# Site structure: Trades and call-out services

Made with Aesthetary IA Library, 2026-10-06. Pattern maturity: reasoned, not built.

## Brief
- How soon do people usually need you? **Right now, it’s an emergency**
- What should a ready visitor do? **Phone us**
- How many distinct services or offers? **2 to 6**
- What proof do you actually have? **Registrations, licenses, memberships, Reviews or ratings**
- Do you have real local content for each area you cover (jobs done there, the person based there)? **No, just the list of areas**
- Can you publish prices? _not answered_
- Do clients care which person they get? _not answered_
- How many languages? _not answered_

## How to use the copy guidance
- **Write:** An instruction, not text to publish. Write original copy for this project that does what the formula describes, using the project’s real facts. Never publish the formula, or anything in square brackets.
- **Why it works:** The reasoning behind the section, for whoever writes the copy. Use it to judge a draft; don’t put it on the page.
- **Illustrative example:** Written for a made-up business to show the formula applied. Never reuse its wording, names, places, numbers or quotes.
- **Project content:** The project’s own facts are the brief’s answers, any entities and project decisions, and the slots marked “to supply”. Fill slots only with real content from the business. If it isn’t available, leave the slot visibly empty and list it; never invent reviews, ratings, registrations, prices or results.

## Primary action
Phone: Reach the business by phone, now. Second route: Message (WhatsApp, Viber, SMS).
Why: In an emergency people phone. The call goes on every view, with when it is answered.

## Pages

### Home
Route: / · Job: Can you come, to me, soon, for roughly what, and are you legit?
1. **What this is** (jobs: orient, explain) — Trade and town in plain words.
   Slots: What you do, in plain words; Who it is for (conditional); Where (town or area) (conditional)
   Write (an instruction, not text to publish): [The jobs you do + where + how fast you come], then [your price promise + who turns up]
   Why it works: Someone with a leak or a broken boiler is scanning for three answers: do you do this job, do you cover my area, and how soon. Answering all three in the first line keeps them from going back to the search results.
   Illustrative example (made-up business; don’t reuse): “Boiler repairs and emergency leaks, across the city.” Then: “Fixed call-out price. An engineer on the way, day or night.”
2. **Main action** (jobs: act) — Call, quote or book, chosen by urgency and main_action.
   Slots: Primary action (a role, not a label); Second route (optional); Terms at the action (conditional)
   Write (an instruction, not text to publish): [Call or book + who answers], with [call-out fee + when the phone is answered]
   Why it works: An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
   Illustrative example (made-up business; don’t reuse): “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.
3. **Where we work** (jobs: orient, reassure) — The eligibility check, next to the action.
   Slots: Towns and areas, as text; What happens just outside (optional); Map (optional)
   Write (an instruction, not text to publish): [Where you work, as place names] + [what happens just outside]
   Why it works: Answers “do you cover me?” straight away, so people outside your area don’t waste a call and people inside it don’t wonder.
   Illustrative example (made-up business; don’t reuse): “Leeds, Horsforth, Pudsey, Morley and Wetherby. Just outside? Ask; we add a travel charge of £—.”
4. **Proof** (jobs: prove, reassure) — Registrations, insurance, review count: what each must show comes from the field’s rules.
   Slots: Registrations (conditional); Insurance (optional); Review source, count and date (conditional); Named clients (with permission) (conditional)
   Write (an instruction, not text to publish): [Verifiable evidence that reduces hesitation], each with a way to check it
   Why it works: Gives people something they can check, so they don’t have to take your word for it.
   Illustrative example (made-up business; don’t reuse): “Gas Safe registered · no. — · Check the register ↗”
5. **Services** (jobs: explain, explore) — Job types, each linking to its priced page.
   Slots: Services; Grouped by need, client type or life event (optional); Price or “from” price per service (conditional)
   Write (an instruction, not text to publish): [Job + “from” price], one line each, in the words customers search for
   Why it works: People arrive with a specific job in mind. Seeing that exact job, with a rough price, tells them they’re in the right place without reading further.
   Illustrative example (made-up business; don’t reuse): “Emergency leak repair · from £—”, “Boiler repair · from £—”, “Boiler service · from £—”.
6. **What happens next** (jobs: explain, reassure) — What happens after you call: who comes, when, what it costs to come.
   Slots: Step; Time per step (optional); Cost per step (optional)
   Write (an instruction, not text to publish): [What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]
   Why it works: Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
   Illustrative example (made-up business; don’t reuse): “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
7. **Who you’ll deal with** (jobs: reassure, prove) (depends: people) — Who turns up.
   Slots: Name and role; Personal registration and number (conditional); Photo (consented) (optional); What they do for you; Book with this person (conditional)
   Write (an instruction, not text to publish): [Name + role] + [what this person does for the customer]
   Why it works: Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
   Illustrative example (made-up business; don’t reuse): “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
8. **What clients say** (jobs: prove) — Attributed, dated, sourced.
   Slots: Quote, name or initials, context, date, where it was left
   Write (an instruction, not text to publish): [A real customer’s words + the specific result], with name or initials, place, date and where it was left
   Why it works: Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
   Illustrative example (made-up business; don’t reuse): An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
On a phone, first: action, service-area, proof-strip

