Digital presence checklist

Service businesses

Most service businesses are invisible online at the exact moment a client is searching for them. They have a website. They might be on Google. But they are missing the things that actually turn a search into a call.

This checklist covers 26 items across five areas, website credibility, local SEO, content, client retention, and paid advertising. Work through it honestly. The gaps you find are where your competitors are winning business you should be getting.

Areas covered
5 categories
Items to check
26 specific actions
Time to complete
About 10 minutes
Your score so far: 0 / 0
Talk to us about the gaps

Tick every item that genuinely applies to your business, not what you intend to do, but what is actually live and working right now. That honest number is the one worth talking about.

Score 21 or above and you are ahead of most local service businesses. Below 12 and there are quick wins here that are probably costing you clients every week.

1

Website & credibility

0 / 6

Your website is usually the first place a potential client goes after finding you. It needs to work on mobile, load quickly, and give people enough information to feel confident picking up the phone. Most service business websites fail at least one of these.

Professional website that works on mobile
A site that displays and functions correctly on a smartphone, where the majority of local service searches happen.
Clear service pages explaining what you offer
Individual or dedicated pages for each service, covering what it involves and who it is for.
Team page with photos and credentials
A page introducing the people behind the business, with photos, names, roles, and relevant qualifications.
Client testimonials or case studies
Reviews or outcome stories from past clients, published on the website with enough detail to be credible.
A clear call to action on every page
A visible next step on each page such as a phone number, contact form, or booking link, that makes it easy to get in touch.
Fast page load speed
Images and code optimised so the site loads quickly on a standard mobile connection.
2

Local SEO & Google presence

0 / 6

When someone nearby searches for a service like yours, Google decides who appears at the top. Most local businesses have never set up the signals that drive that decision. This is one of the most direct ways to generate new enquiries without spending on ads.

Google Business Profile verified and complete
A verified Google listing with photos, services, opening hours, contact details, and a full business description.
"[Service] in [suburb]" page on your website
A page on your website written for your location and service type, targeting the searches your local clients use.
40+ Google reviews with responses on each
A volume of reviews on your Google Business Profile that builds credibility, with a reply from the business on every one.
Consistent name, address, and phone across directories
Your business contact details listed identically across Google, Facebook, and any directory you appear on.
Listed on relevant business directories
Your business listed on general and industry-specific directories with complete and accurate information.
Google Posts published monthly
Short updates published directly to your Google Business Profile, keeping the listing active and visible in search.
3

Content & visibility

0 / 5

Publishing useful content builds trust with people who are not quite ready to call yet, and keeps you ranking when someone in your area searches for what you do. The businesses that publish consistently are the ones that stay visible between jobs.

Blog or educational content published regularly
Articles on your website covering topics relevant to your clients, such as how-to guides, FAQs, or industry updates.
Active presence on one or two social platforms
A consistent posting schedule on the platforms where your clients spend time, whether that is Facebook, Instagram, or LinkedIn.
Video content introducing the business or team
Short videos published on your website or social channels that show who you are and how you work.
A lead magnet or free resource
A downloadable guide, checklist, or tool offered on the website in exchange for a visitor contact details.
Content planned around seasonal or industry peaks
A rough schedule of content tied to the times of year when clients are most likely to need your services.
4

Lead nurture & client retention

0 / 5

Most service businesses focus almost entirely on getting new clients and underinvest in keeping the ones they have. Retention costs less than acquisition, and a well-looked-after client is also your best source of referrals.

Email newsletter or update sent regularly
A regular email sent to your client list covering relevant tips, updates, or news about your business.
Automated follow-up after enquiries
An automatic message sent when someone contacts you, confirming receipt and setting expectations for next steps.
Referral process or partner strategy in place
A structured way to encourage referrals from existing clients or complementary businesses in your area.
Onboarding process for new clients
A defined sequence of communication that helps new clients understand what to expect and feel confident in their decision.
Re-engagement for past clients
A process for reaching out to clients who have not been in touch for a defined period, prompting a return visit or enquiry.
5

Paid advertising

0 / 4

Organic reach has a ceiling. Paid advertising lets you put your business in front of the right people in your area at the right time. When campaigns are set up correctly, you can measure exactly what each new client costs to acquire.

Google Ads targeting local search terms
Paid ads that appear when someone in your area searches for the service you provide.
Meta Ads targeting local residents
Paid ads on Facebook and Instagram targeted by suburb, age, and interests relevant to your service.
Remarketing to previous website visitors
Ads shown specifically to people who visited your website but did not make an enquiry or booking.
Conversion tracking set up correctly
A system that records when a lead takes a valuable action such as a form submission, call, or booking, so you know which campaigns are working.
Overall progress0%

Where to start if you scored under 12: the fundamentals carry the most weight. A complete Google Business Profile, a consistent review strategy, and a website that clearly explains what you do and who you serve will generate more enquiries than almost anything else. Get those right before spending on paid advertising.

Your result
0 / 26
0% of items complete

Work through the checklist above to see your result.

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