Schema Markup for Contractor Websites
Schema is a label, not a spell. On a contractor site it should name the trade, the area, and the questions the page already answers. The JAX Epoxy Floors build is the concrete example. Rankings are not part of the example.
Name the business as the trade it is
A coatings company is not a generic Organization if a more specific type fits and the page supports it. On JAX Epoxy Floors the JSON-LD includes HomeAndConstructionBusiness, along with Service, Offer, City, and FAQPage. Those types were observed on the live site.
Use them when the visible page says the same thing: this is a coatings business, these are the services, these are the cities, these are the questions. Do not mark up a special offer that is not on the page.
City pages need a reason
City schema on a page that only swaps the city name teaches a crawler that you publish duplicates. A city page earns a City type when it has local detail and a real service area. The epoxy sitemap lists 194 URLs. That number is a count of addresses, not a recommendation to publish 194 cities.
Garage-door companies and other trades can use the same skeleton. This portfolio does not include a garage-door client. Do not borrow one.
FAQs that are actually asked
FAQPage is for questions a customer asks: prep, cure time, where you will drive, how a quote works. It is not for “what is the best contractor in Jacksonville” written by the contractor. Speakable markup points at the short answer. Both are on the epoxy site.
If you would be embarrassed to read the answer out loud, do not mark it up. Answer engines quote the embarrassing version just as happily.
What to leave out
Review markup without real reviews. Aggregate ratings you cannot point to. Opening hours you do not keep. A street address you do not want public. This agency site itself omits a street address because a public studio address was not provided.
The service around this work is local SEO. Bring the list of cities you will actually roll a truck to.
Questions
Does schema guarantee map-pack placement?
No. Schema helps a parser classify the business. The map pack also depends on the Google Business Profile, reviews, proximity, and the query. Markup is the part a website can do honestly.
Which types should a contractor start with?
HomeAndConstructionBusiness or the closest honest type, Service for each real service, and FAQPage only for visible questions. Add City on pages that are actually about that city. Skip Review until the reviews are real and on the page.
The work stays with Dashworth.
Call or text 650-393-3378. We meet in Northeast Florida and San Mateo, and we take contract roles inside larger companies. No account managers, no handoffs.