Your website is your best salesperson — working 24/7. Most trades websites are missing at least five of these ten non-negotiables.
1. A Clear Headline That Answers “Why You?”
The first thing a visitor sees should tell them what you do, where, and what makes you different. “Welcome to our website” is not a headline. Compare: “Leeds’s Most Trusted Emergency Plumber — Gas Safe Registered, 24/7, No Call-Out Charge”.
2. Your Phone Number Visible Without Scrolling
Put your number top-right on every page, large and tap-to-call on mobile. Don’t hide it in the footer.
3. Genuine Photos of Your Work
Real before-and-after photos of your actual work beat stock images every time. Take a before and after shot on every job with your phone. It takes 30 seconds and builds enormous trust.
4. Accreditations Prominently Displayed
Gas Safe. NICEIC. NAPIT. Checkatrade Approved. These logos answer the question “Is this person qualified?” Display them above the fold on your homepage and every service page.
5. Google Reviews Front and Centre
Display your review count and star rating prominently. Showcase your best reviews on the homepage. A business with 4.9 stars (147 reviews) visible on their website converts at a dramatically higher rate.
6. Dedicated Service Pages for Each Trade
A single “Services” page is a missed SEO opportunity. Each service needs its own page — “Boiler Installation Leeds”, “Emergency Plumber Leeds”, “Bathroom Fitting Leeds” — targeting the exact searches your customers make.
7. Fast Loading Speed (Under 2.5 Seconds)
Every second of load time costs you customers. Google has found a 1-second delay reduces conversions by up to 20%. Test at PageSpeed Insights and fix it — usually by compressing images and upgrading hosting.
8. A Mobile-First Design
Over 70% of trade searches happen on mobile. If your website requires pinching and zooming, it’s losing you jobs. Large tap targets, readable text (16px minimum), sticky header with your phone number.
9. Multiple Contact Methods
Offer: phone number, simple enquiry form (name, phone, message only), WhatsApp, and email. Some customers won’t call — they’ll only form. Cover both.
10. Fresh Content (Blog or Case Studies)
Fresh content signals to Google your site is alive. A blog with useful trade tips and real job case studies drives SEO traffic and positions you as the local expert.
Audit Your Website Now
Go through this list and mark each Pass, Fail, or Partial. More than three Fails? Your website is costing you jobs every week.
See our website design service or book a free website audit.