12 website mistakes that cost tradespeople calls

Contact mistakes

• No clickable phone number. Fix: make the number a tap-to-call link at the top of every page
• No WhatsApp or message option. Fix: add a WhatsApp button, many people prefer it
• A long enquiry form. Fix: name, phone and what you need is enough
• A contact form that does not actually send to you. Fix: test it end to end before launch and after any change

Content mistakes

• Vague services such as "all types of work". Fix: list the actual jobs customers search for
• No areas listed. Fix: list the towns you cover, so you attract the right calls
• No photos, or only stock photos. Fix: show your own work
• Out-of-date details. Fix: check the phone number, hours and accreditations twice a year

Technical mistakes

• Not mobile-friendly. Fix: test on a real phone, since most visitors use one
• Slow pages, usually caused by huge photos. Fix: resize images before uploading
• No padlock (https). Fix: make sure the site is secure, browsers warn visitors otherwise
• Ignoring Google. Fix: make sure your page titles say what you do and where, and keep your details the same everywhere

The fix, in more detail

Short fixes are easy to nod at and forget. Here is what each of the biggest ones looks like in practice.

• No clickable number: the number should be a link on every page and fixed in a bar on mobile. Test it by tapping it on your own phone
• Vague services: instead of "all plumbing work", write "Leaking taps and toilets", "Boiler servicing", "Bathroom installation" and so on, one line each
• No area: list the towns you cover. People who live outside them will not call, which is good for you
• Slow pages: resize photos before uploading. A single 8-megabyte photo can make a page crawl on mobile data
• Out-of-date details: put a reminder in your diary twice a year to check phone number, opening hours and accreditations

A before and after example

Scoring your own site

Give yourself one point for each of these. Ten out of ten is a solid base.

• Number is clickable at the top of every page
• A WhatsApp or message option is easy to find
• The first screen says what you do and where
• You list your services as separate lines
• You list the areas you cover
• There are photos of your own work
• The site loads in a few seconds on mobile data
• It has the padlock (https)
• The enquiry form reaches you, tested this month
• Your details match your Google profile exactly

Checking speed for free

Google offers a free tool called PageSpeed Insights. Paste in your address and it shows how quickly your site loads on mobile and what slows it down. You do not need to understand every line. Look for the largest items and resize or remove them.

How to check yours in ten minutes

Open your site on your phone, with Wi-Fi turned off. Can you ring in one tap from the first screen? Does it load in a few seconds? Can you see what you do and where? Can you send a message in under a minute? If not, you have found your first fixes.

Fix the biggest first

If you only fix one thing, make the phone number tappable on every page. If you fix two, add a WhatsApp button.

Common questions

Keep reading

• How to add a WhatsApp button to your website (UK guide with code)
• Tap-to-call buttons and enquiry forms: how to get more calls from your site
• What pages should a trades website have? A simple checklist