What every trades website needs on the first screen

Most visitors are on a phone, often coming from a Facebook post, a Kijiji ad or a review site. They decide in seconds whether to call you or hit the back button. The top of your home page has to answer three questions: what do you do, where, and how do I reach you?

• What you do and where, in one line. “Furnace and AC repair in Hamilton and area,” not “Quality you can trust.”
• A phone number you can tap. Put it in the top corner of every page, and make it a click-to-call link.
• One clear button. “Call now” or “Get a free quote.” Not five choices.
• Proof you're legit. Your star rating, licence number, WSIB coverage and insurance.
• A real photo. You, your crew or your truck. Stock photos of smiling models make people trust you less.
• Speed. If it takes more than 3 seconds to load on a phone, many people leave before they see anything.

Below the first screen, give each service its own page, so you have a specific link to put in every ad and profile.

The short versionWhat you do, where, a tap-to-call number, one button and proof you're legit, all before anyone scrolls.