100-point checklist
Use this checklist to see how we evaluate local service landing pages for clarity, trust, proof, mobile experience, and conversion strength. Last updated: September 21, 2025.
Each site is reviewed against practical conversion signals that local service businesses can improve: clear positioning, visible trust signals, real proof, mobile-friendly layouts, and a focused next step.
Click items as you review your own page, or use the list as a quick reference before launching new ads.
Clear, professional logo prominently displayed in the header
Navigation menu includes links to important page sections
Either prominently display a phone number or include a clear call-to-action button in the header
Service + location, 100 characters or fewer. Example: Professional House Cleaning in Austin, TX
Expands on the headline or highlights what makes you different from competitors
Text is large enough to read easily, and the background does not hurt readability
Photo of owner, team, or employees on the job, not a stock photo
Single, prominent call-to-action button in a contrasting color
Show customer ratings or review counts to build immediate trust
Avoid overwhelming visitors with forms in the hero section
Comprehensive list of services you offer
Brief, easy-to-understand descriptions for each service
Authentic photos of your actual work, not stock images
Authentic testimonials from actual customers
Complete testimonial information for credibility
Display ratings from trusted third-party platforms
Complete rating information including visual stars and review count
Authentic photos of owner and service providers
High-quality, properly sized photos that build trust
Brief description of each team member's role and experience
Address common customer questions and concerns
Clear indication of geographic coverage area
Hero, Services, Reviews, Team, FAQ, Service Area, etc.
Consistent call-to-action throughout, such as Get a Quote
Same CTA appears in different sections for maximum visibility
