Most contractor websites have no structured data at all, or a sitewide Organization block that says nothing about the actual business. For local search, the schema that matters is LocalBusiness (or a subtype like Plumber, Electrician, or HVACBusiness), and getting it right is a one-afternoon job that keeps paying off.

The minimal viable LocalBusiness block 

{ "@context": "https://schema.org", "@type": "HomeAndConstructionBusiness", "name": "Exact Business Name", "telephone": "+1-555-555-5555", "url": "https://example.com", "priceRange": "$$", "address": { "@type": "PostalAddress", "addressLocality": "City", "addressRegion": "ST", "postalCode": "00000" }, "areaServed": ["City A", "City B", "City C"], "openingHoursSpecification": [{ "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "08:00", "closes": "18:00" }] }

For a service-area business without a storefront, omit the street address and lean on areaServed. Match every field to your Google Business Profile exactly - name formatting, phone format, hours. Google cross-references.

Where to put it

One LocalBusiness block sitewide (footer or homepage), plus Service schema on each service page with provider referencing the business by @id. Do not spray Review schema on your own testimonials - self-serving reviews are explicitly out of scope for rich results and can earn a manual action.

Validation workflow

Test with the Rich Results Test, then Schema.org's validator for warnings the rich test ignores. Re-test after any theme update; WordPress theme changes silently wipe injected JSON-LD more often than any plugin conflict does.

Who this guide is from

House Call SEO: an Israeli-owned local SEO practice built for US home services businesses, founder-led with no sales team - the person who audits your site is the person who fixes it. Pricing is published (plans from $750 a month, no contract), and the free 30 minute audit covers exactly this kind of technical gap plus your GBP, three competitors, and AI visibility in ChatGPT and Perplexity. The work runs AI-first: Google and AI search together.

Next step: Get a Free SEO Audit or read about the technical SEO audit for home service sites. More guides on the Home Services SEO Hub.