How Websites Actually Work

Words you need

Domain

The name people type. picassossalonsouthhill.com. You rent it, usually about fifteen dollars a year. You never own it forever.

Host

The computer somewhere in the world that holds your files and hands them out when somebody asks. Netlify is a host.

DNS

The phone book that connects the domain to the host. Changing DNS is how a domain starts pointing at a new site.

HTML

The file that holds the words and the structure. Headings, paragraphs, images, links. Think of it as the skeleton.

CSS

The file that holds every decision about how it looks. Colors, sizes, spacing, layout. Think of it as the skin and clothes.

JavaScript

The file that makes things happen when you click. Menus opening, forms responding. Think of it as the muscles.

Browser

Chrome, Safari, Firefox. It downloads those three kinds of file and draws the page on screen.

Deploy

Copying your folder onto the host so the world can see it. Also called shipping or publishing.

The lesson

A website is not a thing that lives on the internet. It is a folder of files sitting on somebody else's computer. When a person types a name, their browser asks the phone book where that name lives, goes to that computer, downloads the files, and draws them on screen. That is the entire mechanism.

This matters because it explains something you already ran into. A folder of website files only works when the whole folder travels together. The HTML file says go get the stylesheet from the css folder and go get the photos from the images folder. Separate them and the browser shows you words on a white page, because the skeleton arrived and nothing else did.

It also explains why a website is cheap to run. You are renting a name and renting a shelf to put files on. The work is in the files, not the hosting.

See it

Browser prompt: Find out what a site is built on

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Do not click anything, do not fill anything in, do not sign in, change nothing.

Report back:
1. What the site appears to be built on. Look for WordPress, Wix, Squarespace, Shopify, GoDaddy, Duda, or hand written code. Say how you can tell.
2. If it is WordPress, the theme name if you can find it.
3. The copyright year in the footer, exactly as written.
4. Whether there is a web designer credited anywhere, and their name and link.
5. Every page in the top navigation, in order.
6. Whether the site has any way to book, buy, or submit a form, or whether the only action is a phone number.

Plain numbered list. If something is not there, say not there rather than guessing.

Assignment

1. Write down, in your own words with no jargon, what happens between somebody typing a business name and the page showing up. Five sentences maximum.
2. Open three real local business websites using the Google Maps method below. For each one, write the domain, then guess who hosts it. You will not be able to tell yet. Guess anyway and write down why.
3. Look at the source of one of them and find the line that links to its stylesheet.

Words you need

Hero

The first full screen a visitor sees. Usually a big image or color, a headline, a sentence, and a button. It has one job: make somebody stay.

Above the fold

Everything visible before scrolling. The phrase comes from newspapers, which were folded in half on the stand.

Nav

Short for navigation. The row of links across the top that goes to the other pages.

Header

The strip at the very top holding the logo and the nav. Sticky header means it stays put while you scroll.

Footer

The block at the very bottom. Address, phone, hours, links, copyright.

Section

One horizontal band of the page with one idea in it. A page is a stack of sections.

CTA

Call to action. The thing you want them to do, written as a command. Book an appointment. Get a quote.

Card

A small rectangle holding one item: one service, one person, one product. Cards usually come in rows of two, three or four.

Grid

The invisible column structure everything lines up to. Good sites line up. Bad sites almost line up.

Whitespace

Empty space. It is not wasted. It is the single biggest difference between an expensive looking site and a cheap one.

Above and below

Hierarchy. What your eye hits first, second, third. You control this with size, weight, color and space.

The lesson

Almost every business website on earth is the same stack of parts in a slightly different order. Header, hero, a few sections, footer. Once you can name the parts, a site stops being a wall of stuff and becomes a list of decisions somebody made.

The hero carries more weight than everything else combined. Most visitors decide whether to keep scrolling in about three seconds, and the hero is all they have seen. A hero needs exactly three things: what this is, why it is different, and what to do next. If a hero is missing one of those, that is a real defect and you can say so.

Sections should each carry one idea. The moment a section is trying to say two things, split it into two sections. Crowded sections are the most common reason a site feels amateur, and the fix is almost always to remove something rather than rearrange it.

