Behind the Bark
An “old website” is not the real problem.
The real problem is this: you are paying for attention (Ads, LSA, Maps)… then sending it to a page that does not earn trust fast enough.
Your site is not a brochure. It is your closer.
Here’s the trust sequence a homeowner needs, in order:
Safety and property protection
Cleanup proof
Proof stack (reviews, insurance, real crew, real work)
A fast next step (call or book in seconds)
Ask yourself:
When someone clicks from Maps or an ad, do they see those four things in under 60 seconds?
If a competitor copied your site layout, would they book more jobs than you?
Limb of the Week
The no-fluff website spec for tree companies
If you only build five pages, build these five. Anything else is optional.
Page 1: Home (the trust landing pad)
Job: answer “Are you legit?” and “Should I call you?” immediately.
Must-haves:
One clear headline: what you do + where you do it
3-line promise above the fold: property protection, controlled work, clean finish
Proof stack near the top: recent reviews, licensed/insured, real crew photos
Mobile: sticky click-to-call + a “Book Estimate” button visible without scrolling
Simple “How it works” in 3 steps: request, confirm, schedule
Page 2: Services (written for homeowners, not tree guys)
Job: match their problem to your service and remove fear.
Must-haves:
Simple service sections (removal, pruning, storm, cabling if you sell it)
“What’s included” and “What’s not included” for each major service
A “What drives price” box:
access and carry distance
hazards and power lines
rigging complexity
haul-off vs keep wood
cleanup level
One line to keep in your head:
Homeowners are not scared of price. They are scared of surprise.
Page 3: Service Area (filters junk before it hits your phone)
Job: stop wasting time on out-of-range leads.
Must-haves:
Map or clear list of towns and counties you actually serve
Boundary line: “If you are outside this area, we cannot quote.”
Rule: require an address before confirming an estimate
“Check your address” prompt near the form
Question:
How many “bad leads” are just out of range or too far to be profitable?
Page 4: Proof (make quality visible)
Job: make trust obvious so you do not compete on price.
Must-haves:
Gallery organized by outcomes (not random photos):
Controlled rigging and safe drops
Property protection (mats, plywood, cones, landscaping protected)
Cleanup finish (final photo, hard surfaces blown, lawn raked)
Crew faces at work (PPE on, real jobsite, real equipment)
Reviews that show recency (not just a badge)
License/insurance presented simply, in one place
What to shoot (so you actually execute):
Rigging: wide shot showing target, landing zone, and control
Protection: mats down, cones up, driveway and turf protected
Cleanup: final photo that looks “done” without explanation
Page 5: Book Estimate (one flow that sets expectations and reduces junk)
Job: convert good leads and reduce tire-kickers without killing conversions.
Keep it short, but smarter than “name and message.”
Required fields:
Name, phone, address
Job type (removal, prune, storm)
Timeline (urgent, 1 to 2 weeks, this month, no rush)
Photos upload (optional but strongly encouraged)
Access notes (gate, fence, tight driveway, power lines)
Option A filter: make the Timeline do more
Do not add “Is this over $1,000?” style questions. They can spook good buyers.
Instead, route expectations based on timeline:
Urgent / 1 to 2 weeks: “We reply fast and schedule ASAP.”
This month: “We reply within 1 business day.”
No rush: “We reply within 1 to 2 business days and schedule on the next open route.”
The 2-step booking flow that converts:
Form asks 4 to 5 smart questions (address, job type, timeline, photos (optional), access notes)
Thank-you page sets expectation: “We confirm service area, then text you to schedule.”
Question:
When someone submits your form, do they know what happens next, or do they sit and wonder?
Financing and terms (simple trust booster, not a gimmick)
If you offer financing or card payments, put it in plain language:
“Financing available” (with a link)
“Deposit and payment terms” (simple bullets)
“Proof of insurance available on request”
If you do not offer it, do not tease it.
Action Steps (15 to 45 minutes each)
Open your site on your phone and time it: how many seconds to call or request an estimate? If it is over 60 seconds, fix that first.
Add a “What drives price” box to your Services page using the 5 bullets above.
Build a Proof page with three categories: protection, rigging, cleanup. Add 10 photos total. Improve later.
Update your form to require address, job type, timeline, and photos upload (optional but encouraged).
Rewrite your thank-you page: “We confirm service area, then text you to schedule. If you selected ‘no rush,’ expect a reply within 1 to 2 business days.”
Sawdust
Two quick trust upgrades that do not require a rebuild:
Add “What happens after you request an estimate?” directly under the form.
Put your service area in the nav or footer so people stop guessing.
Also: stop posting random stump shots as “proof.” Your best-selling photos are protection, control, and a clean finish.
Kickback
Most expensive websites are not expensive because they book jobs.
They are expensive because they are treated like a pretty brochure rather than a job-producing machine.
Simple standard:
If a homeowner cannot call or request an estimate in 60 seconds on mobile, your site is underperforming.
If you want, reply with:
Your website
Your service area
Where you are running ads: (Google Ads, LSA, Meta, Yelp)
And I’ll send back the 3 trust leaks we see, along with what to change first.
-Jacob
