Electrician Case Study: From Three AI Referred Calls a Month to Nineteen
A four person electrical firm had just three AI referred enquiries in a month. After adding price bands, a credential line, and a stated response time, the next month brought nineteen, and seven became booked jobs.
A four person electrical contracting firm in a market town in the Midlands had spent three years building a solid local reputation. Domestic rewires, consumer unit upgrades, and a growing number of EV charger installations kept the diary full. Nobody at the firm had ever asked how many of those jobs started with someone typing a question into ChatGPT or seeing the firm named in Google's AI Overview. Once someone did ask, the answer for one full month was three.
The Month Nobody Was Counting
The firm started logging where every enquiry came from, call by call and form submission by form submission, for one full month. Fifty two enquiries came in during that period. Only three people mentioned an AI assistant as the reason they called, and two of the three said it almost as an afterthought.
1. What The Website Was Actually Saying
The firm's site listed services as a single page of bullet points, rewires, consumer units, EV chargers, general electrical work. Every job type led to the same line, get in touch for a free quote. The firm's NICEIC registration number sat on a certifications page that had nine visits in three years. No response time appeared anywhere. To a person who already knew the firm by reputation, none of this mattered. To an AI assistant comparing five local electricians with near identical service pages, there was nothing to tell them apart.
2. Three Changes, Made In One Week
Nothing about the firm's pricing or the work itself changed. Three specific facts were added to the existing site over the course of one week.
- A price band for the three most requested jobs, consumer unit upgrade, EV charger installation, and full rewire, stated as a range instead of get in touch for a free quote
- The firm's NICEIC registration number and the eleven years it has held it, placed next to the phone number on every page instead of only on the certifications page
- A stated average response time for emergency call outs, broken down by the three postcode areas the firm actually covers
3. The Following Month Told A Different Story
The firm kept logging every enquiry the same way. Total enquiries rose to sixty one the following month. Nineteen of them, close to a third, specifically named ChatGPT or Google's AI Overview as the reason they contacted this firm instead of one of the other electricians in the area.
| One month before the changes | One month after the changes |
|---|---|
| 52 total enquiries | 61 total enquiries |
| 3 mentioned an AI assistant | 19 mentioned ChatGPT or an AI Overview |
| No price band, no visible registration number, no stated response time | Price bands, a visible NICEIC number, and a stated response time on every service page |
4. Calls Into Booked Jobs
Not every enquiry becomes a job, and this firm was no exception. Of the nineteen AI referred enquiries, seven were booked as paying jobs within the same month, three EV charger installations, two consumer unit upgrades, and two smaller repair call outs. None of the seven mentioned comparing quotes from other electricians first.
An AI assistant cannot recommend a price it was never told and a credential it was never shown.
What This Means For Plumbers and Electricians
None of the three changes required a new website or a marketing budget. They required stating, in plain text, the facts an AI assistant needs to name one electrician instead of five identical looking ones, what a job actually costs, how fast someone answers, and proof the firm is who it says it is. Trades firms waiting for a bigger project before making changes like these are the ones still showing up as three on their own version of this measurement.