Free website check for trades: a plain-English report card for your site

Type in your website address and this free check runs it through Google’s own PageSpeed checker on a mobile connection, then turns the results into a plain-English report card: mobile speed, how it works on a phone, basic SEO and accessibility, with a pass or a one-line fix for each. It is free, there is no email needed, and your address goes only to Google’s checker. Unavoidable Marketing is a UK-wide, Leeds-based agency that builds and fixes websites for trades across the UK, and founder Andrew Heppinstall is on every strategy call.

Last updated: 21 October 2026

What this website check looks at

The check sends your address to Google PageSpeed Insights, the same free checker Google offers to web developers, and asks it to load your site as a mobile phone would. Most people looking for a plumber, roofer or locksmith search on a phone, often stood in the kitchen with a problem, so that is the version of your site that matters. The report card groups Google’s findings into five plain areas: mobile speed, mobile friendliness, basic SEO, accessibility, and security. Each line gets a pass or a fix, and every fix comes with a one-line note you can hand straight to whoever looks after your website.

What Google’s checker cannot see

A fast site can still lose you jobs. Google’s tool does not know whether your phone number is at the top of the page, whether your quote form asks for a postcode and a photo, or whether your pictures are real jobs or stock images. That is why the checklist is there. Go through it on your own phone, honestly, and tick what you already have. A roofer in Plymouth with a quick site but no reviews, no accreditations and one page that tries to cover every job will usually lose the call to a slower site that shows all of those things.

How your grade works

Your overall grade mixes Google’s scores with your checklist. Google’s results carry most of the weight, and your ticks make up the rest, so the grade moves as you tick items. If Google’s checker is busy and does not return a result, you still get a grade from the checklist alone. Scores from Google can move a little each time you run the check, because it depends on how your server and the test connection behave at that moment. Look for the red items that come up every time, not small changes in the number.

What to fix first

Start with anything that stops a customer ringing you: a site that is not secure, a page Google is blocked from listing, text too small to read, or buttons too fiddly to tap. Next, sort out heavy photos, which are the most common reason trade websites are slow. Then work through the checklist, adding a tap-to-call number, real job photos and reviews. Service pages and proper area pages take longer but they are what help you show up in Google, and in AI assistants like ChatGPT and Gemini, for the work you actually want. If you are paying for Google Ads, fix the basics before spending more, because every slow or confusing page wastes clicks you have paid for.