For a lot of local service businesses, their website feels more like an online brochure than a real part of their sales process. But a thoughtful redesign can turn that same site into a tool that consistently brings in calls, bookings, and quote requests.

Step 1: Start With the Problems, Not the Pixels

Before touching colors or fonts, it’s important to ask: What isn’t working right now? Most of the time, the issues are about clarity, speed, and trust—not just looks.

The “Before” Website

Imagine a local home services business in East Lansing—let’s call it Greenline Lawn Care.

Their old website had a few familiar problems:

• It loaded slowly, especially on mobile.

• The homepage was cluttered and didn’t clearly say what they did or where they worked.

• There was no obvious call to action—just a small phone number buried in the header.

• The design looked outdated, which made the business feel less trustworthy.

Even though they were great at their work, the site made them look smaller and less professional than they truly were.

The Redesign Plan

Instead of just “making it prettier,” the redesign focused on three main goals:

1. Clarity – Make it obvious what they do, who they serve, and how to get started.

2. Speed and usability – Ensure the site loads fast and works smoothly on phones.

3. Conversion – Turn more visitors into calls and quote requests.

The “After” Website

The new website looked cleaner, but more importantly, it worked better:

• A clear headline like: “Professional Lawn Care in East Lansing and Okemos.”

• A big, visible button: “Request a Free Quote” at the top and repeated down the page.

• Simple sections explaining services, service areas, and what to expect.

• Real photos and a few short testimonials from local customers.

• Mobile-friendly design so everything was easy to read and tap on a phone.

What Changed Behind the Scenes

A good redesign isn’t just what you see on the surface. Under the hood, a few key upgrades made a big difference:

• Images were compressed and code cleaned up, improving load times.

• Basic on-page SEO was added: local keywords, clear page titles, and meta descriptions.

• Contact forms were simplified and connected to email so leads never got lost.

• Tracking was set up to measure form submissions and calls from the site.

The Results (and Why They Matter)

Over the next few months, Greenline Lawn Care began noticing changes:

• More people were filling out the quote form instead of just bouncing.

• Customers mentioned they chose them because the website “looked more professional” and “made it easy to understand pricing and services.”

• Their presence in local search improved, leading to more organic traffic.

The big lesson: a website redesign isn’t about showing off fancy design—it’s about making it easy for real people to choose you.

If your current site feels slow, confusing, or outdated, you don’t necessarily need something complicated. A focused redesign that improves clarity, speed, and calls to action can quietly transform your website into one of the strongest marketing tools your local business has. That's why we recommend Mountain Marketing for all your website development needs.