Why your trade website isn't getting leads

Most trade websites generate zero enquiries. Not "low" — zero. The good news: the fixes are predictable, in the same order, every time. Here are the seven reasons we see again and again.

1. You're not in the Google map pack

For service searches, 70%+ of clicks go to the three "map pack" listings at the top. If you're below them, you're competing for scraps. Fix: claim and optimise your Google Business Profile, get to 25+ reviews, post weekly.

2. Your phone number isn't the first thing visible

People don't fill in contact forms when they need a plumber. They call. Your phone number should be in the header, large, on every page, and click-to-call on mobile.

3. Your service pages are too generic

A single "Services" page covering everything ranks for nothing. A separate page per service ("boiler repair", "bathroom installation", "emergency call-outs") ranks for each.

4. No proof / reviews on the page

Embedding 3–5 real Google reviews on the homepage doubles enquiry rates in our experience. People want to see that other people have hired you.

5. The site is too slow

If your homepage takes 5+ seconds to load, you lose around 30% of visitors before they've seen anything. See the maths.

6. Your enquiry form is too long

Name + phone is enough. Every extra field cuts conversion by ~10%. A 7-field form will convert at half the rate of a 3-field one.

7. You're not replying fast enough

The speed-to-lead data is brutal: lead conversion drops 80%+ after 5 minutes. If you can't answer within an hour, the lead is mostly dead.

Request a free audit and we'll tell you which of these are affecting you most.