Site Audit

If you’re an electrician, here’s a hard truth: most of your customers aren’t judging you based on your wiring skills—they’re judging you based on your marketing. And while there’s many paths they can take to discover your business, today we’re going to focus on your website.

Your website is a key piece of the overall marketing puzzle. And if your website has usability problems? You’re probably losing calls, jobs, and revenue.

Today, I want to walk through the top three usability issues I see on electrician websites and show you how to fix them fast.

1. Your Phone Number Is Hidden

This is the most common—and most frustrating—mistake I see. Your customer is ready to hire someone, and your number is buried in the footer, behind a form — or behind a button.

The ‘contact us’ button leads to weird states like this:

Above, I’m browsing on my desktop – when I click a ‘contact us’ button, instead of giving me a contact form or phone number, the site wants to open Facetime. Not a great customer experience – I never, ever want to open Facetime on my computer to speak to someone I don’t know, and I bet most consumers feel the same way. It’s hard enough to get people to call a regular phone number.

What to do instead:

• Put your phone number at the very top of the page
• Include it in the footer of every page
• The best sites include it throughout
• Contact us forms can be good
• Chat windows can also be effective
• Make it clickable on mobile devices

⚠️ Remember: If someone can’t find a phone number fast, they’ll just call your competitor.

2. Your Site Loads Too Slowly

Slow websites cost you business. Customers won’t wait more than a few seconds, and Google will push you down in local rankings if your page speed is poor.

I used Google’s PageSpeed Insights to test electrician sites. This is a helpful (and free!) tool provided by Google to help marketers and site owners diagnose and fix performance issues.

PageSpeed Insights

Watch these metrics:

• First Contentful Paint: under 3 seconds
• Largest Contentful Paint: under 6 seconds
• Image sizes: large files slow down loading

💡 Pro Tip: Test your site on a slow 4G connection to see what your customers experience.

3. Your Photos Are Boring (or Worse—Stock)

Photos are (one of) the first thing customers notice. If your site has no people, no real projects, or uses generic stock images, it won’t build trust.

Remember that people do business with those that they ‘know, like and trust.’ You want your website to inform (know), show smiling people (like) and show reviews, credentials, license numbers and years in business (trust).

I’m not against stock photography on principle, it’s just for your website – small, local business trying to build trust in the community – stock photography is inappropriate, especially when your iPhone has a camera with outputs that rival professional setups.

We all know stock photography when we see it. For example, the classic ‘laughing business people’

These aren’t terrible images, but they won’t get you to ‘know, like and trust’ with your audience.

A word on AI images – they are getting much, much better, but unless you are a visual person and a power user of AI image generating software, I’d recommend staying away from them. They tend to create images that are in the ‘uncanny valley’ – too realistic to be a hand-drawn rendering, but obviously computer-rendered that just feels ‘off’.

Here’s what works:

• Photos of your team — show faces, uniforms, and people on the job
• Branded vehicles — prove you’re legit
• Real customer interactions — no stock images!

Compare the above list to the website of Mr. Electric of Dallas. Their homepage has photos of their techs, their vans, and their work—real people, real branding. Look over the website, and it’s no surprise they rank at the top of Google for keywords like ‘electricians dallas’.

Quick Recap: Fix These Fast

If you want more leads from your website, fix these issues first:

1. Put your phone number at the top
   Make it easy to call you—no extra clicks required.
2. Speed up your site
   Use PageSpeed Insights to check performance and get recommendations.
3. Use real photos
   Show real people doing real work. Build trust at a glance.

Let’s Make Your Website Work for You

Your website should be more than a digital business card. It should help you get found, get called, and get hired.

If that’s not happening, it’s time to make some changes—and we can help.

I’m Jon from VoltageShield. We do marketing for electricians who want to grow their business, show up in search, and get more high-value leads.