We Review a Service Business Website
We pitched a client – we didn’t win. And so I decided to show you all how we assessed their website in scoping out the work that is needed to improve the search engine optimisation for this company.
They offer a local service and have two principal products.
First impressions of the website
Free appraisal offer for your website
Go to the Woorank checker or Website Grader tool on Hubspot.
Find out how your current site performs. Both give you a score out of 100. Easy to see your score.
This site scores 53 out of 100. Definitely in the could-do-better group.
Summary areas for improvement
- Both the named services should be in your meta description
- The Headings structure needs adjusting so it includes H1 as well as H3 (currently all 4 are H2 which is not good)
- Change the SSL certificate from BlueHost to your own business name
- Incoming links are low – so we’d recommend getting local directory listings to improve this (there are 36 free ones)
- You should be on Google My Business as well because that will enable Reviews and a location pin to appear when people search
Improve website messaging
I think there’s some other places where a bit of clearer marketing communication could help
- Strapline. The name of the business does not describe what you do [I also provide sensational services – but of a different type]
- Pearl Waterless is a strong point of difference for one of the services – but you don’t EXPLAIN it.
- Plus it’s a “Green” product and you could be selling the environmental benefits.
- One service page does not have any heading titles, it doesn’t have any testimonials and it doesn’t explain that you offer a mobile service
- The other service page has a gigantic photo and doesn’t explain the service in detail compared to the other service page. They should be similar – consistency matters.
- You have a Facebook page but there’s no link to it on the site. 42 people have shared your website onto Facebook – but you aren’t tracking links like this.
- Have you got any customer testimonials?
- Have you got any photos of your ACTUAL Team doing the work?
- Any funny stories to tell about your jobs? What about the Facebook photos you share – the team celebration – could these go on a blog on the website too?
Why would you change?
What’s important here is that the website owner sees a rapid return on investment for his marketing spend.
The areas where I believe we can show a quick ROI are the services descriptors and aligning them to search phrases, pulling out the points of difference. And then making it super-easy for the site visitor to get in touch by phone. That rapidly increases enquiries, the business owner feels his spend is justified. Later we can get more sophisticated.
And so if you would like us to improve the SEO and re-write some of the pages, go to our shop and buy our SEO Starter Pack and then come into the office and we’ll prioritise, get started and tick off all these things for you.