The five-second test
Within five seconds on your home page, a visitor should know what you do, who it's for, where you operate, and what to do next. A headline like "Emergency plumbing in Hamilton — at your door in 60 minutes" beats "Welcome to our website" every time.
Pages you need
- Home — the promise, proof and primary call to action.
- One page per core service or product line — this is what ranks in search.
- About — real people and real photos build trust.
- Pricing or "how it works" — even price ranges reduce friction.
- Reviews / case studies — specific results beat generic praise.
- Contact — form, click-to-call, address, hours and map.
Conversion elements that matter
- One primary call to action per page, repeated after each major section.
- Short forms. Ask only for what you need to respond. Multi-step forms can convert better for complex requests because each step feels small.
- Click-to-call and text on mobile.
- Trust signals near the button: reviews, guarantees, licences, years in business.
- Fast response. Reply to web leads within an hour where possible; speed often decides who wins the job.
Speed and mobile
Most local searches happen on phones. Compress images, avoid heavy sliders and autoplay video, and test your site on a mid-range phone using a mobile data connection. A page that takes several seconds to load loses visitors before they see your offer.
Get found
Write page titles and headings that match how customers search ("bookkeeper for restaurants in Ottawa"), connect your Google Business Profile, and earn links from local partners, associations and suppliers. See our local marketing guide.
Measure what matters
Track form submissions, calls and bookings — not just visits. If 1,000 people visit and 5 contact you, a change that lifts that to 10 is worth more than doubling traffic.
Security and upkeep
Use HTTPS, keep plugins and themes updated, enable two-factor login for your host and domain registrar, and keep backups. See cybersecurity basics.