You’ve probably seen it, maybe even written it on your own homepage:
“We cover all areas.”
Seems simple, right? It’s quick, vague enough to apply everywhere, and you figure most people will get in touch anyway.
Here’s the problem: Google doesn’t work like that.
When someone searches for “loft conversion company in Canterbury” or “plumber near me in Maidstone,” Google isn’t guessing. It’s not thinking, “Oh yeah, this decorator says they cover all of Kent, let’s put them top.”
Instead, Google ranks pages that mention that exact town, that exact service, and that show genuine local relevance.
So, when your only mention of Sevenoaks or Broadstairs is hidden in your footer, you’re not “covering all areas,” you’re covering none.
That’s why we helped TraditionalCarpentry.uk grow their website from a handful of service pages into a local SEO machine with over 1,400 individual pages, each one targeting a specific town, village, or borough in Kent and London, as well as highly targeted services like sash window repairs, draft proofing, wooden doors, and secondary glazing.
The result?
They went from being found in a few postcode searches to owning the search results in dozens of high-value areas — and enquiries started flowing in for exactly the services they wanted to promote.
If your business covers multiple towns and let’s face it, most trades do, relying on one generic homepage just isn’t going to cut it anymore.
Let’s break it down. A location page (also called a “town page” or “geo landing page”) is a dedicated service page built specifically to target one town, area, or postcode. And if you’re a tradesperson trying to rank locally on Google, these pages are your new best mate.
A good location page might look like this:
What makes them powerful is focus. These pages tell Google:
When built properly, location pages outperform generic homepages almost every time, especially in Google’s local map results and “near me” searches. According to Search Engine Journal, local landing pages dramatically increase visibility for area-specific searches.
Why? Because Google wants to show people relevant local results, not vague promises. If someone searches for “kitchen fitter in Whitstable” and your site has a page titled “Kitchen Fitting Services in Whitstable” with local reviews, photos, and a detailed service description, guess who’s getting the call?
Exactly.
We did this at scale for TraditionalCarpentry.uk. Instead of a single service page trying to cover all of Kent and London, we helped them launch hundreds of pages like:
Each page was custom-written, structured for SEO, and packed with local keywords.
Now they dominate searches across Kent and beyond, and those pages continue to pull in organic leads without spending a penny on ads.
For trades, this is a game-changer. With the right structure, even a solo carpenter can look like the most active joinery firm in South East England, one town page at a time.
Here’s the honest answer: more than one, fewer than you think, and only as many as you’re willing to do properly.
Let’s say you’re a plumber based in Medway, but you also cover Rochester, Gillingham, Chatham, Sittingbourne, and Maidstone. You could say “we cover the surrounding areas” on your homepage, but Google won’t take that as proof you serve any of them.
Instead, you should aim for individual pages for each major town or area you want leads from. Why? Because people search by location. They don’t type “great electrician within a vague 20-mile radius.” They search for:
This is where location pages do the heavy lifting. They act like mini-magnets for hyper-local traffic and they’re one of the most effective ways to show up in Google’s “map pack” for that town.
Now, you don’t need 100 pages overnight. Start with 5–10 priority towns you:
Each of these towns should have its own dedicated page that’s written uniquely, with local references where possible (jobs completed there, local landmarks, postcode areas, etc).
That’s exactly what we did for TraditionalCarpentry.uk. They didn’t try to hit every town on day one. Instead, they started with target towns they were already quoting in, places like Canterbury, Whitstable, Bromley, and Dulwich, and we built unique SEO-optimised pages for each one. Over time, they scaled that out to over 1,400 pages, including every single town in Kent and borough in London, plus their key service categories.
The result?
They don’t just rank in some towns, they rank in nearly every location they want work in, with dedicated pages that continue to generate organic leads every single month.
Pro Tip: More isn’t always better if you’re just copy-pasting and swapping out town names. Quality beats quantity, especially with Google’s modern algorithm. If you’re only able to create 5 good, unique pages to start with, that’s still better than 50 near-duplicate ones that get ignored.
If you want your location pages to rank and convert, they can’t just be carbon copies of each other with “Gravesend” swapped out for “Maidstone.”
Google’s smarter than that. So are your customers.
Each town page should feel like a mini homepage for that location, personal, specific, and full of the kind of local detail that builds trust and drives action. Done right, it sends the right signals to both Google and the person reading it.
Here’s what every high-performing location page should include:
✅ A clear, keyword-rich headline
Use something natural that includes the town and the service.
“Loft Conversions in Canterbury”
“Bathroom Fitter in Dartford”
This tells Google and your reader, exactly what you do and where.
