1. Give every important page a clear purpose
Choose the customer question each page should answer. A service page can explain who the service suits, what is included, examples of the work and the next step. Use the terms your customers naturally use; avoid filling the page with repeated search phrases.
2. Check your titles and descriptions
Use distinct titles that accurately name the page’s subject. Write a concise meta description explaining what visitors will find. For a website design business, “Website design for small businesses | Business name” is clearer than “Welcome”. Check for missing or repeated titles and descriptions across pages.
3. Make the page easy to follow
Use a clear main heading and helpful section headings. Break up dense paragraphs. A visitor should be able to find your offer, evidence and enquiry route without reading every sentence.
4. Connect useful pages
Link from your homepage to your main services. Link a relevant case study to the service it demonstrates, and give that service a clear route to contact you. Descriptive link text helps people understand the destination before clicking.
5. Repair missing destinations
Follow the links customers need: service details, booking, contact and checkout. Update links pointing to removed pages. An access restriction or timeout needs investigation before calling the destination broken.
6. Review access and duplicate addresses
Check public pages for accidental search exclusions. If the same content exists at different addresses, review redirects and the preferred address. A sitemap can help with discovery, especially for pages that have fewer links pointing to them.
7. Make images and sharing useful
Provide text alternatives for meaningful images. Decorative images can have empty alt text. Add a suitable sharing title, description and image so a link makes sense on social platforms. Add structured data where it accurately describes eligible content on the page.
8. Test the customer journey on a phone
Open your actual website on a phone. Read the service description, use the navigation and try the contact form. Check that text is readable and buttons are easy to use. Review performance with a suitable browser tool as a separate task from the five-page HTML audit.
9. Measure enquiries, then decide what to improve
Keep track of which services people ask about and whether enquiries become useful business conversations. Search Console can help you review search visibility. Combine that information with actual enquiries to decide which pages need your attention next.