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Research · September 2026

A third of UK contractor websites won't let you tap the phone number.

We opened 100 UK building services websites in a real browser and ran eight checks on each homepage. Twenty-five could not be measured at all. Of the 75 that could, a third give you a phone number you cannot tap.

Method, full data and the one conclusion we had to throw away are all below.

32%

have no tappable phone link

24 of 75

23%

show no phone number near the top

17 of 75

48%

passed all eight checks

36 of 75

25

of the 100 could not be measured

dead, broken or not a site

How we measured

The method comes first, because it changed the numbers.

We took 100 UK building services contractors from our own prospect list: 69 in ventilation, HVAC and air conditioning, 31 in plumbing, electrical and heating. This is not a random sample of the UK market and we are not going to pretend it is.

Every homepage was opened in a headless Chrome browser and left to load fully before we read the finished HTML. That matters more than it sounds.

Our first attempt used ordinary HTTP requests. Seventeen sites returned 403 to it: alive, but they would have been counted as broken. Twenty-five more returned a 0.2 KB bot-protection page with no title, no description and no phone number on it, so every check came back "missing" for a page that was never the company's site.

Plenty of sites also build their header, phone number included, with JavaScript. An HTTP request never sees it. Since the headline finding is about the phone number, mixing two ways of measuring would have made the comparison meaningless, so every site was measured again with the same tool.

What a failed check actually looks like

Take specialistventilation.com. Its homepage carries a phone number. The page source has zero href="tel:" anywhere on it, so the number sits there as plain text and a thumb cannot dial it.

Same on canopyventilations.co.uk, which prints two numbers and links neither, and on hvacengineeringelectricalltd.co.uk. That is the check. Open any of them, press the number on a phone, and see what happens.

Every row below can be checked the same way. That is why the domains are in the data: a measurement nobody can repeat is just an assertion.

What cleaning the data did to the numbers

Three passes. Every one of them moved the figures down, for the same reason each time: a page that will not open looks identical, to a script, to a site that has nothing on it.

CheckFirst passIn a browserCleaned
No tel: link56%39%32%
No structured data42%27%19%
No viewport tag18%1%0%
No HTTPS7%8%0%
No title16%1%0%

Why 100 became 75

Domain no longer resolves14
SSL error, the browser refused to open it4
Navigation error, we got an error page back3
Returned nothing even to a real browser2
Domain parked with a registrar1
Not a website: the record pointed at a Facebook page1
Measured75

The last nine only surfaced on the third pass. A Chrome error page weighs about 130 KB, so it sails through any filter based on page size and lands in the statistics as a site that has nothing on it. Someone has to read the titles.

On the 14 dead domains, the honest phrasing is "14 of the 100 domains in this list no longer respond", not "14% of contractors have lost their website". The list was built in July 2026 and firms move or close.

Results

All 75 measured sites.

FindingCountShare
No tappable tel: link24 of 7532%
No phone number near the top of the page17 of 7523%
No structured data (JSON-LD)14 of 7519%
No meta description7 of 759%
No Open Graph tags7 of 759%
No HTTPS, no title or no viewport0 of 750%

HTTPS, page titles and mobile viewport tags are effectively solved. Every site that opened had all three. The gap is no longer in whether a site exists, it is in whether it does anything for the person holding a phone.

The finding we dropped

We thought ventilation lagged every neighbouring trade. It doesn't.

On the uncleaned data, ventilation and HVAC firms looked worse than plumbing, electrical and heating firms on all eight checks. It made a good story and we had written the explanation for it.

Then we cleaned the data and ran Fisher's exact test on each check. Nothing survived.

CheckVent (50)Other (25)p
No tel: link36%24%0.43
No phone near the top22%24%1.00
No structured data24%8%0.12
No meta description12%4%0.41
No Open Graph12%4%0.41

With 50 sites against 25, a twelve point gap is 18 cases against 6. That fits comfortably inside chance. The difference we were about to explain was a difference we could not show existed.

What survives is one number, and it holds across the whole sample: a third of these sites will not let you tap the phone number.

The other half of the story

Nearly half of them passed everything.

Thirty-six of the 75 cleared all eight checks. Not one site failed more than four. This is not an industry with broken websites, it is an industry where half the sites are fine and the rest miss one or two cheap things.

Passed all eight
36
Failed one check
19
Failed two
11
Failed three
8
Failed four
1
What they are built on

Four in five run WordPress or Wix.

We read the platform off the page source. The median column is the weight of the homepage HTML, which is the one place the platforms genuinely differ.

PlatformSitesMedian page weight
WordPress39204 KB
Wix22759 KB
Custom or unknown10106 KB
Everything else4-

A Wix homepage arrives about four times heavier than a WordPress one and seven times heavier than a hand-built page. The heaviest in the sample was 2,075 KB.

What the platform does not predict is whether the checks pass. WordPress sites missed a tappable phone link 26% of the time and Wix sites 36%, which at these numbers is p = 0.40. Nothing to see.

Site by site

All 75 sites, named.

Alphabetical, not ranked. Every one of these is a public homepage and every check can be repeated in a browser in about ten seconds. Thirty-six of them have nothing missing at all.

