Your website doesn't need to be fancy. It doesn't need animations, parallax scrolling, or a chatbot. What it does need is a handful of fundamentals done well. Whether you're an HVAC contractor in Jackson, a roofer in Lansing, or a cleaning company in Ann Arbor, these are the seven things your website must have to turn visitors into leads.
1. A clear value proposition above the fold
Within three seconds of landing on your site, a visitor should know exactly what you do, where you do it, and why they should choose you. "Jackson's Most Trusted Plumbing Company" is infinitely better than "Welcome to Our Website." If you're not sure how to nail this, the StoryBrand framework is a proven approach to getting your messaging right.
2. A prominent, clickable phone number
For service businesses, a phone call is usually the most valuable conversion. Your phone number should be in the header of every page, and on mobile it must be a tap-to-call button.
3. Social proof and reviews
Reviews and testimonials build trust faster than anything you can write about yourself. Feature your Google review rating prominently. If you're not actively collecting reviews, online review management should be a priority.
4. A dedicated page for each service
Each service deserves its own page with detailed information. This gives you a much better chance of ranking in Google for specific service keywords. A strong local keyword strategy should drive which pages you create.
5. Location-specific content
Google needs to know where you operate. Mention your city and service area naturally throughout your content. Local SEO is one of the highest-ROI investments a service business can make.
6. Mobile-first design
More than 60% of your visitors are on their phone. Mobile-friendly website design means designing for phones first, then scaling up for desktop.
7. Fast load times
Your site should load in under 3 seconds. If your current site is slow, a website speed audit will show you exactly what's slowing it down.