As a Local SEO Expert, I spend a lot of time studying businesses that are close to earning Page One visibility on Google but haven’t quite made it there yet.
I don’t always start on Page One.
In fact, I often go directly to Page Two.
Why?
Because Page Two is where I consistently find businesses Google already knows exist, but something is preventing them from becoming one of the first companies potential customers find.
Recently, I searched Google for roofing companies in Anchorage.
I skipped Page One.
Went directly to Page Two.
And found one of the worst roofing websites I’ve reviewed in quite some time.
That doesn’t mean they’re a bad roofing company.
They may do incredible work.
The problem is their website does almost nothing to communicate that to Google or potential customers.
What Does a Local SEO Expert Look for During a Website Audit?
When I perform a Local SEO Audit, I’m not simply looking at whether a website is attractive.
A beautiful website that doesn’t rank or generate customers is still a bad website.
I’m looking at three things.
Can Google understand the business?
Can Google trust the business?
Can website visitors quickly understand what to do next?
This Anchorage roofing website had major problems in all three areas.
The Roofing Website Had No Clear Header Navigation
One of the first things I noticed was the lack of proper header navigation.
When someone lands on a roofing company’s website, they shouldn’t have to figure out where to go.
The navigation should immediately guide them toward important pages such as roofing services, roof repair, roof replacement, information about the company, customer reviews, and contact information.
Clear website navigation helps potential customers find the information they need.
When visitors become confused, they usually don’t spend several minutes trying to understand the website.
They leave.
Then they visit a competitor.
As a Local SEO Expert, I look at website navigation as both a user experience opportunity and an important part of creating a website that’s easy to understand.
Important Website Links Weren’t Clearly Underlined
Website visitors should immediately recognize when text is clickable.
That sounds obvious.
Unfortunately, many websites make people guess.
The Anchorage roofing website contained links that weren’t clearly underlined or visually obvious.
That’s unnecessary friction.
If I want a visitor to learn more about roof replacement, the link should clearly guide them to the roof replacement page.
If I want them to read customer reviews, that opportunity should be obvious.
If I want them to request an estimate, there should be absolutely no confusion about where to click.
Your website should guide potential customers.
It shouldn’t make them work.
The Website Headlines Weren’t Being Used Properly
Headlines are some of the most valuable content on a website.
A strong headline should help explain what the company does, where the company provides services, who the company helps, and why someone should continue reading.
This roofing website wasn’t using headlines strategically.
That’s a major missed opportunity.
When I optimize a website as a Local SEO Expert, I want the page structure to make sense to both the person visiting the website and the search engines reviewing the content.
If you’re a roofing company in Anchorage, your website should make that incredibly clear.
Google shouldn’t have to guess.
Your customers shouldn’t have to guess either.
The Calls to Action Were Weak
A roofing website exists for a reason.
To generate roofing opportunities.
Potential customers may need a roof inspection, emergency roof repair, a roof replacement estimate, storm damage assistance, commercial roofing services, or residential roofing services.
The website should clearly tell them what to do next.
Call now.
Request an estimate.
Schedule a roof inspection.
Speak with a roofing professional.
The phone number should be easy to find.
The next step should be obvious.
Instead, this website creates unnecessary friction.
Even the button colors were red with white writing.
The goal of website design isn’t simply to make something look creative.
The goal is to make potential customers feel comfortable taking the next step.
The Homepage Had Virtually No Meaningful Content
This was one of the biggest problems I discovered during the Local SEO Audit.
There was almost no meaningful homepage content.
Think about this from Google’s perspective.
How is Google supposed to understand everything a roofing company offers if the website barely explains it?
A roofing company’s homepage should help answer important questions.
What roofing services do you provide?
Do you offer residential roofing?
Do you provide commercial roofing?
Do you perform roof repairs?
Do you replace roofs?
What areas surrounding Anchorage do you serve?
What makes your roofing company different?
How long have you been serving customers?
Why should a property owner trust your company?
Website content gives businesses the opportunity to clearly explain who they are and what they do.
Without meaningful content, you’re asking Google to fill in the blanks.
Meanwhile, Page One competitors may be publishing comprehensive service information, answering customer questions, and creating content around the exact roofing searches potential customers are making.
The Meta Title Wasn’t Properly Optimized
The meta title is one of the first areas I review as a Local SEO Expert.
If a roofing company wants to compete for searches such as roofing companies in Anchorage, the page title should clearly communicate the topic and location of the page.
Generic titles waste valuable search visibility.
Every important page should have a clear purpose.
The homepage targets the primary service and location.
Service pages target specific services.
Location pages target relevant service areas when appropriate.
Blog content answers questions potential customers are already asking.
Everything should work together.
The Meta Description Needed Improvement
The meta description gives a business an opportunity to clearly summarize what a page offers to potential visitors reviewing search results.
A strong description should be relevant to the page and give the searcher a reason to consider visiting the website.
This is valuable search result real estate.
Wasting it with generic or incomplete information is another missed opportunity.
Why Page Two Google Rankings Cost Local Businesses Customers
Here’s the reality I explain to business owners constantly.
Potential customers usually aren’t conducting a twenty-company research project.
They search Google.
They review the businesses they find.
They visit a few websites.
They read reviews.
They make phone calls.
If your business isn’t visible when they’re searching, your competitor may get the opportunity before you even know the customer existed.
That’s why I tell business owners:
Your competitors may be stealing your customers before the conversation even begins.
Not because they’re necessarily better.
They’re simply being found first.
A Local SEO Expert Should Look Beyond Rankings
Ranking on Google is important.
But traffic alone doesn’t pay the bills.
Customers do.
That’s why my approach as a Local SEO Expert includes website monetization and conversion optimization.
If I help a business reach Page One but the website confuses visitors, we’ve only solved half the problem.
The website should immediately explain what the company does.
Build trust.
Guide visitors toward important information.
Answer common questions.
Show clear calls to action.
Make phone numbers easy to find.
Encourage potential customers to take the next step.
Visibility gets the opportunity.
The website needs to convert the opportunity.
Watch My Complete Anchorage Roofing Local SEO Audit
I recorded the entire Local SEO Audit and walked through the problems I discovered on the Anchorage roofing website.
You’ll see exactly why I believe the website will struggle to earn consistent Page One visibility without significant improvements.
Watch my Local SEO Audit on YouTube:
https://www.youtube.com/watch?v=xj0YVDys9Ps
You can also read my complete LinkedIn Local SEO Audit breakdown:
https://www.linkedin.com/pulse/local-seo-audit-why-anchorage-roofing-company-never-rank-adler-fnipc
Need a Local SEO Expert to Review Your Website?
I’ve spent years helping professional service businesses improve their organic Google visibility.
My focus is simple.
Help businesses become one of the first companies potential customers find when they’re actively searching for the services they provide.
Because if your competitors are on Page One and you’re not, they may be getting opportunities that should have been yours.
Want to stop your competitors from stealing customers before the conversation even begins?
Request your Website Visibility Review.
I’ll review your online presence and show you the opportunities I believe may be preventing your business from generating more customers organically.