What Schema Markup Actually Is (And Why You Should Care)
Schema markup is code you add to your website that tells Google exactly what your business does. It's not magic. It's just information about your company written in a language search engines understand properly.
Imagine you're a conservatory installer in Bristol. When someone searches "conservatory builders near me", Google crawls your website. But without schema markup, Google has to guess what you do. Does your site mention conservatories? Yes. Do you serve Bristol? Probably. But Google is making educated guesses.
Schema markup removes the guesswork. It says, clearly and unambiguously: "This is a LocalBusiness. Its name is Smith & Sons Conservatories. It's located at 42 Park Road, Bristol. Its phone number is 0117 555 1234. It installs conservatories and garden rooms." Google doesn't have to guess anymore.
The result? Better search visibility. Better click-through rates. More qualified enquiries from people looking specifically for what you do.
The Basics: LocalBusiness Schema
The foundation for home improvement contractors is the LocalBusiness schema type. This tells Google the core facts about your business.
At minimum, you should include:
- Business name
- Full address
- Phone number
- Website URL
- Business hours (opening and closing times)
- Service areas you cover
Here's a real example. Say you run an extension business in Manchester that covers a 15-mile radius. Your schema should state exactly that. Not "we cover the North West" (too vague) but "we serve Manchester, Salford, Stockport, Altrincham and Didsbury." This matters because someone searching "extension builders in Stockport" needs to know you're actually there.
Adding your business hours is genuinely useful. If you're closed on Sundays, say so. It prevents enquiries arriving when you can't respond, and it signals to Google that you're a real, operating business with a rhythm, not an abandoned website.
Service Types: Telling Google What You Actually Do
Home improvement is broad. You might install conservatories, build extensions, do loft conversions, or all three. Schema markup lets you be specific about services.
Each service you offer should have its own entry. Not a vague "we do home improvements" but actually listing each one. A conservatory installer in Surrey might include:
- Conservatory Installation
- Conservatory Repairs
- Conservatory Roof Replacement
- Garden Room Design and Build
This specificity helps. When someone searches "conservatory roof repair near me", Google is more likely to show you if your schema explicitly mentions roof replacement as a service. Without it, Google has to infer the connection from your web pages, which is less reliable.
You can even add prices to your schema if you want. It's optional, but if you offer a standard loft conversion package at a set price, including that figure can help qualified customers find you and understand whether you're in their budget range.
Reviews and Ratings Matter More Than You Think
Schema markup includes something called AggregateRating. This is where your customer reviews connect to your local search presence.
If you've got 47 reviews averaging 4.8 stars, that information should be in your schema. Google then displays those ratings in search results, next to your business name. Someone seeing a five-star conservatory installer in their area is far more likely to click than someone seeing no rating at all.
The catch: the ratings have to come from actual review platforms. Google Trust Reviews is the official source, but reviews from Trustpilot, Checkatrade, or Feefo can also be pulled in if you've set things up properly.
If you don't have reviews yet, start gathering them. Ask customers to leave feedback. This sounds basic, but many home improvement companies don't do it systematically. Getting ten genuine reviews over three months transforms how you appear in search.
Images, Prices, and Availability
Schema markup isn't just text. You can include images too. A high-quality photo of your team, your vehicles, or completed conservatory work can be attached to your business schema. Google sometimes displays these in search results.
Pricing information is optional but useful. If you install conservatories starting at £8,000 installed, you can include that range in your schema. Customers get a rough idea of cost immediately. This filters out lookers and attracts people with realistic budgets.
Availability is another option. If you have a long waiting list, you might note that you're "accepting enquiries with 6-8 week lead time". This sets expectations and prevents frustration.
How to Actually Implement This
You have options. The easiest is using Google's Structured Data Markup Helper tool. You paste your website URL, highlight the relevant text on your page (your business name, address, phone number), and Google generates the schema code for you.
Alternatively, use a plugin if your website runs on WordPress. Yoast SEO and RankMath both handle local business schema automatically once you fill in your details. You don't need to touch code.
If you work with a web designer, ask them to implement JSON-LD schema. This is the format Google prefers. It's a block of code added to your site's header, and it's the cleanest approach.
After implementation, use Google Search Console to test your markup. Google's Rich Results Test tool shows exactly how your schema will appear in search results. Run your site through it. Fix any errors. Then validate again.
Real Results
Does schema markup actually move the needle? Studies from SEO agencies suggest properly implemented schema can increase click-through rates by 20-30% in some niches. For local services like conservatory installation, the effect is often stronger because customers rely on locality signals.
You won't get first-page rankings from schema markup alone. But once you're ranking for a term, schema markup helps your listing stand out. More clicks. More enquiries. More jobs.
If you're a home improvement contractor still without schema markup on your website, adding it today is straightforward work with measurable returns. It costs nothing beyond an hour or two of time or a small fee to your web developer. The payoff is a clearer signal to Google about what you do and where you do it.
