Every checkpoint we run on a Nexora site before it's allowed to launch. Pages that turn visitors into leads — written down.
One unmissable action. For service businesses, that's nearly always 'Call now' on mobile (formatted as a tap-to-call button, not just a phone number string) and 'Get a quote' on desktop. Anything more than one primary CTA is competing with itself.
Not your tagline. Not your mission. Plain English of what you do, who you do it for, and what's different. "Same-day emergency plumbing in Springfield" beats "Quality plumbing since 1987" every time.
Star rating with review count, years in business, license number, certification badge, or named client logos. Whichever signals 'real business' fastest to your audience. Don't pile on five — pick the strongest one.
Every additional field costs roughly 10% of conversions. Name, phone, email, what-do-you-need, that's usually it. If you need more, use multi-step with progress indicator — the perceived effort drops dramatically.
Placeholder-only labels disappear when the user starts typing — that fails WCAG and tanks completion rates. Labels above, in plain readable color, sized so they don't look like an afterthought.
'Submit' is the worst CTA in software. 'Get my free estimate' or 'Send me availability' tells the user what they're getting. Specific verbs beat generic ones by 20-40% in A/B tests we've run.
First-name-only-no-photo testimonials read as fake. Use full names, real photos (with permission), the city, and a specific outcome ('saved us $4k on the rebuild' beats 'great service!'). Three real beats ten generic.
If your most recent review on your homepage is from 2019, visitors assume you've stopped operating. Embed live reviews (Google's review widget, NiceJob, BirdEye) so the freshness updates automatically.
Open with the customer's pain in their own words. Promise the outcome. Walk through the process so they know what they're buying. Close with proof (testimonial, case study, guarantee). Don't open with 'About us.'
Mine your phone calls. The first 3 questions every prospect asks you should be the first 3 FAQs. 'How much does it cost?' is the most common — and the most common page that ducks it. Don't duck it.
On mobile, the primary CTA (call / quote) lives in a fixed bottom bar that's always tap-able. Conversion rate from mobile usually doubles when this is well-implemented. We use this on every Nexora build.
Apple's HIG minimum. Tiny links and buttons cause mis-taps, which cause back-button bounces. Run Chrome DevTools' device toolbar; every interactive element should be thumb-sized.
One email a month. Real conversion teardowns of local-business sites, with what we'd change and why. No spam.
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