See it

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1. Header. Logo left, nav right, one button in the accent color. Sticky, so it follows you down.
2. Logo. Her real wordmark, recolored for a dark background.
3. Eyebrow. The small label above a headline. Cheap to add, does a lot of work.
4. Headline. What only this business could say. Not a greeting.
5. Subhead. One sentence that earns the next scroll.
6. CTA. The one thing you want them to do, plus a quieter second option.
7. Signature element. The nine hand cut color chips. Exists on no other site.

Browser prompt: Label the anatomy of any page

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Do not click anything, do not fill anything in, change nothing.

Report back:
1. Every region on the home page from top to bottom, in order, named as header, hero, section, or footer.
2. For each section, one sentence on what it is trying to get me to do or believe.
3. The exact headline text in the hero. Then say whether it tells me what this business does, why they are different, and what to do next. Name which of those three are missing.
4. What the first button on the page says, word for word.
5. How many different colors are used on buttons across the page.
6. How many different fonts you can identify.
7. Anything on the page that is trying to do two jobs at once.

Plain numbered list.

Assignment

1. Screenshot one local business site from the Google Maps method below. Draw boxes on it, on paper or in any photo app, and label every region using the words above.
2. Do the same for the reference site.
3. Write one paragraph on the difference between the two heroes. Which one tells you what to do next, and how fast?
4. Find one site where a section is trying to do two jobs. Write what you would split it into.

Words you need

Typeface

The design of the letters. Also called a font, close enough.

Serif

Letters with little feet on the ends. Reads as traditional, established, expensive.

Sans serif

Letters with no feet. Reads as modern, clean, plain.

Type pairing

Using one typeface for headlines and a different one for body text. Two is right. Three is usually a mistake.

Hierarchy

Making the important thing obviously bigger, bolder or higher than the less important thing.

Contrast

The difference between two things. Dark text on a light background is high contrast. Grey text on a slightly lighter grey is a readability failure.

Accent color

The one bright color used for buttons and small marks. One. Not three.

Restraint

Choosing not to add the thing you could add. The hardest and most valuable skill in design.

The lesson

There are only four levers, and amateurs get all four wrong in the same direction: too many fonts, not enough space, too many colors, and everything the same size.

SPACE. If you make one change to any site and nothing else, double the empty space around everything. Cheap sites are crowded. Expensive sites are calm. Space signals confidence, because it says this business is not desperate to cram every fact in front of you.

TYPE. Pick two typefaces and use them everywhere. One for headlines with some character to it, one for body text that disappears while you read. Never leave the browser default, which is Times New Roman, and which instantly reads as unfinished.

COLOR. Four or five colors total. A dark, a light, one accent, and a muted tone or two. Pull them from something real: the client's logo, their building, their product. Colors invented out of nowhere look invented.

SIZE. Your headline should be dramatically bigger than your body text, not slightly bigger. Timid hierarchy is the most common tell of a beginner. If you cannot decide, go bigger.

See it

Crowded

Spacious

Default and mixed

Two typefaces, one system

Six accents

One accent

Flat

Real hierarchy

Browser prompt: Score a site on the four levers

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

Score this site out of ten on each of the four levers, and give one sentence of evidence for each score. Do not be polite, be accurate.

1. SPACE. Is it crowded or calm? Look at the gap between sections and the padding inside boxes.
2. TYPE. How many typefaces? Is any of it the browser default, meaning Times New Roman or unstyled Arial?
3. COLOR. How many colors are doing accent work? List them as hex codes if you can read them.
4. SIZE. Is the headline dramatically bigger than the body text, or only slightly bigger?

Then: name the single weakest lever, and write the one change that would improve this site the most. One sentence.

Assignment

1. Open Awwwards, Godly or One Page Love and pick any three from the front page. For each, write the two typefaces if you can tell, name the accent color, and rate the space out of ten.
2. Now use the Google Maps method to open five local business sites. Pick the three weakest. Write which of the four levers is most broken on each. Keep these opinions to yourself.
3. Take the worst one and write a five line plan to fix it using only the four levers. No new content, no new photos.
4. Open Berkshire Hathaway, Craigslist and McMaster Carr. Score each on the four levers, then answer one question about each: is this site actually failing its customer, or is it doing something you did not account for?
5. Pull a palette: take a photo of any local business sign, and write down four colors from it that would work together on a website.

