Websites and CRO
A website that books.
We build websites for local businesses: fast, clear and easy for Google and AI to read. Then we keep improving them, so more visits turn into calls and bookings. CRO, conversion rate optimization, is that second part.
- #1of 187 factors for local searches on Google, outside the map: a page for each service.Whitespark survey of 47 experts, 2026
- 20%of the words on a page get read, on average.Nielsen Norman Group, 45,237 page views, 2008
- 569Mrequests from OpenAI’s crawler on Vercel’s network in one month. None ran JavaScript.Vercel and MERJ, December 2024
What makes a local business website work?
A local business website works when it answers what the customer came to check, fast: what you do, where, for whom, how pricing works, who says you are good, and how to book.
People skim, so those answers sit at the top of each page, in plain words. Each service gets its own page, because each search is for one service. The phone number is a tap away and the booking button sits where people decide.
The same page has to work for machines. Most AI tools read only the raw page, so the facts live in the text, not in images or scripts. Our sites send their text in the page itself, so AI tools can read it.
What does the website work include?
Website work covers the build and the months after it. We do both.
- Your websiteBuilt from a sample site you pick, then made yours: your photos, your words, your brand.
- A page for each serviceWritten from how your customers ask, with the facts Google and AI quote.
- Booking and callsTap-to-call, online booking and a clear next step on every page, on a phone first.
- Built to be readFast pages, clean structure and structured data, so search engines know who you are.
- Fixes that book moreWe find where visitors drop off and fix the path, then check calls and bookings each month.
- The monthly reportVisits from Google, visits from AI, calls and bookings, and what we changed.
Can a small business site run A/B tests?
Rarely. A classic A/B test needs thousands of visitors to tell a real change from luck, and most local sites see hundreds a month.
So we start with what is broken: a phone number you can’t tap, a booking page that takes six steps, a service with no page. Fixing those needs no test. Bigger changes we judge by calls and bookings over several months, and the monthly report shows the numbers before and after.
Questions about websites.
Do I need a new website?
Only if yours is slow or hard for Google to read. If it works, we improve it where it is.
Who owns the website?
You do. The site and its domain stay in your name, and you can edit the words and photos yourself.
Will a new website lose my Google rankings?
It can, if it is done carelessly. Before launch we match every old page to its new one and redirect it, so visitors and Google land on the right page.
Who writes the words?
We draft them from how your customers ask and what they check before they book. You approve every page before it goes live.