Key Takeaways

• A homepage isn’t enough — buyers expect clear service pages.
  
  

• Local signals are critical — towns, counties, and service areas should be called out.
  
  

• Thin content doesn’t rank — pages with only a few sentences won’t win trust.
  
  

• Proof builds credibility — reviews, licenses, and photos separate pros from amateurs.
  
  

• Clarity wins over jargon — simple language converts, tech-speak drives customers away.
  
  

• Calls to action matter — pages without clear next steps lose buyers.
  
  

• Competitors rank higher for structure, not skill — you may be better, but Google can’t see it without the right setup.

Introduction: Quick Test for Business Owners

You probably paid good money for your website. It looks nice, the colors align with your brand, and maybe you even added professional photography. But here’s the uncomfortable truth:

👉 A pretty website doesn’t guarantee results.

Many business owners come to us at Alanview with the same complaint:

• “I have a website, but nobody calls.”
  
  

• “I can’t find myself in Google.”
  
  

• “My competitor’s site is ugly, but they’re showing up higher than me.”

It’s not your imagination. And it’s not always because they’re spending more money on ads. Most of the time, the difference comes down to this: their site was structured correctly, and yours wasn’t.

Your website should be more than an online business card. It should function as a 24/7 sales tool that attracts buyers, builds trust, and converts visitors into paying customers.

So how do you know if your site is secretly failing you? Simple — look for these seven red flags.

Sign 1: Only a Homepage, No Dedicated Service Pages

This is the most common — and most damaging — mistake we see.

Too many business owners assume their homepage can do all the heavy lifting. They load it with a paragraph about the company, a list of services, and maybe some contact info. That’s it.

But here’s the problem:

• For buyers: A homepage is too broad. If I’m looking for a plumber, I don’t want to scroll past info about roofing and electrical work. I want to go straight to plumbing.
  
  

• For Google: A homepage is vague. Google can’t confidently match you with searches like “emergency plumber Dowagiac” unless you have a page specifically about plumbing in Dowagiac.

Think of your homepage as the entrance to your store. It’s a welcome mat, not a sales counter. The sales happen in the aisles — your service pages.

✅ Best practice: Create a dedicated page for each service you offer. Each one should be written like a mini-sales pitch:

• A clear headline (“Roof Repair in Cass County”).
  
  

• A short intro that connects with the buyer’s pain point.
  
  

• Proof that you can deliver (reviews, licenses, photos).
  
  

• A strong call to action.

👉 Self-check: Does your website have a page for each major service, or is everything crammed into your homepage?

Sign 2: No Local Towns/Counties Listed

Local buyers don’t just search for “roof repair” or “plumber.” They search for:

• “Roof repair in Cassopolis.”
  
  

• “Lawn care Edwardsburg MI.”
  
  

• “Emergency electrician near me.”

If your site doesn’t mention your towns, counties, or neighborhoods, Google has no reason to show you. Buyers will find your competitors instead.

Too many business websites say vague things like:

• “Serving the community.”
  
  

• “Proudly offering services across the area.”

That doesn’t work. Google doesn’t “guess.” It needs specifics.

✅ Best practice:

• List every town or county you serve.
  
  

• Add a “Service Areas” section on your homepage.
  
  

• Include location names naturally in your service pages.
  
  

• Consider a map or bullet list for extra clarity.

Example:

“Proudly serving Cassopolis, Edwardsburg, and Dowagiac for more than 20 years.”

👉 Self-check: Google your service + your town right now. Does your site show up? Or does your competitor’s site pop up first because they listed that town on their page?

Sign 3: Thin Content (A Few Sentences)

Another big red flag: service pages with barely any content.

Example:

• “We do roof repair. Call today.”

That’s not enough.

• For buyers: It looks lazy. They don’t trust a business that can’t explain what they do.
  
  

• For Google: Short pages don’t rank. The algorithm favors pages with useful, detailed content.

Think about it from a buyer’s perspective. If your roof was leaking, would you trust the business with one vague sentence? Or the competitor with a detailed page explaining their repair process, warranties, and customer reviews?

✅ Best practice:

• Aim for 400–700 words per service page.
  
  

• Cover the problem, the solution, the benefits, and why choose you.
  
  

• Answer FAQs.
  
  

• Sprinkle in towns and locations naturally.

👉 Self-check: Would you hire yourself based on the information on your service pages? Or would you leave and look for someone who gave more detail?