Words you need

Design system

A small set of decisions written down once and reused everywhere. Colors, type sizes, spacing steps, button styles.

Token

One named decision. For example: ink means this exact dark color. Everything on the site uses the name, so changing the name changes it everywhere at once.

Hex code

How a color is written in code. Six characters after a hash mark. #FF2D00 is the Ricochet red.

Scale

A ladder of sizes that relate to each other. Not random numbers, a set.

Consistency

The same thing looking the same way every time it appears. Buttons especially.

Signature element

One visual idea unique to this business that appears nowhere else on the internet.

The lesson

The moment you make color and size decisions one at a time, the site starts drifting. Three shades of almost the same grey. Buttons that are slightly different sizes on different pages. It looks wrong and nobody can say why.

The fix is a system. Decide once, at the top of the stylesheet: these are the five colors, this is the display font, this is the body font, these are the four text sizes, this is what a button looks like. Then never make those decisions again for the rest of the project.

The signature element is the part most people skip, and it is what separates a good site from a memorable one. It is one visual idea pulled from something true about the business. On the reference site it is a strip of nine hand cut color chips, each a slightly different width and angle. It exists because the salon mixes color by hand on a scale, gram by gram, and no competitor does. That strip is on the hero, the gift card and the footer. It could not be pasted onto any other salon's site without lying.

See it

Browser prompt: Pull a site's design system

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

Extract the design system actually in use, whether they meant to have one or not.

1. Every color used, as a hex code, with what each one is used for.
2. The typeface used for headings and the typeface used for body text, by name.
3. The pixel size of the largest heading, a subheading, and the body text.
4. What a primary button looks like: background color, text color, border, corner radius, padding.
5. Whether buttons look identical everywhere on the page, or whether they drift.
6. Any visual element that appears more than once and seems intentional.

Report as a plain list with the hex codes written out.

Assignment

1. Write a complete design system for a business you know. Five colors with hex codes, two typefaces, four text sizes, and what a button looks like. One page.
2. Invent a signature element for that business. It must come from something true and specific about them, and you must be able to explain in one sentence why it could not belong to a competitor.
3. Find a site with no signature element. Write what theirs could be.

Words you need

Sitemap

The list of pages and how they connect. Usually drawn as a box for each page.

Page job

The one thing a page exists to accomplish. Every page needs exactly one.

Flow

The order of sections, arranged so each one answers the question the last one raised.

Conversion

A visitor doing the thing you wanted. Booking, calling, filling the form.

Friction

Anything that makes doing that thing harder. Extra clicks, extra fields, unclear wording.

Landing page

A single page built for one purpose, usually one ad or one offer.

The lesson

Most small business sites need five or six pages, not twenty. Home, services with prices, about, contact or booking, and then one or two that match what the business actually needs. A salon needs gift cards and careers. A lawn care business needs neither and needs a service area map instead.

Section order is not decoration. Each section should answer the question the previous one just created in the visitor's head. What is this. Why should I believe you. What exactly do you do. What does it cost. Who are you. What do others say. How do I start. Put those in the wrong order and people leave in the middle.

Friction is where money leaks. A form with twelve fields gets fewer submissions than the same form with five. A phone number as the only way to act loses everybody who is browsing at eleven at night, which for most local businesses is a lot of people.

See it

Browser prompt: Map the pages and find the friction

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Do not submit anything, do not sign in, change nothing.

1. List every page reachable from the navigation and the footer.
2. For each page, one sentence on what job it seems to exist to do.
3. Name any page that appears to have no job.
4. Name any job that has no page.
5. Starting from the home page, count the number of clicks required to actually give this business money or book time with them. Describe each click.
6. List every point of friction along that path: extra steps, unclear wording, required fields, dead ends.

Plain numbered list.

