An SEO audit that starts with enquiries

A useful SEO audit should end with decisions, not a long list of warnings. For a service business, the starting question is simple: can the right person find a relevant page, understand your offer and contact you?

1. Establish which pages can appear in search

List your homepage, main service pages, strongest projects and contact page. Check that each loads successfully, is linked from your website and has the intended canonical URL. In Google Search Console, inspect representative URLs and review the indexing report. A submitted sitemap helps Google discover URLs; it does not guarantee indexing.

Keep a short table with four columns: URL, intended search intent, technical problem and next action. A broken service page deserves attention before a minor wording preference on an old article.

2. Match pages to buying questions

Choose one primary purpose for each service page. Someone comparing website development agencies needs scope, process, examples and a next step. Someone learning what a canonical URL means needs an explanation. Sending both visitors to a broad homepage makes each work harder.

Review the actual search queries in Search Console. Separate branded searches from service searches and UK traffic from US traffic. Low impressions, weak click-through and poor lead quality are different problems; they should not receive the same fix.

3. Replace broad promises with useful evidence

Explain what is included, what you need from the client and what happens after an enquiry. Link to relevant projects. If you publish a result, include its time period and measurement method. A portfolio image can demonstrate design work; it cannot establish a revenue increase on its own.

4. Test the complete enquiry journey

Use a phone to read the page, open its navigation and follow its main call to action. Check form labels and confirmation messages. If a button opens an email application, describe it accurately: it is not a confirmed enquiry until the message is sent and received.

Your first working backlog

• Fix unavailable or accidentally excluded priority pages.
• Give each core service a distinct title, description and offer.
• Add relevant project links and explain the next step.
• Record qualified enquiries alongside search traffic.
• Review changes after enough data has accumulated to compare fairly.

Need a starting point? Review our SEO service and bring your top three commercial priorities to a consultation.

Reference: Google’s SEO Starter Guide.