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Overview
Conversion and SEO essentials for home service websites - speed, mobile UX, trust, service pages, forms, and tracking.
Audit your homepage plus top three service pages. Fix red items before your next ad or SEO push.
Pro tip: If your site scores under 80 on mobile PageSpeed, fix speed before buying more ad clicks.
Checklist sections
Speed & Mobile Fix first
- Mobile PageSpeed score 80+ on homepage
- Images served as WebP with lazy loading
- Phone number is tap-to-call on mobile
- No intrusive popups blocking CTA on first visit
- Font size readable without zoom (16px+ body)
Trust & Credibility Fix first
- License and insurance mentioned above fold
- Google review rating displayed with link
- Real team and truck photos (not stock only)
- Service area cities listed clearly
- Years in business or jobs completed stat
Service & Location Pages This month
- One page per major service line
- City or neighborhood pages for target markets
- Unique copy per page (not duplicate templates)
- FAQ section on each money page
- Internal links between related services
Forms & Tracking This month
- Short form: name, phone, service, ZIP
- Thank-you page or instant confirmation
- GA4 events on form submit and phone clicks
- Call tracking on paid and organic if possible
- CRM or email alert on new lead within minutes
Do this · Not that
| Do | Don't |
|---|---|
| Build service-specific landing pages | Send all SEO and ads to homepage only |
| Show proof: reviews, photos, badges | Use generic template with no local proof |
| Test forms monthly | Leave broken forms live during peak season |
Delta Marketing · Home service marketing for US contractors. This guide is educational only. Results vary by market, trade, and competition. Not a guarantee of rankings or lead volume.
