TRADIEBACK · VISIBILITY AUDIT
10 APR 2026
// SAMPLE · FICTIONAL BUSINESS
PREPARED FOR
Capital Plumbing · Wellington
capitalplumbing.co.nz
PART 01 / 03
Website Audit
// OVERALL WEBSITE SCORE
42/100
⚠ Below average · costing you jobs
Top competitor: 78
Executive Summary

Capital Plumbing's website loads slowly, has no clear call-to-action above the fold, and is missing key trust signals that would convince a Wellington homeowner to pick up the phone. The biggest issue is mobile performance — the site takes 8.2 seconds to become interactive on a 4G connection, during which time most mobile visitors bounce.

Estimated monthly cost: 4–6 lost jobs · $12K–$18K/mo in lost revenue

Category Breakdown

Five things that decide whether a customer rings you after landing on your site. Scored out of 10, ranked by impact on conversions.

Page Speed
3/10
Mobile: 8.2s Desktop: 4.1s Target: <2s
Mobile Experience
4/10
Tap targets: Too small Text size: OK Layout shifts: High
Lead Capture
5/10
Phone visible: Yes Click-to-call: No Quote form: Below fold
Trust Signals
5/10
Reviews shown: No Licensed badge: Yes Service area: Vague
SEO Foundation
4/10
Meta tags: Basic Schema: None Sitemap: Missing

Top 5 Issues Costing You Jobs

Ranked by estimated impact on your phone ringing. Each one has a severity tag and an estimated cost in lost jobs per month.

01
CRITICAL
~3 jobs/mo

Site takes 8.2 seconds to load on mobile

Your site is loading 4× slower than Google's "good" threshold for mobile. On a 4G connection, a tradie's customer will bounce before the homepage even finishes rendering. Google Lighthouse flags 11 unused scripts and 6 render-blocking resources. Fixing this alone would recover an estimated 3 jobs a month.

FIX: Remove unused scripts · Optimise images · Implement lazy loading
02
CRITICAL
~2 jobs/mo

No click-to-call button on mobile

Your phone number is displayed as plain text, not a tel: link. Mobile visitors can't tap to call — they have to manually type it. 60% of mobile visitors to trade websites convert via click-to-call. You're leaving that entire segment on the table.

FIX: Wrap all phone numbers in tel: links · Add sticky mobile call bar
03
HIGH
~1 job/mo

No Google reviews displayed on the homepage

You have 47 Google reviews with a 4.7 rating, but none of them are visible anywhere on the site. A visitor lands, sees no reviews, and assumes you're a one-man-band with no track record — even though the opposite is true.

FIX: Embed Google review widget above the fold · Show star rating + review count
04
HIGH
~1 job/mo

"Get a Quote" button is below the fold

Your primary conversion CTA requires scrolling to find. Above-the-fold CTAs convert 3.2× better than below-the-fold ones. Also, the button is grey — low-contrast buttons on trade sites underperform high-contrast (orange/red) ones by ~40%.

FIX: Move primary CTA above the fold · Change to high-contrast colour
05
MEDIUM
~0.5 job/mo

No schema markup or sitemap.xml

Google has a harder time understanding what your business does and where it operates. This hurts your SEO ceiling (see Part 02) and means Google can't show rich results like business hours, service areas, or review stars in search.

FIX: Add LocalBusiness schema · Generate sitemap.xml · Submit to Search Console

Recommended Fix Plan

Ranked by impact × effort. Start at the top — the first three alone would add an estimated 6 jobs a month to your calendar.

// DO THIS WEEK

Quick Wins

2–5 hours · no dev required

  • Wrap phone numbers in tel: links
  • Embed Google review widget on homepage
  • Move "Get a Quote" CTA above the fold
  • Change CTA colour to high-contrast orange
Impact: +3 jobs/mo
// DO THIS MONTH

Foundation Fixes

1–2 weeks · basic dev work

  • Remove unused scripts + lazy-load images
  • Optimise mobile tap targets + spacing
  • Add LocalBusiness schema markup
  • Generate + submit sitemap.xml
Impact: +2 jobs/mo
// REBUILD

Full Rebuild

7 days · done by us

  • Hand-built on modern stack · <1s load
  • Mobile-first · trade-specific layout
  • Trust signals + reviews front and centre
  • SEO + schema + analytics from day one
Impact: +6 jobs/mo
// WANT THIS FOR YOUR BUSINESS?

This is a sample
Yours would be real

Every number above is fictional. If you want a real three-part audit of your actual website, SEO, and Google Business profile — delivered in 24 hours, free — request one below.