This page serves as a master checklist for building and modifying websites for local service businesses so we can increase our SEO rankings and generate more quality calls.
Much like we have article guidelines for blogging, we’ll be going over our standards for local service business websites our developers should follow.
Basic SEO Checklist:
☐ 100 or more pages of results indexed by Google when searching “site:{URL}”.
☐ 20 or more domain ranks using the Moz Tool.
☐ 190 or more scores on Google PageSpeed Insights for mobile.
☐ 190 or more scores on Google PageSpeed Insights for desktop. The login site for an admin is not “/wp-admin”.
☐ Digital Plumbing is set up. WordPress is up-to-date.
☐ WordPress plugins are up-to-date.
☐ WordPress theme is up-to-date.
☐ 5 MB or under homepage payload.
☐ No 404 pages when searching via search console.
☐ Phone number or contact information in the top-right corner.
☐ Facebook link is in the footer.
☐ Instagram link is in the footer.
☐ Twitter link is in the footer.
☐ YouTube link is in the footer.
☐ There is a “Thank you” page for each form.
☐ All landing pages have essential components.
☐ There are accessible links to terms or disclaimers.
☐ The font style of text matches the client’s or company’s brand. There is a link to the homepage.
☐ Has a video.
☐ Video width is 1/4 of the page.
☐ Video’s controls are turned off.
☐ Video is on autoplay.
☐ The copywriting of the landing page meets the standards. 12-14 pt is the font size of the body of the text.
☐ 20-24 pt is the font size of subheadlines.
☐ Metadata and Search Engine Optimization (SEO) are optimized. The title of the page is the headline.
☐ The first paragraph of the copy is.
☐ The description is the first paragraph of the copy.
☐ The author follows the syntax “{CompanyName}, {ClientName}” e.g. “ChiroRevenue, Tristan Parmley”
☐ IF landing page has a video, image is a thumbnail from the video
Home Pages
Local Service Businesses Home Page Requirements:
☐ Local service areas should be featured on the home page prominently.
☐ Should have a button or phone number with the CTA to call available.
☐ Should have real images of the service being performed.
☐ Should have a brief “about us” section on the home page.
☐ Should be generous with using real images from real projects completed.
☐ Should include 7+ PAA questions related to the service the business offers.
☐ Should link to service pages
☐ Should have GMB reviews + GMB map
☐ Have a phone number at the top right of the website.
☐ Video of the service in action (ideal).
Examples of Home Pages:
All About Pressure Washing (pressure washing).
Plumbing Pros LLC (Plumbing)
Guarantee Roofing and Fence (Roofers)
NOTE: Website phone numbers should be through CallRail or another call tracking service the client has. This applied website-wide.
Reference Local Service Pages
Local Service Page Requirements:
Before editing actual page with Elementor or another design tool:
☐ Make sure the location is mentioned in the page title.
☐ Make sure the SEO keywords have this location in the title.
☐ Make sure to add a featured image of work completed.
☐ Make sure that the owner of the website is authored for the page.
For the local service page design:
☐ Brief description of the company’s interaction with a specific area they service. (ex. If the company is based in Waukesha, WI – the LSP should mention this.)
☐ Clear CTA button to call the company.
☐ 1 real image of work performed in this service area as a bare minimum. Ideally – 5 or 6. View clients’ shared images or FB posts to find these.
☐ Listed service of which the client performs.
☐ GMB map + review link. (If on Elementor, go to “Google Maps” and type in the business name and it should pop up) For reviews, download the “Google Reviews” plugin and enter the business name. You should receive a shortcode. Go to “code” if in elementor and add this and a live GMB review section should appear.
☐ PAA answers specific for that location.
☐ Brief “about us” section to add greater context.
☐ 3 step breakdown / basic explanation on how the service works (ex. Call us at 555-555-5555 and we’ll give you a free estimate. Then, I’ll team will come to your house in (town) and do x)
Things to avoid:
- Do not spam the name of the location. Use it liberally on the page, but only with context to the service.
Good example, “Our office is based in Pompano Beach, FL. That’s why in Pompano – we’re dedicated to serving our local community”
Bad example, “We love serving Pompano Beach, FL. In Pompano Beach, we give the best services. That’s why homeowners in Pompano Beach love our work. Pompano Beach homeowners are excited when we visit them.”
- Do not copy and paste the same text across every page for a description.
Ex.) Don’t take 3 paragraphs that have one location name in them, and replace that with the next. Try to be as specific as you can for each location and prove to Google you know the area. Use Google for this if necessary.
Examples of good LSPs:
- https://excelconcretecoatings.com/waukesha-wi/ (concrete coating)
- https://eternaturf.com/louisville/ (turf installation)
- https://www.wirefoxelectric.com/odenton-md/ (electric)
Service Pages
☐ The service must be listed at the top of the web page clearly.
☐ Clear description of the service, how it’s performed, and where it happens.
☐ Call button to contact business.
☐ Images of this service taking place or being completed.
☐ Links to the other services the business has.
☐ PAA questions on the service.
☐ Link to our Google reviews and GMB.
Parker Nathans
Parker Nathans is an entrepreneur and founder of Analytic Aim, a digital marketing agency specializing in getting more calls booked for local service businesses.
Parker has been in the digital marketing space for over a decade. In partnership with BlitzMetrics and Dennis Yu, Parker wants to make sure every local service business gets more quality calls in their service area.