You don’t need fancy software or a full-time SEO consultant to figure out whether your website’s doing its job.
If you run a small business—whether you’re fixing roofs, running a dental clinic, or managing a local law office—your website is probably one of your most underused sales tools. But here’s the good news: you can audit your site yourself in under 30 minutes, using just your browser and a bit of common sense.
No dashboards. No jargon. Just real fixes that actually move the needle.
Let’s walk through it.
Who this is for
You’ve got a site. Maybe a few blogs. Maybe a “Contact Us” form tucked somewhere in the corner.
You’re not ready to pay for tools like Semrush or hire an agency (yet), but you’d like to know:
- Why your pages aren’t showing up on Google
- Whether your content is helping or hurting
- What small changes you can make today
If that sounds like you—this DIY SEO audit is your next step.
Step 1: Google Yourself (Like a Customer Would)
Pop open an incognito window and search the way your customers would:
- Your business name
- Your service + city (e.g., “emergency HVAC repair Sacramento”)
- A question you’ve answered in a blog (e.g., “how much does Invisalign cost in Richmond?”)
What to look for:
- Are you even showing up?
- Are the page titles readable, or do they just say “Home”?
- Is your business in the map pack?
If not, your page titles or descriptions may be missing, too generic, or not aligned with what people are searching for.
Step 2: Look at Your Page Titles and Descriptions
Visit 3–4 key pages on your site—your homepage, a couple of service pages, and one or two blogs.
Here’s what you’re looking for:
- Does the title tag clearly explain what the page is about?
- Is the meta description helpful or just stuffed with keywords?
- Is the URL clean (like /roof-repair-virginia vs /page?id=22)?
Better:
“24/7 Roof Leak Repair in Virginia Beach | Coastal Roofing Pros”
Not great:
“Home | Coastal Roofing”
Search engines read your titles and descriptions first. Your customers do, too.
Step 3: Skim Your Headings
Every page should have one H1 heading—the main headline—and supporting subheadings (H2s, H3s) that guide the reader.
Here’s how to check:
- Visit a blog or service page
- Look at the main headline—is it specific or vague?
- Are subheadings breaking up the page, or is it one big block of text?
Example of weak H1:
“Our Services”
Better H1:
“Affordable Invisalign for Teens and Adults in Richmond”
You want your headings to make it obvious what the page is about—for both Google and your customers.
Step 4: Click Around. Are You Linking to Yourself?
Internal links keep people moving through your site—and help Google understand your content.
Check your:
- Blogs: Are you linking to your related services?
- Service pages: Are you suggesting relevant blog posts or FAQs?
Example:
Your blog on “Signs You Need a New Roof” should link to your roof replacement service page.
Think of every page as a trailhead. Are you showing people where to go next?
Step 5: Open Your Site on a Phone
If it takes more than a few seconds to load, or if you’re pinching and zooming just to read the text—it’s time to act.
Here’s what to check:
- Does it load fast?
- Are images sized right?
- Can you tap buttons easily?
- Are forms easy to fill?
Most visitors are on mobile. If your site’s clunky, they’ll bounce—fast.
Step 6: Read Your Content Like a First-Time Visitor
Pretend you know nothing about your business. Click into a few blogs and service pages.
Ask yourself:
- Is it obvious what we do and who we help?
- Does the content sound like a real person wrote it—or like it was written just for Google?
- Is there an actual reason to trust us (e.g., testimonials, photos, experience)?
If your pages are thin, outdated, or just vague—it’s worth a refresh. Even a few rewritten headlines can help.
Step 7: Are You Repurposing Any of This?
This step is easy to skip—but it’s where a lot of SMBs lose potential value.
Ask yourself:
- Could this blog be trimmed into a social post?
- Could a service page FAQ become a Google Business Profile update?
- Have I turned any of this content into email tips or newsletter blurbs?
Example:
An HVAC business writes a guide on “Best Time To Get Your AC Fixed.” That same content can become:
- A short Tiktok
- An email tip for new subscribers
- A downloadable checklist
- A Youtube Shorts video script
Repurposing makes your content go further—without creating more from scratch.
Step 8: Check Out One Competitor
Find someone in your city who ranks higher than you. Click around.
Notice:
- Their page titles and descriptions
- How their pages are structured
- Whether they answer more specific questions
You don’t need to copy them—but you can absolutely learn from what’s working.
Final Thoughts: This Isn’t About Perfection
While a quick audit like this won’t solve everything, it’s a great first step.
You’ll know what’s missing, what’s underperforming, and what content deserves more attention.
And if you’ve been pouring time into writing blogs or updating your site—it’s worth knowing what’s actually helping your visibility and what’s not.
You Don’t Need More Content. You Need Content That Works.
At The Content Beacon, we work with growing SMBs who’ve outgrown the DIY phase—but still want a partner that gets how much is already on their plate.
We don’t just fix SEO issues. We help you:
- Repurpose the good stuff you already have
- Fix the bottlenecks holding back your rankings
- Build a content plan that’s lean, smart, and sustainable
Because when you stop publishing in isolation, and start thinking strategically—your content starts pulling its weight.
Let’s lighten your load. And get your content doing more.
Talk to us!
