The non-negotiables.
VISIBLE CONTACT DETAILS
A phone number and an address in the footer of every page, and on a contact page.
Their absence is the strongest signal that a business may not be real.
A CLEAR STATEMENT OF WHAT YOU DO
On the homepage, above the fold, in plain language. Not a slogan.
A visitor should know within seconds whether they are in the right place.
A REASON TO ACT, AND A WAY TO
A clear next step on every page: call, enquire, buy, book.
HTTPS
Browsers flag sites without it. It is free and there is no excuse.
MOBILE USABILITY
Most visitors are on phones. A site that only works on desktop is failing the majority.
FAST LOADING
Visitors leave slow sites, and most of them do not come back.
PROOF
Testimonials, examples of work, credentials, photographs of real people. Something that supports your claims.
LEGAL PAGES
Privacy notice, and terms if you sell.
WHAT IS OPTIONAL
Almost everything else: sliders, animations, blogs, chat widgets.
