleted blob. Google can’t rank a bullet point. It ranks pages.

If you’re a plumber who does drain cleaning, water heater installs, repiping, and emergency repair, that’s four separate pages — each targeting how people actually search. Someone Googling “water heater replacement” should land on a page about water heater replacement, not a generic list where it’s item six of nine. Each service page should cover what the job involves, what it typically costs, how long it takes, and what makes you the right call.

This is also the foundation of getting found in the first place. If you’re still not convinced a site earns its keep, we made the full case in do contractors need a website in 2026.

One page per town — how you escape your home zip code

Google weights proximity heavily. By default, you rank where your pin sits and almost nowhere else. Location pages are how you change that. Build a genuine page for each town you serve — real local detail, projects you’ve done there, the neighborhoods you cover — not a clone with the city name find-and-replaced.

A contractor serving eight towns who builds eight real location pages starts appearing in eight local searches. The one with a single “Service Area” paragraph appears in one. If you’re invisible a few towns over, this is almost always the reason — we dig into it in why your contractor business isn’t showing up on Google.

The pages that quietly do the heavy lifting

Beyond services and locations, a few pages earn their keep far more than their effort suggests:

• A real project gallery — before-and-after photos with short captions. Proof beats adjectives every time.
• A blog — this is where you answer the questions homeowners Google before they call. For seasonal and repeat-demand trades especially, it’s a steady stream of new search entries. It also feeds AI search, which increasingly pulls from content that answers real questions.
• An FAQ or financing page — whatever removes the friction between “interested” and “call.”

So, the actual number

Do the math for a typical local contractor: four core pages, five to ten service pages, five to fifteen location pages, plus a gallery and a growing blog. That lands most contractors between 12 and 30 pages, and it keeps growing as you add services and towns. Bigger isn’t automatically better — thirty thin, copy-pasted pages lose to a dozen genuinely useful ones — but the contractors stuck at five pages are almost always leaving rankings on the table.

One warning: every page has to earn its place. A location page for a town you’ve never worked in, with three generic sentences, does more harm than good. Build pages for the work you actually want and the places you actually serve, then make each one genuinely useful. When you’re ready to expand, the local SEO checklist for 2026 shows what to prioritize first.

Not sure whether your current site is built to rank or just built to look nice? Grab a free Digital Audit and we’ll map out exactly which pages you’re missing and which towns you could be ranking in.

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