Plenty of businesses have a website. Fewer have one that brings in work. The difference is rarely a fancy feature; it's a handful of basics done properly. Here are the seven we look at first on every project.
1. The first five seconds
A visitor should know what you do, who it's for and where before they scroll. "Excellence in every project" says nothing. "Impact windows and doors for homes across Palm Beach County" says everything.
2. Built for phones first
Most local customers find you on a phone, often in a hurry. That means fast loading, text you can read without zooming, and a tap-to-call button that's always in reach. Our free website check shows how your site performs on a phone.
3. It looks as good as your work
People judge quality in a glance. A dated, template site makes a great business look average, and makes your prices feel high. Real photos of your work, consistent typography and a clean layout do more for trust than any slogan.
4. Real proof
Reviews, photos of finished jobs, licenses, the brands you install, the towns you serve. Put proof next to the claims it supports, not buried on a separate page.
5. One obvious next step
Every page should make the next move clear: call, book, or get a quote. One primary action, repeated, beats five competing buttons. And keep forms short. Ask only what you need to reply.
6. Found locally
Search engines need to understand your services and service area. That means a page for each main service, your business name, address and phone consistent everywhere, a complete Google Business Profile, and a site fast enough that Google wants to send people to it.
7. What happens after they reach out
The best website in the world can't fix a slow reply. Leads go cold fast. An instant confirmation, a quick personal response and a follow-up if they go quiet turn more visits into jobs. This is exactly where AI earns its keep: answering and following up the moment someone asks.