We looked at a lot of websites in the high-end building and design world. Our goal was simple: understand how these sites help (or hurt) the business. We put together a big analysis based on what we found.
Here’s the simple truth: Your website is your own marketing hub. It can be your hardest-working employee, bringing in your best clients and boosting your profits. Or, it can sit there, looking pretty but confusing visitors, attracting the wrong people, and costing you money.
Is your website working for you? Use this checklist to find out. We broke it down into simple questions.
Part 1: The First Look (Does it make people want to stay?)
These are the things people notice in the first 5 seconds.
- Clear Headline: Does the very top of your homepage instantly say who you are, what you do (specifically), and who you do it for? (e.g., “Bespoke Kitchen Renovations for Historic Homes in [Your City]”).
- Wow! Photo: Is the first big picture someone sees a stunning photo of your absolute best work? (Not a stock photo, please!).
- Obvious Quality: Can people immediately see signs you’re legit? (e.g., logos of awards won, “Featured In” mentions, a short, powerful client quote).
- Easy to Understand: Is it crystal clear what makes you different? Why should a dream client choose you over anyone else?
- One Clear Next Step: Is there one obvious button or link telling visitors what to do next? (Like “View Our Work” or “Start a Conversation”). Or is it confusing?
Part 2: Telling Your Story (Do people connect with you?)
People hire people they trust. Your site needs to build that trust.
- Real “About Us”: Does your ‘About’ page sound like a real person talking? Does it share your values, your story (like your craft background!), and show photos of your actual team?
- Clear Process: Do you have a page that simply explains how you work? (e.g., Step 1: Consultation, Step 2: Design, Step 3: Build). This builds huge confidence and filters out clients who aren’t a good fit. We call this the “Velvet Rope.”
- Project Stories (Not Just Pictures): Is your “Portfolio” just a grid of photos? Or does each project tell a quick story: What was the client’s problem? How did you solve it? What was the amazing result? Show the transformation.
- Real Testimonials: Do you have quotes (even better, photos or videos!) from happy clients talking about their experience working with you? Are they easy to find?
Part 3: Making it Easy (Can people use your site?)
A confusing website drives people away.
- Simple Navigation: Can visitors easily find what they’re looking for (Services, Portfolio, Contact) in just one or two clicks? Is the menu simple?
- Clear Contact Info: Is your phone number and email address easy to find on every page?
- Click-to-Call: On a mobile phone, can someone just tap your phone number to call you?
- Smart Contact Form: Is your contact form short and simple? Does it ask the right questions to help you qualify the lead? (e.g., “Project Type?”, “Estimated Budget Range?”).
- Helpful Blog/Resources: Do you share your expertise? Simple guides, tips, or insights build trust and help with Google rankings.
Part 4: Under the Hood (Is it healthy?)
These technical things matter HUGE-ly for trust and Google.
- Secure (HTTPS): Does your website URL start with
https://and show a little lock icon? If not, browsers might warn visitors it’s “Not Secure.” This is critical. - Mobile Perfect: Does your site look and work perfectly on a phone? (More than half your visitors might be on mobile). Test it!
- Fast Loading: Does your site load in under 3 seconds? Slow sites lose visitors and rank lower on Google. (Test with Google’s PageSpeed Insights tool).
- Up-to-Date: Is the copyright date in the footer the current year? An old date makes the site look abandoned.
- Basic SEO: Do your main pages have clear titles (like “Kitchen Remodeling in [Your City] | [Your Company]”) that show up in Google search results?
- Readable Text: Is the font easy to read? Is the text size comfortable (not too small)? Is there good contrast between text and background?
Part 5: Connected to the World (Does it work with everything else?)
Your website doesn’t live alone. It’s the hub of your marketing.
- Google Business Profile (GMB): Is your GMB profile claimed, filled out completely, linked to your website, and showing recent positive reviews? This is vital for local search.
- Social Media Links: Do you link to your professional social media profiles (like Instagram or Houzz) from your site?
- Consistent Branding: Does your website look and feel like your GMB profile, your social media, your truck wraps, etc.? Is the message consistent everywhere?
- Lead Capture Ready: Is your site set up to capture email addresses if you decide to offer a guide or checklist later?
- Analytics: Do you have Google Analytics installed so you can see how people are actually using your site?
How Does Your Site Stack Up?
Your website is either attracting and nurturing your ideal clients, helping you win profitable projects… or it’s quietly working against you, disappointing visitors and distracting them from seeing the true quality of your work.
Taking an honest look at these points is the first step toward building a website that truly works as hard as you do.