A home service website has a narrower job than most people building one assume. Someone found you on a phone, probably through Google, usually with a problem they want fixed. Within a few seconds they're deciding whether you're the right kind of business, whether you cover their town, and how to reach you. Everything else on the page is secondary to those three answers.
Most of the sites we audit fail on at least one of them, and rarely for the reason the owner expects. The design is usually not the problem. The problem is a phone number that isn't tappable, a service area buried two clicks deep, a hero image that could belong to any trade in the country, or six seconds of load time on cell service in someone's driveway.
The articles here are about the specific, practical things that decide whether a visit turns into a call. Most of them can be fixed on your own site without rebuilding anything.
