The Local Growth Leak Checklist.
Before paying for more traffic, inspect the path that already exists. This checklist is designed to surface specific search, conversion and follow-up problems without assuming every box is broken.
Use it as a diagnostic, not a scorecard. A checked item means “verified and working,” not “perfect forever.” Anything uncertain should be tested before being called a problem.
1. Search discovery
- Priority services have their own useful pages where the intent is genuinely different.
- Important pages are indexable, self-canonical and included in the sitemap.
- Titles and H1s explain the service instead of repeating generic brand copy.
- Internal links make priority services easy for users and crawlers to discover.
- Service-area coverage reflects real markets served rather than city-name doorway pages.
- Search Console is connected so impressions, queries, pages and indexing can be measured.
2. Local trust
- Google Business Profile categories and services match what the business actually sells.
- Name, address/service area, phone and website information are consistent where accuracy matters.
- Reviews are recent enough to represent the current business and responses are handled professionally.
- Photos, projects, team information, certifications, warranties or other proof are current and truthful.
- No demo pages, Lorem Ipsum, fake staff, template phone numbers or old addresses remain public.
3. Website conversion
- Mobile visitors can immediately understand the service, location and next step.
- Calls, forms, bookings, estimates or ordering paths work from the pages with the highest buying intent.
- Forms ask only for information needed to take the next step.
- Contact details are correct and consistent across the site.
- Trust evidence is close to the decision point instead of buried on one About page.
- Pricing, financing, process, timing or common objections are addressed when relevant.
4. Lead response
- A new inquiry reaches the correct person or queue.
- The prospect receives a prompt acknowledgement when appropriate.
- Missed calls and incomplete inquiries have a defined follow-up path.
- Qualified leads do not disappear because one employee was busy.
- CRM stages distinguish sent, replied, qualified, proposed and won instead of treating activity as interest.
5. Measurement
- A baseline exists before major work begins.
- Search metrics are separated from actual leads and revenue.
- Changes are dated so later movement can be compared to what was implemented.
- Conversions are tracked where technically possible and verified rather than inferred.
- Reports distinguish what is verified, probable and still unverified.
What to fix first
Prioritize defects that block high-intent customers: broken contact paths, incorrect public information, indexability problems on commercial pages, exposed template content, missing service coverage, slow lead handling and measurement gaps. Cosmetic cleanup can matter, but it should not outrank a problem that is actively preventing a qualified customer from moving forward.
Have SteeleCoast run the free audit