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Digital Facade Playbook · Part 6

A website that works — and why Google cares.

A working website is the single biggest lever on your score — worth 20 of 100 points. It doesn't need to be fancy: one good page beats ten broken ones. Here's what "good" means, and why each piece matters for showing up in search (SEO).

The one-page site that's enough

  1. Who you are, what you do, where you are. Your name, services, address, and hours — in text, near the top.
  2. A tap-to-call button. Most visitors are on phones. A phone number they can tap (a tel: link) turns visits into calls.
  3. HTTPS — the padlock. Browsers stamp "Not secure" on sites without it, and Google ranks those lower. Any modern host includes it free.
  4. Built for phones. If visitors have to pinch-zoom, they leave. 53% abandon a mobile site that takes over 3 seconds to load (Google) — compress your photos.
  5. A title and description with your city. The page title is what Google shows in results: "Trevino's Tire Shop — flats, brakes & alignments in Elsa, TX" tells Google exactly which searches you belong in.
  6. Same phone and address as your Google listing. Exact match. This consistency is a core local-SEO signal.
Make it a routine: the annual once-over Every January: does the copyright year say last year? Prices current? Hours right? A visibly stale site reads as a closed business.
Why this is your SEO strategy. Google decides local rankings largely on relevance, distance, and prominence. Your website feeds relevance (the words people search) and prominence (a real, working, consistent web presence). Every item above is a ranking signal — this page is the SEO work.

How does your facade look today?

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