Website/Homepage Title You want your homepage to have a title that reflects your services and location. If you are using WordPress as your CMS, there is a “site title” in the customizer, but most themes will use the homepage’s page title as the site title. Google heavily weighs your homepage when deciding on how to rank your website, and even more specifically the page title. Too many times do I see really poorly written titles, and with it being an easy thing to fix, it’s worth checking yours.
Navigate to your website’s homepage. Now, hover your mouse over the browser tab, just after the icon, and the title will appear in a tooltip. This method may not reveal the whole title, but if within what it does show you don’t see your main service and service area, it would be safe to say that is hurting your marketing efforts and general SEO.
Homepage Heading Tag Seasoned SEOs reading this might argue that heading tags’ day in the best practices sun has come and gone. While there is data to back this up, for small business websites that have not been indexed on Google for long, and may not have tons of content to parse— making sure your H1 tag on the homepage is dialed in is still a good idea.
Navigate to your homepage, right-click and select “inspect”. Next, on your keyboard, press control+f to bring up the find tool. Type in “<h1” (no quotes), and press enter. Scan the text after this and if it doesn’t contain, once again, at least your main service and location, you need to figure out how to edit it in your site builder. Many times I’ve seen H1s that are “Great Service!”, or “Welcome!”. This will not help new sites with thin content rank, so change it to be a variation on the site title you created in the previous step.
For a more detailed list on how to perform the above, click here
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Homepage Meta Description The meta description is the paragraph that sits just below the page title in the results page. Google has stated that meta descriptions aren’t ranking factors, but having a poorly written one with not help your CTR (click though rate). Your meta description should sound conversational, human-written, and contain a CTA (call to action), encouraging the searcher to click.
Navigate to google and enter a search query that will show your homepage in the results. This is usually your businesses name. Read the meta description and assess whether or not you would click your own link. Next, do a search for your main service+main geo. Compare the meta descriptions of those sites above yours to your own and maybe see if maybe can elicit more clicks through improving yours.
Your Mobile Experience Is Garbage This one can be a death knell if not rememeded. Most of your users will use their phones when searching for services. I don’t, but I’m on my computer all day, but 90% will. It’s amazing to me when I get a new client and when testing their current mobile experience I am hit with site-blocking pops, font sizes that are too big or too small, no visible phone number, CATs, or forms. These things are bare minimum. Unless you have extremely informative, well-written content to present, you better have easy to engage with conversion points.
Ask a friend or family member to navigate to your website on their phone and pass it to you. We get used to seeing our properties on our own phone, and can have new light shed when using a completely different device. You’re looking to find problems that would annoy you if this wasn’t your website. Is it slow, is it cluttered, can you read the content easily, is the phone number present and clickable?