A home service website has a narrower job than most people building one assume. Somebody found you on a phone, probably through Google, usually with a problem they want gone. In a few seconds they are deciding whether you are 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 almost never for the reason the owner expects. It is rarely the design. It is a phone number that is not 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 somebody's driveway.
The posts here are about the specific, unglamorous things that decide whether a visit turns into a call. Where they apply to your own site, most of them can be fixed without rebuilding anything.