Sign 4: No Proof (Reviews, Licenses, Photos)

Trust is everything. Buyers want to know you’re real, reliable, and local. Without proof, your website is just words on a page.

If your site only says, “We’re the best in town”, that’s just a claim. Buyers don’t believe it unless you prove it.

✅ Best practice: Add multiple forms of proof:

• Customer testimonials or Google reviews.
  
  

• Licenses, certifications, or industry memberships.
  
  

• Before-and-after photos of your work.
  
  

• Warranties or guarantees.

Example:

“Rated 4.9 stars on Google. Licensed and insured in Michigan. Trusted by over 500 Cass County homeowners.”

Proof separates the amateurs from the pros. Without it, your site looks generic.

👉 Self-check: If someone landed on your site for the first time, would they instantly feel reassured you’re legitimate?

Sign 5: Jargon-Heavy Language

A lot of websites are written in industry jargon. That’s a mistake.

Buyers don’t speak like contractors, lawyers, or HVAC techs. They speak like… people. If your site is filled with technical terms, you’ll lose them.

Weak example:

• “We provide asphalt shingle underlayment reinforcement solutions.”
  
  

Clear example:

• “We repair damaged shingles so your home stays dry and safe.”

✅ Best practice:

• Write at a 7th–8th grade reading level.
  
  

• Use clear, simple words.
  
  

• Pretend you’re explaining your service to your neighbor over coffee.

👉 Self-check: Could a non-expert understand your site in 30 seconds? Or would they leave because they’re confused?

Sign 6: Weak CTAs (Or None at All)

First of all, what Is a CTA?

A CTA stands for Call to Action.

It’s the part of your website (or ad, email, or social post) that tells the visitor exactly what you want them to do next.

Think of it like this:

• A website without a CTA is like a salesperson who explains your services, then just stares at the customer in silence.
  
  

• A website with a CTA is like a salesperson who says: “Would you like me to schedule that for you right now?”

A CTA turns attention into action.

Examples of CTAs

Bad CTAs (too vague or weak):

• “Learn more”
  
  

• “Submit”
  
  

• “Contact”

Good CTAs (clear, direct, action-driven):

• “Call now for a free estimate”
  
  

• “Book your appointment today”
  
  

• “Request a free roof inspection”
  
  

• “Get your lawn care quote in minutes”

Why CTAs Matter

Without CTAs, people leave your site without taking action. Even if they like you, they may “think about it later” — and by then, they’ve already called your competitor.

With strong CTAs:

• You guide the buyer to the next step.
  
  

• You make it easy for them to act right now.
  
  

• You increase the chances that a website visit turns into a paying customer.

✅ Best practice:

• Place CTAs in multiple spots: top, middle, and bottom of the page.
  
  

• Use action-driven language.
  
  

• Make it easy: buttons, click-to-call numbers, forms.

👉 Self-check: How many CTAs are on your homepage? If you have fewer than three, you’re leaving money on the table.

Sign 7: Competitors Showing Up While You Don’t

This one hurts. You’re better at the job, but your competitor shows up higher in Google.

Here’s the truth: Google doesn’t rank based on skill. It ranks based on structure.

• Your competitor has service pages.
  
  

• They’ve listed towns.
  
  

• They’ve added reviews and photos.
  
  

• They’ve given Google all the signals it needs.

You may be the better roofer, plumber, or contractor, but Google can’t see that. It only sees the content and structure.

✅ Best practice:

• Study competitor sites. Notice how they structure their pages.
  
  

• Don’t copy content, but do copy the approach.
  
  

• Then do it better.

👉 Self-check: Search for your service + town. Are you on page one? If not, your competitors structured their site better.

Takeaway: If Your Site Hits 3+ of These Signs, It Wasn’t Built for Results

Here’s the bottom line:

• Your website should be your #1 sales tool.
  
  

• If it’s missing service pages, local signals, proof, clarity, CTAs, or visibility, it wasn’t built to perform.
  
  

• The good news? Every single issue here is fixable.

At Alanview, we build websites the right way. We don’t just make them look nice — we make them generate calls. With dedicated service pages, local targeting, proof elements, and strong CTAs, we turn your site into a 24/7 lead generator.

👉 Don’t let your competitors keep taking the customers who should be yours. Fix your website structure, and watch the calls start coming in.