Local Service Business Website Checklist

This checklist is part of the quick audit process, ensuring local service business websites are optimized for SEO, user experience, and conversion. This checklist should be use for VAs and agency leads to ensure client’s websites are functional and performing.

The goal is to validate that the website is structured correctly to rank well on Google and generate quality phone calls.

Everything we do fits into the Content Factory, which is the overall framework of how we get our clients results. This checklist will start from high priority (Issues with the website that require an immediate fix), to lower priority (ongoing performance)

Quick Audit First – A 5-Minute Assessment

This initial check helps determine whether a business is in crisis mode (immediate fixes needed) or optimization mode (fine-tuning for growth).

• Can Google Find You? → Search “site:{URL}” on Google to check index status.
• Is Your Google Business Profile (GBP) Connected? → Ensure the website links to GBP and embeds reviews. Make sure the GBP is linking to the website.
• Are You Getting Calls? → Check CallRail or another call-tracking setup to ensure calls are coming in.
• Does Your Homepage Have a Clear CTA? → A prominent Call Now button should be above the fold.

If any of these fail, prioritize these fixes before anything else.

2. High-Impact Fixes (Lead Flow & Conversion First)

These elements directly impact call volume and conversions.

• ✅ Call Tracking in Place → Use CallRail or dynamic number insertion.
• ✅ Google Business Profile Setup → Ensure reviews, NAP consistency, and active posts.
• ✅ Mobile Usability Test → Passes Google’s Mobile-Friendly Test.
• ✅ Homepage CTA → Phone number is clickable and visible at all times.
• ✅ Real Images of Work & Team → Replace all stock photos. Use authentic before-and-after shots.

These elements are the biggest drivers of direct leads.

3. SEO & Content Optimization (Ranking & Engagement)

Once conversion elements are in place, optimize for ranking and engagement.

Technical SEO & Performance

• ✅ Google Index Check → Ensure 100+ pages indexed (varies by business size).
• ✅ PageSpeed Score → 90+ on Google PageSpeed Insights (mobile & desktop).
• ✅ Secure Admin URL → Ensure login is not at “/wp-admin”.
• ✅ 404 Error Check → Fix broken links in Google Search Console.

Homepage Optimization

• ✅ Service Areas Displayed → “We Do x in Y City”
• ✅ Internal Linking → Homepage links to all key service pages.
• ✅ Embedded GBP Reviews & Google Map → Build trust and local signals.
• ✅ PAA (People Also Ask) Strategy → Answer at least 7 FAQs.
• ✅ Service Areas Displayed: List all local service areas prominently.
• ✅ Clear Call-to-Action: Include a click-to-call button or phone number at the top right.
• ✅ Real Project Images: Use authentic images of the service being performed.
• ✅ About Section: Ensure an ‘About Us’ section is present, titled correctly (e.g., “About XYZ Pressure Washing” instead of just “About”).
• ✅ PAA (People Also Ask) Questions: Include at least 7 relevant FAQs.
• ✅ Internal Linking: Link to service pages from the homepage.
• ✅ Google Business Profile (GBP) Integration: Embed Google Reviews & Google Map.
• ✅ Video Usage: If a video is included:
• Width is 25% of the page.
• Autoplay is enabled.
• Controls are disabled.

Examples of Home Pages:

All About Pressure Washing (pressure washing).

Plumbing Pros LLC (Plumbing)

Local Service Page (LSP) Optimization

• ✅ Location-Based Titles → “{Service} in {City, State}” format.
• ✅ Featured Image: Add an image showcasing actual work completed.
• ✅ Clear CTA: Ensure a Call Now button is prominent.
• ✅ SEO Keyword Optimization: Ensure the location is in the H1 tag and naturally mentioned in content.
• ✅ Real Project Photos → 5-6 authentic images per location.
• ✅ Unique Content Per Location → No copy-pasting across service areas.
• ✅ 3-Step Process Explanation → Simple, clear service breakdown.
• ✅ Location-Based Titles: The page title includes the service name + location.
• ✅ Service List: Clearly outline all services provided in that area.
• ✅ Company Ownership: Ensure the business name is clearly authored on the page.
• ✅ Local Engagement: Mention how the company serves the specific area.
• ✅ Google Business Profile Links: Embed a Google Map & Google Reviews.
• ✅ Location-Specific PAA Questions: Add at least 3 FAQs relevant to the area.

