Hometown Heroes × 603 Welding & Erection
Client onboarding
603 Welding & Erection
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Onboarding · Website build

Everything I need
to build 603’s site.

This is the groundwork for your website. The more of it you fill in, the less guessing I do, and the more the site sounds like you instead of like a template. Nothing here is a test. Skip anything you do not know or do not want on the site, and we will sort it out on a call.

13 sections about 25 minutes saved automatically do not know it? skip it
00

Your details

So a half-finished form is never lost, and I know who to call if something needs clearing up.

You are on job sites. I would rather use the channel you actually answer.
Text Call Email Whatever is quickest
I am in the Netherlands, about 6 hours ahead of Manchester, so this genuinely helps.
01

The business

The hard facts. These have to match your Google profile exactly, character for character, or Google treats you as two different companies.

Exactly as registered
The short version people actually say. Leave blank to use the legal name.
Total welding experience, not just this company
If you work out of a home address, Google lets us hide it and show a service area instead. That is normal and it does not hurt rankings.
Yes, publish the full address I have a shop but keep it private No shop, service area only
Street, city, state, ZIP
Yes, by appointment Yes, walk-ins fine No, we come to you
The number that should ring from every page
Office, shop, or a backup if you cannot answer
It is already on your truck. It reads as legitimate to a facility manager.
Rough is fine. Weekdays, and whether you work Saturdays.
Breakdown work is high-intent and very little of your competition advertises it.
Yes, 24/7 Yes, but case by case No, business hours only
The rate is internal unless you tell me to publish it.
02

You and the crew

A general contractor is hiring a person, not a logo. This is the part of the site that does the most work and the part nobody else bothers to fill in.

Plain and true beats polished. This becomes the About page, and it is what people remember when they are weighing three quotes.
Optional, but it is a strong thing to have on the About page: not just the founding story but how the business actually grew. A milestone a year is plenty - the first truck, the first big commercial job, going full-time, hiring the first crew member, whatever actually happened. Leave it empty if you would rather just tell the one story above.
Where you learned, who you learned under, how long
It is on your card and your logo. I want to say it accurately, not vaguely.
VOSB or SDVOSB registration opens up government and institutional bid work, and it is a genuine ranking and trust signal. If you are not registered, that is worth a separate conversation.
Yes, SDVOSB Yes, VOSB No, not registered Not sure
Just me 2-3 4-6 7+ Varies, I bring in help per job
Optional. Only add people who are happy to be named and photographed.
03

Credentials, licensing & insurance

This section is the one that wins commercial work. A GC or facility manager checks these before they call, and most welding sites never state them.

Why this matters more than it looks. On a commercial job the first question is never “are you any good”. It is “are you covered, and are you certified to the code on my drawings.” Putting real answers on the page removes a phone call from the buying process and rules out the shops that cannot answer it.
Pick what applies, and add anything missing. If a cert is in progress, say so in the notes below rather than claiming it.
AWS D1.1 Structural Steel AWS D1.3 Sheet Steel AWS D1.5 Bridge Welding AWS D1.6 Stainless AWS Certified Welder Certified Welding Inspector (CWI) ASME Section IX API 1104 Pipeline
Numbers, issuing body, expiry, and who on the crew holds what. Internal unless you say otherwise.
OSHA 10 OSHA 30 Fall protection Aerial lift / scissor lift Rigging & signalling Confined space Hot work permit First aid / CPR
NH, MA, ME, VT, whichever you hold. Include numbers if they should be public.
Davis-Bacon, state prevailing wage, school and municipal jobs. You listed municipalities and schools as clients, and if you are set up for this it is a whole category of work most shops near you are not chasing.
Yes, regularly Yes, I have done it No, but I would No
Union Open shop Either, depending on the job
Yes No In progress
Most GCs want to see $1M/$2M. Say the real number.
Internal, I will not publish this
Yes No Sole proprietor, exempt
Yes No Can be, per job
If yes, I will say so on the site. It is a small line that closes a lot of doubt.
Yes, same day Yes, a day or two Rather not advertise it
The site plan has a warranty page. If there is no formal warranty, tell me what you actually do when something is not right, and I will write that instead. I will not invent terms.
Separate from the welding certifications above, these are the trust marks a homeowner or GC recognises at a glance. If you have the actual logo files, send them over. Otherwise the name is enough and I will source the badge.
BBB Accredited Local Chamber of Commerce Associated Builders and Contractors (ABC) AISC member AWS member Angi / HomeAdvisor Screened Google Guaranteed Manufacturer authorized dealer Safety award None yet
04

What you do

Every service you pick becomes its own page. That is how you show up in the organic results for the specific thing somebody typed.

