First screen: 3 seconds before they close the tab 1. It's instantly clear what you do and who it's for Not "Welcome to our website" but "Dental clinic in the city centre. Pain-free treatment." 2. There's one main button with a specific action "Book a check-up", not "Learn more" or "Contact us". 3. Your city or area is visible People should see you're nearby before they start scrolling.
Trust 4. There are real photos: you, your team, your premises, your work Stock photos of smiling people in suits lower trust, they don't build it. 5. Reviews have real names, or are screenshots from Google / Instagram An anonymous "Loved it! Mary" looks made up. 6. Prices are shown, or at least "from…" Without prices, some people go to a competitor who shows them. 7. There are examples of your work or results Before/after, case studies, photos of finished work.
Contact 8. People can reach you in 1 click: messenger, WhatsApp, a call An 8-field form scares people off. Messenger buttons work better. 9. Enquiries from the site actually reach you Send a test enquiry right now. Seriously, check it. 10. You reply to enquiries the same day A day later, they've already booked someone else.
Technical, but important 11. The site loads on a phone in under 3 seconds Test it on PageSpeed Insights (pagespeed.web.dev) and look at the mobile score. 12. Nothing breaks on a phone and text is readable without zooming Most people will visit from a phone. 13. You can change a price or a photo yourself, without a developer If every small change means messaging someone, the site goes out of date fast.
Getting found 14. Your business is on Google Maps with up-to-date opening hours Google Business Profile is free, and local customers often find it easier to call straight from the listing. 15. You show up on Google for "[your service] [your city]" Search it yourself in an incognito window. If you're not on the first page, it's worth finding out why. 