A pest control website is the site that tells someone with mice, cockroaches or wasps, within seconds, which pests you treat, which areas you cover, how fast you can come and how to send you a photo of the problem, and that shows a food business or a property manager you are qualified, certified and able to hand over a service report. On 14 November 2026 we opened the 20 home pages Google showed for "disinfestazione" (pest control) in Turin, Bari and Padua: 19 had a tap-to-call number, only 3 mentioned the European standard EN 16636 and none showed a price (Visilay survey of Italian results).
Zero out of twenty.
The demand is there, in the UK too. "Pest control" gets 18,100 searches a month in the UK and "pest control near me" 14,800, with an average cost per click of 5.41 and 5.32 US dollars (Google Ads UK, 12-month average, DataForSEO). "Wasp nest removal" averages 6,600 and peaks at 18,100 in August. People searching for these have a problem now.
The sites we opened share three problems:
- some cannot be read: one returns a 502 error, two show 9 words to anyone without JavaScript, another still has the title "My WordPress Blog";
- the proof businesses ask for is missing: 9 of 20 home pages mention HACCP (the food safety system), but only 5 also mention monitoring or service reports;
- nobody explains what happens before and after: just one home page out of 20 says what to do during and after treatment, which is the question customers ask on the phone.
It is not only an Italian issue. On the UK results for "pest control website" we found a login page, a holding page, a domain for sale and a page titled "test page".
But does someone with rats in the cellar actually read the website?
They read it after seeing the Google Business Profile, to choose between three names with five stars. That is where the enquiry is won or lost, and it is page and form work before it is advertising. With Contesini Consulenze we started from the landing page and the tracking, then switched on the campaigns: 299 enquiries at 7.20 euros each, with 68% becoming a sales opportunity.
With Bosatta the issue was different: two audiences treated the same way. Once we separated consumers from resellers, 127 enquiries came from resellers and workshops in a year. A pest control company has the same problem: the family with a wasp nest on the balcony and the restaurant that needs a pest log for its food safety records do not look for the same page.
In this guide:
- where the site shows up in local searches in three cities;
- the table of 20 sites, with what they have and what they lack;
- the pages and the form a pest control company needs;
- the proof to publish for businesses, landlords and tenders;
- prices, website costs and what AI answers read.
Let's start.
Where a pest control website shows up (and why Turin had 5 ads)
A pest control website almost always shows up after the Google Business Profile: in mobile searches for "disinfestazione" in Turin, Bari and Padua, the first result was an AI-generated answer, followed by the map with 4 companies and a "Related websites" block. Classic organic results were dictionaries, Wikipedia, trade bodies and directories.
City by city, on 14 November 2026:
- Turin: 3 ads above the map and 2 at the bottom, from 4 different advertisers; 4 companies in the map with 221, 344, 350 and 382 reviews; 10 related websites; organic results from Wikipedia, Treccani, the national trade association ANID and two large national groups;
- Bari: no ads; 4 companies in the map with 27, 55, 160 and 232 reviews; 7 related websites, one of them a Facebook page; a carousel of 10 short videos, 9 of them on Facebook;
- Padua: no ads; 4 companies in the map with 2, 3, 74 and 277 reviews; 9 related websites, including a septic tank emptying firm and a company whose title says "Venice and province".
In Padua, two of the four listings in the map had fewer than 5 reviews. Local competition is still open, and people who open the profile and then the website make their choice on the website.
The related searches (translated) show what people look for next: "pest control prices", "pest control near me", "wood mite treatment prices". Profile, categories and reviews are covered in our guide to pest control SEO; here we stay on the website, meaning what happens after the click.
What the 20 sites Google shows have (and what almost all of them lack)
Pest control home pages look alike: phone number, WhatsApp, a list of pests and the word "quote". What would set them apart is almost always missing: prices, certifications with a number, instructions for the customer.
| What we looked for on the home page | Sites that have it | Share |
|---|---|---|
| Tap-to-call number (tel: link) | 19 of 20 | 95% |
| Mice, rats or rodent control | 17 of 20 | 85% |
| Services for businesses | 17 of 20 | 85% |
| WhatsApp link | 16 of 20 | 80% |
| Cockroaches | 16 of 20 | 80% |
| Pigeons or birds | 16 of 20 | 80% |
| Towns or province covered | 14 of 20 | 70% |
| The word "quote" (preventivo) | 13 of 20 | 65% |
| Emergency, 24-hour or urgent call-outs | 12 of 20 | 60% |
| Organization, LocalBusiness or ProfessionalService structured data | 11 of 20 | 55% |
| Contact form on the home page | 10 of 20 | 50% |
| Site survey | 10 of 20 | 50% |
| Reviews or testimonials | 10 of 20 | 50% |
| HACCP | 9 of 20 | 45% |
| Biocides, registered products or Ministry of Health | 9 of 20 | 45% |
| Blocks of flats | 9 of 20 | 45% |
| HACCP plus monitoring or service reports | 5 of 20 | 25% |
| EN 16636 standard | 3 of 20 | 15% |
| Instructions for during or after treatment | 1 of 20 | 5% |
| Membership of the trade association ANID | 1 of 20 | 5% |
| A price in euros for a treatment | 0 of 20 | 0% |
Contact is everywhere, trust is not. 18 of 20 home pages have a form or WhatsApp, but only 10 show reviews or testimonials, even though the companies in the map have up to 382.
