A website only earns its keep if it turns visitors into phone calls. Most that don’t are missing the same handful of basics. Here’s the checklist we build every site against, use it to judge your own.
1. It loads fast, especially on a phone
Most of your customers are on their mobile, often standing in a flooded kitchen or a dark garden. If your site takes more than a couple of seconds, they’re gone. Speed is also a Google ranking factor, so a slow site loses twice.
2. It says what you do and where, immediately
Within the first few seconds a visitor should know your trade, your area and that you’re the right person. No scrolling, no guessing. “Gas Safe plumber covering Matlock and Bakewell” beats a vague welcome message every time.
3. It’s obvious how to contact you
A phone number that you can tap to call on a mobile, plus a simple contact form. Put it at the top and the bottom. The easier you make it to reach you, the more enquiries you get, it really is that blunt.
4. It proves you’re trustworthy
Customers are wary. Reassure them with: genuine reviews, any certifications (Gas Safe, NICEIC, insured), photos of real work, and clear, honest information. Trust is what converts a curious visitor into a customer.
5. It’s clear about your services and areas
List what you actually do, in plain words, and name the towns you cover. This helps customers and helps you show up on Google and in AI assistants for those searches.
6. It’s built to be found
A beautiful site nobody can find is wasted. Proper page titles, structured data, a sitemap and crawler-friendly settings mean Google and AI engines can read and recommend you. Most DIY sites quietly get this wrong.
7. It’s kept up to date
A phone number that’s changed, a service you no longer offer, a “Christmas hours” notice still up in June, small things that make a business look careless. A good site is maintained, not abandoned the week after it launches.
The common mistakes to avoid
- Hiding the phone number, or having none at all.
- Walls of text with no clear point.
- Stock photos of gleaming kitchens that aren’t yours.
- Not working properly on a phone.
- Building it once and never touching it again.
The shortcut
Hitting all seven yourself is doable but time-consuming, and number seven, keeping it up to date, never ends. That’s the case for a managed service: you answer a few questions, and someone builds it to this standard and maintains it for you, for one monthly price.
Want us to check your current site against this list? Run a quick free website check, or get a free preview of a site built to tick every box.