The customer should understand the business quickly
The first screen should communicate what the company does, who it serves or where it works when location matters, and the primary next action.
Contact should never be a scavenger hunt
Phone, text, contact form or scheduling options should be easy to find especially on mobile. The best action depends on the business, but the path should be obvious.
Every important service needs enough explanation
A service name by itself is not much help. Give prospects enough information to know whether the company handles their problem, then provide a clear next step.
Technical basics still matter
Use HTTPS, mobile-friendly layouts, sensible performance practices, canonical URLs, descriptive titles, a sitemap, crawlable internal links and valid structured data where it accurately describes the content.
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