Case 04 · JB Sparks
A trade site that gets the phone to ring.
Jack is a one-man electrical business in Chesterfield. His customers are standing in a kitchen with a dead ring main, on a phone, deciding between him and the next result. That is the entire design problem, and almost none of it is about looking good.
The Brief
The customer is already on their phone, and in a hurry.
Trade enquiries do not browse. Someone searches "electrician Chesterfield", opens two or three results, and calls whichever one answers the question fastest: do you cover me, do you do this job, and are you actually qualified.
That makes the brief unusually concrete. Every design decision on this site was measured against whether it shortened the distance between landing and calling.
Structure
Pick your job, then three steps, then call.
The homepage opens on the jobs themselves rather than a positioning statement. EV charger installation, full rewires, consumer unit upgrades, lighting, fault finding. A visitor self-selects in one tap and lands on the thing they actually searched for.
After that the page answers the three objections in order, and stops.
- Three steps, no faff. What happens between calling and the job being done, so there is no unknown process to worry about
- Jack on every job. A one-man business is a feature here. The person quoting is the person turning up
- Real reviews, real jobs. Reviews and past work sit together, because a review is more convincing next to the job it describes
The phone number is in the header at every scroll position, and it is a tap-to-call link rather than text a customer has to select and copy.
Local Search
A page for each town, because that is how people search.
Nobody searches "electrician". They search "electrician Chesterfield", or Dronfield, or Clay Cross. A single site targeting the trade as a whole loses every one of those to somebody who named the town.
So the coverage area is not a sentence, it is a set of pages, each one written for the place it names rather than spun from a template with the town swapped out. Alongside them sits a set of honest guides, which catch the research-stage searches that come well before anyone is ready to call.
Trust
Certifications where the doubt is, not in the footer.
Electrical work is one of the few trades where the customer genuinely worries about competence, because the failure mode is a fire. Qualifications and accreditations sit next to the calls to action rather than in a footer badge strip, which is where they answer the question rather than decorating the page.
The site also carries the Infrared preferred-installer relationship, which is third-party corroboration of exactly the kind a one-man business rarely gets to show.
Under the Hood
Static output, nothing to run.
Built with Astro, which renders everything to static HTML at build time and ships almost no JavaScript to the browser. That is what makes a content-heavy site with town pages, guides and a review section still arrive instantly on a phone on mobile data, which is the only condition that matters for this business. Forms post without a backend, hosting costs nothing a month, and Jack owns the code.
Key decisions
Four decisions that came from how trade customers actually behave.
This one was designed against a scenario rather than a brand: someone standing in a kitchen, on a phone, choosing between two search results.
Tap-to-call in the header, always.
The single highest-value element on a trade site. It is a phone link, not a number to copy, and it never scrolls away.
Jobs first, positioning never.
The homepage opens on the list of jobs. A visitor who searched for a rewire sees the word rewire without reading anything else first.
A page per town, written per town.
Local intent is the whole game in the trades. Templated pages with the place name swapped are transparent to readers and to Google alike.
Certifications next to the CTA.
Qualifications answer the actual objection, so they belong where the decision is made rather than in a footer nobody reaches.
Outcome
Fast, findable, and it answers the question before the call.
A site that loads instantly on mobile data, names every town it serves, and puts the phone number and the qualifications in front of someone who has already decided they need an electrician today.
Performance
Google Core Web Vitals.
Mobile scores via Google PageSpeed Insights. There was no previous site to compare against.
| Metric | Score |
|---|---|
| Performance score | 100 |
| LCP (Largest Contentful Paint) | 0.6s |
| FCP (First Contentful Paint) | 0.6s |
| CLS (Cumulative Layout Shift) | 0 |
| TBT (Total Blocking Time) | 0ms |
Measured on mobile · Google PageSpeed Insights
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