Selling something intangible.
WHAT THE SITE MUST DO
Establish that you are real and competent Explain what you do, specifically Answer the questions that come before hiring Make contacting you easy
THE ESSENTIAL PAGES
A page per service, in detail About, with real people and photographs Contact, with a phone number Examples of work, or case studies Pricing, or how pricing works
WHAT BUILDS TRUST
Photographs of actual work and actual people Named testimonials with specifics Credentials and qualifications A physical address or at least a stated service area A phone number that is answered
ON PRICING
Publishing ranges is uncomfortable and effective. Visitors who cannot find any indication of cost frequently leave rather than ask.
If you cannot publish prices, explain what affects them.
THE MOST IMPORTANT PAGE
Not the homepage. The page about the specific service someone searched for.
Write those properly before anything else.
