5-step website health check for trade and renewables businesses

Your website should be more than just an online business card, it should be your hardest-working team member. If you’re a trade or renewables business, your website needs to do some heavy lifting - attracting visitors, converting them into customers and showing off what you do with confidence.

But is it actually doing that? Or is it quietly coasting along while your competitors pick up the enquiries?

Follow our five-step health check to see if your website is pulling its weight - and what to do if it’s not.

1. First impressions count - is your website credible and professional?

Within seconds of landing on your site, a potential customer will make a snap judgement. If it looks outdated, cluttered or too ‘DIY’, they might question the quality of your work. On the flip side, a fresh, modern site with consistent branding helps position you as trustworthy and committed to quality.

Quick check:

• Does your website reflect the same standard as your installs or completed projects?

• Are your logo, colours and fonts consistent across every page?

• Do you have high-quality images of your work?

If the answer to any of these is no, it could be time for a visual refresh.

2. Mobile-friendly - can people use your site on the go?

With over 63% of website traffic coming from mobile devices in 2025, a substantial amount of your website visitors are likely viewing from their phones. (Which also begs the question: Are you tracking where your website visitors are coming from and via which device using Google Analytics?)

If your site is hard to navigate on mobile, slow to load or missing key information on small screens, your visitors won’t stick around.

Quick check:

• Try visiting your website on your phone. Is it easy to read and use?

• Do images resize properly? Are buttons clickable?

• Does your contact info appear clearly and quickly?

If you’re zooming in and out to read text or vital information is cut off, it’s time to optimise for mobile.

3. SEO basics - are people finding your site on Google?

If your site isn’t showing up when people search for your services on Google, you’re missing out on traffic and potential leads. Many trade and renewable energy businesses still rely heavily on word-of-mouth, but search engine optimisation (SEO) helps you reach people who are actively looking for your help online.

Quick check:

• Google search your service and area (e.g. "solar installer in Leeds"). Do you appear in the search results?

• Are your page titles and headings clear and keyword-focused?

• Do you have a Google Business Profile that includes a link to your website?

You don’t have to be an SEO expert, but small tweaks can make a big difference to your online visibility.

4. Calls to action - are you guiding people to the next step?

A common mistake is having a visually appealing site but no clear direction. Every page should guide your visitor toward the next step - whether that’s calling you, filling in a form or downloading a brochure.

Quick check:

• Do you have visible calls to action (CTAs) on every page?

• Is your contact form simple and easy to find?

• Do you have multiple ways for someone to get in touch - phone, email, enquiry form, maybe even WhatsApp?

Don’t leave people guessing what to do next. Make it easy for them to contact you.

5. Proof of quality - are you building trust with evidence?

For trade and renewables businesses, trust is everything. Your website should be packed with proof that you do what you say you do, and you do it well.

Quick check:

• Do you showcase your certifications (ISO, TrustMark, MCS, Flexi-Orb)?

• Are there testimonials or Google review snippets?

• Have you got recent project photos or case studies?

The more proof you provide, the more likely someone is to choose you over a competitor with no credibility cues.

All questions considered - is your website pulling its weight?

If you found yourself answering no to a few of these questions, you’re not alone, but you are missing opportunities. The good news is that small changes can have a big impact. And if you need support, that’s what we’re here for.

At Phrase, we specialise in helping trade and renewables businesses get their marketing - and their websites - working harder for them. Whether you need a website overhaul, SEO help or monthly content that actually brings in leads, we’ve got you.

Get in touch and we’ll talk you through our recommendations for your website.