Your site was built for homeowners. Your buyer is a facility manager.
Commercial electricians, industrial cleaning, facilities and safety services often run on one page written for domestic customers. The buyer with a real budget searches for a commercial service in a specific area, then checks certification and insurance before they pick up the phone.
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What usually goes wrong on a commercial trade site
Commercial and domestic buyers want different proof, and a site that tries to serve both usually convinces neither.
One page for every service you offer
Testing, installation, maintenance, emergency callout and compliance work are separate searches. One page mentioning all of them competes for none.
Certification and insurance are not on the site
This is the check a facility manager makes before calling, often the only one. If they cannot verify it in ten seconds they call the next result.
The service area is a sentence, not a set of pages
And the wrong kind of pages are worse than none. Fifty near identical town pages are a liability; a handful of real ones are an asset.
Everything speaks to homeowners
Free quotes, friendly local team, no job too small. All of it correct for domestic work and all of it wrong for a contract buyer with a compliance obligation.
Not sure whether you are visible for commercial searches? The free 15 point check covers it. Get the site check
Seen enough? Send your web address and the written 15 point check comes back in two working days, free.
What I would change
Separate the commercial offer from the domestic one, and put the qualifying proof up front.
A page per service, written for business buyers
Named the way a facility manager would search, with the compliance context that matters to them and not to a homeowner.
Certification and insurance in the open
Accreditations, cover levels and registration numbers, on the page rather than in a footer logo. It is the qualifying check, so it should be the easy part.
Real service area pages, not fifty thin ones
Pages for the areas you genuinely serve, each with real content about serving it. Quality over count, because Google treats the alternative as spam.
Response and callout times stated
For emergency and maintenance work this is most of the decision, and it is almost never on the page.
A Google Business Profile that is looked after
For anything with a service area, the map results matter more than the blue links. Complete, categorised properly and consistent everywhere your details appear.
Proof that survives procurement
Named contracts where you have permission, sector experience, and the documents a buyer will ask for anyway.
Rather just ask? One question by email or WhatsApp is fine.
What I will not do
Four habits that lose commercial work to a competitor down the road.
No free quotes, no job too small
Correct for a homeowner, wrong for a facility manager with a compliance obligation and a budget. The two buyers cannot share one page.
No hidden certification
Accreditations, cover levels and registration numbers are the check made before the call. Burying them in a footer logo strip fails that check.
No fifty near identical town pages
Google treats them as spam and they can pull the whole site down with them. A handful of genuine area pages plus a maintained Business Profile does more.
No response time left unsaid
For emergency and maintenance work it is most of the decision, and it is almost never on the page.
A furniture retailer: three storefronts, three ad accounts and a CRM
A Dutch furniture retailer with three brands and a ten to twelve week order cycle, where the online numbers alone made a busy business look like a failing one until the measurement was fixed.
Ready when you are. No form to fill in, and no call required to get started.
Fair questions
We do domestic and commercial. Should they share a site?
Usually they should be clearly separated sections at minimum, sometimes separate sites. The two buyers want different proof and different language.
Do we need pages for every town?
No, and building fifty of them tends to hurt. A smaller number of genuine area pages, plus a properly maintained Business Profile, does more.
Most of our work comes from contracts, not the web.
Contracts still start with someone shortlisting, and the shortlist is checked online. The site's job is to survive that check rather than to win the contract on its own.
How quickly can local rankings move?
Map results can move within weeks when the Business Profile has been neglected, which is faster than most search work. Organic pages still take months.
Can you work with our existing site?
Often yes. If it cannot convert what it already gets, I will say so before selling you traffic to send at it.
What does it cost?
Every price is published. A rebuild starts at 1,450 euro fixed, monthly work at 490 euro, and the 15 point check is free.
Other kinds of company I build for
Find out what your site could be doing.
Send your web address and you get a written 15 point report in two working days, free. It says what is costing you commercial enquiries.