build a business website
A practical, step-by-step guide to launch a fast, SEO-friendly website that grows your customers
Follow this checklist-style guide to plan, build, and optimise a website that actually delivers leads — not just a pretty brochure. Designed for busy small business owners who want clear, actionable steps and templates to quickly get online with strong SEO foundations.
Managed website per month (all-inclusive)
AI-driven site creation (demo to live)
Content edits via text message
Built-in, schema and listings support
1. Plan: define goals, audience & core offer
Before you open your website builder, answer these questions. Planning saves hours and keeps your site focused on conversions.
Who is your ideal customer?
- Age, location, budget, urgency
- Common problems they need solved
- Where they search (Google, social, local directories)
Primary goal for the website
- Generate leads (calls or contact forms)
- Book appointments
- Showcase work to build trust
Essential pages to plan
- Home — clear value proposition + primary CTA above the fold
- Services / What we do — service pages targeted to key search terms
- About — build trust, credentials, team or van photo
- Contact — phone, hours, address, map, and single clear CTA
- FAQ or Pricing — reduce objections and filter leads
Quick planning template (copy this)
Primary service: [e.g. Emergency plumbing repairs]
Target location: [Suburb / City]
Primary CTA: [Call now | Book online]
3 top keywords: [keyword 1], [keyword 2], [keyword 3]
2. Content: write pages that users and Google love
Good content answers questions, matches search intent, and nudges visitors to act. Use this page-by-page checklist.
Home page checklist
- Headline that explains what you do in one sentence
- 1–2 supporting bullets of benefits (not features)
- Primary CTA above the fold (phone or booking)
- Trust signals: reviews, years trading, BBB or local awards
- Short service links to internal pages
Service page checklist
- Target one primary keyword per service page
- Explain the problem, your solution, and the next step
- Include a short FAQ for common objections
- Call tracking number (use tracking for ads)
- Schema markup (LocalBusiness + Service)
SEO copy templates
Title tag template: Primary keyword — Business Name | City
Meta description template (120–155 chars): Quick sentence about your service, location, and CTA. e.g. Emergency plumber in Richmond. Fast same-day service. Call now for a free quote.
H1 to H3 structure: H1 = page topic (includes keyword), H2 = supporting sections (benefits, services, FAQ), H3 = subtopics or steps.
Content length
Service pages: 600–1,200 useful words. Local pages: 400–800 words. Blog posts: 800–1,500 words depending on topic depth.
Keyword intent
Match intent: informational (how-to), commercial (buy/compare), local (near me + suburb).
Internal linking
Link service pages to the home page and between related services to pass authority and help users navigate.
3. Design: mobile-first and conversion-focused
Design is not decoration — it guides visitors to take action. Keep these practical rules in mind.
Mobile-first layout
- Large, tappable CTA buttons
- Readable font sizes (16px+ on body)
- Simple nav with 3–5 items
- Click-to-call phone number in header
Visual trust elements
- Customer reviews (short quotes + rating)
- Certifications, insurance and guarantee badges
- Real photos of your team and work (not stock-only)
CTA and funnels
Decide your primary conversion (call, form, booking) and make it the dominant element. Secondary CTAs are okay but shouldn't compete visually.
- Primary CTA visible in header and hero
- Service pages: CTA after short explanation and again after social proof
- Contact page: single form or direct booking link + phone
4. SEO foundations: on-page, local & technical
SEO is a mix of content, technical setup, and local signals. Apply the checklist below to make your site discoverable.
On-page SEO essentials
- Title tag: primary keyword + business + location (under 60 chars)
- Meta description: 120–155 chars with CTA
- H1: unique per page, contains keyword
- Internal links: link to related services and homepage
Local SEO & listings
- Create and optimise Google Business Profile (GBP)
- Get reviews and respond to them
- Consistent NAP (Name, Address, Phone) across directories
- Use location pages for each suburb you serve
Technical SEO
- XML sitemap submitted to Google Search Console
- Robots.txt correctly configured
- Use canonical tags for duplicate content
- Schema.org markup for LocalBusiness and Services
SEO checklist you can run through today
- Pick 3 priority keywords (service + location)
- Create one service page for each keyword
- Write title and meta description using the templates above
- Install Google Analytics and verify Google Search Console
- Submit sitemap.xml and request indexing for new pages
5. Performance & accessibility: fast, secure, usable
Fast, secure sites convert better and rank higher. Apply these practical performance improvements.
Speed checklist
- Compress and serve optimized images (WebP where possible)
- Use a CDN for assets
- Minify CSS and JS, defer non-critical scripts
- Choose fast hosting with HTTP/2 or HTTP/3
Security & accessibility
- Enable HTTPS with a valid SSL certificate
- Keep plugins and platform up to date
- Ensure colour contrast and keyboard navigation
- Add alt text to images
Quick speed test targets
Aim for these practical targets on mobile:
- Largest Contentful Paint (LCP): under 2.5s
- First Input Delay (FID) or Interaction to Next Paint: under 100ms
- Cumulative Layout Shift (CLS): under 0.1
6. Customer growth strategies: turn traffic into customers
A website is a foundation — use these channels and tactics to drive visitors and convert them into paying customers.
Local organic
- Optimise Google Business Profile weekly
- Ask satisfied customers for Google reviews
- Build citations in local directories
Paid channels
- Google Search Ads for high-intent keywords (track calls)
- Facebook & Instagram for local promotions and remarketing
- Start small, measure cost per lead, then scale
Retention & referrals
- Email follow-ups for leads and repeat customers
- Referral discounts to encourage word-of-mouth
- SMS or WhatsApp updates for appointments and reminders
Conversion tactics that work
- Phone-first experience: prominent click-to-call
- Limited-time offers to create urgency
- Short, trust-building FAQ to remove friction
7. Tracking & iteration: measure what matters
If you can’t measure it, you can’t improve it. Set up tracking and use simple KPIs to guide changes.
Basic tracking to set up
- Google Analytics 4 + conversions for calls, form submits and bookings
- Google Search Console for keyword impressions and clicks
- Call tracking numbers for paid campaigns
- Monthly performance report: traffic, leads, top pages
Key metrics to watch
8. Launch checklist & next steps
Use this concise checklist the day you go live to avoid common problems.
- Proofread all pages and test CTAs
- Test on multiple devices and browsers
- Verify contact forms and email notifications
- Submit sitemap to Google Search Console
- Ask 2–5 customers for initial reviews
- Announce launch via email and social
Tip: If you want a hands-off route, Congero builds and maintains websites, with instant changes via text message and built-in SEO — all for a flat monthly fee.
Frequently asked questions
How long does it take to build a basic site?
Do I need to write all the content?
What’s the minimum SEO I must do?
Can I switch providers later?
Ready to build a website that actually grows your business?
Launch fast, rank locally, and get unlimited updates. If you'd prefer expert help, Congero builds and manages websites for busy small business owners — no technical skills required.
Tip: Start with a clear goal and one optimized service page. Build from there.
