Worked example. Kingfisher Electrical Services is a fictional business. All URLs, screenshots, quotes and Search Console figures below are constructed to illustrate the format of a real audit.
This is the pack a paying customer receives. Kingfisher Electrical Services is a fictional four-page electrician website in Bristol. The audit identifies the three highest-impact fixes — a home page title tag that omits the ranked service term, service pages missing the schema and heading hierarchy needed to be understood, and a contact page with a phone number that isn't clickable on mobile — with evidence, exact recommended wording, effort, confidence and a verification check for each. Every real audit follows this format.
Domain · kingfisherelectrical.co.uk (illustrative)Pages reviewed · 4Prepared · 23 September 2026Written by · AI, fact-checked automatically
Business summary from intake. Kingfisher Electrical Services is a two-person NICEIC-registered electrical firm covering Bristol and Bath. Primary service is domestic rewires and consumer-unit replacements. Enquiry goal is form fills or phone calls for domestic work. Current site has four public pages: home, services, about, contact. No Google Business Profile is claimed. Google Search Console shows 2,412 impressions and 18 clicks over the last 28 days. Bristol is the primary target location; Bath is secondary.
How the three fixes were selected
We ran an automated crawl of the four public URLs, pulled the last 28 days of Search Console query and page data (supplied by the customer as a CSV export), and inspected the live search results for the two commercial queries that account for most of the impressions. From the resulting issue list of eleven candidates, three were selected as most likely to move enquiries in the shortest time. The remaining eight are appended at the end for the record — they are not recommended for action this quarter unless the top three are already in flight.
The pack
The three fixes.
FIX 01 · HOMEPAGE TITLE TAG
The home page title omits the service term the site is actually ranking for.
Impact: HighEffort: 5 minutesConfidence: HighOwner: Site owner in CMS
URL
https://kingfisherelectrical.co.uk/
Evidence
Google Search Console (28 days) shows the home page receiving 1,842 impressions for "electrician bristol" at an average position of 14.2, but only 6 clicks. The current title tag — "Kingfisher Electrical Services | Bristol & Bath" — is truncated by Google to "Kingfisher Electrical Services | Bristol…" at 320px width. The word electrician, the query drawing 76% of the page's impressions, does not appear in the title at all. Competing top-five results all include the word.
[Screenshot placeholder — Google SERP for "electrician bristol", 23 Sep 2026, positions 8–15]
Recommended change
Rewrite the title tag. The current tag is not locked in Search Console history (no material clicks on the current phrasing), so this is safe to change under our non-regression protocol.
<title>Bristol Electrician · Rewires & Consumer Units · Kingfisher Electrical</title>
Note: leads with the location + service (which is how the page's impressions are already earned), keeps the company name, and stays inside the ~60 character display limit on desktop.
Why this order
The page is already earning impressions on the target query — the click rate is the constraint, not the ranking. A title change that adds the queried term and puts location first typically moves click-through rate on this exact pattern of "ranking around position 12, no click-through" — but the size of the lift will vary. Expect somewhere in the low tens of percent uplift on CTR for this query if the change lands cleanly.
Verification check
Two weeks after the change, open Search Console → Performance → Queries → filter "electrician bristol" → Pages tab. The home page's CTR for that query should have moved. If impressions have not fallen and CTR has not moved after four weeks, revert to the original title using your CMS revision history and flag it in your correction round with us.
Roll-back plan
Keep a copy of the original title tag in your notes. If impressions drop by 20% or more against the four weeks prior for two consecutive weeks, revert.
FIX 02 · SERVICES PAGE HEADINGS & SCHEMA
The services page uses H1 five times and carries no Service schema. Search engines can't tell what the page is about.
Impact: HighEffort: 45 minutesConfidence: Medium-HighOwner: Web builder
URL
https://kingfisherelectrical.co.uk/services
Evidence
Crawl of the page reveals five <h1> tags — one for "Our Services" and four more, one for each service block. There is no JSON-LD structured data of any kind on the page. In Search Console, this page has 412 impressions across five distinct service queries but no query has a position better than 18. Google's guidance on semantic HTML and the schema.org Service type would both apply here.
[Screenshot placeholder — heading outline of /services from our crawl]
Recommended change
Step 1 — headings. Change the four service-block headings from <h1> to <h2>. Keep "Our Services" as the page's single <h1>.
Step 2 — add Service schema for each of the four service blocks. Put one JSON-LD script per service in the <head> (or one script with an array). The content of each <name> and <description> must exactly match the visible text on the page — do not add services that aren't described on the page.
Repeat this block for each of the other three services (consumer-unit replacement, EV charger installation, electrical certificates), using the description text already on the page.
Why this order
Semantic heading structure is one of the load-bearing signals for how a page is understood — five H1s means every service is fighting to be the "main topic" and none of them wins. Adding accurate Service schema increases the page's chance of being understood correctly by both classic search and AI answer engines that rely on structured facts. Neither change guarantees a ranking lift — but competing service pages in this SERP all use the pattern.
Verification check
Run the page through Google's Rich Results Test after the change: it should report a valid Service. Then use Search Console's URL Inspection tool to request re-indexing. Four to eight weeks later, check whether any of the four service queries have moved from position 18+ into a position range where clicks become plausible (top 10).
