01Nobody reads your website (at first)
When someone reaches your website from Google, an ad or a link, they don't start reading from the top. They look at the headline, the image, the most visible button, and ask themselves a very simple question: is this what I'm looking for?
If the answer doesn't appear straight away, they go back and try the next result. It isn't impatience: they have nine other tabs open and no obligation to make an effort to understand you.
That's why a nice-looking website isn't enough. It has to be a website that's understood at first glance. And you get there by answering five questions on the first screen.
02What do you do?
In one sentence and in the words your customer uses, not your industry's. It's the most important question and the one most websites answer badly.
Compare these two:
- “Comprehensive home solutions to the highest quality standards.”
- “Made-to-measure kitchens in Málaga, from design to installation.”
The first could belong to anyone. The second says what you do, where and how far you go. Someone looking for a kitchen knows in a second they're in the right place.
03Who for?
Saying who you work for doesn't lose you customers: it brings you yours. If you work with businesses and not with individuals, say so. If you specialise in clinics, restaurants or online shops, say that too.
Those who fit feel the website is talking to them. Those who don't fit leave before writing to you, and that's good too: it saves you conversations that were going nowhere.
04Where?
It seems obvious and it's often forgotten. If you serve an area, name it. If you work remotely for a whole country, or in several languages, say it just as clearly.
It isn't just a question of trust: it also helps Google show you to the right people. A website that says where it works finds it easier to appear when someone searches for what you do near them.
05Why you?
This is where almost every website uses the same words: quality, professionalism, trust, commitment. Everyone says them, so they no longer mean anything.
What convinces is proof:
- photos of real work, not from an image bank;
- customer reviews with names, or your Google reviews in plain sight;
- how many years you've been going or how many projects you've done, if it's a figure you're proud of;
- how you work, step by step, so whoever arrives knows what to expect.
An adjective can be written on any website. Proof, only on yours.
06What now?
The last question is the one that turns a visit into a contact: what do I do if I'm interested? The answer has to be in plain sight, without scrolling or searching.
- A button with a specific verb. “Get a quote” or “Book a visit” work better than “More information”.
- A phone number you can tap. On a mobile, a number you can't tap to call is a lost contact.
- A short form. Ask only for what you need to reply. Every extra field is a reason not to send it.
And if you offer WhatsApp, make sure it's because you really do reply there.
07The five-second test
You can check all of this today, without tools and in a minute:
- Open your website on your phone, which is how many of your visitors arrive.
- Show it for five seconds to someone who doesn't know your business, then put it away.
- Ask them: what does this company do? Who for? Where? Why would you choose it? And what would you do now if you were interested?
If they hesitate on any of them, you know what to change first. It's almost always the headline and the button, not the whole design.
08Before investing in ads
Ads bring people to your website. If the website doesn't answer these five questions, you pay for visits that leave. That's why, when someone asks us for campaigns, the first thing we look at is the page they're going to land on.
If you like, we can run this test with you and tell you what we'd change. We do it in our free diagnosis, and if the website needs rebuilding, in websites and landing pages we explain how we work.
