Work through it in this order
| Order | Check | Why it comes first |
|---|---|---|
| 1 | Does the top of the page say what you do and where? | Costs nothing and fixes the most common failure |
| 2 | Is there real proof — reviews and job photos? | Belief is what turns a reader into a caller |
| 3 | Is contact obvious on every screen? | Removes the last bit of friction |
| 4 | Is there any pricing signal at all? | Filters out the wrong jobs, reassures the right ones |
| 5 | Are you visible for local searches? | Only worth doing once the page converts |
1. Say what you do, immediately
The most common problem I see is a headline that could belong to any business in any trade. "Quality workmanship you can trust" tells a visitor nothing.
Replace it with the specific: the trade, the main service, the area. "Domestic electrician covering Liverpool and the Wirral — rewires, fuse boards and EV chargers." A visitor knows within a second whether they're in the right place, which is the entire job of a headline.
2. Give them a reason to believe you
- Five or six recent reviews shown as text on the page
- Photos of jobs you've actually completed
- Your registrations and insurance, stated plainly
- How long you've been trading
- A short line about how you work — arrival times, tidiness, quotes in writing
3. Make contacting you the easiest thing on the page
Phone number at the top as tappable text. A short form with three fields. WhatsApp if you use it for work. A contact option that stays reachable as they scroll.
Then confirm the plumbing works: submit your own form, check it arrives, check the spam folder, and check the reply address is one you actually read. Silent form failures cost trade businesses more enquiries than bad design does.
4. Give some indication of price
You don't need a full price list. A starting point — "most callouts from £X", "typical rewires £X to £X" — stops you being rung by people expecting a quarter of the price, and reassures the ones who assumed you'd be double. Vagueness feels safe and quietly loses you both groups.
5. Only then think about more traffic
Sending more visitors to a page that doesn't convert just costs more. Once the page is clear, proven and easy to contact, local SEO and a Google Business Profile are where the extra visitors come from — and they'll be worth more per visit than they were before.
Reply speed decides more than most owners realise
Someone with a leak is contacting three trades. The one who replies first usually gets the job, even at a higher price.
You don't need to be available constantly — but a same-day reply, an out-of-hours message that sets expectations, and a habit of checking the form daily will win you work you're currently losing to somebody quicker.
How I approach this
Every site I build is structured around those five points, in that order. The homepage states the trade and the area, proof sits high on the page, contact is always within reach, and the enquiry form is tested before launch and monitored afterwards. It's not clever — it's just the part most sites skip.