✅ An engaging, locally focused intro
Not: “We are a local building company…”
Instead:
“Looking for a trusted builder in Ashford? We’ve been renovating homes across Ashford, Kennington and Willesborough for over 15 years, from kitchen extensions to full loft conversions.”
Make it sound like you know the area, not like you picked it off a map.
✅ A detailed list of services
Break it down. If you’re a gardener, don’t just say “landscaping.” Include turfing, decking, fencing, planting, garden clearance, etc.
The more specific you are, the more relevant you’ll be in local “long-tail” searches like:
“Pergola installation Tunbridge Wells”
“Raised beds and planting schemes Whitstable”
✅ Location-specific language
Mention roads, areas, boroughs, or even local landmarks.
“Based just off the A2 in Northfleet, we’ve worked on properties all across the DA11 and DA12 postcodes.”
This boosts local trust and also feeds Google’s understanding that you’re genuinely active in that place.
✅ Photos of your work (ideally in that area)
Real photos go a long way. Bonus points if you name the town in the image alt text or caption.
“Decking installed in a rear garden in Sevenoaks, completed in May 2024.”
Even if you don’t have work photos from every town, rotate your existing gallery and make sure the file names and alt text mention the service and area.
✅ Local testimonials or quotes
Just one or two lines from a past customer in that area can make a big difference.
“We’re over the moon with the new kitchen, friendly team, on time, tidy throughout. Highly recommend to anyone in Bexley!” — Lisa, DA5
These help both humans and Google see that you’re trusted locally.
✅ A strong call-to-action
Always end with a clear nudge. Tell them what to do next.
“Need a reliable plasterer in Tonbridge? Get in touch for a free quote, we’re happy to visit and provide a no-obligation estimate.”
Also: include your phone number, quote form, and a link back to your main contact page.
We used this exact formula when building hundreds of pages for TraditionalCarpentry.uk and those pages continue to rank in ultra-competitive areas like Clapham, Bromley, and Canterbury. Every page included proper structure, real keywords, hand-written descriptions, and CTAs written for people, not search bots.
Pro Tip: Add FAQ sections to each town page based on what people search for in that area. For example:
“Do you cover Bearsted and Thurnham?”
“Can you repair wooden windows in listed buildings around Canterbury Cathedral?”
This gives your page more searchable content and helps you show up for voice searches.
The classic fear:
“If I make 10 pages about the same service in different towns, won’t Google penalise me for duplicate content?”
Short answer? No, not if you do it right.
Long answer? Let’s break it down.
Google doesn’t penalise businesses for targeting multiple locations. In fact, it expects local businesses to serve more than one area.
What it doesn’t like is when you copy and paste the exact same content, switch out the town name, and hope for the best.
“We are expert plasterers in [TOWN NAME]. We offer high-quality plastering in [TOWN NAME]. Get in touch today if you need a plasterer in [TOWN NAME].”
If your location pages look like that, congratulations, you’ve built 15 pages Google will completely ignore.
But when each page is:
..…then Google sees each one as a unique, useful, locally relevant resource and rewards it accordingly.
Here’s what we do at Local Trades Websites to avoid duplication and make every page valuable:
🟢 We vary the sentence structure and wording between town pages
🟢 We include different client quotes, locations, and nearby landmarks
🟢 We tailor CTAs and service lists based on real jobs or enquiries in that area
🟢 We even change the order of sections to avoid a “template feel”
We used this exact process when scaling TraditionalCarpentry.uk from 12 core pages to over 1,400, with no penalties and no issues, just more visibility and more leads. Each page was handcrafted to pass AI detectors, add real SEO value, and actually sound like something a local customer would want to read.
And guess what? Those pages still work, some ranking on page 1 years after going live.
Pro tip: Don’t build location pages unless you’re willing to do them properly. Half-assed pages stuffed with keywords and no unique value can hurt your trust score and waste your time.
If you’re not sure how to strike the balance, we can write them for you ,or give you a proper structure that works.
A lot of self-employed tradespeople, maybe even you, run everything from home. Your office might be your van, your kitchen table, or that mysterious corner of the garage where the printer lives.
So you might be thinking:
“Do I really need location pages if I don’t have a physical premises in each town?”
The answer is a loud and confident: 100% yes.
Here’s why: Google doesn't care if you don’t have a shopfront in every town.
What it cares about is whether you serve those areas and whether there’s a clear digital trail that proves it.
Even if your business is officially registered in Sittingbourne, but you regularly install kitchens in Faversham and do bathroom refits in Herne Bay, you can (and should) have dedicated landing pages for each of those towns.
