Accreditations, testimonials, and case studies: where to put them and how to style them for maximum impact.
In the trades, trust is the currency. People are terrified of cowboys. They are inviting a stranger into their home to spend thousands of pounds. If they don't trust you, price doesn't matter. They will not hire you.
Your website's primary job is not to look pretty; it is to build trust. Here are the 5 signals you need to have.
1. Real Faces (The "No Stock Photo" Rule)
Stock photos destroy trust. If I see a picture of a model in a spotless hard hat holding a blueprint that clearly isn't of my house, my "bullshit detector" goes off.
A blurry photo of you and your team in uniform, standing next to your signwritten van, is worth 100x more than a polished stock photo. It proves you exist. It proves you are local. It shows them who is coming to their door.
2. Specific Testimonials
"Great job, would recommend" is a weak review. It could be written by your mum.
A strong review tells a story. "John arrived on time precisely at 8am, covered all the carpets before starting, and the final invoice was exactly what he quoted."
To get these reviews, you have to ask specific questions. Don't ask "How was it?". Ask "What was the best thing about working with us?" or "How did we compare to other trades you've used?".
3. Accreditations in the Header
Don't hide your Gas Safe, NICEIC, or FMB logo in the footer. Put them right at the top of the page. Even better, put them next to every "Get a Quote" button.
These are badges of authority. They tell the customer "I have been vetted. I am safe." Use them.
4. Case Studies > Galleries
A gallery of photos is nice, but it lacks context. A "Case Study" explains the problem and the solution.
Instead of just a photo of a new roof, write: "This customer in Shoreditch had a persistent leak around the chimney. We stripped the lead flashing, installed a new Code 4 lead tray, and re-pointed the stack. Problem solved for good."
This shows your expertise. It proves you know why you are doing what you are doing.
5. The Guarantee
This is the ultimate trust signal. Use a bold guarantee to reverse the risk.
"We don't leave until you are 100% happy. All workmanship guaranteed for 12 months."
If you are good at your job, this costs you nothing. But it tells the customer that you are confident in your work, which makes them confident in you.
