7 min read
The website guide.
Your website is the one channel every other channel lands on. Here is what it needs to do before you buy a single click.
- Speed and stability
- Structure buyers understand
- One job per page
- Trust, visibly
- Tracking that survives
- Ownership
Speed and stability
Mobile users decide in seconds. Compress images, cut unused scripts, use modern hosting, and measure with Google PageSpeed Insights on the pages that earn money, not just the homepage.
- Mobile PageSpeed of 85 or higher on service pages
- Core Web Vitals passing in Search Console
- Managed hosting with backups, SSL, and a firewall
Website Performance & Management covers this end to end.
Structure buyers understand
One page per service, one page per location, and navigation that mirrors how customers describe the problem. This is the same structure search engines and AI answer engines reward.
- Service pages named the way customers search
- Location pages with real local detail, not swapped city names
- FAQ blocks with schema on high-intent pages
One job per page
Every page should have a single primary action: call, book, or request a quote. Put the phone number in the header, repeat the action after each major section, and keep forms short.
Ad traffic deserves its own landing pages that match the ad's promise word for word.
Trust, visibly
Reviews, licenses, certifications, guarantees, real photos of real people. Place them next to the action, not on an About page nobody visits.
- Review count and rating above the fold
- Named team members and real photography
- Partner and certification marks where relevant
Tracking that survives
Call tracking, form tracking, chat tracking, and GA4 events wired into your CRM. If you cannot tie a booked job back to its source, you cannot manage the budget.
See Call Tracking and Chat Leads.
Ownership
Domain, DNS, hosting, analytics, ad accounts, and the CMS should all be owned by the business, with the agency added as a manager. Our Access Points checklist lays out the exact list.
Website questions
Usually not a full redesign. Fix the pages that ads land on first: speed, message match, one clear action, and tracking. Then decide if the rest of the site is holding you back.