Forget the fancy animations, video backgrounds, and chatbots that cost a fortune. Your trade website needs 5 simple features that actually convert visitors into paying customers.
I've seen £5,000 websites with all the bells and whistles get zero enquiries, and £800 websites with these 5 basics book 20+ jobs a month. It's not about looking flash - it's about making it dead easy for customers to hire you.
Feature #1: Click-to-Call Phone Number (Everywhere)
This is the big one. 73% of people prefer to call a tradesman rather than fill out a form. Your phone number needs to be:
- Visible immediately - Top right corner, big and bold
- On every page - Not just the contact page
- Clickable on mobile - One tap to dial (not copy-paste)
- Sticky header - Stays visible as they scroll
❌ What Doesn't Work:
Phone number buried in the footer
Small gray text: "For enquiries: 01234 567890"
Not clickable on mobile
✅ What Works:
Big button in top right: "CALL: 07XXX XXXXXX"
Bright color that stands out
One-tap dial on phones
Emergency Services? Make It Obvious:
If you offer 24/7 emergency callouts, have TWO numbers:
- Normal enquiries: Standard number
- Emergencies: Bigger, red button - "EMERGENCY 24/7: 07XXX XXXXXX"
Emergency jobs are your highest-paying work. Make that number impossible to miss.
Feature #2: Photo Gallery of Real Work
"Pics or it didn't happen" applies to trade work. Customers want proof you've done this job 100 times before.
Why Photos Matter:
- 67% of customers say photos influence their hiring decision
- Before & after shots increase conversions by 45%
- Real work photos build trust 10x faster than text descriptions
- Customers specifically mention seeing similar work when they book you
What to Photograph:
- Completed jobs - Bathrooms, boilers, wiring, installations
- Before & after - Especially powerful for renovations
- Work in progress - Shows attention to detail (neat pipework, tidy site)
- You on-site - Proves you're a real person doing real work
Gallery Features That Work:
- Categories - "Bathroom Refits", "Boiler Installations", "Emergency Repairs"
- Location tags - "Recent work in Birmingham" builds local trust
- Brief descriptions - "New combi boiler installed, 1-day job, customer delighted"
- Mobile-friendly - Easy to swipe through on phones
Pro tip: Add 2-3 new photos every month. Shows you're actively working and keeps content fresh for Google.
Feature #3: Customer Reviews & Testimonials
You can say you're brilliant all day long. Your customers saying it means 10x more.
Review Statistics:
- 89% of people read reviews before hiring a tradesman
- 5-star rating increases conversion by 270%
- Customers trust reviews 12x more than your own descriptions
- Websites with reviews get 3x more enquiries
Where to Display Reviews:
- Homepage - 3-5 best reviews front and center
- Service pages - Relevant reviews ("Great bathroom refit" on bathroom page)
- Google Reviews widget - Live feed showing your rating
- Dedicated testimonials page - All reviews in one place
What Makes a Good Review Display:
- Real names - "John S, Birmingham" (not just "Customer")
- Star rating visible - ★★★★★ catches the eye
- Specific details - "Fixed our burst pipe at 11pm, super reliable"
- Recent dates - Shows you're actively getting new customers
Feature #4: Simple Contact Form (That Actually Works)
Not everyone wants to call. Some browse at midnight. Your contact form needs to be simple and reliable.
Essential Form Fields (Keep It Short):
- Name
- Phone number (required - you need to call them back)
- Email (backup contact)
- Service needed (dropdown: Emergency, Boiler, Bathroom, etc.)
- Brief message (what's the job?)
- Postcode (optional - helps qualify if they're in your area)
⚠️ Common Form Mistakes:
- Too many fields - 12 questions = people abandon it
- Broken forms - Test it monthly! You might be losing leads
- No confirmation - Send instant "We got your message" email
- Slow response - Set up notifications to your phone
Form Placement:
- Dedicated contact page - Main contact form
- Every service page - "Interested in bathroom fitting? Get a quote:"
- Homepage - Small contact form or "Get a Quote" button
Critical: Reply within 5 minutes. Seriously. If someone fills out your form at 2pm and you reply at 9am next day, they've already booked someone else.
Feature #5: Mobile-First Design (Non-Negotiable)
68% of trade searches happen on mobile phones. If your website doesn't work perfectly on mobile, you're losing 7 out of 10 potential customers.
What "Mobile-First" Actually Means:
- Fast loading - Under 3 seconds or people leave
- Click-to-call buttons - Tap to dial, not copy-paste
- Readable text - No tiny fonts requiring zoom
- Big buttons - Easy to tap with thumb
- No horizontal scrolling - Everything fits screen width
- Images load properly - Not cutting off or distorted
Mobile Facts:
- 85% of "near me" searches are on phones
- 70% of emergency searches happen on mobile
- 57% of users won't recommend a business with a poor mobile site
- Google penalizes non-mobile-friendly sites in search rankings
Test Your Mobile Site:
Pull out your phone right now and visit your website:
- ✅ Does it load in under 3 seconds?
- ✅ Can you read text without zooming?
- ✅ Can you tap the phone number to dial?
- ✅ Can you fill out the contact form easily?
- ✅ Are photos clear and properly sized?
If you answered "no" to any of these, you're losing customers every single day.
Bonus Features (Nice to Have, But Not Essential)
Once you've nailed the 5 essentials, these extras can help:
- Service area map - Shows exactly where you cover
- Pricing guide - Rough costs for common jobs (builds trust)
- Qualifications/certifications - Gas Safe, qualifications, insurance
- FAQ section - Answer common questions upfront
- Blog/tips - Helps with SEO and positions you as expert
But honestly? Get the 5 must-haves right first. I've seen simple 5-page websites with those basics outperform fancy 20-page websites that miss the fundamentals.
What You DON'T Need (Save Your Money)
Web designers love selling you features you don't need:
- ❌ Live chat widgets - People want to call, not type
- ❌ Video backgrounds - Slow down your site, look dated
- ❌ Animations everywhere - Distracting and slow
- ❌ Complex booking systems - Just use a phone call
- ❌ Membership areas - You're not running a subscription service
- ❌ 15 different contact forms - One good form is enough
These features might look cool in a demo, but they don't book you more jobs. Focus on what actually works.
The Reality Check
Your website has one job: turn visitors into paying customers.
Does it make contacting you easy? (Big phone number, simple form)
Does it prove you're legit? (Real photos, customer reviews)
Does it work on phones? (Mobile-first design)
If yes to all three, you've got a website that works. Everything else is bonus.
Real Example:
A plumber came to us with a £4,000 website built by an agency. Beautiful design, fancy animations, video background. Problem? Zero enquiries in 6 months.
We rebuilt it with these 5 basics: big phone number, photo gallery, reviews, simple contact form, mobile-optimized. Cost: £99/month.
Result: 15 enquiries in the first month. Booked £6,200 worth of work.
He kept the fancy website as a backup. It still gets zero enquiries.
Ready for a Website That Actually Works?
Our websites for trade businesses include all 5 must-have features built-in - click-to-call buttons, photo galleries, review systems, working contact forms, and mobile-first design that actually converts visitors into customers.
Get Started - From £59/month