Goal & Audience (2 minutes)
Decide one clear goal: collect contact info, book an appointment, or sell a single service. Pick one primary audience: new customers, repeat customers, or referral partners.
- Decision rule: If you want more leads choose "contact form"; if you want appointments choose an online booking widget; if you want sales choose a Buy/Checkout button.
Header & Hero (5–10 minutes)
Make the top of the page answer two questions fast: Who are you? What do you do? Add a single call to action (CTA).
- Headline: 6–10 words. Example: "Same‑Day AC Repair in Springfield"
- Subhead: 10–20 words that support the headline. Example: "Licensed techs, fixed‑same‑day, upfront pricing."
- Primary CTA button: short text like "Book Now" or "Get a Free Quote".
- Optional trust: small logos (BBB, local chamber), phone number in top right.
Offer & Value (5 minutes)
Explain the exact offer and price or range. Remove ambiguity.
- State specifics: "Free estimate" or "Starting at $99" or "20% off first visit".
- Decision rule: If you can’t show a price, show a clear benefit and time (e.g., "Response within 2 hours").
Contact Method & Form (5 minutes)
Give 1–2 ways to contact you. Keep forms short.
- Phone number with click-to-call for mobile.
- Simple form: name, phone or email, and one quick question (service type). Limit to 3 fields.
- Use confirmation text after submit: "Thanks — we’ll call within 2 hours."
Social Proof (5–10 minutes)
Add proof that others trust you.
- 2–4 customer quotes (20–40 words each) with first name + city.
- Star rating (if you have >=4.0 on Google/Yelp). Example: "4.7★ — 120 reviews" with a link.
- Before/after photo if relevant (one pair max).
Service Details (3–5 minutes)
Short bullet list that answers common questions.
- What you do: 3–6 bullets (e.g., "AC repair, maintenance, replacement").
- Service area: list towns or a radius (e.g., "Serving within 20 miles of Downtown").
- Hours and emergency availability.
Trust & Legal (2 minutes)
Include essentials to remove hesitation.
- License number and insurance statement if applicable.
- Simple privacy note near form: "We won’t sell your info."
Page Speed & Mobile (5–10 minutes)
Make the page load fast and work on phones.
- Decision rule: If page loads >3 seconds, remove large images or third‑party widgets.
- Use one good image (compress to <200 KB). Test on your phone.
SEO & Local Signals (5 minutes)
Small steps that help local discovery.
- Title tag / page title includes city and service (e.g., "Plumber in Springfield — Leak Repair").
- Add NAP: Name, Address, Phone exactly as your Google Business Profile.
- Include a simple sentence with service area and a nearby landmark.
Call-to-Action Testing (3 minutes)
Decide one tweak to test each week.
- Test A/B: button color or CTA text. Rule: change only one thing at a time.
- Track results: phone calls, form submissions, or bookings per week.
Tracking & Follow-up (5 minutes)
Put measures in place so leads turn into customers.
- Add a phone call tracking number or make staff log source of each lead.
- Have a simple follow-up script: call within 1 hour, leave voicemail with price/availability, follow up by text.
Quick Launch Checklist (do this now)
- Choose goal and CTA.
- Write headline + subhead.
- Add phone, short form, and one image.
- Display one proof item (review or logo).
- Compress images and test mobile load.
- Publish and measure for 1 week, then change one element.
Examples
Contractor: Headline "Emergency Roof Repair — Same Day" CTA "Get a Quote". Form fields: name, phone, photo upload optional. Offer: "Free inspection, no obligation."
Salon: Headline "Walk‑in Haircuts — Downtown" CTA "Book Now". Show hours, booking widget, and 3 customer photos.
Final Decision Rules (one-line)
- Only one primary CTA on the page.
- Keep forms ≤3 fields.
- If load time >3s, remove nonessential images/widgets.
- Change one thing per test week.