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.
Five things that decide whether a customer rings you after landing on your site. Scored out of 10, ranked by impact on conversions.
Ranked by estimated impact on your phone ringing. Each one has a severity tag and an estimated cost in lost jobs per month.
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.
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.
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.
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%.
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.
Ranked by impact × effort. Start at the top — the first three alone would add an estimated 6 jobs a month to your calendar.
2–5 hours · no dev required
tel: links1–2 weeks · basic dev work
7 days · done by us
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.