1. Say what you do in one sentence
The first thing a visitor reads should answer three questions: what do you do, who is it for, and where. "Family-run plumbers covering Leeds and Bradford" beats "Welcome to our website". If a stranger cannot tell within five seconds, they leave.
2. One clear main action
Decide what you want visitors to do first: call, book, get a quote, buy or visit. Make that button obvious, give it a plain label, and repeat it near the top and bottom of each page. Several competing buttons mean none gets pressed.
3. Your phone number or booking link where people look
On a phone, your number should be a tap-to-call link at the top of the page. If you take bookings, link straight to your booking service. Do not make people hunt through a menu for the thing they came to do.
4. Proof that you are real and good
Reviews, photos of your actual work, the names of real people, certificates, the years you have been trading. Proof turns "maybe" into "yes". Use real photos where you can. Stock pictures of smiling strangers rarely build trust.
5. Prices, or a clear way to find them out
You do not need an exact price list for everything. A "from" price, a typical range, or a short explanation of how you quote all help. Hiding cost entirely makes people assume the worst, or go to someone who does not.
6. A contact form that really sends
Many sites have a form that quietly goes nowhere. Test yours with a real message, from a real device, and check it arrives in your inbox and not in spam. We explain how in our article on forms that do not send.
7. It works well on a phone
Most people will look at your site on a phone, often while doing something else. Text should be readable without zooming, buttons easy to tap, and pages quick to load.