How many industry pages should a business have?
As many as you have genuine depth in, which for most small businesses is two or three rather than twenty. Coverage and page count are different things — you can serve a dozen industries and have three pages, and say plainly on the services page who else you work with.
Decide which industries deserve a page
Not all of them. A page per industry only works when you can write something genuinely different for each one, and you cannot do that for a trade you have served twice.
Start with the industries where you already do most of your work. You know their vocabulary, their objections and what goes wrong on their jobs — and that knowledge is the entire difference between a page that ranks and a page that reads like a brochure.
Three strong industry pages beat twelve thin ones. Thin near-duplicate pages compete with each other and can drag on the rest of the site.
Work out what that industry actually searches
Different trades describe the same problem differently. A restaurant owner in Pasadena does not search for what a machine shop searches for, even when both need the same service.
Before writing, collect:
- The words those customers use on the phone with you
- The question they ask first
- The objection you answer every time
- What they are comparing you against
That material only exists inside your business. It is what makes the page specific.
What the page has to contain
The industry named in the heading and the first line. Someone landing from a search should see their own trade immediately.
The problem in their terms, not yours. Not "we provide integrated solutions" but the thing that is actually going wrong.
What you do about it, concretely enough that a reader can picture the visit.
Why this industry is different. If the page would read identically with another trade swapped in, it is not an industry page.
Proof you actually have. Photographs of your own work, the years you have been doing it, reviews from customers in that trade. Not borrowed credibility.
One clear next step, with the phone number where the decision gets made.
The Pasadena part
A local industry page needs something real about the area or it is a national page with a city name in the title. What is genuinely local: the age and type of buildings you work on, the industrial corridor along the ship channel, seasonal problems that hit this part of Harris County, and the areas you can reach quickly.
If you cannot write three specific sentences about serving that industry in Pasadena, the honest answer is that you need a service page, not a location-plus-industry page.
How to tell whether it worked
Not by rankings. Count enquiries from that industry before and after, and how many became jobs. A page that ranks and produces nothing is a page aimed at the wrong search.
Give it months rather than weeks — new pages take time to be crawled, indexed and assessed.
Getting it planned
Bring the two or three industries you do most work for and what those customers ask on the phone. That is the whole input, and it is a short conversation.
Frequently asked questions
How many industry pages should I build?
Only as many as you can write something genuinely different for. Start with the industries you already do most of your work in. Three strong pages beat twelve thin ones, and near-duplicate pages compete with each other.
What makes an industry page different from a service page?
A service page describes what you do. An industry page describes what you do for one trade, in their vocabulary, against their specific problem. If it reads identically with another industry swapped in, it is a service page with a new heading.
How long before an industry page produces enquiries?
Months rather than weeks. A new page has to be crawled, indexed and assessed before it ranks for anything competitive, and no honest answer promises a date.
How do I measure whether it worked?
Count enquiries from that industry before and after, and how many became jobs. Rankings alone can look healthy while producing nothing, if the page is aimed at a search buyers do not make.