Tick everything you would happily take a call about tomorrow, and add anything I have missed. The more you list the better: every one becomes its own page, and each page is another thing you can be found for.
Structural welding Steel erection Heavy equipment repair Mobile / on-site welding In-shop fabrication Custom fabrication Commercial steel work Emergency welding repair Bar joist reinforcement Roof frames & grillage Beams & columns Stairs & railings Catwalks & mezzanines Handrail & guardrail Miscellaneous metals Pipe welding Trailer repair Bucket & attachment repair Rooftop equipment supports
Tap up to four. These get the longest, most detailed pages, because they are the work you actually want ringing the phone.
Carbon steel Stainless Aluminum Cast iron Hardox / abrasion plate
Stick (SMAW) MIG (GMAW) Flux-core (FCAW) TIG (GTAW) Oxy-fuel cutting Plasma cutting
Rig, welders, truck, lift capacity, crane or boom access, forklift. Concrete capability is persuasive on a commercial page.
Max plate thickness, max lift, biggest job you can take on without subbing out
This decides who the whole site talks to. Getting it wrong costs you the good work.
Commercial only Mostly commercial, some residential An even split Mostly residential
Just as useful as what you do. Saying it plainly on the site stops the time-wasting calls before they happen.
Tell me whether to publish it. Publishing it filters hard, which is usually good.
05

How you work a job

Two of the five pillar pages on your site come out of this section, and they are the two I cannot write from the outside. Without your answers I would be guessing at how you actually run a job.

Why I am asking. Most welding sites skip this entirely, which is exactly why it works. Somebody deciding whether to hand you a job wants to know what happens after they call, before they call. Spelling it out takes the risk out of it, and it puts real content on a page every competitor leaves thin.
Four or five steps is plenty, and rough order is fine. I will tidy the wording. Something like: they call, you go look at it, you quote it, you do the work, you check it over.
The first thing a commercial customer wants to know, and almost nobody answers it on their site.
This week Within a couple of weeks Two to four weeks Longer, I am booked out Depends entirely on the job
Emergency work jumping the queue, busy seasons, quiet months, whatever is true
Always written Written for big jobs, a number on the phone for small ones Usually verbal
Hot work permits, safety plans, insurance certificates, anything a facility wants before you strike an arc. Saying yes to this is worth real money on commercial jobs.
Hot work permits Site safety plans Method statements Insurance certificates Lockout / tagout I work to whatever the site requires
Tick what is genuinely true. This becomes the Why Us page, and I would rather have three honest reasons than eight polished ones.
I show up when I say I will Certified to code Veteran owned Welding, steel and repair from one shop I actually answer the phone Clean, tidy work Fast turnaround I work around your schedule I do not sub the work out I explain what I am doing
A sentence or two, the way you would say it to a GC standing in front of you. This is usually the best line on the whole site.
No need to name anyone. Just the thing people complain about when they end up calling you instead.
Whatever people ask on the phone before they book. These go on the site as an FAQ, which is also what Google and the AI assistants quote when somebody asks the same thing.
06

Commercial work & proof

Named jobs are the strongest thing on the whole site. "Structural welding at a working hospital" tells a facility manager more than any adjective ever will.

One thing to check before we publish. I already have the Hannaford and UMass jobs from our earlier conversation, and they are on your proposal page. Confirm below that naming them publicly is fine. Some GCs and property owners have confidentiality terms in the contract. If in doubt we can describe the job without naming the client.
Yes, both are fine Some of them, I will explain No, describe the work without naming them
Add as many as you can be bothered with. Even three good ones changes the site. If you have photos of a job, say so in the notes for it.
This changes who the copy is written for
General contractors Facility managers Property managers Steel erectors Manufacturers & plants Municipalities & schools Excavation & site contractors Equipment dealers Farms & agricultural Homeowners
Yes, regularly Sometimes No, direct clients only
e.g. ISNetworld, Avetta, Building Connected, a specific GC's vendor list
Does not have to be the biggest. The one you would tell another welder about.
Internal. I will not contact anyone without asking you first.
07

Where you work

Each town becomes its own page. That is how somebody searching for a welding contractor in Nashua finds you instead of somebody else.

Already picked for roughly 100 miles of Manchester. Untick anywhere you would not actually drive to, and add anywhere I have missed. Be honest: a page for a town you will not service just wastes a page.
Manchester, NH Nashua, NH Concord, NH Derry, NH Salem, NH Londonderry, NH Bedford, NH Merrimack, NH Hudson, NH Portsmouth, NH Dover, NH Rochester, NH Keene, NH Laconia, NH Lowell, MA Lawrence, MA Haverhill, MA Andover, MA Woburn, MA Boston, MA Worcester, MA Portland, ME
Mirrors what you picked above. Tap up to four here to go deep on them: these get the longest pages and the local detail that makes them rank.
If you are licensed or insured differently in MA or ME, I need to know before writing pages for those towns.
New Hampshire Massachusetts Maine Vermont
Naming real local landmarks on a town page is one of the things that separates a real local page from a template one.
08

Reviews & reputation

Reviews are the single biggest lever on local ranking, and the one thing a website cannot manufacture. Let us be straight about where you actually stand.

