The perfect website, explained
This is a website about a website. Every word on the mock site below teaches the spot it sits in. Flip the switches. Learn the bones.
This fake website is a lesson. Every word on it tells you what belongs in its spot.
Plumbing in [Your City]
This is the H1. It is the biggest words on the page. It holds your keyword: the thing people type into Google when they need you.
An electrician's H1 says electrician. A plumber's says plumbing. Real example: Same-day plumbing in Mesa.
This smaller line answers who you help and where. Example: We fix pipes for homes and shops in Mesa.
This is the button. It asks for one thing.Every good website answers three questions fast.
1
What do you do?
We fix pipes.
2
Who do you do it for?
Homes and shops.
3
Where do you do it?
In and around Mesa.
A stranger should find all three in five seconds. If they cannot, the page failed.
- Licensed and insured
- [4.9] stars on Google
- Same-day service
- Upfront pricing
Real numbers only. People check.
Nobody reads websites. People skim.
So keep lines short. Bold the words that matter. Use lots of headings. Leave empty space. A wall of words makes people leave before the good part.
This is an H2. It groups one big idea. This one groups your services.
This is an H3. One service, said plain.
Like: Drain cleaning.
Two short lines. What you do and what it costs to start.
Another H3. Same shape as its neighbors.
Like: Water heaters.
Name the common problem. Say you fix it. Skip the fancy words.
One more H3, under the same H2.
Like: Emergency repairs.
If you answer at 2 a.m., say so here. That wins the job.
Google cannot see pictures. It reads their file names and their alt text. Name the picture what it shows.
Write like you talk.
If a 10 year old cannot understand it, rewrite it.
Do not write this
Comprehensive residential plumbing solutions tailored to your unique needs.
Write this
We fix leaky pipes. Usually the same day.
This is the About section. It is about you. Keep it short.
Two or three sentences. Who you are, how long you have done this, and why you care. Then stop.
An H2 again. This one holds proof from other people.
5 star rating
A real review from a real customer goes here. Copy their words exactly.
5 star rating
Fresh beats old. A review from last month works harder than one from 2019.
5 star rating
Reply to every review. Even the bad ones. Especially the bad ones.
An H2 for your FAQs.
FAQ means frequently asked questions. The stuff people ask you over and over. Answer them here so your phone rings less and Google trusts your page more.
- How much does it cost?
- Answer with a real range. A range is honest. Silence is not.
- How fast can you get here?
- A real number. If it is usually two hours, say two hours.
- Do I need to be home?
- Short and plain. Every answer here saves you a phone call.
Where do FAQs come from? Three places.
- Your phone. If you hear the same question twice, it goes on the list.
- Your reviews. People write down what confused them.
- Google. Search your service and read the People also ask box. Those are real questions from real people near you.
Ask for the job one more time.
People who scroll this far are interested. Do not make them scroll back up.
The same button as before. Still asking for one thing.Your Business Name
123 Real Street, Your City, ST 00000
(555) 555-0199
Mon to Sat, 7am to 6pm
License #000000
The parts you cannot see
Your website also talks to robots.
Some of the most important text on your website never shows on the page. It shows on Google. Here is what your page looks like there.
yourplumbingcompany.com
Same-Day Plumbing in Mesa | Mesa Plumbing Co.
Licensed plumbers for homes and shops in Mesa. Upfront prices, same-day service. Call now and talk to a real person.
Not a real listing. Yours goes here when the robots are happy.
- Title tag
- The big link at the top of your Google listing. It is your page's name out there. Say your keyword and your city in about 60 letters.
- Meta description
- The small text under the link. It is a free ad. Two short sentences and a reason to click.
- Schema
- A label maker for robots. It tells Google your name, address, hours, and reviews in a language robots read. People never see it. Google never misses it. Your web person sets it up once.
You already met the other invisible helpers on the page above: picture file names, alt text, and heading order. None of them show. All of them count.
And one page is not a website. You need a page for every service and every area you really work. See the service area page demo
Want yours to look like this, but real? That is a thing we do. Or keep learning in the Learning Center.
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