A business’s website is where much of its marketing either pays off or loses customers. These guides look at websites the way customers and campaigns experience them: whether the page helps the right customer make contact.
Calls to Action for Home Services Businesses
Plain wording like "Send" and "Call Now" beat clever alternatives in testing. Matching the ask to readiness, calls versus forms, honest offers and the mistakes we see.
Read more →Conversion Rate Optimization for Home Services Businesses
More leads from the same advertising budget often starts with the page, not the ads. This guide covers what conversion rate optimization means for a home services business, how we test changes against a proven baseline and when a campaign has enough traffic to test.
Read more →Home Services Website Architecture
Clear website architecture gives every page one job and keeps important information one or two clicks away. What we look for, the rebuild risks, and the mistakes we see.
Read more →Landing Pages for Home Services Businesses
Getting the click is only half of paid search. What a landing page has to do after the click, the results Mark Riley's pages have achieved, and the mistakes we see.
Read more →Mobile User Experience for Home Services Businesses
Most calls come from phones, so a page that's hard to use on one loses leads. What we look for on mobile, the One Thumb Framework and the mistakes we see.
Read more →Service Pages for Home Services Businesses
The first screen of a service page has to answer what the business solves, what it costs, how long it takes and why to trust it. The criteria we use, by type of demand.
Read more →Trust Signals for Home Services Businesses
Reviews, licenses, guarantees and real project photos only help when customers see them at the right moment. This guide covers which trust signals matter on a home services page, where they belong and the mistakes that undercut them.
Read more →Website Accessibility for Home Services Businesses
Customers who use screen readers, keyboards or enlarged text still need a plumber, a roofer or a new AC system. This guide covers what website accessibility means for a home services business, the barriers we find most often, and where the ADA fits in.
Read more →Website Performance for Home Services Businesses
Slow or unreliable pages lose customers a home services business has already paid or worked to reach. This guide covers what website performance means, where it matters most, and how Riley Summers evaluates it.
Read more →What we look for in a website
Mark Riley has spent more than 15 years architecting, building, optimizing and launching service business websites. That experience shapes how we evaluate a business’s site for the marketing it supports. At present, the only pages Riley Summers designs and builds are the landing pages for the campaigns we run and manage. We’re happy to provide an executive-level review of any home services website, showing where it’s helping the business win customers and where it’s costing it calls.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.