Your website is often the first real impression a customer gets, and a bad one ends the relationship before it starts. The worst part is you never see it happen; people just quietly leave.
Speed and mobile come first
Most visitors are on a phone, and they'll bail if a page is slow or hard to use. If your site isn't fast and mobile-friendly, nothing else matters.
Say what you do, immediately
A visitor should know what you offer, who it's for, and what to do next within seconds. Clever taglines that hide the point cost you customers. Be clear before you're cute.
Make the next step obvious
One clear call to action, call, book, buy, or message, on every page. If people have to hunt for how to contact you, they won't.
Keep it current
Old hours, dead links, and last year's promotion all signal neglect. A fresh, fast, clear site does the opposite, it earns trust before you ever say a word.