Should your site show your license and insurance?

Yes, visibly — not buried in a footer nobody scrolls to. For a trade where someone is letting a stranger into their home, license and insurance status is one of the first things they're quietly checking for before they'll pick up the phone.

Where it should actually live:

• Near the top of the homepage or in the header/footer that appears on every page, not tucked away on an About page few people visit
• Actual license numbers, not just the word "Licensed" — a real number signals you have nothing to hide and lets a skeptical visitor verify it
• Any manufacturer certifications relevant to your trade, like specific HVAC brand certifications, which double as a quality signal
• Insurance coverage stated in plain language — "fully licensed, bonded, and insured" is a well-understood phrase that reassures without over-explaining

This is cheap trust to build. Most trades businesses already have all of this information — it just isn't on the website yet. Adding it costs nothing and directly answers the objection a homeowner is silently running through before they'll call.