WebsiteTradePlatformKBMissing
acr-services.ukVentilationWordPress543nothing
acventilation.comVentilationWordPress123nothing
airsourcecompany.comVentilationWix2075nothing
ajventilationservices.co.ukVentilationWordPress274nothing
akelectricians.co.ukOther tradesWordPress159nothing
allduct.co.ukOther tradesWix741nothing
alpinaircon.comVentilationWix463nothing
amlhvac.co.ukVentilationWordPress72meta description, structured data
assuredelectriciansbirmingham.co.ukOther tradesWordPress137structured data
ave-ltd.comOther tradesWordPress904nothing
azplumbingcontractors.co.ukOther tradesWordPress220nothing
baynes-ac.comVentilationWix814tel: link
bhamair.comVentilationWordPress240nothing
brsbristol.comOther tradesWordPress386meta description, structured data, Open Graph
buildandventilation.co.ukVentilationCustom or unknown197tel: link
canopyman.ukVentilationShopify432meta description, tel: link, phone at top
canopyventilations.co.ukVentilationWordPress160tel: link
completeventsolutions.co.ukOther tradesWordPress242phone at top
coolstreamac.co.ukVentilationWordPress186phone at top
debonaircooling.co.ukVentilationCustom or unknown381nothing
drhplumbing.co.ukOther tradesWix714tel: link
ductworksolutions.orgVentilationCustom or unknown31tel: link, phone at top, structured data
ecostream.org.ukVentilationWordPress476nothing
evercool.ukVentilationWix604nothing
fairwayelectricalbristol.co.ukOther tradesDrupal104nothing
fanservices.co.ukVentilationWordPress714nothing
firstchoiceaircon.co.ukVentilationWix777nothing
fusion-elec.co.ukOther tradesWordPress150tel: link, phone at top
greaterbirminghamaircon.comVentilationWix601nothing
grovebellelectrical.comOther tradesWordPress247nothing
hbelectricalbristol.co.ukOther tradesWordPress165phone at top
heatsafebirmingham.co.ukVentilationWordPress322nothing
hrv-group.comVentilationCustom or unknown142phone at top, structured data
hvacengineering.co.ukVentilationWix491tel: link, phone at top, structured data
hvacengineeringelectricalltd.co.ukVentilationWordPress92tel: link
iaventilation.co.ukVentilationWix1056nothing
jrventilation.co.ukVentilationGoDaddy262tel: link, structured data
kelvent.co.ukOther tradesWordPress168tel: link
koolit.co.ukVentilationWordPress134nothing
leicester-aircon.co.ukVentilationWix1546nothing
leonteam.co.ukVentilationCustom or unknown24Open Graph
londonplumbers.comOther tradesCustom or unknown174nothing
londonvents.co.ukVentilationCustom or unknown70structured data, Open Graph
mac-ventilation.co.ukVentilationWix626nothing
macventilation.co.ukVentilationWix713meta description, tel: link
manchestercooling.comVentilationWordPress146phone at top
mcventilation.co.ukVentilationWix1927nothing
midlandairconditioning.co.ukVentilationWordPress204tel: link, phone at top
midtechservices.co.ukVentilationWordPress233nothing
mjpelectrical.comOther tradesWordPress493nothing
msventilation.comVentilationWordPress160tel: link, phone at top, structured data, Open Graph
mvhr-commissioning.comVentilationWeebly42tel: link, phone at top, structured data
nimanelectrical.comOther tradesWix1357nothing
ntscooling.co.ukVentilationWix990tel: link, phone at top
pedal-powered-plumbing.co.ukOther tradesWix474nothing
pmjkitchenventilation.co.ukOther tradesWix1804tel: link
precision-electrical.co.ukOther tradesWordPress187nothing
reactboilerrepair.co.ukOther tradesWordPress117nothing
rematventilation.comVentilationWordPress265nothing
rsm-air.co.ukVentilationWordPress89meta description, structured data, Open Graph
rudkinandherbert.co.ukOther tradesWordPress258phone at top
sasaircon.co.ukVentilationWix1424nothing
saturnsales.co.ukVentilationCustom or unknown56tel: link, phone at top, Open Graph
solihullair.co.ukVentilationCustom or unknown38structured data, Open Graph
specialistventilation.comVentilationWordPress49tel: link
strongventilation.comVentilationCustom or unknown158structured data
thermalairsolutions.comOther tradesWix724tel: link
tkac.co.ukVentilationWordPress414nothing
vallectric.co.ukOther tradesWordPress129tel: link, phone at top
ventdirect.co.ukVentilationWordPress881tel: link
vss-ltd.co.ukVentilationWix434meta description, tel: link, structured data
vssltd.co.ukOther tradesWordPress772phone at top
westcottairconditioning.co.ukVentilationWix983nothing
wholeventilationservices.co.ukVentilationWordPress143meta description, tel: link
zodiacplumbing.co.ukOther tradesWordPress247nothing

What this does not say

  • It is not a random sample of UK contractors. It is 100 firms from one prospect list, weighted towards ventilation. Read it as a snapshot of that list.
  • Eight technical checks are not a judgement of a business. Plenty of firms with a poor score are booked solid on word of mouth.
  • A tappable phone link is not proof of anything on its own. It is the cheapest thing on this list to fix, which is why it is worth naming.
  • We did not test speed, accessibility or content. Those need a different method and we would rather publish four checks we trust than eight we do not.

The data

Every percentage above can be recomputed from this file: 75 rows, one per measured site, with all eight checks, the platform it runs on, the page weight and how many checks it failed.

The domains are in it. We published an anonymised version first and it was the wrong call: a row reading site-001, false, false cannot be checked by anyone, which makes it worth nothing on a page whose whole claim is that you can check it.

These are measurements of public homepages, not a verdict on anybody's business. Half the list has nothing missing. If a site here has changed since 1 September, tell us and we will re-measure it and update the file.

Download the data (CSV, 75 rows)

Measured 1 September 2026 in headless Chrome. Published 9 September 2026, revised 10 September to name the sites and add the platform and page-weight columns. Free to reuse with a link back.

Lumith is a London studio building websites, software and AI for UK businesses, with a deep specialism in construction and trades. We ran this because it is our own prospect list. About the studio.