A new site doesn't have to do everything on the day it goes live. It does have to do three things. If it can't, it isn't ready — no matter how good it looks.
1. Load fast on a phone
Most of your visitors aren't on fibre. They're on a 4G connection, in a ute, between jobs. If the homepage isn't usable within two seconds, half of them are gone before they've seen your name.
2. Make the next step obvious
One primary call to action. Above the fold. Same wording as your ads. If the visitor has to scroll, read, or scan to figure out what you want them to do, you've already lost the friction war.
3. Track what happens next
Every form, every phone tap, every quote request — measured. If you can't tell which page produced last month's best lead, you're flying blind, and so is anyone running ads to the site.
The takeaway
Speed. Clarity. Measurement. Three things. Anything else is polish — important polish, but polish.