UX is deciding what goes where and why. Done well nobody notices it. Done badly, visitors leave and could not tell you what went wrong.
Nearly everyone arriving at a local business website wants one of a few things: confirm you do the thing they need, confirm you cover their area, get a rough sense of cost, and make contact.
UX is arranging the page so those happen in the order the visitor needs, without hunting. Most business sites are instead arranged around how the business thinks about itself — an About section before anything useful, services listed by internal category, contact details at the bottom.
The first screenful should establish what you do, where you do it, and how to reach you. Not a slogan. A visitor who has to scroll to learn what business this is has already been given a reason to leave.
Pages offering five equally weighted choices produce fewer actions than pages offering one. Deciding is work, and visitors avoid it.
Every visitor has objections: is this too expensive, do they cover me, how soon, will they show up. Answering those on the page, at the point where the doubt occurs, does more than any design change.
People don't read pages start to finish. They scan headings, stop where it matches their situation, and read that part. Long unbroken paragraphs get skipped no matter how good the writing.
Hand your phone to someone who doesn't know your business. Ask them to find out whether you serve their area and then call you. Say nothing else.
Where they pause is your UX problem. You cannot find it yourself, because you already know where everything is.
Every field costs completions. Asking for a company name, a preferred contact method, and how they heard about you before a conversation has started loses people who would have hired you.
Name, phone, and one line about the problem is enough to start. More detail can be gathered once they're talking to you. The wider version of this is lead generation systems.
Structure decisions constrain visual ones, so this comes before premium UI rather than after. It has to work at every screen size, which is responsive design. And whether any of it worked is a measurement question — see analytics and reporting.
Describe what your business needs and you will get an honest read on what would actually help.
