A practical guide to the checks and decisions behind useful marketing work. Read the steps, then apply the questions to your own website and customer journey.
Choose the pages that support real enquiries
Start with the services your business actually wants to discuss with customers. Identify the pages that explain those services and read them as someone visiting for the first time. Can a visitor tell who the offer is for, which problem it addresses and what to do next? A useful review begins with those questions before turning to a long list of search terms.
Gather the questions people already ask
Your sales and support conversations can reveal missing information. Write down recurring questions about process, coverage, suitability and preparation. Group related questions so a page can answer them in a sensible order. Avoid building multiple pages that repeat the same explanation with only a location or keyword changed; useful differences should come from the service itself.
Check the route through the website
Follow the path from the homepage to a core service and then to the contact form. Use navigation labels that describe the destination and add relevant links where a reader needs more detail. Check the journey on a phone. A contact option hidden beneath unclear menus can make a helpful page difficult to use, regardless of how much information it contains.
Review the page structure and technical basics
Titles and main headings should accurately describe the content. Look for broken links, outdated facts and images that obscure the message. A technical review can then assess whether search engines can reach the important pages and whether the structure creates unnecessary duplication. Prioritise issues that affect access or understanding before spending time on minor cosmetic adjustments.
Keep a record of changes and useful outcomes
Record which pages were updated and why. Later reviews can compare relevant organic visits and enquiries while considering seasonality, competition and other changes in the business. Rankings alone do not explain whether visitors found what they needed. Use the findings to decide which explanation or page journey needs the next improvement, rather than expecting one update to settle every search issue.