Responsiveness, speed, accessibility, forms and pre-launch checks — what makes a site usable and converting.
A site that rearranges its layout on the same URL to fit the screen — phone, tablet, desktop — without a separate mobile version. Test from 320 px wide: text is readable without zooming, buttons are at least 44×44 px, there is no horizontal scrolling, and forms and menus work with a finger. It is also what Google's mobile-first indexing expects.
A slow page loses visitors before it even loads: many mobile users leave if they wait more than 3 seconds. Speed is part of ranking signals through Core Web Vitals. The main causes of slow loading: heavy uncompressed images without WebP/AVIF, many third-party scripts (widgets, chats, pixels), slow hosting and no caching.
The ability of people with different needs to use the site: by keyboard, with a screen reader, with low vision. Basic WCAG 2.2 requirements: text contrast of at least 4.5:1, labels on form fields, alt text on informative images, a visible focus indicator and a logical heading order. An accessible site is easier for everyone and clearer to bots.
Yes. On a phone the menu should open with one tap, items should be large and well spaced, and key actions — call, message, send an enquiry — should be reachable without hunting. A hamburger menu must work with a keyboard and tell screen readers whether it is open or closed. All menu links should be in the HTML, not only in scripts.
Short: name, a way to contact you and an optional comment — every extra required field lowers conversion. Labels above fields, clear errors next to the field, consent to data processing with a link to the policy, a success message and an expected reply time. Submission goes over HTTPS to the server, with spam protection that does not get in people's way.
Price is one of a customer's first questions. A stated price or "from" range filters out unsuitable enquiries and speeds up decisions. For Yandex, prices are part of commercial factors; for AI systems, a fact they can pass on to users. If the price depends on scope, show a guide figure and what changes it.
Only if your customers search and decide in those languages and you can maintain the translations: update prices, services and contacts in every version at once. An outdated or machine-translated version does more harm than having none. Technically each version needs its own URL, reciprocal hreflang and a fully translated interface and forms.
Take questions from real enquiries and group them by topic. The first sentence of each answer is the direct answer, followed by details and conditions. Each answer should make sense on its own. Do not repeat the same question in different words or insert keywords for frequency. FAQPage markup helps machines recognise the structure.
Yes, if they help rather than hinder: highlighting changes, showing how elements relate, giving feedback on actions. Limits: animations must not delay content or shift the layout (CLS), they should be turned off for users with prefers-reduced-motion, and text must live in the HTML, not inside an animation or canvas.
Checklist: mobile widths from 320 px; keyboard navigation; every form submits and emails arrive; title, description, canonical and hreflang on every page; robots.txt does not block the site and no noindex is left from staging; sitemap.xml is current; redirects from old URLs; HTTPS and HSTS; a 404 page; analytics and goals; speed in PageSpeed Insights.
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