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A website producing too few leads may have a traffic problem, a traffic-quality problem, a website problem, a broken inquiry path, or a problem after the lead arrives. Find the first broken stage before deciding what to fix.
Choose the most specific pricing information you can honestly defend: an exact price, a starting point, a useful range, representative examples, or the factors behind a quote.
Ranking is one job a webpage can have. Judge acquisition pages by acquisition, and judge the pages after them by the trust, clarity, proof, qualification, or action they are there to create.
Choose website proof by the buyer doubt it resolves, then place the smallest credible evidence beside the claim or commitment it supports.
Most service businesses need fewer pages than they think, but every page needs a distinct buyer job. Use this page-map test to decide what belongs, what can combine, and what is missing.
Improve the site when its foundation still works but important parts need finishing, strengthening, reshaping, or repair. Rebuild when the same structural problem keeps appearing across the site.
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