What each industry page tells you
Every page has the same shape, so you can compare. It names the pages the site needs and the calls to action that bring inquiries: a tap-to-call number for a plumber, the menu as text for a restaurant, a new-patient page for a dentist. It names the booking, ordering and payment tools the site links to; the integrations page lists them.
The build is the same everywhere: describe the business in chat, refine the preview, publish, connect your domain. On Starter and Pro the growth work starts once your domain is live and Google Analytics and Search Console are connected; the pricing page has the plan details.
What changes from one industry to the next
The 17 pages fall into four groups by what the site has to do first.
- The trades and home services (contractors, plumbers, roofers, HVAC, electricians, landscapers, cleaning companies): the site has to get a call or an estimate request from a phone. The number sits on the first screen, emergency work is separated from quotes, and there is a page per service and per town, with the license number and insurance where a customer looks for them.
- Professional services (law firms, accountants, financial advisors, insurance agencies): the site has to earn trust before the first conversation. Credentials, bar admissions and disclosures go where they belong, services are described without outcome promises, and the first step fits the practice: a consultation, a client portal, a quote through the agency's own rater.
- Health, wellness and beauty (dentists, therapists, veterinary clinics): the site sends people to book. A new-patient page, an emergency or after-hours block and an appointment button that opens the practice's own scheduler matter most, and the forms ask only for a name, contact details and a short message.
- Restaurants, churches and nonprofits: the first job is to get a visitor to the menu, the service times or the programs. The menu is written as text so search engines read it, and the Reserve, Order, Give and Donate buttons link out to the tools already in use.
What these sites get from Google search today
In Theo's audit of 5,974 small business websites, 48 percent of the 4,027 sites with search data got an estimated zero visitors a month from Google search. The table further down this page breaks that out by industry bucket, from the full report: health, wellness and beauty is the lowest at 32 percent of the 266 sites with search data, home services and trades is at 39 percent of 373, and professional services is at 51 percent of 381; the shares are of the sites in each bucket with search data, not of every site audited. Every bucket has sites on both sides of that line, and the ongoing work is the same in each: pages that use the words customers type, technical fixes, and pages submitted to Google through Search Console on Starter and Pro.
If your business is not listed
These 17 pages are the trades with a page of their own, not the only businesses Theo builds for. A barbershop, a yoga studio or an auto repair shop gets the same build from a description in chat, and the example sites include demos for all three. Start from the closest page for the shape, then tell Theo the rest. If you have a site already, the free audit shows what it gets from Google search now, with the fixes in order; if you do not, the first build is free and you see the preview before choosing a plan.