First screen: can I tell what you do?
Within a few seconds a visitor should understand the service, service area, and next step. Clever slogans can stay, but not at the expense of clarity. “Beautiful spaces, better lives” needs a concrete line underneath: what kind of work, in which cities, and for whom.
Trust layer
Look for recent projects, real team or operating identity, review proof, business address or service coverage, warranty or process details, and images that appear to come from actual work. Stock photos are not fatal, but they should not be the only evidence.
Conversion layer
Check the phone number on mobile, form length, quote button visibility, response expectation, and whether a user can contact the company without hunting through a footer. For high-ticket services, add a small “what happens next” explanation; uncertainty is a conversion tax.
Technical basics
Pages should load quickly enough on mobile, titles should describe the service and location, contact data should be consistent, and major pages should be indexable. The goal is not technical perfection. It is to remove friction between intent and action.