Ah Seng Zi Char

The number appears in the header as plain text inside an image. On a phone, tapping it does nothing.

Calling is how most reservations for a place like this actually happen. Every person who taps and gets nothing has to memorise the number and switch apps — and a good share of them simply do not.

Set the number as a real link: <a href="tel:+6561234567">6123 4567</a>. Keep it visible in the header on every page, not only the homepage.

Booking sits under `More` → `Information` → `Reserve`. Nothing on the homepage mentions reservations.

Each extra tap between deciding and doing loses people. Three taps for the single thing most visitors came to do is the most expensive layout choice on this site.

Put a Reserve a table button in the header and again in the first screenful. Keep the deeper page, but stop making it the only route.

The menu page is a single 2.4MB JPEG of a laminated menu. Pinch-zoomed on a 375px screen the prices are not legible.

People choose restaurants by scanning prices and a few dishes. If they cannot read either, they close the tab. It is also invisible to search engines, so nobody finds you by searching a dish you sell.

Type the menu out as text — even a plain list. Keep the photo underneath if you like. Lead with the eight most-ordered dishes and their prices.

At 375px wide, the gallery row forces the page 90px wider than the screen. The whole layout can be dragged left and right.

It reads as broken. Not slow, not ugly — broken. That impression transfers directly onto the kitchen in the visitor's mind.

Constrain the gallery to the viewport width and let it scroll inside its own container rather than pushing the page.

The business holds a 4.6 average across 380-odd public reviews. The website quotes none of them.

A first-time visitor has no way to know you are well regarded. You have already earned the proof and are simply not showing it.

Put three or four real reviews, with first names and dates, directly under the first section. Link out to the full listing.

No hours anywhere on the site. The most recent hours were posted to a social page in March.

"Are they open now" is one of the most common reasons anyone opens a restaurant website at all.

Add hours to the footer of every page and near the top of the homepage. Note the weekly closing day explicitly.

Six homepage images total 14.2MB. The largest is 4032px wide, displayed at 380px.

On mobile data the page takes several seconds to show anything. A meaningful share of visitors leave before the first photo appears.

Resize to roughly 1600px on the long edge and export as WebP. The images will look identical and the page will load in a fraction of the time.

All eleven pages carry the title "Home". Neither the business name nor the location appears in any of them.

Search engines use the title to decide what a page is about. Right now nothing on this site says "zi char" or names the neighbourhood.

Give each page its own title, in the form: Ah Seng Zi Char — Zi Char in Toa Payoh.

The contact form requires name, email, phone, postal code, party size, date, time, occasion and a message. Seven of the nine are mandatory.

Each required field loses people. Most of these can be asked later, on the phone, once the enquiry already exists.

Cut to name, phone and message. Ask the rest when you call back. State your reply time under the button.

Nothing on the site dates the business, though it has traded since 1994.

Longevity is one of the few credibility signals a stranger accepts immediately, and it costs nothing to state.

Add Serving Toa Payoh since 1994 near the top of the homepage.

The address is baked into the footer background image, so it cannot be highlighted or pasted into a maps app.

Small friction, repeated by everyone who wants directions.

Write the address as text and link it to a map. Keep the image if you want it for looks.

The close control is a 19px cross in the top-right corner, appearing two seconds after load.

Below the 44px minimum for a reliable tap. People stab at it, miss, and some just leave.

Enlarge the tap area to at least 44px and delay the pop-up until someone has actually read something.