Checklist · Free PDF

The 20-Point Small Business Website Audit

Twenty concrete checks for search visibility, mobile usability, trust and the path to a customer inquiry.

1. Business identity

Compare your business name and phone on the homepage, contact page and Google Business Profile. Correct mismatches.

On a real phone, tap the primary phone number and confirm the dialer shows the right number.

Name the communities you actually serve. Do not imply that a hidden service-area address is a walk-in storefront.

Ask someone to view your first screen. Can they identify your trade, location and main service without scrolling?

Give each important service a page explaining the work, common customer questions, limitations and next step.

Include genuine local project details where useful. Remove near-identical pages that only swap city names.

Check the browser tabs of key pages. Use a specific, distinct title describing each page and your business.

Give important pages a clear summary. Avoid duplicate or misleading descriptions; Google may choose different snippet text.

Use a clear main heading and logical subheadings. Remove headings that promise services you do not offer.

Use Google Search Console URL Inspection on key pages. Check for accidental noindex tags or robots.txt blocks.

Confirm each key page identifies the preferred URL and does not point to an unrelated page or test domain.

Open /sitemap.xml. Include real public pages with working URLs and submit it in Search Console. A sitemap does not guarantee indexing.

Visit key pages over HTTPS and check for browser warnings, broken images or mixed-content errors.

Test a narrow screen. Check readable text, reachable buttons and no sideways scrolling or overlapping content.

Run PageSpeed Insights on your homepage and main service page. Prioritize large images and slow scripts affecting real visitors.

Click navigation, booking and footer links. Fix broken destinations, redirect loops and links to outdated offers.

Submit a clearly labeled test inquiry. Confirm it reaches the right inbox, saves correctly and gives the visitor confirmation.

Verify licensing, insurance and guarantee claims. Use real testimonials and project photos only with permission.

Navigate with a keyboard. Check visible focus, form labels, contrast and meaningful image descriptions.

Track completed inquiries and useful calls, not only visits. Confirm test events are counted once and handle data according to your privacy notice.

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