A business website that brings in clients: what it needs
Seven things the website of a clinic, an advisory firm or a service business should do so Google understands it and the visitor decides to get in touch.
Many business websites exist but do not work. They are published, yet they do not explain what you do, they are slow on a phone or they make it hard to book. The good news is that almost everything that decides whether a website brings in clients can be checked in an afternoon, without being technical.
1. It opens fast on a phone
Most visits come from a phone, and a slow site loses visitors before they read anything. Google considers it "good" when the main content appears in under 2.5 seconds. In the reviews we have done of local business websites we have seen home pages weighing almost 30 MB because of one animated header image, and others that took over 15 seconds to show their content in a mobile test. It is almost always fixed with lighter images and fewer scripts.
How to check: open PageSpeed Insights (free), paste your address and look at the "Mobile" result.
2. You can tell what you do in five seconds
Someone arriving on your site should know, without scrolling, what you do, for whom and where. Put it in the main headline of the home page, in the words your client would use: "Dental clinic in Madrid", not "Excellence and smiles".
3. One main headline per page
Every page should have a single main headline (in the code, an H1) that says what the page is about. It is the first thing Google reads to understand the page. On many sites we have reviewed the home page has none, or several pages have two or more.
4. Your own title and description on every page
The title and description are the text that shows in Google before anyone clicks. If they are missing, Google picks whatever it likes. Write them yourself: the title with what you do and the city, and the description with a sentence that invites a visit. Titles longer than about 60 characters get cut off.
5. An easy way to book or get in touch
A short form, a WhatsApp button or online booking, visible without searching. If booking is a hassle, many visitors leave without writing. Put the phone and WhatsApp in the header and repeat the button at the bottom of every page.
6. Visible trust
- Real client reviews (with their permission) or a link to your Google profile.
- Who you are: the person or the team, with name and face where it fits.
- Address, opening hours and complete legal details.
Do not invent figures or cases. If you cannot prove it, leave it out.
7. The technical and legal basics
- The security padlock (HTTPS) on every page, with nothing loading over
http. - Legal notice, privacy policy and cookies, with your company details.
- A sitemap (
sitemap.xml) and the site registered in Google Search Console. - Images with a short description (alt text) for accessibility and image search.
A checklist for today
- Does it open in under 3 seconds on your phone using mobile data, not wifi?
- Is it clear what you do and where without scrolling?
- Is there a main headline on the home page?
- Does each page show in Google with a title and description you chose?
- Can a client book or message you in two taps?
- Are the legal notice, privacy policy and cookies up to date?
If you answer "no" to two or more, that is where the work is.
Where what we do fits in
We build professional websites for clinics, advisory firms, service businesses and brands: fast on mobile, with the SEO basics, forms, legal pages and, if you need it, booking or a shop. We publish them and maintain them for a monthly fee. If you already have a site, we can also review it with you and tell you what is worth changing and what is not.