Why Trade Websites Don't Convert

Most trade websites fail at the same predictable handful of things. Each one is fixable in under an afternoon — and each one is quietly losing real money every week.

1. The phone number is buried

Hidden in the footer, or only on the contact page, or not a tap-to-call link on mobile. Trades whose customers default to calling lose those calls every time the number takes more than two seconds to find. Number visible above the fold, on every page, full stop.

2. No service pages — just a homepage

"We do plumbing, heating, gas, bathrooms, emergencies." A homepage cannot rank or convert for any specific service search. Each service deserves its own page, with its own H1, its own examples, its own FAQ.

3. Stock photos instead of real work

Generic stock images of tradespeople in uniforms scream "anyone could be behind this site." Real photos of the team, real vans, real completed jobs build instant credibility. They're not glamorous — that's the point.

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4. The mobile experience is an afterthought

Most trade searches are on mobile, often in urgent situations. Slow load, tiny tap targets, hidden phone numbers — each multiplies the lost calls. Open your own site on a phone on 4G and try to call yourself. Time it.

5. No reviews visible

Strangers on the internet trust other strangers' reviews more than your marketing copy. A site without visible reviews — Google star count, recent testimonials, accreditation logos — feels uncertain. Add them prominently.

6. Vague service area

"Covering Kent and the South East" doesn't help Google or the customer. Specific list of towns served, ideally with a small map, dramatically improves both rankings and conversion. Pillar reading: why most business websites don't generate enquiries.