### One page per service (one per service)
Route: /services/{service} · Job: Do you do exactly this, for how much?
1. **Item summary** (jobs: orient, explain) — Names the service and who it is for, in the visitor’s words.
   Slots: Title; One-line summary; Price, status or date (conditional)
   Write (an instruction, not text to publish): [The job, named the way customers say it] + [who it’s for + price from + how soon]
   Why it works: Confirms the visitor found the exact job they searched for, and answers the first two questions: how much, and how soon.
   Illustrative example (made-up business; don’t reuse): “Boiler repair: most makes, from £—, usually fixed within a day.”
2. **Prices** (jobs: reassure, explain) (depends: prices) — The price for this service, with what’s included and any extra fees.
   Slots: Item and price (or “from” price); What’s included (conditional); Tax shown or included; Extra fees (call-out, deposit, travel) (conditional); What changes the price (conditional); Last updated (optional)
   Write (an instruction, not text to publish): [This job + fixed or “from” price] + [what’s included] + [what could add to it]
   Why it works: The price of this one job, what’s included and what could add to it.
   Illustrative example (made-up business; don’t reuse): “Boiler service · £— including VAT · parts extra, quoted before we start.”
3. **What happens next** (jobs: explain, reassure) — What happens from the first call to the finished job: the question that stops people booking.
   Slots: Step; Time per step (optional); Cost per step (optional)
   Write (an instruction, not text to publish): [What they do first] → [what you do next + how fast] → [the work] → [how it ends + what it costs]
   Why it works: Takes the unknown out of getting in touch: what happens after the first click, who does it, how long it takes and what it costs.
   Illustrative example (made-up business; don’t reuse): “1 You call or send a photo. 2 We give you a time, usually the same day. 3 The engineer fixes it and shows you what was wrong. 4 You pay the price we agreed.”
4. **Who you’ll deal with** (jobs: reassure, prove) (depends: people) — Who provides this service, when clients pick a person.
   Slots: Name and role; Personal registration and number (conditional); Photo (consented) (optional); What they do for you; Book with this person (conditional)
   Write (an instruction, not text to publish): [Name + role] + [what this person does for the customer]
   Why it works: Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
   Illustrative example (made-up business; don’t reuse): “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
5. **Proof** (jobs: prove, reassure) — The registration or license that covers this specific work (a gas engineer’s categories, a solicitor’s practice area).
   Slots: Registrations (conditional); Insurance (optional); Review source, count and date (conditional); Named clients (with permission) (conditional)
   Write (an instruction, not text to publish): [Verifiable evidence that reduces hesitation], each with a way to check it
   Why it works: Gives people something they can check, so they don’t have to take your word for it.
   Illustrative example (made-up business; don’t reuse): “Gas Safe registered · no. — · Check the register ↗”
6. **What clients say** (jobs: prove) — Reviews about this service rather than the firm in general.
   Slots: Quote, name or initials, context, date, where it was left
   Write (an instruction, not text to publish): [A real customer’s words + the specific result], with name or initials, place, date and where it was left
   Why it works: Lets someone like the visitor say it for you. A quote about the job they need does more than general praise.
   Illustrative example (made-up business; don’t reuse): An illustration of the shape, for a made-up business: “Water through the kitchen ceiling at 9pm; fixed by 11.” Sam, Headingley, March, on Google. Use your real reviews.
7. **Questions people ask** (jobs: reassure) (optional) — Only the questions people ask about this service.
   Slots: Question and answer
   Write (an instruction, not text to publish): [Real customer objection + direct answer]
   Why it works: Answers the doubts that stop people acting, in the words they use when they ask.
   Illustrative example (made-up business; don’t reuse): “Do you charge if you can’t fix it? You pay the call-out fee only, and we tell you what it would take.”
8. **Main action** (jobs: act) — The page’s one action, with this service’s terms beside it.
   Slots: Primary action (a role, not a label); Second route (optional); Terms at the action (conditional)
   Write (an instruction, not text to publish): [Call or book + who answers], with [call-out fee + when the phone is answered]
   Why it works: An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
   Illustrative example (made-up business; don’t reuse): “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.