Assignment

1. Draw the sitemap for a real local business. Boxes and arrows on paper is fine.
2. For each page, write its one job in one sentence.
3. For the home page, list the sections in order and write the question each one answers.
4. Using the Google Maps method, open one local business site and list every point of friction between landing on it and giving them money. Count the clicks. Then count the same clicks on Stripe or Basecamp and compare.

Words you need

Intake

The conversation where you collect everything before building anything.

Brief

One page written back to the client summarizing what you heard, which they approve before you start.

Scope

What is included and what is not. Written down, or it grows for free.

Scope creep

The client adding things after the price is set. Normal, and handled by writing scope down early.

Assets

The stuff you need from them. Logo file, photos, hours, prices, copy.

Revision round

One pass of changes. Two rounds included is standard. Unlimited rounds is how people lose money.

The lesson

Business owners cannot describe a website. They can describe their business, their customers and their frustrations. Ask about those instead and design from the answers.

The single most useful question is: what is the one thing you want somebody to do on this site. Most owners will try to say four things. Make them pick one. Everything on the site then either supports that one thing or gets cut.

The second most useful move is showing three reference sites and asking which feels closest. Pointing is easy, describing is hard. This one trick will save you hours of guessing.

Get assets before you build, not after. The build stalls at ninety percent waiting on photos more often than for any other reason. Ask for the logo as an actual file, not a screenshot, and ask what format they have.

Browser prompt: Research a business before you call them

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

I am about to contact this business about building them a new website. Gather what I need.

1. Business name, address, phone number, and email exactly as published.
2. Owner or manager name if it appears anywhere.
3. Hours as published on this site.
4. Every service or product they list.
5. Any social media links, and where they point.
6. Anything on the site that looks out of date: an old copyright year, a past event, a season that has passed, prices that look old.
7. The three things about this site I could most credibly offer to fix.

Plain numbered list. Do not editorialize beyond item seven.

Assignment

1. Write your own intake list. Ten to fifteen questions, in your words. Print it.
2. Interview a real business owner. A parent, a neighbor, anybody with a business. Use your list. Take notes.
3. Write the one page brief back to them and get them to say yes or correct you.
4. Write a scope: how many pages, how many revision rounds, what is not included.

Words you need

Prompt

What you ask for. The quality of the output is mostly set here.

Iteration

Going back and forth. Normal and expected. The goal is fewer, better rounds.

Specificity

The difference between 'make it nicer' and 'increase the space above the headline and make the headline about twice as big.'

Reference

An existing site you point at and say: like this, but for a plumber.

Hallucination

When AI confidently produces something false. A made up review, a wrong phone number, a fake statistic.

Review pass

Reading the output critically before showing anybody. Never skip this.

The lesson

Vague requests get generic output, every time. 'Build me a website for a salon' gets you the same site everybody else gets. The fix is to hand over the brief you already wrote in lesson six, plus the design system from lesson four, plus one reference site.

When something comes back wrong, do not say make it better. Name the region using the vocabulary from lesson two, name the lever from lesson three, and say which direction. 'The hero is crowded, double the space above and below the headline and cut the paragraph to two lines.' That gets fixed in one round.

Never trust content you did not supply. AI will happily produce a testimonial that no customer ever said, a statistic nobody measured, and a phone number that is close but wrong. Every price, every hour, every name, every quote on a client site has to trace back to the client. This is the difference between a professional and somebody who is going to embarrass a client.

Ask for the whole file every time. Snippets to paste into the middle of existing code is how things break.

See it

Vague prompt

Specific prompt

Browser prompt: Check whether a claim on a page is real

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a web page. Read only. Change nothing.

I need to know whether the content on this page is verifiable before I put anything like it on a client site.

1. List every specific claim on this page: numbers, statistics, awards, certifications, years in business, customer counts.
2. For each one, say whether the page provides any source, link, or evidence.
3. List every testimonial or review quote, and say whether a real name, photo, or link to the original is attached.
4. Flag anything that reads as though it could have been generated rather than collected.

Plain numbered list. Do not guess at whether a claim is true, only report whether it is supported.

