Local business schema, with the right type.
A free JSON-LD generator for local service businesses. It picks the most specific schema.org type that genuinely exists for your trade, omits the fields you left blank instead of emitting them empty, and tells you what is wrong before you publish it.
Schema.org publishes a dedicated type for only 11 of the 32 local service trades below. The other 21, landscaping and pest control among them, have no type of their own. For those, the correct markup is the nearest real ancestor such as HomeAndConstructionBusiness, plus additionalType naming the trade. Inventing Landscaper produces a type no parser recognises.
No sign-up, no email, nothing sent to a server. The generator runs entirely in your browser.
Generate your markup
Fill in what you know. Blank fields are left out of the output rather than emitted empty, because an absent phone number is a better signal than an empty one.
Your JSON-LD
Paste this into the <head> of the page it describes. One block per page, describing that page.
Checks
- Error:
nameA business name is required. Without it there is no entity to describe. - Error:
urlA website URL is required. It is what ties this markup to the page it sits on. - Warning:
telephoneNo phone number. For a local service business this is the single most useful field after the name. - Warning:
streetAddressNo street address. If customers genuinely cannot visit, tick the service-area option so the omission is deliberate. - Warning:
cityNo locality. This is what ties the business to a place. - Warning:
regionNo region or state. - Warning:
servicesNo services listed, so the output describes who you are but not what you do.
The correct schema.org type for 32 local trades
Every type in this table was checked against the published schema.org vocabulary rather than assumed. Where a trade has no type of its own, the row gives the nearest ancestor that does exist and the reason.
Trades with a dedicated type (11)
| Trade | schema.org type | Notes |
|---|---|---|
| Plumbing | Plumber | Subtype of HomeAndConstructionBusiness. |
| HVAC | HVACBusiness | Subtype of HomeAndConstructionBusiness. |
| Electrical | Electrician | Subtype of HomeAndConstructionBusiness. |
| Roofing | RoofingContractor | Subtype of HomeAndConstructionBusiness. |
| Painting | HousePainter | Subtype of HomeAndConstructionBusiness. Covers interior and exterior painting. |
| Moving | MovingCompany | Subtype of HomeAndConstructionBusiness. |
| Locksmith | Locksmith | Subtype of HomeAndConstructionBusiness. |
| General Contractor | GeneralContractor | Subtype of HomeAndConstructionBusiness. |
| Auto Repair | AutoRepair | Subtype of AutomotiveBusiness, not of HomeAndConstructionBusiness. |
| Dental | Dentist | Direct subtype of LocalBusiness, and also a MedicalBusiness. |
| Law Firms | Attorney | Subtype of LegalService. Use LegalService for a firm, Attorney for a practitioner. |
Trades with no type of their own (21)
These inherit from an ancestor. The additionalType column is the URI the generator emits so the trade is still named.
