Run this on your own site

Open your site on a phone. Work down the list. Anything you cannot tick is worth more than a new colour scheme.

Clarity

One, what you do is clear within five seconds. Two, who it is for is clear. Three, the areas you serve are named somewhere obvious. Four, there is one clear next step per page rather than four competing ones.

Proof

Five, real photos of your own work rather than stock images. Six, reviews or testimonials near the point where somebody decides. Seven, some evidence you are established, whether that is years trading, accreditations or named clients.

Practical things

Eight, your phone number and email are easy to find on every page without hunting. Nine, the site loads in under three seconds on mobile data. Ten, forms actually work and you have tested them this year.

Findability

Eleven, your Google Business Profile is claimed, complete and matches the site. Twelve, each page has a title and description written for humans, not left as a default.

What to do with the gaps

Do not try to fix twelve things at once. Take the three with the biggest gap between effort and effect. Usually that is clarity at the top of the page, one visible next step, and the Google profile.

Then measure one number for a couple of months. Enquiries is fine. Without a number you are guessing, and guessing is how people end up redesigning every two years.