A note on what this is. Search for the best electrician websites and you will find lists of twenty real businesses, ranked by somebody who spent ninety seconds on each. Those lists exist to attract links. We have not audited those businesses, we have not asked their permission to judge them publicly, and our opinion of their marketing is worth very little to you.
What is worth something is the criteria. Below are eleven things the genuinely effective electrician sites have in common, each written so you can score a site out of eleven. Apply it to three competitors and then to your own. The gap between those two numbers is your brief.
The eleven criteria
1. The first line names a service and a place
Not the business name, not a slogan about quality and trust. A visitor who has landed from a search wants confirmation, in one line, that they are in the right place. The weakest sites open with their own name in large letters, which tells the visitor nothing they were asking.
2. Registration is stated with a number
A scheme logo is decoration. A logo plus a registration number is proof, because it can be checked. The best sites treat this as information rather than as a badge, and put it where somebody comparing three electricians will actually see it.
3. Every service that matters has its own page
A single services page listing eight jobs ranks for none of them and persuades nobody, because it gives each service a line where the customer wanted a paragraph. The strongest sites have a page per service, each explaining what happens rather than just naming it.
4. There is a price somewhere
A from-price, a range, a day rate, anything. Publishing a figure filters out the enquiries you would have turned down and signals that you are organised. Sites that refuse to indicate anything read as evasive, and that reading is usually correct.
5. The photographs are real
Consumer units the business actually installed, jobs it actually did, and ideally a photograph of the person who turns up. Stock images of models in hard hats are recognised instantly and reduce trust rather than building it. This is the most common single failing in the trade.
6. Contact takes one tap
A tappable number above the fold on every page, and a form that asks for four things rather than twelve. Every additional field costs you enquiries, and asking for a postcode before you have said what you charge costs you more than it gathers.
7. It loads before somebody gives up
Most electrical enquiries begin on a phone, frequently in bad light and often with two competitors open in other tabs. Sites carrying a heavy theme, a slider and six tracking scripts lose people who never knew they had arrived.
8. Areas are written, not listed
The good sites have a real page for each area they work in, saying something specific about it. The poor ones have ninety place names in the footer, which is transparent to a reader and worthless to a search engine.
9. It answers questions before it sells
How long a rewire takes, what happens to the floorboards, whether the power is off all day, what an EICR code means. Answer-first writing is what earns trust with a reader, and it is also what gets a page quoted when somebody asks an AI assistant the same question.
10. The reviews are attributable
Real names or initials, a real role or location, and ideally a link to the platform they were left on. Since April 2025 a business must be able to substantiate a published review, so anonymous glowing quotes are both less persuasive and more exposed than they used to be.
11. Nothing on it is a claim that cannot be evidenced
No superlatives without proof, no accreditation words without a named body, no logos for registrations that have lapsed. This is the criterion nobody scores themselves on, and it is the only one on the list that carries a penalty. Our compliance guide covers it properly.
How to use the score
Score three competitors and yourself. If you are within a point of them, the site is not your problem and you should spend the money on reviews and your Google Business Profile instead. If you are three or more points behind, the gap is structural and no amount of redesign around the edges will close it.
One honest test that beats all eleven. Hand your phone to somebody who has never seen your site and say nothing. Ask them afterwards what the business does, where it works, and how they would get in touch. If they hesitate on any of the three, that is your first fix.