Meet Daniel, a made-up owner built from situations I see again and again. He runs a tree service company. A homeowner with a storm-damaged tree calls the first company that looks trustworthy — and doesn't wait.
His website opens slowly, Google barely shows it, and the money he puts into ads isn't coming back. Visitors he pays for leave before the page has even loaded — and he never finds out, because nothing tells him.
Then the site is rebuilt: fast pages, SEO from the ground up, every enquiry sent straight to his phone. The pages open instantly and the ad budget finally turns into phone calls. Had he waited another season, the ads would have kept paying for visitors who never called.