WordPress theme for trade businesses
Built to make the phone ring.
Forge is a fast, accessible WordPress theme for HVAC contractors, plumbers, electricians, and other home-services trades. Every design decision — from the sticky call-bar to the city landing pages — exists to move a visitor toward picking up the phone. No page builder. No bloat.
They're 90 seconds from calling someone. Make sure it's you.
When someone searches "HVAC repair near me" at 11pm, they're not comparison shopping. They're looking for one signal that you're legit — a phone number above the fold, a site that loads before they scroll, a layout that doesn't look like it was built in 2014. If your site doesn't give them that in the first scroll, they go to the next result and make the call there.
Forge is built for that 90-second window. Not to win design awards — to win the call.
Built for trades. Not just HVAC.
The demo runs as Anvil Heating & Air. Swap the name, the service list, and the photos, and it's a plumbing company. Or an electrical contractor. Or a roofing crew. The trade changes. The strategy doesn't.
- HVAC
- Plumbing
- Electrical
- Roofing
- Landscaping
- Handyman
A look inside
The pages that make the phone ring
These are the pages a trades website lives or dies on — designed and ready before you change a word.
A clear path to the estimate
Phone number, quote request, and business hours — all on one page, without hunting. The page a visitor lands on when they're ready to make a decision.
Services, clearly laid out
An asymmetric split with amber index chips that let a visitor scan what you offer in seconds. No buried service pages, no guessing what you do.
Show your work
A project gallery with a full-screen lightbox, keyboard and swipe navigation, and a no-JS fallback. Credibility through photos of actual jobs, not stock photography.
One page per city
Each city you serve gets its own landing page — headline, intro, service list, and structured data all pre-built. Not a single "service area" page that ranks for nothing. Real pages that rank for real searches.
Licensed, insured, and here for 20 years
A credentials band and step-by-step process section give a visitor the trust signals they need to make the call — licensing, insurance, experience, and how you work.
One tap to call, on every screen
A sticky call-bar floats at the bottom of the screen on mobile — the phone number is always one tap away, no matter how far down the page a visitor scrolls. On every device. Without interrupting the content.
The philosophy
Every part of Forge exists to do one thing.
Most trade websites are designed backward. They start with the homepage layout and work outward. Forge starts with the call — and works inward from there.
That's why the phone number is above the fold, not in the footer. It's why there's a sticky bar that follows a visitor on mobile instead of a contact form buried at the bottom of the page. It's why the service area isn't a paragraph of text — it's a set of dedicated city pages that show up in local search. It's why the schema tells Google exactly what you do, where you do it, and how to reach you.
Every section, every pattern, every decision in this theme asks: does this make it more likely that someone calls? If the answer is no, it's not in the theme.
Local SEO
One page per city. Real search traffic.
Most WordPress themes give you one "service area" page. That page ranks for almost nothing, because Google can't tell what you do in each city specifically. Forge ships a city landing page template — headline, intro paragraph, service list, structured data, and a map placeholder — pre-built and ready to duplicate. Give each city its own page in an afternoon. Show up in search results for each city by name.
The difference
No page builder. Nothing to maintain.
Most trades theme sites are built on Elementor or WPBakery. They load slowly. They break on updates. They require a plugin subscription to keep working. And if you ever want to change themes, your content is locked in shortcodes you can't move.
Forge is built natively for the WordPress block editor — the one already inside WordPress. No extra plugin to buy. No builder to learn or update. Your content is stored as plain WordPress content, so the site is always yours. Pages load fast because there's nothing weighing them down.
What's included
What you get
- The Forge theme, ready to install through your WordPress dashboard
- 12+ ready-made section patterns: overlay hero, services split, work gallery, city landing pages, credentials band, process steps, reviews, FAQ, and more
- One-click demo content — start from a finished-looking HVAC site, not a blank page
- A city landing page template, ready to duplicate for each city you serve
- Sticky mobile call-bar — the phone number is always one tap away on mobile
- WCAG 2.1 AA accessibility, built in
- Self-hosted fonts and lean code for fast loads
- Local business schema with service area and business type support
- A clear README with step-by-step setup
- One year of updates and support
Made for the owner who wants more calls, not more website work
Forge is for the trade contractor who needs a website that works — not one that requires a web developer every time something needs updating, and not one that looks like a generic template. If you have a WordPress site, or can get one set up on any standard host, you can install Forge in an hour and be live from the demo content. You don't need to know how to code.
Two ways to do this
Two ways to get there
Buy the theme
$69, single site. Install it yourself, start from the demo content, and make it yours. Everything above.
Buy Forge · $69Have it built for you
Prefer to hand it off? I build and configure trade business sites for contractors who'd rather focus on the job than the website. Fifteen years of front-end work, including sites for working trades businesses.
Tell me about your businessPricing
Simple terms
- $69, one-time. One license covers one website.
- One year of updates and support from your purchase date. Updates by email through Gumroad.
- Support covers installation and configuration: —
- GNU GPL v2. After a year, the theme keeps working; updates and support end. No auto-renewal.
Questions
Common questions
- Do I need Elementor or a page builder?
- No. Forge uses the block editor built into WordPress.
- Can I change the demo from HVAC to plumbing, electrical, or roofing?
- Yes — that's the point. The demo is HVAC because every theme needs a demo. Swap the business name, update the service list, and replace the photos. The README walks through exactly how. Takes an afternoon, not a dev agency.
- How do the city landing pages work?
- The theme ships a pre-built city page template. Duplicate it for each city you serve, update the city name, and you have a dedicated local SEO page. The schema updates automatically from the page content.
- Can I get it customized?
- Yes. That's what I do. Get in touch.
- What happens after a year?
- The theme keeps working. Updates and support end unless you buy again. No surprise charges.
Stop losing calls to a website that doesn't work.
Every day your current site doesn't convert is a job that went to someone else. Forge is ready to install today.