I tested 527 home service business websites across Dallas-Fort Worth in November 2026. The median site scored 64 out of 100 for mobile speed and took 7.3 seconds to show its main content on a phone. One in three showed no reviews at all, even though the typical one had 130 Google reviews at 4.9 stars.
The short version. The method section further down explains how each number was measured.
Only 14% of the 523 sites I could test scored 90 or higher on Google's mobile test, and 20% scored under 50. 78% took more than 4 seconds to show their main content, which Google rates as poor.
Roofing sites had the lowest median score (60) and the slowest main content load (9.0s). That is the trade where a single job is often worth $10,000 or more.
Businesses in Google's top 3 map results and businesses ranked 10th or lower had the same median speed score (65). Speed matters after the click, when the visitor decides whether to call.
35% of homepages showed no reviews, star ratings or testimonials. The typical one of those businesses had 130 Google reviews at 4.9 stars. 68 of them had 100 or more reviews they weren't using.
81% put a tap-to-call link in the first screen on a phone. Only 48% offered any way to book online, and 23% used booking software like ServiceTitan or Housecall Pro.
Not very. I ran every site through Google's PageSpeed Insights mobile test, the same test Google shows site owners. The median score across all five trades was 64 out of 100. Google treats 90 and up as good, 50 to 89 as needs improvement, and under 50 as poor.
20% of sites landed in the poor range and only 14% reached good. The rest sat in the middle, which on a phone usually means a few seconds of blank or shifting screen before anything useful shows up.
Roofing. The median roofing site took 9.0 seconds to show its main content, against 7.3 seconds for all trades, and 83% of roofing sites were slower than 4 seconds.
General contractors had the best median score, but the gap between trades is small and no trade is doing well. From building these sites, the usual culprits are big photo sliders, background video and uncompressed project galleries at the top of the homepage. I didn't measure those directly in this study.
Not directly, based on this data. The businesses showing in Google's top 3 map results had a median speed score of 65. The ones ranked 10th or lower also had 65. Map rankings mostly come from your Google Business Profile, reviews and distance to the searcher.
Where speed does matter is after someone taps your listing. A visitor on a phone in a hurry gives a slow page a few seconds before going back to the results and calling the next company. Bigger companies were not immune either: businesses with 500 or more Google reviews had a lower median score (61) than businesses with under 100 reviews (67), One likely reason is that bigger sites tend to carry more tracking scripts and widgets, though I didn't measure that here.
Calling, mostly yes. 90% of the sites I checked had a tap-to-call phone link and 81% showed it in the first screen on a phone without scrolling. That still leaves about 1 in 5 where a customer has to hunt for the number.
Booking is a different story. Only 48% offered any way to book online, and that number is pulled up by HVAC (67%) and plumbing (65%). Roofers and general contractors sell inspections and estimates rather than same-day visits, so online booking matters less for them, but a clear "request a free inspection" form still does.
A third don't. 35% of homepages had no reviews, star ratings or testimonials anywhere on them. These are not businesses short on reviews: the typical one had 130 Google reviews with a 4.9 star average, and 68 of them had 100 or more.
Only 19% of sites used review markup (schema) that lets Google read their rating. Putting five recent Google reviews and the star average near the top of the homepage is one of the cheapest fixes on this list.
WordPress, by a wide margin. It ran 55% of the sites I checked. Custom builds and smaller platforms made up most of the rest, with Wix, Scorpion, Duda, GoDaddy, Webflow and Squarespace each under 10%.
The platform didn't decide the score: there were fast and slow sites on every one. In my experience the difference comes from what gets loaded on the homepage (image sizes, sliders, video, chat and tracking scripts), not the builder itself.
Speed columns use all tested sites. Call, review and booking columns use the 331 homepages in the site review.
| Oficio | Sites | Median speed score | Score under 50 | Main content load | Call link in first screen | Shows reviews | Online booking |
|---|---|---|---|---|---|---|---|
| Plomería | 103 | 63 | 24% | 6.8s | 85% | 69% | 65% |
| Electricidad | 25 | 64 | 12% | 6.8s | 72% | 56% | 48% |
| HVAC | 137 | 66 | 18% | 6.6s | 90% | 67% | 67% |
| Roofing | 154 | 60 | 24% | 9.0s | 79% | 68% | 35% |
| General contractors | 108 | 68 | 15% | 7.0s | 69% | 58% | 15% |
| All trades | 527 | 64 | 20% | 7.3s | 81% | 65% | 48% |
Electrical is a smaller sample (25 sites), so treat its percentages as rough.
If you run a trade business in DFW, start here. None of these need a full redesign.
Swap a slider or background video for one compressed photo. On most of these sites that alone cuts seconds off the main content load.
A tap-to-call link and a single "Book" or "Free estimate" button, visible on a phone without scrolling.
Five recent Google reviews and your star average near the top, with review markup so Google can read it.
If you already pay for ServiceTitan, Housecall Pro or Jobber, their booking widget is usually included.
Old tracking scripts, a chat widget nobody answers, three font families. Each one adds load time on a phone.
Want to see where your own site stands? Run it through PageSpeed Insights on the mobile tab, or send me the link and I'll tell you what I'd fix first.
Google's thresholds come from its Largest Contentful Paint guidance and the PageSpeed Insights documentation.
No email, no form. The PDF has every chart and table on this page plus the full trade breakdown.
10 pages. Charts, results by trade, the five fixes and the full method.
Trade briefs (4 pages each): HVAC · Plomería · Electricidad · Roofing · General contractors
Quote any figure with credit and a link to this page. Please don't republish the full report or PDF.
Google rates 90 to 100 as good, 50 to 89 as needs improvement and under 50 as poor. In this study only 14% of DFW home service sites reached 90, so anything above 80 already puts you ahead of most local competitors.
Google's target is for the main content to show within 2.5 seconds. The median DFW home service site took 7.3 seconds, and 78% took longer than 4 seconds, which Google rates as poor.
Not much on its own. In this study, businesses in the top 3 map results and those ranked 10th or lower had the same median speed score. Speed matters more for what visitors do after they land on your site.
Yes. A third of the sites studied showed none, even though the typical one had 130 Google reviews at 4.9 stars. Showing recent reviews near the top is one of the cheapest trust signals you can add.
Yes. Quote any figure with credit to Dat Design Lab and a link to this page. Please don't republish the full report or PDF.
Ponte en contacto
Send me your website and your trade. I'll run the same checks from this report and tell you the two or three things I'd fix first. No charge, no pitch deck.
