1. Can a stranger tell what you do?
Look at the first screen without scrolling. It should name the work you offer and the area you actually serve. “Quality you can trust” could describe almost any business; “Water heater repair in Pasadena” answers a specific question.
Write down your three most useful services. Can you reach an explanation of each from the homepage? A clear service page should say who it is for, what happens next and how to enquire.
2. Can someone contact you in one step?
Tap the phone number on your phone and confirm it opens the correct number. Check the email link too. If you use a form, send a clearly labeled internal test to your own business and verify that it arrives in the right inbox.
A form submission message should describe what actually happened. “Appointment confirmed” is wrong if nobody has checked the calendar. “Request received, we will contact you” is more accurate.
3. Are the important details current?
Compare the website with your Google Business Profile: business name, phone, hours, website address and services. Note any differences and confirm the right facts before changing them.
Do not advertise an office where customers cannot visit, a service area the crew cannot cover or overnight availability you do not provide. Your real operating setup should determine what you publish.
4. Is the proof real and useful?
Use job photos you own or have permission to publish. Add a short explanation of the work rather than a stock caption. Only show reviews, licenses, memberships and certifications you can substantiate.
Concept designs and demonstration companies should say so. Keep any customer name, address or project detail private unless the customer has agreed to publication.
5. Does it work on a small screen?
Read the main pages at a normal phone size. The text should not require pinching to zoom, controls should be easy to tap and a sticky banner should not cover the form.
Try the site on a mobile connection. If large images or video delay the useful content, ask the person maintaining it to investigate. A speed score is a diagnostic, not evidence that the site generates revenue.
6. Can search engines find the useful pages?
Search Console can show whether Google knows about a URL and flag indexing problems. A page linked from your site and included in an accurate sitemap is easier to discover than a page with no links to it.
Write a distinct title and description for each important page. Use the service and area naturally, then explain the work in useful language. Repeating city names is not a substitute for useful content.
7. Choose the smallest useful next step.
If contact details are wrong, fix them first. If the website works but the listing is incomplete, a listing cleanup may be enough. If customers cannot understand the offer or enquire on a phone, consider improving the site.
Keep a dated note of changes and observe the relevant enquiries afterward. Do not attribute every increase or decrease to one edit. Demand, competition and how quickly your business responds also matter.
Sources and further reading
This guide explains our approach and the cited sources. Search platforms decide their results; no ranking, citation or enquiry volume is guaranteed.