Trade searches are decided fast, usually on a phone, often during an emergency. Google Business Profile optimisation specifically for after-hours and emergency visibility is the single highest-impact action for plumbers and electricians in particular.
Site speed matters more for trades than almost any other category — a slow-loading site loses a customer who's already comparing three results in the time it takes to boil a jug.
Before/after project galleries and visible reviews build the trust signal that converts a visit into a booked job, especially for carpenters and builders competing on craft and capability rather than urgency.