What a service business website really needs (and what it doesn't)

Most service business websites try to do too much. Customers on a phone want answers in seconds. These seven things do most of the work.

The seven things that matter

• Your phone number, always on screen. A tap-to-call button that follows people as they scroll.
• What you do, in one sentence. "Tree removal and trimming in Beaverton," not "Welcome to our website."
• Photos of your real work. Before and after beats stock photos every time.
• Where you work. A list of towns, so people know you'll come to them.
• Reviews. Three good reviews near the top do more than a page about your history.
• An easy way to ask for a quote. A short form where people can attach photos.
• Proof you're legit. License, insurance and how long you've been in business.

What you can skip

A long "about our company" story, a blog you'll never update, sliders that auto-rotate and pages full of industry jargon. Keep it short and clear.