The word "free" appears on 10 of 20 home pages, almost always next to the site survey or the quote. It has become a sector formula and no longer sets anyone apart.
And the only "0 euros" we found was not a price: it was the cost of the survey.
The pages you need (one per pest, one for food businesses)
A pest control website works best with one page per pest you treat, because people search for the name of the pest, not for the service. UK search volumes show it clearly (Google Ads UK, 12-month average):
| Search | Monthly searches | Peak month | Average CPC |
|---|---|---|---|
| pest control | 18,100 | 22,200 (August, October) | 5.41 $ |
| pest control near me | 14,800 | 18,100 (May, July-October) | 5.32 $ |
| bed bug treatment | 8,100 | 12,100 (August-September) | 4.73 $ |
| wasp nest removal | 6,600 | 18,100 (August) | 4.85 $ |
| mice pest control | 1,000 | 1,300 (November, December, March) | 5.32 $ |
| pest control prices | 880 | 1,000 (January, March, April) | 2.47 $ |
| rat exterminator | 720 | 880 (November, December, March-May) | 4.74 $ |
Wasps drop from 18,100 searches in August to 880 in February. Mice and rats peak between November and May instead. In Italy the pattern is the same: "disinfestazione vespe" goes from 2,900 searches in July and August to 260 in December, while "disinfestazione topi" stays between 1,000 and 1,600 every month. One page per pest lets you push the right one at the right time, including with ads (see our guide to Google Ads for pest control).
The minimum pages:
- one page per pest: how to recognise it, what you do, how many visits are needed, what the customer has to do;
- a page for food businesses (restaurants, cafes, factories): monitoring, traps, visit frequency, a sample service report;
- a page for landlords and managing agents: they want to know if you treat communal areas and bin stores;
- a "before and after treatment" page: how long it takes, whether people must leave the house, when they can return, what to do with pets and food;
- an areas page with the towns you cover.
Is the "before and after" page really needed?
In the Bari search, the first short video was titled, in Italian, "How long does pest control take? Do you have to leave the house?". It is the question customers ask on the phone, and only one of the 20 home pages answered it.
A warning on area pages: Google's spam policies treat pages created in bulk for similar queries, leading to thin content, as "doorway abuse". List the towns you cover once; create a town page only if it contains something different, such as a branch or jobs done there. If you work without premises open to the public, set up the service area of your Google Business Profile properly.
The form and WhatsApp (7 questions to ask someone with an infestation)
A pest control form should collect, in under a minute, what you need to give a price on the phone and a visit time. Among the 20 sites, 10 have a form on the home page and 16 have WhatsApp: chat is the most used route, and rightly so, because it lets people send a photo of the pest.
The questions that make the difference:
- which pest you have seen, with a photo upload;
- where: flat, house, block of flats, restaurant, warehouse, industrial unit;
- how long and in how many rooms;
- town or postcode of the job;
- urgency: today, this week, scheduled treatment;
- pets, children or food in the areas to be treated;
- who you are: homeowner or tenant, managing agent, business owner.
The last question is the one that changes your day. A managing agent with 30 blocks is worth more than ten single call-outs, and deserves a different answer. If enquiries arrive but you do not know where from, the problem is usually tracking: see our guide to the website that does not generate leads, and our guide to lead generation for pest control companies for turning them into customers.
Does your site answer "how long does it take" and "do I have to leave the house"?
Of 20 pest control websites in Turin, Bari and Padua, only one explains what to do before and after treatment, and 10 have no form on the home page. In the UK a click on "pest control near me" costs 5.32 dollars on average. Let's review your site together: pages per pest, a page for businesses, the form and the link with your Google profile.
Book a strategy callThe proof businesses and managing agents look for (certification, membership, service reports)
Before signing an annual contract, a food business or a managing agent checks that the firm is qualified and can document its work. In the UK the usual checks are trade body membership and certification: the British Pest Control Association offers public tools to check a member and check a technician, and lists EN 16636 certified companies.
