When I look at a small business website for the first time, I run through the same mental checklist. None of these items are fancy, but together they decide whether a visitor calls you or hits the back button. Grab your phone, pull up your site, and see how many you can check off.
1. A clear headline that says what you do
Within five seconds, a visitor should know what you do and where. “Family-owned HVAC repair in Stow and Hudson” works. “Welcome to our website” doesn’t.
2. A tap-to-call phone number at the top
On phones, your number should be a link that dials when tapped, and it should be visible without scrolling on every page.
3. A page for each main service
Separate pages help customers find exactly what they need and help search engines match you to specific searches.
4. Your service area
Say where you work. List the towns or region you serve, in plain text, not just on a map image.
5. Real photos
Photos of your actual work, team, and location build trust much faster than stock photos of smiling models.
6. Proof you’re good at what you do
Reviews, examples of past work, licenses or certifications if your trade has them. Something that shows you’ve done this before.
7. An easy way to get in touch
A short contact form, your email, and your phone number. Keep forms to the essentials; every extra field loses people.
8. It works well on phones
Readable text, buttons big enough to tap, and nothing running off the edge of the screen.
9. It loads quickly
Large images and heavy plugins are the usual suspects. Test with Google’s free PageSpeed Insights.
10. The padlock (https)
Browsers warn visitors about sites without a security certificate. It’s a basic requirement now.
11. Search basics in place
- A unique title and description for each page
- Google Search Console set up
- A sitemap submitted
- A Google Business Profile linked to your site
12. Someone keeping it updated
Outdated hours, old prices, and a 2019 copyright line quietly tell visitors you might not be around anymore. Decide who updates the site and how often.
How did you do?
If you checked off ten or more, you’re in good shape. Fewer than seven, and it’s probably costing you calls. The good news is that most of these are fixable without starting over.
Questions I hear a lot
Do I need a blog?
Not necessarily, but helpful articles answering customer questions can support your SEO over time.
What’s the most common thing missing?
Honestly, a clear headline and a visible, tappable phone number.
If you want a second set of eyes
Want me to run your site through this checklist? Send it through the free website check and I’ll send back notes. More on web design here.