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Structure & conversion

  • Business name, service area, and a tappable phone number are visible without scrolling, on mobile
  • One clear primary action per page — not several competing buttons
  • Homepage states what you do and where you work within the first few seconds
  • Emergency or urgent-service paths are separated from planning-stage content, if both apply to your trade
  • Contact forms are short and actually deliver — someone is responsible for checking them

Trust & content

  • Licensing, insurance, and service area stated plainly, not buried in a footer
  • Real photos of your crew and completed jobs, not generic stock imagery
  • Specific, recent reviews featured near the decision point, not isolated on their own page
  • Cost or financing information addressed honestly, even without exact pricing
  • Any specialty services get their own page rather than a line item on a general list

Technical & performance

  • Site loads quickly on mobile — tested on a real phone, on a real connection
  • Every page has a unique title tag and meta description with trade + location
  • LocalBusiness schema (JSON-LD) is present sitewide
  • Every image has descriptive alt text and is compressed
  • SSL is active and www/https redirects are clean
  • sitemap.xml and robots.txt exist and the sitemap is submitted in Google Search Console

Post-launch checks

  • Every form submission actually arrives and triggers a notification to the right person
  • Phone number links work correctly on real mobile devices, not just in a browser preview
  • No broken internal links or images (crawl the live site, not just the staging version)
  • Google Business Profile links to the correct live URL
  • A basic uptime or monitoring check is in place so a future outage doesn't go unnoticed

How to use this checklist

Work through it in order before launch, and revisit it periodically after — sites drift over time as pages get added and nobody re-checks the basics. Most existing contractor sites, even ones that have been live for years, find several unchecked items here, and they're usually the highest-return fixes available, free of charge.

If you'd rather talk it through, that's what Karen does: a focused conversation about your goals and constraints, and a clear read on what to fix first.