🚫 Avoid:

• Keyword Stuffing: Do not overuse the location name artificially. Example:
  • “We serve Pompano Beach and take pride in helping local homeowners.”
  • NOT: “Pompano Beach homeowners love our Pompano Beach services in Pompano Beach.”
• Copy-Pasting Across Locations: Do not reuse the same text across different location pages. Each location page should be uniquely written.

➡️ This section improves ranking and engagement.

Examples of LSPs:

All About Pressure Washing (pressure washing).

https://eternaturf.com/louisville/ (turf installation)

“About Page” Optimization

• ✅ About Us Naming: Ensure we say “About (business name)” and not only “About”.
• ✅ Featured Image: Have image of the owner and team available.
• ✅ Business History & Credentials: Clearly explain the company’s background, experience, and qualifications.
• ✅ Expertise Statement: Highlight what makes the business an expert in the industry (e.g., certifications, years of experience, awards).
• ✅ Trust Indicators: Include customer testimonials, BBB accreditation, or partnerships.
• ✅ Clear CTA: Ensure a Call Now button is prominent.
• ✅ Real Team Photos: Use actual photos of the team, owner, or staff to establish authenticity.
• ✅ Contact & Location Details: Clearly list the business’s physical address and direct contact information to reinforce trust.
• ✅ Links to LSPs and Service Pages: Tie everything together by relevantly linking to our local service pages as well as our service pages.
• ✅ Company Specific PAA Questions: Add PAA questions which are relevant to the service the company performs in their local service area.

4. Social Amplification & Paid Boosting (Traffic & Visibility)

A website alone won’t generate traffic—it needs distribution.

• ✅ GBP Posts Weekly → Share promotions, updates, and before/after projects.
• ✅ Turn on Google PPC and LSA → Start with LSA and move to launching PPC ads for local service businesses, as this is the fastest way to generate more calls for them.
• ✅ IF under 200 organic keywords on Ahrefs → Continue building out unique pages and optimizing the pages we do have with real EEAT content. Share broadly.
• ✅ IF over 200 organic keywords on Ahrefs → Turn our EEAT content into blog posts through repurposing existing content and PAA questions. Share broadly.
• ✅ Dollar-a-Day Strategy → Boost high-performing pages/videos with micro-budget paid ads.
• ✅ Video Snippets on GBP & Socials → Show real jobs, testimonials, and service highlights.

🚀 Adding amplification ensures more people see your business.

5. Ongoing Performance Tracking (Measure & Improve)

A business that isn’t tracking its data is flying blind.

• ✅ Google Search Console Monitoring → Track indexed pages, errors, and ranking trends.
• ✅ Call Tracking Reports → Are calls increasing month over month?
• ✅ PageSpeed Monitoring → Regular checks to avoid bloated homepage issues.
• ✅ GBP Performance Metrics → Track engagement, call volume, and review velocity.

📊 Businesses that track performance improve their results 10X faster.

General Checklist For Website Health:

☐ Google Index Check: Search “site:{URL}” on Google. Ensure 100+ pages are indexed.
☐ Domain Authority: Verify 20+ domain rank using Moz.
☐ PageSpeed Score: Score 90+ on Google PageSpeed Insights for mobile & desktop.
☐ Admin URL Security: Ensure admin login is not located at “/wp-admin”.
☐ Digital Plumbing Setup: Verify all tracking pixels, Google Tag Manager, and analytics are correctly installed.
☐ WordPress Maintenance: Ensure WordPress, plugins, and themes are all up to date.
☐ Homepage Size: Check homepage payload is under 5MB.
☐ 404 Error Check: Use Google Search Console to confirm no broken links.
☐ Contact Info Visibility: Phone number or contact info is in the top-right corner on all pages.
☐ Social Links: Footer contains links to Facebook, Instagram, and YouTube.
☐ Form Confirmation Pages: Ensure each form submission redirects to a “Thank You” page.

Much like we have article guidelines for blogging, we’ll be going over our standards for local service business websites our developers should follow.

We should be publishing weekly MAA reports for local service businesses continuing to iterate on the progress we’re making, using this checklist and our other guides as a measuring stick.