Website checklist for tradies: 12 things that turn visitors into callsMost tradie websites lose jobs for the same handful of reasons. This checklist covers the 12 things that matter most for plumbers, electricians, builders, carpenters, roofers, landscapers and every other trade. Each one takes minutes to check.
Open your website on your phone (that's how most customers see it), go through each point, and tick off what you already do well. Then fix the rest, starting from the top.
Why your website matters, even with plenty of word of mouth
Even when a customer is referred to you, most will look you up before they call. Your website and Google profile are where they check you’re real, licensed, local and good at what you do. A weak website can quietly lose jobs you never knew about.
The 12-point checklist
01Your phone number is at the top of every page, and it's tap-to-call
Why it matters: Most people looking for a tradie are on their phone, often with a problem that needs fixing now. If they can't call you in one tap, they'll call the next result.
Quick check: Open your website on your phone. Can you see your number without scrolling? Does tapping it start a call?
How to fix it: Put your number in the header of every page as a tap-to-call link, and add a “Call now” button that stays on screen on mobile.
02Your homepage says what you do and where, in the first line
Why it matters: Visitors decide in seconds whether they're in the right place. “Welcome to our website” tells them nothing.
Quick check: Read the biggest heading on your homepage. Does it name your trade and your area?
How to fix it: Change it to something like “Licensed electrician in Cronulla and the Sutherland Shire”, with a short line underneath about why people choose you.
03Getting a quote takes less than a minute
Why it matters: Long forms lose jobs. Customers want to describe the problem and get on with their day.
Quick check: Count the fields on your quote form. Try it on your phone.
How to fix it: Ask only for name, phone, suburb and what they need. Add an optional photo upload, since tradies often quote faster from a photo.
04Each service has its own page
Why it matters: Someone searching “hot water repair” wants a page about hot water, not a list of everything you do. Separate pages also give Google more to rank.
Quick check: Do you have one page per main service, or one page listing them all?
How to fix it: Create a page for each main service, with what's included, common problems, a rough price guide if you can, photos and a quote button.
05You show the areas you genuinely service
Why it matters: Customers and Google both want to know if you'll come to their suburb.
Quick check: Is your service area clearly listed on your site and in your Google Business Profile?
How to fix it: List your suburbs or regions. If you add area pages, make each one genuinely useful (local jobs, travel times, local details). Copy-paste pages with only the suburb name changed can hurt you.
06Your licence number and insurance are easy to find
Why it matters: It builds trust instantly. In most states, the rules for licensed trades also require your licence number on advertising, including your website.
Quick check: Is your licence number in your footer or on your About page?
How to fix it: Add your licence number to the footer of every page, and mention that you're fully insured. Check your state's licensing rules for exactly what's required.
07You use real photos of your own work
Why it matters: Stock photos of smiling models in clean overalls don't convince anyone. Before-and-after shots of real jobs do.
Quick check: How many photos on your site are of your actual jobs, van or team?
How to fix it: Take photos on every job (with the customer's permission). Add a gallery and put the best ones on your service pages.
08Your Google reviews are on your website
Why it matters: Reviews are the strongest proof you're good at what you do. Most people read them before they call.
Quick check: Can visitors see real customer reviews on your homepage?
How to fix it: Show 3 to 5 recent Google reviews near the top of your homepage, and link to your Google profile. Our guide on getting more Google reviews has templates to help.
09Your site loads fast on a phone
Why it matters: On a job site with patchy reception, a slow website is a closed door. Google also uses speed as a ranking signal.
Quick check: Test your homepage with Google's PageSpeed Insights (it's free). Aim for the main content to show in under 2.5 seconds.
How to fix it: Compress your photos, remove plugins you don't use, and ask your host about caching. Large uncompressed photos are the most common problem on tradie websites.
10Your Google Business Profile matches your website
Why it matters: Your Google profile is often how people find you first. Matching details help Google trust both.
Quick check: Are your business name, address or service area, phone number and hours exactly the same on your website and Google profile?
How to fix it: Fix any differences, add your website link to your profile, and link to your profile from your website.
11You make it clear what happens next
Why it matters: Uncertainty stops people calling. “Will they charge just to come out? When can they come?”
Quick check: Does your site answer the common questions: call-out fees, response times, after-hours work, payment options?
How to fix it: Add a short “How it works” section and a few FAQs. Being upfront about fees builds trust, even when there is a fee.
12You can see where your calls and enquiries come from
Why it matters: If you don't know which page or ad brings in jobs, you can't do more of what works.
Quick check: Do you have Google Analytics or similar installed? Do you know how many people tap your phone number each month?
How to fix it: Install Google Analytics 4 (free) and set up tracking for phone taps and form submissions. Your web person can do this in under an hour.
Your checklist
Tick off what your website already does to see your score. Your ticks are saved on this device, and you can print a branded checklist or save it as a PDF to work through with your web person.
Tick each thing your website already does.
What to do next
If you ticked 10 or more, you’re ahead of most of your competitors. Under 7? Your website is probably costing you calls every week, and the top items on the list are the ones to fix first.
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