When I look at a trade business's site, I am not looking for a redesign opportunity. I am looking for the reasons a homeowner with a burst pipe scrolls past. Here is the actual order I check in.
1. Does the result line make sense?
The title tag, again — but now the question is not "is it present" but "does it say what this business does and where." A blank line and a keyword-stuffed line fail the same test: neither answers the question the searcher asked.
2. Does the phone number work the way a thumb expects?
On a phone, the number should be tappable, and tappable now — not below a hero image and three paragraphs. Someone with water coming through a ceiling will not scroll. This is the single most expensive thing to get wrong and the cheapest thing to fix.
3. Can a stranger tell what you do in three seconds?
Read only the top of the page, as if you had never heard of the business. If you cannot say what they do and where, the page is decoration. That is not a design opinion — it is the only thing the first three seconds are for.
4. Is the first impression current?
A site that looks like 2011 tells a customer the business has not invested in anything since 2011. The logo, the photo quality, the layout — all of it is a proxy for "is anybody minding the store."
5. Can they actually book you?
Not just "can they call." Is there a form that works, and does it work when it is opened inside Facebook's browser, which is where a huge share of these clicks happen? A form that fails silently is worse than no form — the customer believes they reached you.
Why I look at these five
Because they are the ones that plausibly cost a call, and because I can check all five from the outside without touching anything. If you want yours looked at, the form below goes to me. I will tell you what is fine as readily as what is not.