A website has one job: turn a visitor into an enquiry. Everything else is decoration.
The fundamentals are unglamorous. A clear headline that says what you do and who it's for. A phone number that's impossible to miss. Proof, in the form of reviews and real work, near every decision point. And pages that load fast on a phone, because that's where most of your customers are.
Get those right before you spend a dollar on advertising. Sending traffic to a website that doesn't convert is the most expensive mistake in digital marketing.
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