Why? Because when someone Googles:
Google wants to show pages that:
✅ Mention that town
✅ Offer that service
✅ Prove the business is active there
If your only mention of Herne Bay is buried in a generic list on your contact page, you're not showing up, you’re staying hidden behind competitors who’ve built proper pages.
We helped TraditionalCarpentry.uk - a business run from a small workshop with no shopfront, dominate search results across Kent and London.
They didn’t need to rent units in every borough. They just needed strong location-specific content for the areas they already covered.
We created high-quality pages for every borough in London and every major town and village in Kent, even rural areas that bigger competitors weren’t targeting. And it worked. They now pull in local traffic in over a hundred locations, many of which they don’t physically operate in, but where they do work regularly.
So yes, even if you’re working out of your shed, your van, or a converted loft, you can still rank in:
📍 Multiple towns
📍 Postcode clusters
📍 Boroughs you travel to
📍 Areas your competitors are ignoring
Bonus tip: You can even build pages around “service types + area” combos. For example:
“Secondary Glazing in Greenwich”
“Timber Door Replacement in Camden”
These pages don’t just prove your reach, they boost your trust. Customers feel more confident knowing you’ve done work right in their area, even if you’re not based on the high street.
Let me be honest, writing one page about your services is already a job you’ve probably put off for weeks. Writing ten separate town pages? That’s the stuff of nightmares. If you’ve ever found yourself typing “Plasterer in Whitstable” for the fifteenth time and wondering what you’ve done with your life..… I get it.
But here’s the thing: location pages don’t have to be soul-destroying.
You just need a plan and a bit of help knowing what works.
Here’s how to make the process manageable (and even a bit enjoyable):
✅ Start Small
Don’t try to build 50 pages in a weekend. Start with 3 to 5 of your top-performing towns or most highly populated areas, the ones where you already do work, or want to get more of it. Prioritise places where you know demand is strong and competition is beatable.
✅ Use a Proven Structure
Stick to a format that works:
Once you have this formula down, it’s a rinse-and-repeat job, just tweak and tailor each one.
✅ Vary the Content
You can reuse some of the structure, but don’t just copy-paste whole blocks. Change up:
This keeps Google happy and makes each page feel natural to read.
✅ Use AI tools (carefully)
Yes, AI can help you brainstorm ideas or rough drafts, but don’t rely on it to spit out 20 finished pages. You’ll end up with robotic fluff that ranks nowhere. If you’re using AI, edit everything to sound human, your customers aren’t robots either.
✅ Or... let us do it for you
At Local Trades Websites, we’ve written hundreds of high-ranking town pages for real tradespeople and we don’t just swap out names. Every page is:
When we worked with TraditionalCarpentry.uk, they didn’t have time to write even ten pages, let alone the 1,400+ we ended up creating. We built SEO landing pages for every town and borough in Kent and London, plus target service pages for sash windows, wooden doors, draught proofing, secondary glazing, and more. The result? They went from local to everywhere, and their website turned into a lead-generating machine.
Bonus tip: Repurpose the content. Turn town pages into blog posts, portfolio entries, or case studies, all while feeding Google’s hunger for fresh content.
If you’re a local tradesperson, your website shouldn’t just be a glorified business card, it should be a 24/7 sales rep working to win you jobs in the exact areas you want.
And that only happens when Google can see:
Where you work
What services you offer
Why you’re the best option for that town
Without dedicated pages for each of your target towns and services, you’re invisible in local search results, no matter how many years you’ve been in business or how skilled you are with a toolbox.
But with a handful of smart, unique, well-structured landing pages, you can go from:
“One of many builders in Kent”
To “Top-rated builder in Tunbridge Wells, Faversham, Canterbury, and Sittingbourne,” according to both Google and your customers.
This is exactly how we helped TraditionalCarpentry.uk grow from a handful of pages to over 1,400, dominating search results across every major town in Kent and every borough in London. We also created custom service pages to target what they wanted to be known for — not just what they were already doing.
No ads. No gimmicks. Just smart, strategic SEO that made their digital footprint bigger than their competitors’.
So whether you’re a carpenter, electrician, decorator, plumber, plasterer or general builder, if you serve multiple areas, you need location pages. And if you don’t have time to write them properly?
That’s where we come in.
We’ll:
Build a location SEO plan tailored to your business
Write unique, Google-friendly content for each town
Design landing pages that actually convert
And show you the results as leads start rolling in
Book a free call with Local Trades Websites and let’s start building you a website that doesn’t just look good… it ranks.
