The Ontario Trades Web Index
Where does your website rank?
The same Google test we ran on every site in the Index, on your own address. Free, no email or sign-up, and nothing you check is published or named.
One dot per website
Every site in the trades we can report on, placed by the score Google gives it on a phone. No business is named. Pick a trade to see where it sits.
The findings in short
We measured 295 trade and clinic websites across 15 Ontario towns with Google PageSpeed Insights, on a simulated mid-range Android phone over slow 4G. Published 2026-10-01.
The median site takes 6.8 seconds to show a headline on the screen of a phone. Google considers 2.5 seconds good, and its own research puts mobile abandonment at 53% once a page passes three seconds.
92% of the 295 sites measured took longer than three seconds. The median mobile performance score was 62 out of 100, and 9% reached the 90 that Google bands as good.
48% of 269 sites publish no local business structured data at all, so a search engine has to guess their opening hours and an AI assistant has nothing to quote. The median page weighs 2.4MB before photographs are counted as content.
roofing sites were the slowest group, at a median of 10.1 seconds across 23 sites. plumbing sites were the quickest, at 5.2 seconds across 29. No business is named anywhere in this study, and nothing measured on fewer than ten sites is reported.
How this has moved
2026-09: 146 sites measured, median headline time 7.0 seconds, median score 61 out of 100.
2026-10: 295 sites measured, median headline time 6.8 seconds, median score 62 out of 100.
By trade
Median seconds until the headline shows on a phone. The green mark is Google's 2.5 seconds.
What a slow headline costs
Seconds are abstract; jobs are not. Set your own numbers. The calculator starts from your own headline time once you have checked your site, and from the Index median until then.
Estimated, every month
Under three seconds
You are keeping your visitors.
Google's research finds the drop-off starts past three seconds. Stay under it.
An estimate from your numbers and one published figure: Google found 53% of mobile visits are abandoned when a page takes longer than three seconds to load.
What they are built on
What this means
Nine out of ten of these businesses are paying for a website that loses a share of its visitors before it has said anything. Most of them do not know, because nothing tells them: the site looks fine on the laptop it was designed on, and a phone on a weak signal in a driveway is nobody's testing environment.
Half of them have no structured business data at all, which means a search engine has to guess their hours and an AI assistant has nothing to quote. That gap is getting more expensive every quarter, as more people ask an assistant the question they used to type into a search box.
Method
“Headline time” is Largest Contentful Paint: the moment the main content appears, not when the page finishes loading. Every percentage states the number of sites it was calculated from, because coverage differs — every site has a score, only some declare the platform they are built on.
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The Index is re-measured every month, with more towns and more trades each time. One email when it is published, nothing else.
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