| Trade | Use this type | additionalType | Why |
|---|---|---|---|
| Landscaping | HomeAndConstructionBusiness | wikipedia:Landscaping | No Landscaper type exists. Emitting one invalidates the block. |
| Pest Control | LocalBusiness | wikipedia:Pest_control | No pest control type exists, and the work is not construction, so LocalBusiness is the honest parent. |
| Cleaning | LocalBusiness | wikipedia:Commercial_cleaning | DryCleaningOrLaundry exists but means laundry, not premises cleaning. Do not borrow it. |
| Fencing | HomeAndConstructionBusiness | wikipedia:Fence | No fencing type exists. |
| Handyman | HomeAndConstructionBusiness | wikipedia:Handyman | No Handyman type exists. GeneralContractor overstates the licence for most operators. |
| Garage Door | HomeAndConstructionBusiness | wikipedia:Garage_door | No garage door type exists. |
| Tree Service | LocalBusiness | wikipedia:Arborist | No arborist type exists, and tree work is not construction. |
| Pressure Washing | HomeAndConstructionBusiness | wikipedia:Pressure_washing | No pressure washing type exists. |
| Flooring | HomeAndConstructionBusiness | wikipedia:Flooring | No flooring type exists. |
| Concrete and Masonry | HomeAndConstructionBusiness | wikipedia:Masonry | No masonry type exists. |
| Appliance Repair | LocalBusiness | wikipedia:Home_appliance | No appliance repair type exists, and repair of goods is not construction. |
| Remodeling | HomeAndConstructionBusiness | wikipedia:Renovation | No remodeler type exists. GeneralContractor is defensible only if the business holds that licence. |
| Demolition | HomeAndConstructionBusiness | wikipedia:Demolition | No demolition type exists. |
| Excavation | HomeAndConstructionBusiness | wikipedia:Earthworks_(engineering) | No excavation type exists. |
| Siding and Gutters | HomeAndConstructionBusiness | wikipedia:Siding | No siding type exists. |
| Windows and Doors | HomeAndConstructionBusiness | wikipedia:Window | No window or door installer type exists. |
| Insulation | HomeAndConstructionBusiness | wikipedia:Building_insulation | No insulation type exists. |
| Drywall | HomeAndConstructionBusiness | wikipedia:Drywall | No drywall type exists. |
| Welding | LocalBusiness | wikipedia:Welding | No welding type exists, and fabrication is not a construction trade in the vocabulary. |
| Solar | HomeAndConstructionBusiness | wikipedia:Solar_panel | No solar installer type exists. |
| Cabinets and Countertops | HomeAndConstructionBusiness | wikipedia:Cabinetry | No cabinetmaker type exists. |
Why there is no ratings field
This tool will not generate aggregateRating or review markup. Ratings you write about yourself are exactly what Google's structured data policy calls self-serving, and marking them up is a common route to a manual action. Ratings belong on the platform that collected them.
Further reading
- What schema markup actually describes, and how it differs from the content a visitor sees.
- An implementation checklist for local business schema, for once the markup above is on the page.
Common questions
- Which schema.org type should a local service business use?
- The most specific type that actually exists in the vocabulary. Schema.org publishes a type for only 11 of the 32 trades in the table below, such as Plumber, Electrician and RoofingContractor. For the other 21, including landscaping, fencing and pest control, there is no type, so the correct markup is the nearest real ancestor plus additionalType naming the trade.
- Is there a schema.org type for landscaping or pest control?
- No. Landscaper, PestControlService, CleaningService and TreeService do not exist in schema.org. Emitting an invented type does not degrade gracefully: parsers do not recognise it, so the block is treated as an undefined type and the detail inside it is wasted. Use HomeAndConstructionBusiness or LocalBusiness and carry the trade in additionalType instead.
- Should I put my star rating in my own structured data?
- This tool will not generate aggregateRating or review markup. Ratings you write about yourself are exactly what Google's structured data policy calls self-serving, and marking them up is a common route to a manual action. Ratings belong on the platform that collected them.
- Do I need a street address in LocalBusiness markup?
- Only if customers can visit. If you work out of a van or a home office, publishing a street address you do not receive customers at conflicts with what you should be telling Google Business Profile. Tick the service-area option in the generator: it omits the street address and postal code and relies on areaServed instead.
- Where does this markup go on the page?
- In a script tag with type application/ld+json, in the head of the page it describes. One block per page. The markup has to match what is visible on that page, so a service page should describe that service rather than repeating the whole business catalogue.
- Does structured data make a site rank higher?
- Not directly. Structured data does not raise rankings on its own. What it does is make a page eligible for rich results and easier for search engines and AI assistants to parse correctly, so the business gets described the way it wants to be described. Treat it as making yourself legible, not as a ranking lever.
Markup is the easy half of being found
Correct structured data makes a business legible to search engines and AI assistants. It does not create the pages they need to read in the first place. If your site has one page for everything you do, there is nothing for this markup to describe.
webIQ builds the whole thing for local service businesses: the site, a page for each service and each town, the structured data, and the lead capture. We work with 32 trades, including plumbing, HVAC, roofing and landscaping. See what is included or what it costs.