Skill packs
Local trades skill pack
Plumbing, HVAC, electrical, roofing, garage doors, locksmiths, pest control, landscape maintenance. Trades pages live or die on speed-to-call: how clearly the page communicates response time, service area, and trust signals.
Page archetypes
| Archetype | What it's for |
|---|---|
| Homepage | The main landing page for the business. Carries top-of-the-stack benefit, service overview, and primary CTA. |
| Service page | One specific service (e.g. drain cleaning, AC installation). The bulk of trades SEO surface area lives here. |
| Emergency service page | 24/7 / response-time-driven. Pacing and CTA emphasis is different — phone number above the fold, response time prominent. |
| Location page | City or neighborhood. "Plumber in Tempe", "HVAC services in Phoenix" — tied to a specific search location. |
| Educational article | Top-of-funnel. "Why is my water heater leaking", "How long does a furnace last". Builds trust and intercepts research-stage searches. |
Service types
Pick the service type that matches the page's intent — drives the angle of the brief and draft.
- Emergency / urgent — burst-pipe, stuck garage door, locked-out, swarm-on-the-deck
- Repair — fix something that's broken
- Installation — install something new
- Maintenance — recurring care (tune-up, inspection schedule, seasonal service)
- Inspection / consultation — assess and report (pre-purchase inspection, energy audit)
- Replacement — full-system swap-out, distinct from repair
- General service — fallback when the page covers multiple types
What the trades pack emphasizes
- Response time and availability on emergency / repair pages — the dominant differentiator vs competitors
- Service area boundaries — neighborhoods, cities, ZIP codes the business actually serves
- Trust signals — license number, bonding, insurance, BBB rating, years in business, family-owned status
- Phone-first CTAs — the click-to-call is usually the primary conversion, ahead of forms
- Honest pricing language — "starts at", "free estimate", "no service charge if we do the work" — without committing to fixed prices
- Schema:
LocalBusiness+ the appropriate subtype (Plumber,HVACBusiness,RoofingContractor, etc.)
What the trades pack avoids
- Vague "quality service" filler — trades buyers want concrete signals (license, response time, BBB)
- Discussing competitor pricing directly — defamation risk and looks petty
- Generic stock-photo language ("our team of dedicated professionals…") — flagged for replacement with specifics
- Medical or legal framing that requires regulatory disclaimers
FAQ patterns
The pack surfaces FAQ candidates from the SERP and from a vertical pattern library. Common trades FAQ shapes:
- "How quickly can you respond?"
- "Do you charge for estimates?"
- "Are you licensed and insured?"
- "What areas do you serve?"
- "What does X service typically cost?"
- "Do you offer financing?"