Tap-to-call
A phone number a visitor can tap once to start the call — no copying digits by hand.
Why it costs you On a hot day people call the first company that makes it one tap. Friction sends them to the next result.
How to fix it Make your phone number a tap-to-call link, so one tap starts the call on a phone.
A way to reach you
A contact or quote form, or real online booking — some way in besides already knowing the number.
Why it costs you The customers who research at night, or won’t cold-call a stranger, need a way to raise their hand.
How to fix it Add a short contact or quote form — name, phone, and “what do you need” is enough.
Loads fast on a phone
Google’s own speed grade for your site on a mid-range phone — the same score PageSpeed Insights shows.
Why it costs you Most people give up around three seconds. A slow site loses the visitor before they see anything.
How to fix it Compress images, cut heavy plugins, and move to faster hosting or a CDN.
Light enough for mobile data
The total size of your homepage — every image, script and font a phone has to download.
Why it costs you A heavy page crawls on cell data and burns the visitor’s patience before it ever finishes loading.
How to fix it Compress and resize images and drop unused plugins — most heavy pages are 80% oversized photos.
Fits a phone screen
The page is set up for mobile, instead of rendering as a shrunk-down desktop site.
Why it costs you Tiny text and buttons you can’t thumb lose the visitor fast — and Google demotes it in mobile search.
How to fix it Add the mobile viewport tag (or use a responsive theme) so the site fits a phone.
Content stays put while loading
Whether things jump around as the page loads — a button shifting just as someone goes to tap it.
Why it costs you Jumpy layouts make people mis-tap and feel the site is broken, so they bail.
How to fix it Set fixed sizes for images and embeds so nothing reflows once the page loads.
Secure (HTTPS)
The site loads over a secure connection, so the browser doesn’t stamp it “Not Secure.”
Why it costs you On a home-services site a “Not Secure” warning reads as sketchy before a word is read.
How to fix it Install an SSL certificate — most hosts offer it free — and redirect http to https.
Contact details a customer can see
Your business name, address and phone shown in plain text on the page — the version a human reads.
Why it costs you A visitor decides in seconds whether you’re a real, local business. No visible address or phone reads as risky.
How to fix it Put your business name, address and phone in plain text in the footer of every page.
Contact details a machine can read
The same details written in hidden code (schema markup) that Google and AI assistants read — the version a machine reads, separate from the visible text.
Why it costs you It’s the data behind the map pack and AI answers — without it you can be invisible there even if your page looks fine.
How to fix it Add LocalBusiness structured data with your name, phone, hours and service area.
A description for your Google listing
The one-line summary Google shows under your business name in search results.
Why it costs you With none, Google writes its own — often a random scrap of the page — so your result looks worse than rivals’.
How to fix it Add a meta description: one clear sentence with your service and city.