Assignment

1. Take the brief from lesson six and turn it into one long, specific build prompt. Include the design system, the sitemap, the page jobs and one reference site.
2. Run it. Look at what comes back.
3. Write five pieces of feedback using the vocabulary. Each one names the region, the lever and the direction. No feedback longer than one sentence.
4. Run those. Compare round one to round two and write what improved.

Words you need

Copy

The words on the site. Somebody has to write them and it is usually you.

Headline

The biggest sentence on the page. It should say something only this business could say.

Generic copy

Words that would be equally true for any competitor. Quality service, passionate team, customer focused. Delete on sight.

Alt text

A written description attached to every image, for people using screen readers and for search engines. Never leave it empty.

Resolution

How many pixels an image has. Too few looks blurry. Too many makes the page slow.

Compression

Shrinking image files so pages load fast. Photos should almost never be over about 300 kilobytes.

Stock photo

A purchased generic photo of strangers. Instantly recognizable and instantly damaging to trust.

The lesson

Here is the test for every sentence on a client site: could their closest competitor put this exact sentence on their site without lying? If yes, cut it. Quality service and passionate team pass that test for everybody, which is why they mean nothing.

Good copy comes from the intake. Something the owner said in passing, usually in a sentence they did not think was important, is almost always the headline. Listen for the thing they do that they assume everybody does.

Photos are usually the hardest part and the most valuable. A real photo of the real place beats a beautiful stock photo every single time, even if the real one is slightly worse. People can tell. A phone camera on a bright morning, shooting toward a window, gets you most of the way there.

Alt text is not optional. Every image gets a real description of what is in it. Blind visitors use it, and search engines read it, which means an empty alt attribute is a gallery of work that no search engine can see.

See it

Browser prompt: Audit the words and pictures

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

WORDS
1. Quote the main headline exactly.
2. For each of the first five sentences of body copy, say whether a direct competitor could put that same sentence on their own site without lying. Answer yes or no for each.
3. List every phrase that appears on thousands of other sites: quality service, passionate team, customer focused, and anything like them.

PICTURES
4. How many images are on the page.
5. For each image, report the alt text exactly, or say EMPTY if there is none.
6. Say whether each image looks like a real photo of this actual business or a stock photo of strangers, and how you can tell.
7. Report the file size of the three largest images if you can see it.

Plain numbered list.

Assignment

1. Write the headline and the sentence under it for your client. Apply the competitor test. Rewrite until it passes.
2. Go take fifteen photos of the real business with a phone. Outside, inside, the people, the work, the details.
3. Pick eight, compress them, and write real alt text for each one.
4. Open three sites from the Google Maps method that use stock photos of strangers, and write what they should have shot instead.

Words you need

Responsive

A site that rearranges itself to fit whatever screen it is on.

Breakpoint

The screen width where the layout changes. Usually one around 900 pixels and one around 600.

Viewport

The visible area of the screen. Also the tag in your HTML that tells phones how to size the page.

Horizontal scroll

When a page can be dragged sideways on a phone. Always a bug. Always.

Tap target

Anything meant to be tapped. Needs to be big enough for a thumb, roughly 44 pixels.

Accessibility

Making the site usable by people with poor vision, no vision, or who cannot use a mouse. Often shortened to a11y.

Contrast ratio

A measurement of how readable text is against its background. Light grey on white fails.

Screen reader

Software that reads a page out loud. It depends entirely on your headings and your alt text being right.

The lesson

More than half of the visitors to a local business site are on a phone, and for a salon or a restaurant it is closer to three quarters. A site that was only ever checked on a laptop is a site that was never really checked.

The most common phone bug is sideways scroll, caused by one element that is wider than the screen. It makes a site feel broken instantly. Test by opening the site on an actual phone and trying to drag the page left and right. If it moves, something is too wide.

Headings are structure, not decoration. One H1 per page, then H2 for each section, then H3 inside those. Never pick a heading level because of its size. Pick the right level and then style it. Screen readers navigate a page by jumping between headings, so wrong levels make a site unusable for somebody who is blind.

Grey text on a light background is the most common accessibility failure and it is entirely a fashion choice. If you cannot read it comfortably in daylight on a phone, it fails.

