Not all websites are created equal. After analyzing hundreds of local business websites and their conversion data, clear patterns emerge. Here are the seven elements that consistently separate high-performing sites from the rest.
1. Above-the-Fold Clarity
A visitor should know three things within 3 seconds of landing on your homepage: what you do, where you do it, and how to contact you. That means your business name, primary service category, city/area, and a phone number or booking button — all visible without scrolling.
The most common mistake: a giant hero image with no text overlay, forcing the visitor to scroll down to find out what the business actually does.
2. Mobile-First Navigation
Your navigation should have 5-7 items maximum. On mobile, the most important calls to action (Call, Book, Get a Quote) should be visible without opening the hamburger menu.
The best-performing sites use a sticky header on mobile with a click-to-call button that stays visible as the user scrolls.
3. Service-Specific Pages
Every major service gets its own page. Not a bullet point on a generic services page — a dedicated page with unique content, relevant photos, and targeted keywords.
A plumber with separate pages for "drain cleaning," "water heater installation," and "bathroom remodeling" will rank for those specific searches. A plumber with one services page listing all three will rank for none of them.
4. Social Proof Above the Fold
Google review stars, review count, or a featured testimonial visible on the homepage without scrolling. Trust signals need to be immediate, not buried at the bottom.
The highest-converting sites show their Google rating and review count right below the hero section or even within it.
5. Fast Load Times
Under 2.5 seconds on mobile. This is non-negotiable. Every additional second costs conversions and Google ranking position.
6. Local SEO Structure
Every page should include: - City and service area in the title tag - Local business schema markup - Consistent NAP (name, address, phone) in the footer - Google Maps embed on the contact page - Service area mentioned naturally in content
7. Clear, Repeated Calls to Action
One CTA per section of the page. In the hero. After the services section. After testimonials. In the footer. The visitor should never have to think about what to do next — the CTA should always be visible.
The best sites use two types: a primary CTA (call or book) and a secondary CTA (get a quote, learn more). The primary should be a contrasting color button. The secondary should be a text link or outlined button.
How to Score Yourself
Walk through your website on your phone. Time how long it takes to load. Can you figure out what the business does in 3 seconds? Can you call with one tap? Can you find services, hours, and location without effort? Would you hire this business based solely on this website?
If the answer to any of these is no, Ted can fix it overnight.
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Ted scores your site and rebuilds it overnight. $500.