Local Website Benchmark 2026 · scored October 2026
The research
We don't have client reviews yet, so this is what our work stands on. In October 2026 we scored 690 Australian trade and clinic businesses on a 100-point matrix: how well they win customers, and what their websites do to turn visitors into calls and bookings. Here's how, what we found for Perth tradies, and what the data can't tell you.
How we did it
- Who: plumbers, electricians, roofers, air-con installers and landscapers (trades), and dentists, physios, hair salons, cosmetic skin clinics and chiropractors (health & beauty), in Sydney, Melbourne, Brisbane and Perth.
- How many: 798 businesses found through 40 Google Maps searches and 40 Google searches; 738 websites crawled; 690 scored; 31 re-checked in a real browser; 20 finalists audited by hand.
- Left out of the top and bottom picks: national chains and franchise networks, because their brand spend skews the results.
The 100-point matrix
- Winning customers (40): Google rating (10), number of Google reviews (15), and whether the business's own site shows in the top 10 Google results for "[service] [city]" (15).
- Website (60): conversion path (14: tap-to-call, a clear quote or book button, a form or booking, calls to action down the page), trust and proof (12), local SEO basics (12: service and city in the page title, schema, suburb pages, address and phone), content depth (8: service pages, FAQ, prices), technical (8: HTTPS, speed, page weight, mobile) and clarity (6: the heading says what and where).
What 88 Perth tradie websites miss
Plumbers, electricians, air-con installers, landscapers and roofers in Perth, with a website we could load.
- 65 have fewer than 3 suburb pages
- 57 have no FAQ
- 46 have no LocalBusiness schema (the code that tells Google what you do and where)
- 41 show no guarantee or warranty
- 38 don't show their Google rating
- 31 don't say what they do and where in the main heading
- 27 have no quote form or online booking on the homepage
- 11 have no tap-to-call link
The independent check
The best and worst sites differ partly by definition, because the website score is built from these features. So we also split the 357 trade businesses by Google review count alone, which has nothing to do with the website score, and compared the busiest quarter (249+ reviews, 89 businesses) with the quietest (44 or fewer, 89 businesses). The same features show up on the busy side:
- Guarantee or warranty: 88% of the busiest vs 49% of the quietest
- Google rating shown: 83% vs 44%
- 24/7, same-day or 7-day promise: 82% vs 38%
- Prices or "$0 call-out" shown: 81% vs 35%
What the data can't tell you
- It shows what busy businesses' websites have in common, not that a feature causes more calls. The link between website score and winning customers is real but moderate (r = 0.34). A great website won't fix a business with bad reviews.
- It's a snapshot. Sites change. When we score your site, we check it again as it is today.
- The crawler reads the homepage code. It can miss things that only appear when a page runs in a browser, so every score we send is checked by hand first.
- We don't publish any business's score. Results here are totals and percentages only.