This is a critique of a live UK builders website showing what's good and what will help convert visitors. It also points out a few improvements that can be made to help conversion. It's a subjective opinion but very much based on accepted rules for what works and what doesn't. It's more about the content than fancy graphics.

1. A Great Example Of A Good Website
For Builders With Explanations Of
What Works And What could B e
Better
Chestnut Building Contractors
http://www.chestnutbuilding.co.uk/

2. Introduction
• The Chestnut Building Contractors serves South
London
• Their services include, but are not limited to,
renovations, extensions, electrics, decorations,
kitchen & bath
• Their website is simple and direct – they have the
essentials
• They use testimonials, contact form, simple
navigation, customer-focused copy, good photos
and persistent (but not so obvious)calls to action
• They have sufficient and relevant copy but for
better SEO, it wouldn’t hurt to add more

3. Top of the home page only:
http://www.chestnutbuilding.co.uk/
Clear logo, present on every page
to tell people where they are
Simple, easy to understand main
menu – aids navigation
Good quality
photo but is it
interesting?
Interactive
slide – you
can go back
and forth –
easy
navigation
Clear, simple
quick links –
makes it easy
for visitors to
get to the page
they want to be
Speaks directly to
visitors – uses ‘you’
Good offer. ‘Click here’ link is
obvious enough. Effective attempt
to increase conversion
BUT THERE’s NO
PHONE NO –
AAARGHHHH !

4. Bottom of the home page only:
http://www.chestnutbuilding.co.uk/
Testimonials help build web
credibility – essential for
conversion. Good placement.
Using full names or initials +
last names make testimonials
more believable / genuine
Contact details,
quick links and
contact form are
present on
every page –
good navigation
and attempt to
increase
conversion
Maps make it
easy for people
to locate you –
useful
information
Good form – short
and simple. Required
fields are labeled to
avoid friction
Send button
should stand out
and captcha is not
necessary

5. Middle part of the why us page only:
http://www.chestnutbuilding.co.uk/why-us/
Clear and
useful
quick links
Simple way to get
your visitors’
attention – make
your first
paragraphs bold
Good, relevant
photo. Size is
just right, not too
big, not too
small
Simple words,
short sentences
and paragraphs,
readable typeface,
uses ‘you’, talks
about benefits

6. Middle part of the services page only:
http://www.chestnutbuilding.co.uk/our-services/
Good layout – provides easy
navigation. ‘Read more’ links
are obvious. Photos are relevant

7. Middle part of the specific service page only:
http://www.chestnutbuilding.co.uk/where-we-work/
Relevant photo,
if a little bland
Clear headline
Good testimonial
placement, great
reference to architect
Good navigation – easy for
visitors to go from one
service page to another
Easy to read service description – good
use of copy. More relevant copy = good
search engine optimisation (SEO)

8. Middle part of the specific service page only:
http://www.chestnutbuilding.co.uk/work/painting-and-decorating/
Telling visitors the areas you cover helps
them with their decision making – helpful
information

9. Middle part of the testimonials page only:
http://www.chestnutbuilding.co.uk/testimonials/
Nice testimonial
page
design/layout
Typeface consistency –
they should stick with
non-italics, besides
they’re easier to read
Using full names or
initials + last names
make testimonials
more believable /
genuine

10. Middle part of the contact page only:
http://www.chestnutbuilding.co.uk/contact-us/
Using short and
simple contact
forms help boost
conversion
Complete contact details –
very important (their
address is provided with a
map at the top of this form)
More people will use this
form if they improve their
Send button and if they
remove captcha
Contact forms can
work – BUT asking for
a phone call will
almost always get
better results

11. Website reviews
• This website review is our opinion and everyone has
opinions of course. The intention here is to help you as a
builder, plumber, electrician or other trade professional
understand what will work in website marketing
• Our opinions are based on direct experience over many
years and extensive research using some of the best
marketing resources around the world, but only those
that test their results. Theory is nice but it doesn’t bring
home the bacon
• If we cause offence we don’t mean to, but you should
see the website critiques of sites that we know are poorly
constructed (we only pick on non UK sites in this way)
• If you look at our website (www.alanbrighton.com) you’ll
probably say what do they know, but it works. If you
could see what would get you the best possible results
you’d be shocked, but then maybe you’d get rich.