### About and people — depends on people
Route: /about · Job: Who you are letting into your home.
1. **Who you’ll deal with** (jobs: reassure, prove) — Name, role, what they do for you, registration.
   Slots: Name and role; Personal registration and number (conditional); Photo (consented) (optional); What they do for you; Book with this person (conditional)
   Write (an instruction, not text to publish): [Name + role] + [what this person does for the customer]
   Why it works: Puts names and faces on the business. That matters most when you come into someone’s home or handle their money or health.
   Illustrative example (made-up business; don’t reuse): “Dan Shaw, heating engineer. Services and repairs most boilers in the north of the city. Gas Safe no. —.”
2. **Proof** (jobs: prove, reassure) — Each person’s registration with a check link, on their own page.
   Slots: Registrations (conditional); Insurance (optional); Review source, count and date (conditional); Named clients (with permission) (conditional)
   Write (an instruction, not text to publish): [Verifiable evidence that reduces hesitation], each with a way to check it
   Why it works: Gives people something they can check, so they don’t have to take your word for it.
   Illustrative example (made-up business; don’t reuse): “Gas Safe registered · no. — · Check the register ↗”
3. **Main action** (jobs: act) (depends: people) — “Book with this person”, when clients choose.
   Slots: Primary action (a role, not a label); Second route (optional); Terms at the action (conditional)
   Write (an instruction, not text to publish): [Call or book + who answers], with [call-out fee + when the phone is answered]
   Why it works: An urgent customer wants to act now. Saying who picks up, and what the visit costs before they call, removes the two worries that stop them dialing.
   Illustrative example (made-up business; don’t reuse): “Call now, an engineer answers”, with “Call-out fee £— · answered 24 hours” beside it.

## Page frame
- Always-there call or book (include): Emergency work: reaching you must be possible from every view, with the hours it’s answered. How it looks is Design’s.
- Language switch (depends): Several languages: a way to switch is required on every page. Where and how it shows is Design’s.

## Left out, and why
- Home: Prices: left out because services is “2 to 6”
- page: All services: left out because services is “2 to 6”
- page: One page per area: left out because area_pages is “No, just the list of areas”
- page: Prices: left out because services is “2 to 6”
- page: Finished jobs: left out because proof is “Registrations, licences, memberships, Reviews or ratings”
- page: Quote or booking: left out because main_action is “Phone us”

## Open questions
- Can you publish prices?
- Do clients care which person they get?
- How many languages?
- Do clients care which engineer comes? (The brief’s “we turn up when we say” suggests naming who turns up.)
- Are job prices published, “from”, or by quote?
- Which towns around Leeds are covered?
- How many languages? (Not stated, so not assumed.)
- Is messaging a second route? The pattern suggests it; the brief only asks for the phone.
- Whether builders belong here or in Portfolio (see Boundary cases).
- Whether the B2B variant (hauliers, contractors who quote) holds.
- Whether a per-area page with real local content (jobs done there, the local engineer) is worth having.
- No trades site has been built from this or tested with visitors.

## Handoff
- Design: Read pages[] in order and modules[] in order: that is the hierarchy. jobs[] say what each module must achieve; status "depends" means unresolved, not optional. Look, type, imagery and Elements are Design’s; nothing here prescribes them.
- Build: Make one route per page (one per entity where one_per is set), modules in the given order, every slot with need "required" filled before ship. Implement each action so it achieves its intent on this project’s platform. Do not read why as an instruction.
- QA: Check that each included module does its jobs, required slots are filled with real content, left_out items stayed out, and the primary action leads where its label says.
- Copy: Write each section’s copy from copy.formula and the project’s real facts; check it against copy.why_it_works. Never reproduce copy.illustrative_example or publish text in square brackets. The guidance is a set of recommendations to test with real visitors, not a promise of results.