Local traffic is impatient. It is a thumb on a 4G connection, often standing up. Pretty parallax and a 4 MB hero video are how you donate customers.
Maps traffic is mobile traffic
The click from Google Maps almost always lands on a phone. If your layout is a squeezed desktop page, or the first image is a raw photo from a DSLR, the useful content (phone, hours, address) arrives last. That is the opposite of the job.
What fast enough looks like
The number, the town, and what you do should be readable in a couple of seconds. Compress photos. Skip autoplay. Skip a cookie wall that covers the call button. Skip a chatbot that asks for a name before showing the hours.
You do not need a 100 PageSpeed score for vanity. You need the page to be usable before the person puts the phone back in their pocket.
Speed is part of looking open
A slow site feels abandoned, the same way a dark shop window does. Fast and a bit plain beats slow and cinematic. That is how I build the 900€ sites: few pages, real photos at a sane weight, the phone number not hidden in an animation.