First impression (mobile)
- Loads quickly on a phone
- Phone number visible and tappable
- Clear headline: what, where, for whom
- Main call to action above the fold
Conversion
- Online booking or quote form
- Forms short and working
- Opening hours and location visible
- Click-to-call buttons on every page
Trust
- Reviews or testimonials shown
- Photos of real work and team
- Licences, insurance or credentials (for trades and healthcare)
- Up-to-date copyright year and content
Local SEO basics
- Page titles include service and city
- Separate pages for main services
- Address and phone consistent with Google profile
- Linked from the Google Business Profile
Technical
- HTTPS (padlock)
- No broken links or pages
- No intrusive pop-ups on mobile
- Images compressed
Turning it into outreach
Pick the one finding with the biggest impact and lead with it: "Your site has no booking button, so people who find you at night can't book." Offer the fix.
Find businesses with weak or missing websites: Google Maps lead generation.