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1 · Clarity

A stranger should understand you before they think.

A first-time visitor understands what you do and who it's for within five seconds. Your headline states an outcome ("More booked jobs in Kent"), not adjectives ("innovative solutions"). There is one obvious next step — not six competing buttons.

2 · Mobile CTA

Most local visitors are on a phone. Design for them first.

Your main call to action is visible without scrolling on a phone. Calling or messaging you is one tap (tap-to-call, WhatsApp, or a short form). Buttons and tap targets are big enough to hit with a thumb.

3 · Trust

Proof beats promises — but only if it's real.

You show real reviews or testimonials with names, not anonymous quotes. Any numbers or claims are verifiable — no invented "+312%" or fake star ratings. Credentials, guarantees, or recognizable logos appear near your CTA.

4 · Contact friction

Every extra step costs you inquiries.

Your contact form is short and doesn't demand budget before trust. You've actually tested a submission from a phone — the message arrives, no silent failure. You promise (and keep) a clear reply time, e.g. "within one business day."

5 · Local visibility

Nearby customers have to be able to find you.

Your service area and hours are stated clearly on the site. Your name, address, and phone match everywhere (site, Google, directories). You have a Google Business Profile and dedicated location pages for the areas you serve.

6 · Speed

A slow page loses visitors before it loads.

Your homepage loads fast on mobile data, not just office wifi. Images are optimized (not giant unresized photos). Nothing jumps around as the page loads (no layout shift).

Send us your site and the one thing that feels broken

Whatever you couldn't check off is where you're losing customers. Request a free 10-minute review and we'll reply with three specific observations and the simplest next step — no pressure to buy.

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The 10-minute website checklist for local businesses.