A small business home page needs four things visible before anyone scrolls: what you do, which towns you cover, one piece of proof you have done it before, and a phone number that dials when tapped.

People decide in about four seconds whether you are the kind of company they were looking for. Naming your towns in plain words matters more than owners expect, because somebody in Queen Creek will not call a business that might be in Phoenix.

Most home pages fail on proof. A line saying you are reliable is not proof. A photograph of a job you finished last month is. Put one there, not a stock image of a smiling crew who do not work for you.