On-Page SEO Checklist for Small Business Websites (Do This First)

# On-Page SEO Checklist for Small Business Websites (Do This First)

Google's algorithm is complex. But here's what it cares about: does your website tell people what you do, is it easy to use, and does it load quickly?

Most small business websites fail on the basics before they even get to the fancy stuff. You don't need to understand the intricacies of machine learning to rank better. You need to get the fundamentals right.

This checklist covers seven things you can start fixing today. Some you can do yourself in an afternoon. Others need a developer's help. Either way, fixing these will make a real difference.

1. Title Tags: Your First Impression

Your title tag is the headline that appears in Google's search results. It's also what shows up at the top of your browser tab.

Here's what a good one looks like:

"Plumbing Services in Bristol | Emergency & Repairs | Local Plumber"

Here's what most small business websites have:

"Home"

Google uses this to understand what your page is about. If it says "Home", Google has no idea what you actually do.

The rules:

• Keep it under 60 characters (about 8–10 words)
• Put your main keyword near the start (e.g. "Plumber in Bristol")
• Include your location if you serve a local area
• Make it clickable—people need to want to click it

Self-fix: Yes. Log into your website builder or CMS and edit the title tag for each page. It's usually in a field called "SEO Title" or "Page Title". If you can't find it, search for "[your platform] how to edit title tag" on YouTube. It takes five minutes per page.

2. Meta Descriptions: Your Sales Pitch

The meta description is the two-line snippet that appears under your title in search results.

It doesn't directly affect your ranking, but it affects whether people click through to your site. A good one can increase your click-through rate by 20–30%.

Bad example: "This is the home page of ABC Landscaping Ltd."

Better example: "Award-winning garden design and landscaping across London. Free quotes. 20+ years experience. Call today."

The rules:

• Aim for 150–160 characters (roughly 20 words)
• Include your main offer or what makes you different
• Make it a sentence, not a keyword list
• Add a call-to-action if there's room (e.g. "Call", "Get a quote", "Book now")

Self-fix: Yes, same place as the title tag. Most CMS platforms have a "Meta Description" field right below the title field.

3. H1 Tags: Your Main Heading

An H1 is the biggest heading on your page. You should only have one per page.

Lots of small business websites have no H1 at all, or they bury it beneath a logo or banner image. Google uses H1s to confirm what your page is actually about.

The rules:

• Use one H1 per page
• Make it your main keyword or topic (e.g. "Accountancy Services for Small Businesses in Manchester")
• Put it near the top, ideally in your main content area
• Make it natural—don't keyword-stuff

Bad example: "Roofing, guttering, fascias, soffits, lead work, slate repairs North West"

Good example: "Roofing & Gutter Services Across Greater Manchester"

Self-fix: Partly. If you're using WordPress, Wix, or Squarespace, you can format your main heading as an H1. Look for a dropdown that says "Heading 1" or "H1" in your editor. If your site is custom-built or you're unsure, ask your developer to make sure there's a proper H1 on each page.

4. Image Alt Text: What You Can't See

Alt text is hidden text that describes what's in an image. Google can't actually see images—it reads the alt text instead.

If you're a plasterer, and you upload a photo of a beautifully finished ceiling, you need to tell Google what it's looking at.

Bad alt text: "Image1" or "ceiling" or left blank

Good alt text: "Smooth plastered ceiling finish in Victorian terrace, London"

Why this matters: Google Images is a legitimate source of traffic. People searching for "polished concrete floors near me" might find you through Images. Plus, alt text helps with accessibility—screen readers use it to describe images to visually impaired users.

The rules:

• Describe what's actually in the image
• Include your location or service if relevant
• Keep it under 125 characters
• Don't keyword-stuff (e.g. "plumber plumber plumbing services")

Self-fix: Yes. Every website builder has an option to add alt text to images. In WordPress, click the image and add alt text in the sidebar. In Wix or Squarespace, right-click the image and look for "Alt Text" or "Image Description".

Do this for every image on your site. It takes two minutes per image and it adds up.

5. Internal Links: Connecting Your Pages

Internal links are links from one page on your website to another page on your website.

They tell Google which pages are important, help visitors navigate your site, and keep them browsing longer. All three things help your SEO.

Example: On your "Services" page, you might link to "Boiler Installation" and "Boiler Maintenance". You're telling Google these are related topics, and you're giving visitors an easy way to learn more.

The rules:

• Link to relevant pages (don't link randomly)
• Use descriptive link text, not "click here" (e.g. link "emergency plumbing services" instead of "here")
• Aim for 2–5 internal links per page
• Link to your most important pages more often

Self-fix: Yes. When you're writing content on your website, simply highlight text and add a link to another page. This is basic website editing.

When you need help: If your site doesn't have a clear structure, a developer might need to set up better navigation or reorganise your pages. But the actual linking? You can do that.

6. Page Speed: Don't Make People Wait

A page that takes 5 seconds to load will lose visitors. Google knows this and uses page speed as a ranking factor.

You don't need to be technical to understand this: faster is better.

What slows websites down:

• Large, uncompressed images (the most common problem)
• Too many plugins or apps
• Old, outdated hosting
• Videos embedded directly from YouTube (usually fine, but too many can slow things down)

Self-fix: Partly. You can optimise images yourself: 1. Before uploading to your site, compress them (use free tools like TinyPNG or Squoosh) 2. Don't upload 4000×3000px photos if your site displays them at 500px wide 3. Use modern formats like WebP if your platform supports them

When you need a developer:

• Installing caching plugins (WordPress users)
• Minifying code
• Switching to faster hosting
• Removing bloated apps or plugins you're not using

Check your speed for free at Google PageSpeed Insights or GTmetrix. It tells you exactly what's slowing you down.

7. Mobile-Friendly Design: Where Most Visitors Are

Over 70% of Google searches on the UK happen on mobile phones. If your website doesn't work well on mobile, you've lost three-quarters of your potential customers.

What to check:

• Can you tap buttons easily without accidentally tapping something else?
• Does text fit the screen, or do you have to zoom in and scroll sideways?
• Do images display properly, or are they cut off?
• Does the menu work on small screens?

Self-fix: If you're using a modern website builder (WordPress, Wix, Squarespace, Shopify), your site should already be mobile-friendly. But check it yourself. Open your website on your phone and spend five minutes using it like a customer would. Be honest: is it easy to use?

When you need a developer: If your site feels broken on mobile, or if it's an older custom-built website, you need a developer. Mobile responsiveness isn't optional anymore.

Putting It Together

You don't need to fix everything at once. Here's a realistic priority order:

1. This week: Fix title tags and meta descriptions for your top 10 pages. This is quick, free, and has an immediate impact. 2. Next week: Add H1 tags and review your internal links. 3. This month: Add alt text to images and check your page speed. 4. This month (if needed): Ask a developer about mobile optimisation or speed improvements.

If you get stuck or want a second pair of eyes, that's where we come in. BrightClick can audit your website, show you exactly what's missing, and either help you fix it or point you toward the right help.

But honestly? Most small business owners can handle steps 1–5 themselves. You don't need to be technical. You just need thirty minutes and this checklist.

Your action today: Pick one page on your website. Open it, check your title tag and meta description (in your website's settings), and ask yourself: if someone saw this in Google search results, would they know what I do? If the answer is no, fix it. One page. Today. That's your starting point.