See it

1280px, laptop

768px, tablet

390px, phone

Browser prompt: Test a site on a phone

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

Resize the browser window to 390 pixels wide, the width of a normal phone, and answer from that view.

1. Can the page be dragged sideways at all? If yes, name the element that is too wide.
2. Does the navigation collapse into a menu button, and does that button work?
3. Is any text too small to read comfortably?
4. Are any buttons or links too close together or too small to hit with a thumb?
5. Does any image overflow, stretch, or get cut off?
6. How many headings are on the page, and what level is each one? Report whether there is exactly one H1.
7. Name any text where the color is too close to the background to read easily.

Plain numbered list. Then say in one sentence whether this site was ever really tested on a phone.

Assignment

1. Open your build on a real phone. Write down every single thing that is wrong. There will be more than you expect.
2. Try to drag every page sideways. Fix anything that moves.
3. Check every tap target with your thumb, not your finger tip.
4. Turn on the screen reader on a phone and try to use your own site with your eyes closed for two minutes. Write what you learned.
5. Fix everything on the list.

Words you need

SEO

Search engine optimization. Everything you do so the site shows up when somebody searches.

Title tag

The sentence that shows up as the blue link in search results. Every page needs its own, with the town in it.

Meta description

The grey sentence under the blue link. You write it, or the search engine picks a random one.

Structured data

Hidden code telling search engines the address, hours, phone and services in a format they read exactly. This is how a business shows up in the map box.

Sitemap

A file listing every page, so search engines can find them all.

Google Business Profile

The free listing that appears in maps. For a local business this is often worth more than the website.

Staging

A live URL used for showing and approving, before the real domain points at it.

Handoff

Giving the client everything: the files, the logins, and a written list of what is real and what is not.

The lesson

Deploying is the easy part. Drag the folder onto a host and it is live in under a minute, on a free address that looks like yourbusiness.netlify.app. That address is staging. It is for showing the client, not for the world.

Pointing the real domain at it is the moment it goes live for real, and that is the one step you never take without the owner explicitly saying go. It is reversible, but a business losing its website for an afternoon is a real problem for them.

SEO for a local business is unglamorous and mostly mechanical: a title tag with the town in it on every page, a written description on every page, alt text on every image, structured data with the address and hours, a sitemap, and the names of the surrounding towns people drive in from. Do those and you are ahead of most small business sites in the country.

Be honest about what a website will and will not do. For a lot of local businesses, a claimed Google listing and a working booking link move more money than a redesign. Say that out loud even though it makes the redesign sound less important. Clients remember who told them the truth.

Handoff is not sending a link. It is a written list of what is real, what is placeholder, what still needs wiring, and who holds which login. Without that, you get a phone call in four months about something you assumed they knew.

See it

Browser prompt: Audit a site's search setup

Open any business website, then paste this into the Claude Chrome extension. It reads the page and reports back. It changes nothing. Keep every one of these, because by lesson ten they add up to a complete audit you can run on a prospect before you ever call them.

You are on a business website. Read only. Change nothing.

1. The page title exactly as it appears in the browser tab. Say whether it contains the town or city.
2. The meta description if there is one, exactly. Say whether it looks written or auto generated.
3. Whether the page has structured data, meaning a script of type application slash ld plus json. If yes, say what type it declares.
4. Whether the site has a sitemap. Try adding slash sitemap dot xml to the address and report what happens.
5. Whether the site has a robots file. Try adding slash robots dot txt and report what it contains.
6. Every town or city name mentioned anywhere on the page.
7. Whether the address, phone number and hours appear as real text rather than inside an image.

Plain numbered list. Then name the single biggest search problem on this site.

Assignment

1. Deploy your build. Test every page and every image on the live URL, not on your computer.
2. Write a title tag and a description for every page, with the town in each one.
3. Write the handoff document: what is real, what is placeholder, what needs wiring, who holds what.
4. Write your price. What do you charge for this, what is included, how many revision rounds, and what costs extra. Say the number out loud to somebody before you send it.
5. Send the staging link to the owner and ask for their corrections.