12 things your website is probably getting wrong

Check: Cover the logo and read the first screen. Could a stranger name the work you offer and the area you serve?

Fix: Replace the broad slogan with one plain sentence that names the real offer and real service area. Put the company story farther down the page.

Check: Count how many different buttons and requests appear before a visitor understands the business.

Fix: Choose the one next step that matters most, such as calling, requesting a quote, or booking a time. Use one clear label for it throughout the site. Keep other choices available, but secondary.

Check: Try the phone number and contact form from your own phone. Make sure the call starts, the form submits, and the message reaches the right person.

Fix: Make the number easy to tap. Ask only for information the business needs to answer. State what happens next only if the team can consistently follow through.

Check: Look at the menu and home page. Can a visitor find a clear explanation of each main service without guessing?

Fix: Give each main service its own page or clearly marked section. Explain what it includes, who it fits, what it does not include when that matters, and how to start.

Check: Find every place the site says where you work. Watch for a town named only in the footer, or a statewide claim the business cannot actually serve.

Fix: Name the home base and the places the business truly serves. Keep that wording consistent and remove areas the team does not cover.

Check: Read the opening paragraphs and mark every sentence that begins with “we,” “our,” or the company name.

Fix: Lead with the visitor’s decision: what is offered, where, what the process looks like, and the next step. Keep the history, values, and owner story for the point where they help someone choose.

Check: Remove the captions and ask whether the images still prove this is your company and your work.

Fix: Use real, current photos of the work, people, place, or product the customer will encounter. Add short factual captions when context helps. Label any before-and-after pair clearly, and get permission before using a customer’s name or property.

Check: Circle words such as “best,” “leading,” “trusted,” or “quality.” Then look for the facts that support them.

Fix: Replace broad claims with checkable facts: real work, an accurate established date, applicable credentials, clear policies, and attributed customer reviews. Remove any number that has no source and date.

Check: Compare the company name, phone number, hours, service area, address if published, and contact email everywhere they appear.

Fix: Keep one approved record of those details. Correct the website and business listing from that record, then test every number, address, and contact link.

Check: Write down what a serious caller asks before deciding: scope, timing, price or how price is set, availability, process, payment terms, and what happens after the work. See which answers are missing.

Fix: Publish every answer the business can state responsibly. Separate fixed facts from details that require a conversation. Never invent a range just to fill a blank.

Check: Open every menu item, button, form, phone number, and outside link. Look for expired offers, departed team members, old hours, and pages that end without a useful next step.

Fix: Repair what should remain, archive what no longer applies, and point visitors to the current information. Test the full path again after each change.

Check: Ask who approves website changes, who holds the account access, and when the last full review happened. If no one can answer, upkeep is unowned.

Fix: Assign one named owner. Keep the domain, website, photos, copy, and account access under the business’s control. Review the site after any business change and on a regular schedule.