create websites
A step-by-step, non-technical guide to building websites that rank, convert, and grow your small business
Actionable strategies for SEO, user experience, content, and marketing — written for busy business owners who want predictable results without guesswork.
SEO fundamentals: make your website findable
Search engines reward relevance, clarity, and speed. Focus on three simple priorities: target the right keywords, structure pages for users and search engines, and make pages load fast.
Practical steps
- Keyword selection: pick 5–10 realistic phrases customers use. For local trades, use [service] + [suburb] (eg "plumber Richmond"). Use Google Autocomplete, People Also Ask, and Keyword Planner for ideas.
- One main keyword per page: each page should target one primary phrase and 2–3 related terms. Avoid stuffing multiple main targets on one page.
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Page titles & meta descriptions: write unique title tags (50–60 chars) and meta descriptions (120–160 chars) including the main keyword and a clear call to action.
Example: Plumber Richmond — Fast, Local Emergency Repairs | Call Today
- Headings & structure: use H1 for page title (one per page), H2 for main sections. Keep content scannable with bullet lists and short paragraphs.
- Images: compress and add descriptive alt text that includes keywords where relevant (eg "kitchen tap repair Richmond plumber").
- Internal links: link from your homepage or service pages to supporting content (eg blog posts, service details) using keyword-rich anchor text.
User experience: design for clarity and action
Visitors decide in seconds whether to stay. Your site must communicate trust, services, and how to take the next step — immediately.
Clear value proposition
Above the fold, state who you are, what you do, and one clear action (call, book, get a quote).
Mobile-first layout
Design for thumbs: big tap targets, condensed navigation, and collapsed content where appropriate.
Fast interactions
Reduce the number of taps to contact you. Aim for a 1–2 tap path from homepage to contact or booking.
UX checklist (do this now)
- Visible phone number at top of every page (click-to-call)
- Primary CTA in header and one sticky CTA on mobile
- Readable type (16px+ on body, 28px+ H1 on mobile)
- Trust signals: testimonials, licence numbers, warranties, and affiliations
- Accessible colours and ALT attributes for images
Content strategy: the pages that actually convert
A small, focused site outperforms a large confusing one. Prioritise pages that answer customer intent and drive action.
Essential pages
- Home — clear value and main CTA
- Services — one page per service with local keyword
- About — why choose you, team, licences
- Contact — phone, email, map, simple form
- FAQ — answers to common objections
Optional but valuable
- Case studies / before & after gallery
- Blog for local how-to content
- Offers or seasonal landing pages
Writing tips that help SEO & conversions
- Lead with benefit: tell visitors what you do and how it helps in the first 3 lines.
- Use short paragraphs: 2–3 sentences max for mobile readability.
- Include a clear CTA: phone, booking, or quote request on every page.
- Be local and specific: mention suburbs you serve and the types of jobs you do.
Technical checklist: make it fast, secure, and indexable
- SSL (HTTPS): mandatory for trust and SEO.
- Mobile responsive: test on multiple devices and orientations.
- PageSpeed: aim for under 3 seconds on 4G mobile; compress images, lazy-load below-the-fold images, and avoid large third-party scripts.
- Structured data: add LocalBusiness schema and service schema to help search engines show rich results.
- Sitemap & robots.txt: submit sitemap to Google Search Console and make sure your robots file doesn’t block important pages.
- Canonical tags: avoid duplicate content issues by using canonical URLs.
- Backups & updates: set daily backups and keep software/plugins updated.
Simple tools to use now
- PageSpeed Insights — performance guidance
- Google Search Console — indexing and keyword data
- Google Analytics — traffic and conversion tracking
- Mobile device testing (your phone + BrowserStack for spot checks)
Local SEO: show up for customers near you
Local search drives most service enquiries. Focus on a few high-impact tasks to improve local visibility quickly.
Immediate actions
- Create and verify your Google Business Profile (GBP)
- Use consistent NAP (name, address, phone) across site and directories
- List your service areas and common suburbs on service pages
- Ask for reviews and respond to them — reviews help rankings and conversions
Content signals
- Publish local landing pages for major suburbs you serve (one page per suburb)
- Use schema LocalBusiness for address, opening hours, and service types
- Include a map on the contact page
Conversion optimisation: turn visitors into customers
Conversion-focused elements
- Click-to-call: front and centre on mobile.
- Availability: show typical response times (eg "Calls answered within 30 mins").
- Social proof: short testimonials with customer names and suburb.
- Simple forms: ask only for essentials (name, contact, short job description).
- Service-specific CTAs: "Book Emergency Visit", "Get Free Quote", or "Request Call Back".
A/B testing that matters
Test one change at a time for at least two weeks or until you see a stable result. Start with:
- CTA language (eg Call vs Get Quote)
- Hero image vs no image
- Form length (2 fields vs 4 fields)
Analytics: measure what moves the needle
Set up tracking from day one so you can learn and improve. Focus on a few core metrics.
Key metrics to track
- Organic visits: traffic from search engines
- Local pack impressions & clicks: Google Business Profile performance
- Primary conversion rate: percentage of visitors contacting you
- Top pages by conversions: which pages drive leads
- Phone calls: track with call tracking (if available)
Ongoing marketing: how to keep the leads flowing
Content (Organic)
Publish short local how-to articles (500–800 words) that answer common customer questions. These attract search traffic and build trust.
Paid Search
Use local search ads for immediate visibility on high-intent keywords (eg "emergency electrician near me"). Start small, measure cost per lead, and scale what works.
Reputation
Ask every satisfied customer for a Google review. Respond promptly to reviews and use them as social proof on your site.
Simple monthly plan (example)
- Publish 1 local blog post
- Run $300 local search ads for 2–4 weeks
- Request 5 reviews from customers
- Check analytics and tweak top-converting page
Launch checklist: final pre-launch tasks
- All pages mobile-checked and load under 3s
- Title tags and meta descriptions in place
- Google Analytics and Search Console connected
- Google Business Profile claimed and accurate
- Contact method tests (call, form) pass
- Backup scheduled and SSL active
Frequently asked questions
How long until my site starts ranking?
Do I need a blog?
What’s the single best thing I can do?
Ready to put this into practice?
Follow the steps above, measure results, and iterate. If you want to see an example workflow or how a simple managed site handles all these tasks, try the demo.
No sales pitch — just a demo showing how tasks like SEO, updates, and analytics fit together in practice.
