The 5 Most Underrated Pages Every Home Service Website Should Have

Most home service websites focus on their homepage and service pages. But the best-performing sites — the ones that convert traffic into booked jobs — go further.

They include overlooked but critical supporting pages that build trust, reduce friction, and signal credibility to both customers and Google.

Here are five underrated pages every contractor, HVAC tech, plumber, and home service business should have — and why they matter.

1. About Page That Builds Trust (Not Just a Timeline)

Your about page isn’t for telling your life story. It’s a conversion tool.

It helps answer a customer’s hidden question: Can I trust these people in my home?

A strong about page should include:

• A short, clear story: why you started, who you serve
• Real team photos, not stock images
• Your mission, values, and what sets you apart
• Any relevant licenses, awards, or credentials

Bonus: Include a short testimonial or two about your team’s professionalism or friendliness.

2. Service Area Page (Yes, Even If You Mention It on Your Homepage)

Google needs help understanding where you operate — and so do your customers.

A dedicated service area page can:

• Improve rankings for “[service] in [city]” searches
• Help reduce irrelevant calls from outside your area
• Show you're embedded in the community

Make sure it lists:

• Cities, ZIP codes, and/or neighborhoods you serve
• A service radius from your HQ
• Local keywords integrated naturally

If you serve 5+ cities, consider creating individual city pages linked from your main service area hub.

3. FAQ Page That Prevents Phone-Tag and Builds SEO

An FAQ page does two things well: it saves your team time and improves SEO.

Add questions you hear all the time, such as:

• What areas do you serve?
• Do you offer 24/7 emergency service?
• How much do you charge for estimates?
• Are your technicians licensed and insured?
• Do you offer financing or maintenance plans?

Each question is a mini SEO opportunity and helps qualify your leads before they call.

4. Reviews or Testimonials Page That Feels Human

Yes, reviews should be on your homepage and service pages — but a dedicated reviews page adds depth.

This is where prospects go when they’re almost ready to call, but need that final nudge.

Include:

• Customer reviews pulled directly from Google or Facebook
• Photos of the techs or jobs mentioned
• Filters by service type, city, or common concerns (e.g., speed, cleanliness, expertise)

Avoid generic testimonial sliders. Make it easy to skim and real to experience.

5. Privacy Policy and Terms Page (for Trust and Compliance)

It might not be flashy, but a privacy policy and terms of use page:

• Protect your business legally
• Help you comply with data regulations (especially if you run ads)
• Build trust with customers who care about how their info is used

It’s also increasingly required by ad platforms like Google and Meta. Add it to your footer and keep it current.

Conclusion

Your homepage may get the most visits, but these five supporting pages often do the heavy lifting when it comes to building trust, clarifying expectations, and helping customers say yes.

Make sure they’re part of your site — not buried, not forgotten — and they’ll help turn more visitors into booked jobs.