Every page you publish has a title and a description written into it. Nobody sees them on the page. They are what appears in the search result, and they are the only thing about your website a person reads before deciding whether to open it at all.
Open a search result page for the thing your clients search. There are ten results and each is a headline and a couple of lines. That is the comparison, and it happens before the ninety seconds in the tabs, with less information and faster.
On most business sites those two lines are one of three things: missing, in which case a search engine writes something from your page and you have no say in it; identical on every page, because the business name and tagline were set once at the top of the site and inherited everywhere; or a list of keywords written for a machine that stopped reading them that way a long time ago.
Which means a person choosing between ten results is reading nine sentences somebody wrote for them and one that was generated. That is a decision made on somebody else’s writing.
The fix is not clever and it does not scale by automation, which is why it usually does not get done. Every page gets a title and a description written for that page, about the thing on that page, for the person who would be searching for exactly that. The estate administration page is not described the same way as the employment claims page, because the person searching for one has nothing in common with the person searching for the other except your business name.
This is the same principle as the ask on the page and it fails in the same way. One description for forty pages is one ask for forty problems, and it is not a shortcut, it is an absence of a decision.
Two other things sit next to it and are invisible in the same way. The first is which pages exist at all: a business with six service lines and one services page has six things to be found for and one place to be found. The second is how those pages link to each other, which is what keeps somebody moving through your site rather than returning to the results and opening the next one down, and is also how a search engine works out which of your pages you consider important.
None of this shows up in a design review. Nobody has ever looked at a screenshot and said the internal linking is thoughtful. It is the reason one site gets found for the specific thing it does and another gets found for its own name, which is the one search where you were never in competition anyway.
The test is easy and slightly grim. Search for one of your service lines the way a customer would phrase it, without your business name. Find where you appear, if you do. Then read the two lines under your own result and ask whether you would click it over the one above.
Pages written per page, linked deliberately, with a route to an enquiry on each, is what a build is. The three sizes and what each includes are on the new website page.