NZ trade website benchmark highlights gaps in mobile contact options and customer information

A review of 150 New Zealand trade business websites by EightySix Digital has highlighted opportunities to make contacting a business easier, particularly for customers browsing on their phones.

The October 2026 benchmark examined 25 businesses in each of six sectors: plumbing and gasfitting, electrical, building, roofing, painting and decorating, and landscaping.

While most websites provided basic contact options, just 51% displayed a tap-to-call button on the first mobile screen. Although 75% had one somewhere on their mobile homepage, customers often needed to scroll to find it.

For trade businesses reviewing their websites, this provides a practical starting point: check whether a customer can immediately see how to get in touch.

Quote forms were common, but response times were rarely stated

The review found that 83% of websites had a quote or contact form on their homepage or contact page. However, only 6% told visitors how quickly they could expect a reply, and 5% offered online booking or a quote tool.

These findings suggest that many businesses already have the means to receive enquiries, but could give customers clearer expectations about what happens after submitting one.

A stated response time should reflect what the business can realistically deliver.

Mobile performance and trust signals varied

The median mobile performance score, measured using Google PageSpeed Insights, was 57 out of 100. Some 29% of websites scored below 50.

Customer feedback featured more prominently: 63% displayed testimonials or reviews. Other trust information appeared less consistently. The benchmark reported that 34% stated a licence or registration where applicable, 36% showed a trade association, and 9% mentioned insurance.

These figures describe information visible on the websites reviewed. They do not establish whether a business holds credentials or insurance that it has not published online.

A practical comparison for trade businesses

Each homepage was loaded once at a phone-sized screen size, alongside a contact page, with mobile speed assessed through Google PageSpeed Insights. Businesses were identified through Google Maps searches and three public trade registers.

The results describe this sample rather than every New Zealand trade business. Individual website scores remain private.

EightySix Digital provides web design, SEO and lead-capture services, and founder Stu Clark also operates the TopChoice directory. These interests are disclosed alongside the benchmark’s methodology and limitations.

Trade business owners can request a free private scorecard showing how their website compares and which three improvements to prioritise, whether or not their business was included in the original review.

Read the NZ Trades Website Benchmark 2026 summary for the findings and links to the full methodology and scorecard request.