EN 16636 is the European standard developed with CEN that sets requirements and competences for pest management services; the related certification is CEPA Certified. On the Italian home pages we read, 3 of 20 mention it: one in Turin next to "certified technicians", one in Bari alongside ISO 9001, 14001 and 45001.
Italy adds a legal layer: Law 82/1994 regulates cleaning, disinfection, pest control, rodent control and sanitisation together and requires these firms to be registered. None of the 20 Italian sites shows its classification band or the name of its technical manager.
What to publish on an "about us" or "quality" page:
- trade body membership with the member number;
- name and qualifications of the technical lead;
- certifications with body and number (EN 16636, ISO), not just the logo;
- a sample service report or trap plan, with customer details blacked out;
- the products you use and the safety data sheets available on request.
Isn't that too much for a family with ants in the kitchen?
Yes, so it goes on a separate page. But it is the page a food factory's quality manager opens, and one annual business contract is worth many call-outs to flats.
Prices and website cost (what to write and what to spend)
None of the 20 home pages shows a price for a treatment, yet "How much does pest control cost?" (in Italian) appeared among Google's questions in all three Italian cities, and "pest control prices" gets 880 searches a month in the UK. People who cannot find a ballpark figure on your site look for it on someone else's.
You do not need a price list. Publish the criteria behind your quotes: pest type, floor area or number of rooms, number of visits, one-off treatment or annual contract, emergency call-out. If you can, add a range for the most common jobs, such as a wasp nest reachable without scaffolding.
As for the website, the cost depends mainly on the number of pages and on the form and tracking: a site with 8-10 pest pages, a business page and a form linked to WhatsApp costs more than a one-page brochure. The full comparison is in our guide to website cost, and the technical basics in the one on the SEO-friendly website. If you want us to build it, see our web development service.
How to get your company cited by AI (and what it reads today)
ChatGPT, Gemini and Google AI Overviews cite pages that answer a precise question directly, with verifiable facts. In the Bari search, Google's AI answer cited Wikipedia, Treccani, Rentokil, four other sites and two YouTube videos: none of the 4 companies in the Bari map.
We asked ChatGPT, with web search on, what a pest control company's website should include (in Italian). The 12-point answer covers the home page, one page per service, the form, WhatsApp, reviews, local SEO and FAQs. It does not mention EN 16636, HACCP or prices.
That is where the gap is. A page answering "how long does pest control take", "do I have to leave the house", "is it safe for cats and dogs" and "how much does wasp nest removal cost" covers the sub-questions AI tools generate when they break down a request (see our guide to query fan-out). Add LocalBusiness structured data: just over half of the sites have it today, and FAQ markup only 1 in 20. The rest is in our guide to local AI visibility.
None of this guarantees a citation. It makes your site an easier source to use.
Frequently asked questions
It depends: no rule requires it, but "pest control prices" gets 880 searches a month in the UK and "How much does pest control cost?" appeared among Google's questions in Turin, Bari and Padua. Publish at least the criteria behind your quotes (pest, floor area, number of visits, urgency) and a range for the most common jobs. None of the 20 home pages we opened on 14 November 2026 did.
Yes. People search for the pest: in the UK "bed bug treatment" gets 8,100 searches a month and "wasp nest removal" 6,600, with 18,100 in August. One page per pest matches the search better and lets you push the right one in the right season.
Yes, if you have it: with the certifying body and number, not just the logo. It is the European standard for pest management services and quality managers look for it. On the home pages we read, 3 of 20 mentioned it.
No. The profile brings calls from people in a hurry, but businesses and managing agents open the website to check membership, certification and how you work. In the three cities we checked, the companies in the map had between 2 and 382 reviews: when profiles look similar, the website decides.
It depends on the number of pages (one per pest, one for businesses, one for managing agents), the form and call and WhatsApp tracking. The comparison of options is in the Visilay guide to website cost.
Pest control websites in short (and who really reads them)
The site is opened after the profile, to decide who to call.
19 home pages out of 20 have a phone number, 10 a form, 0 a price.
One page per pest, one for businesses, one for before and after treatment.
A form with a photo, location, urgency and who is writing.
Membership, technical lead, EN 16636 and a sample report, in writing.
Our view: in this sector the website does not need to make anyone afraid of cockroaches. It needs to show someone already worried, in one minute, what they will pay, when you will arrive and what they must do, and show a business buyer that your paperwork can be trusted. Almost nobody does this today, and the first in each town to do it starts ahead.
If you want to know where to start with yours, get in touch.
Speak soon!
