your website setup
A step-by-step playbook to launch fast, rank in Google, and grow traffic in 2025
This guide walks you through the exact technical, on-page and content steps we use at Congero to turn a blank domain into a lead-generating website—fast. Follow the checklist and growth tactics below to get real results.
1. Plan: Define goals and priorities
Before you build, be crystal clear about what the website must do. Most small businesses have one or two core goals: generate local leads, book appointments, or sell services. Your setup and SEO strategy should be built around that primary goal.
Quick planning checklist
- Primary goal (e.g., "Get 20 leads/month")
- Top 3 services to feature
- Target locations (suburbs or towns)
- Key contact methods (phone, form, WhatsApp)
Keep it simple: one clear CTA per page (Call, Book, Quote). Everything else supports that action.
2. Site structure & UX: Build for users and search
A clear structure helps visitors and search engines. Use a shallow hierarchy so users can reach important pages in 1–2 clicks.
Essential pages
- Homepage
- About
- Services / Offerings
- Contact
- Location / Service area
URL & navigation best-practices
- Use simple URLs: /service-name, /city/service-name
- Keep nav items under 7
- Prominent CTA in header (phone or booking)
Mobile-first UX
Design for phones first—big CTA buttons, readable text, tap-friendly spacing.
Quick prototype (30–60 minutes)
- Create 5 pages (Home, Service1, Service2, About, Contact)
- Add one primary CTA and contact widget on every page
- Add hero image + 50–100 words above the fold explaining the offer
- Publish and test on mobile
3. On-page SEO checklist (actionable)
On-page SEO is where small changes drive big results. Do the basics well and you'll outrank sites that ignore them.
Per page checklist
- Title tag: 50–60 characters, include primary keyword near the start.
- Meta description: 120–160 characters, clear CTA and unique per page.
- H1: one H1 per page — concise and keyword-focused.
- URL: short, readable, hyphen-separated (no stop words).
- Images: optimized file size, descriptive alt text with keywords.
- Internal links: 3–5 links to related pages using natural anchor text.
- Schema: add LocalBusiness or Service schema on service pages.
Content length & intent
Match content to searcher intent. For local service pages, 400–900 words focused on benefits, process, and local signals is ideal. For informational blog posts, 800–1,600 words with internal links performs well.
4. Technical SEO essentials (fast wins)
Technical issues kill rankings. Fix these first to get the biggest SEO lift.
Hosting & Security
- Enable HTTPS (SSL) — mandatory for SEO
- Choose a fast host and CDN
- Use automatic backups and monitoring
Crawlability & Indexing
- Create and submit XML sitemap to Google Search Console
- Robots.txt: allow crawling of important pages, block staging
- Fix 4xx and 5xx errors; set 301 redirects for moved pages
Page speed
- Compress images (WebP where possible)
- Minify CSS & JS, use critical CSS
- Defer non-critical scripts and lazy-load images
Structured data
Implement LocalBusiness or Service schema on key pages to improve SERP appearance and eligibility for rich results.
5. Content & pillar strategy: attract and convert
You need a content plan that targets commercial and local keywords while answering customer questions.
Pillar → Cluster approach (simple)
- Create a pillar page for each major service (e.g., "Plumbing services")
- Write 3–6 cluster posts targeting related keywords or FAQs (e.g., "How much does a blocked drain cost?")
- Internally link each cluster post to the pillar and relevant service pages
Content production checklist
- Target one main keyword per page
- Write for humans first; fold in keywords naturally
- Use high-quality images with descriptive alt text
- Include benefits, process, pricing/estimates, and a clear CTA
6. Local SEO: be visible where customers search
If you serve suburbs or towns, local signals often beat domain authority. Focus on NAP consistency, Google Business Profile, and local content.
Immediate local checklist
- Create/claim Google Business Profile
- Ensure NAP (Name, Address, Phone) matches across site and listings
- Collect and respond to reviews (aim for 4+ stars)
- Add a service-area page or city-specific service pages
Citations & directories
List your business in relevant local directories and industry sites. Consistent citations strengthen local rankings.
- Start with Google, Apple Maps, Bing
- Then add industry listings and local chambers
- Monitor citations quarterly
7. Analytics & tracking: measure what matters
Install analytics and goal tracking before you launch so you can measure and improve from day one.
Minimum tracking setup
- Google Analytics 4 (or alternative) — set up conversion events (calls, form submits, bookings)
- Google Search Console — submit sitemap and monitor keywords & coverage
- Call tracking or click-to-call tracking for phone leads
Monthly report essentials
Track these KPIs each month:
- Organic sessions & keywords
- Leads (calls, forms, bookings)
- Conversion rate & cost per lead (if running ads)
8. Growth tactics: amplify what works
Once your site is live and tracking, focus on tactics that drive repeatable growth.
Local Search Ads
Target high-intent local keywords with small daily budgets. Track cost per lead and scale the winners.
Referral Partnerships
Partner with complementary local businesses and trade networks to share leads and links.
Content + Local PR
Create local-focused posts, case studies, and press about big jobs—these earn links and local attention.
Prioritise experiments
Run 2–3 growth experiments per month and measure lift (e.g., try a new ad, add a city page, or promote a seasonal offer).
- Define success metric (leads, CTR, calls)
- Run for 2–4 weeks
- Measure uplift and either scale or stop
9. Maintenance & update checklist
- Weekly: Check key contact forms and mobile CTA
- Monthly: Backup test and security scan
- Monthly: Review analytics and top pages
- Quarterly: Update content and add new testimonials
- Annually: Renew domain, review hosting, and refresh branding
At Congero we include unlimited updates and monitoring in a single monthly plan—so maintenance doesn't become a roadblock for growth.
Quick setup checklist (do this in order)
- Choose domain and register it (short, local if possible).
- Enable hosting, CDN and SSL.
- Install CMS or platform and choose a mobile-first template.
- Create the 5 core pages (Home, Services, About, Contact, Area page).
- Implement on-page SEO for each page (title, meta, H1, alt text).
- Install Google Analytics & Google Search Console; submit sitemap.
- Set up LocalBusiness schema and create Google Business Profile.
- Test mobile UX, forms, calls, and page speed. Fix critical issues.
- Publish 1 blog post or FAQ that answers a common customer question.
- Track results and run first growth experiment (ads, coupon, or outreach).
Frequently asked questions
How long until my site ranks on Google?
Do I need a blog to rank?
What's the #1 mistake businesses make?
Can I do this myself or should I get help?
Ready to set up a website that actually brings customers?
Follow the checklist above or try a managed demo site to see a working version of your business online in under a minute.
Tip: Start with the essential 5 pages, then add city pages and a blog as you get traction.
