Websites

One service — a landing page is enough; three to ten — a corporate site with a page for each; hundreds of products — a store. The type is decided not by budget but by how many different things you sell and what the person is meant to do. For search this matters: one page ranks for one group of queries, no more.

Structure is built from demand: collect the queries, group them by meaning, and give each group its own page. The depth rule: no more than three clicks from the homepage to any important page. Rebuilding structure later is expensive — addresses change, redirects are needed, positions are lost.

Aim for the first screen in 1.5–2.5 seconds on a phone; past three seconds you lose a noticeable share of people before they even see the offer. The number one cause is almost always the same — heavy images, followed by excess widgets and slow hosting. Images and widgets are fixed in a day and give the fastest gain.

Search engines judge a site by its mobile version, so your positions are decided by what the crawler sees on a phone. Four things break most often: horizontal scrolling, small buttons, full-screen popups and awkward forms. All of it can be checked in ten minutes on your own phone.

For a service site a working benchmark is 2–5% of visitors leaving a request. Two things raise conversion fastest: adding prices, even just a "from" figure, and cutting the form down to name and phone. Both take a day and usually deliver more than a full redesign.

Two fields are enough: name and phone. Everything else is asked in the conversation, once contact has been made. Above all, check that the form actually submits from a phone and that the email does not land in spam — this is the most common and most expensive fault: the advertising works and the requests simply never arrive.

The chain from a person to money has five links, and usually one is broken. Check in order: is there traffic at all, do people leave immediately, do they find prices, does the form get in the way, do requests actually arrive. The most common and most galling cause is that the request never arrived: a broken form or an email in spam.