Search your business name on Google and paste the link. If someone else manages it, just say who.
Facebook Instagram Yelp BBB Angi Thumbtack Nextdoor LinkedIn
Paste the URLs. These become your schema sameAs, which is how Google confirms you are one real business across the web.
A text, an email, a Facebook comment. It does not have to be a formal review. If you have a screenshot, mention it and send it over.
Honest answer, please. If yes, I will set up a tap-to-review card so it takes you ten seconds per job. If no, we lean the site harder on credentials instead.
Yes, happily Yes, if it is easy Rather not
09

Brand, photos & tone

Real photos of your work beat anything I could buy from a stock library. Yours already look the part.

Phone photos are completely fine. Ugly and real beats pretty and fake.
Under 10 10-30 30-100 Loads, they are all on my phone
Finished welds up close Steel going up The Hannaford job The UMass job Heavy equipment repairs The rig / truck You working The crew Before and after
One real photo of the owner outperforms every stock image on a contractor site. It does not have to be a portrait. You on a job, in a hood, is better.
Yes, I will send one I can take one Rather not be on the site
It is in your logo already. I want to know whether to lean into it or keep it quiet.
Front and centre Present but understated Just in the logo
Pick two or three
Straight-talking Heavy and industrial Precise and technical Local and personal Serious and corporate Friendly
On the truck, on the cards, or something you say on the phone
Any trade, does not have to be welding. Useful even if you only half like them.
Names are enough. I will look at what they rank for so we go around them rather than straight at them.
10

How people find you now

You told me your business is hard to find when people search your area. This is where we work out exactly what they are typing.

Rough split is fine
Word of mouth Repeat GCs Google search Facebook The truck Referrals from other trades Cold outreach I do myself
Your instinct is worth more than a keyword tool here. Write it the way a customer would say it, not the way the trade says it.
Their words are often different from a homeowner's, and both need to be on the site.
Any specific example is genuinely useful
Internal, so we have a baseline to measure against later
I built it myself A friend or family member A previous agency Cannot remember
Copy, a photo, a page. Otherwise I start clean.
11

Turning visits into estimates

Traffic is worthless if the site does not make it easy to reach you. This decides how the estimate form is built and where your phone number sits.

Call me Text me Fill in the estimate form Email me
These become the fields on the estimate form. Every extra field loses people, so only tick what you genuinely need.
Name Phone Email Company Type of work Job site location On-site or in-shop Timing / how urgent Material and thickness Photos of the job Drawings or spec Certification required
For welding this is unusually valuable. A photo of the broken part often means you can quote without a site visit.
Yes, definitely Nice to have No
Often from a photo Depends on the job Almost always a site visit
Being honest here changes what the site promises. If nobody answers, we make the form do more work rather than promising a call that will not come.
Nobody, it goes to voicemail Someone else in the business An answering service I pick up when I can
Text Email Both
I will only put a response time on the site if you can actually hit it. A promise you miss is worse than no promise.
Same day Within 24 hours A couple of days Do not put a time on it
If they are, it goes on the site in big letters. If a site visit costs you half a day, say so and we will word it honestly instead of promising something that stings later.
Yes, always Free for most, charged for a long site visit No, I charge to quote
Deposit up front, on completion, net 30. Commercial clients will ask before they hire you, so putting it on the site saves the back and forth.
Check Bank transfer / ACH Card Cash Net 30 invoice
Hourly rate, day rate, typical job value. This does NOT go on the site. It just helps me pitch the copy at the right level of job.
Price, availability, whether you can handle the size of it. Whatever it is, the site can answer it before they call.
12

Access, timing & the last bits

Everything stays in your name. I only ever hold manager access, and you can pull it any time.

GoDaddy, Namecheap, Google Domains, or whoever set it up. If you do not know, I can look it up.
Yes Somewhere, I will find it No, someone else has it
So we do not break it when the site moves. Nothing about your email changes without you knowing.
Google Workspace Microsoft 365 Comes with the domain host Not sure
A bid you are chasing, a season, anything driving it
Just me Me and someone else
Anything at all. Something you hate on other welding sites, something you want on yours, a job coming up worth building around.

That’s it, send it over

This goes straight to me. Download a copy for yourself if you want one.

Recommended: download a PDF backup before you send it. If a technical error stops the form from going through, whatever you have typed is still saved to your computer, and you have not lost the work.
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That is everything I need to start. I will go through it properly, come back to you with anything that needs a second look, and get the build underway. If something occurs to you later, just text me. Nothing here is locked.

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