How to use this. Open your website on a phone, not a laptop, and work down. Anything you cannot answer yes to in under ten seconds is a fail, because that is roughly how long a visitor gives you.
The first screen
- Does the first line say what you do and where? Not your business name, and not a slogan. A service and an area.
- Is there a phone number that dials in one tap? Above the fold, on every page, without scrolling.
- Is your scheme registration visible with the number? A logo alone is decoration. A number is verifiable.
- Does it load before somebody gives up? Two seconds on a mobile connection is the working target.
- Does it look right on a small phone? Not a tablet. The oldest, smallest phone you can find.
Services
- Does every service you want more of have its own page? A line inside a list is not evidence you offer it.
- Does each page explain the job, not just name it? What happens, how long, what it disrupts.
- Is there a price, a range or a from figure? Even a range filters out the wrong enquiries.
- Are the things you do not do stated? Saying no in advance saves you two phone calls a week.
- Is emergency availability clear if you offer it? Hours, response time and what it costs.
Areas
- Does each area you actually work in have a page? Not a footer list of ninety place names.
- Is each area page written about that area? If you could swap the place name and nothing else would change, it is a duplicate.
- Is your travel radius stated in words? Especially if you cover a wide area.
- Is your Google Business Profile claimed and complete? For most electricians it produces more enquiries than the website does.
Trust
- Are the photographs your own work? Stock images of models in hard hats actively reduce trust.
- Is there a photograph of you? Somebody is deciding whether to let you into their home.
- Are your reviews real, attributed and evidenced? Under the Digital Markets, Competition and Consumers Act 2024 you must be able to substantiate a published review.
- Is your insurance cover stated? Agents and commercial buyers look for it before anything else.
- Is there a real address or at least a stated service area? A mobile number and nothing else reads as temporary.
Search and AI
- Does each page have one clear subject and one H1? Pages about everything rank for nothing.
- Are headings phrased as questions people ask? That is what gets a page quoted in an AI answer.
- Does each answer come first, before the explanation? Answer-first paragraphs are what assistants lift.
- Is there structured data on the page? LocalBusiness, Service and FAQPage markup, valid and matching what is visible.
- Does an enquiry go somewhere you will see it? Ideally into your job management system as a job, not an inbox you read at nine at night.
If you failed more than eight of these, the problem is structural rather than cosmetic and a redesign is cheaper than repeatedly patching. If you failed fewer than four, fix them yourself and keep the money.