Roll-back plan
Both changes are safe to keep even if position doesn't move — the schema is accurate and the heading structure is correct HTML. No roll-back needed unless a specific query loses impressions materially.
FIX 03 · CONTACT PAGE — PHONE NUMBER IS AN IMAGE
The phone number on the contact page is a graphic, not a link. On mobile that means callers have to type it in.
Impact: HighEffort: 15 minutesConfidence: HighOwner: Web builder
URL
https://kingfisherelectrical.co.uk/contact
Evidence
The contact page displays the number 0117 123 4567 as a PNG image. This means: (a) mobile users cannot tap to call — every enquiry requires them to memorise, close the browser and dial manually; (b) the number is invisible to search engines and cannot appear in a local knowledge panel; (c) the alt text is "phone-graphic.png", which is not helpful to a screen reader user either.
Most visitors to a local trade site arrive on a phone. Every one who wants to call from the contact page currently has to remember the number and type it in by hand.
[Screenshot placeholder — /contact rendered at 375px mobile width, showing image number]
Recommended change
Replace the image with a tel: link. This is a five-minute change in the CMS.
Style it as visually as you like — the key is that on mobile it must be tappable, and the number itself must be real text a screen reader will read out and a search engine can extract.
Why this order
Every audit finds one of these somewhere on a small business site — a phone number in an image, a form that isn't hooked up, a contact page that requires four scrolls to reach. It is not glamorous SEO work. It is almost always the change that moves enquiries first, because it removes friction from customers who already found you.
Verification check
On a phone, open the contact page and tap the number. The dialler should open with the correct number pre-filled. Then set up a GA4 event for tel: link clicks — that click count is a proxy for how many mobile enquiries you were losing before.
Roll-back plan
None needed — this is a strict improvement.
For the record
Eight other issues found — not recommended this quarter.
These are real issues, but they are less likely to move enquiries in the short term than the three above. We list them so you know what we saw and can revisit them later.
Additional issues from the crawl — not part of the top three
Issue
Where
Why deferred
Effort
Missing meta description on /about
/about
Low-traffic page; Google is writing an acceptable one automatically
10 min
No Organization JSON-LD
Site-wide
Useful, but home page title fix is the higher lever for CTR this quarter
30 min
Image weights above 2 MB on /services hero
/services
Real, but CWV data is currently in the "Good" range at p75 mobile — not affecting rankings
20 min
Broken internal link to /prices (page deleted)
Footer, all pages
Cosmetic; fix when next in the CMS
5 min
Google Business Profile not claimed
Off-site
Legitimate priority, but outside our audit scope — flagged here for owner action
1 hour to set up
No sitemap.xml submitted to Search Console
Search Console
Four pages will be discovered without one; fix when adding services or locations
15 min
Contact form submissions not tracked as a GA4 event
/contact form
Measurement fix, not an SEO fix — but recommend for the ticket-03 verification
20 min
No visible last-updated date on the services page
/services
Recommended if services are edited quarterly; not urgent now
15 min
The four-week check
What to look at, and when.
Implementing the three fixes changes things. Measuring the change matters more than the change itself. Here is the exact check the owner (or their builder) runs.
Week 1 — sanity
Confirm the three fixes are live and rendered correctly on mobile.
Confirm the tel: link opens the dialler on iOS and Android.
Confirm Rich Results Test shows a valid Service on /services.
Confirm the old title is no longer being served to Google (URL Inspection tool → View crawled page).
Weeks 2–4 — outcome
Search Console Performance: CTR for "electrician bristol" on the home page — up or flat is good, down is a signal to review the title.
GA4 event count for tel: link clicks — the baseline lift is the enquiries you were losing before.
Search Console Performance for the four /services queries: position changes.
Total organic clicks vs the prior 28 days.
Honest expectation. Search engines take time. A title-tag change can move CTR within days; a heading and schema change often takes four to eight weeks to reflect in position. If nothing moves after eight weeks, it doesn't mean the fixes were wrong — it means the constraint on this site's ranking is somewhere else (usually links, competing content, or a broader trust signal we cannot fix inside a five-page audit). At that point a different service is called for, not another audit.
Sources and limits
What this audit is based on, and what it cannot see.
Sources. Google Search Central documentation on titles, snippets, structured data, page experience and ranking systems (checked September 2026). Schema.org type definitions for Service, LocalBusiness and Organization. Crawl output for the four URLs. The customer's own Google Search Console CSV export for 28 days ending 21 September 2026. Live inspection of the target SERPs, incognito, UK location, 22 September 2026.
Not seen. This audit does not include: any account this site has that we were not given access to (Bing Webmaster Tools, Ahrefs, Google Ads); the site's server logs; anything on the site behind a login; content in images or PDFs; anything about the four services we cannot confirm from the visible page. Where we make an inference we cannot fully verify, we label it as such.
What we don't promise. A specific ranking or a specific number of enquiries. Enquiry outcomes depend on many factors beyond the audit's scope — the market, seasonality, competing suppliers, the phone being answered, the quality of the service. What we do commit is that every recommendation in this pack is one we would make on our own site.
Your audit
Now imagine this pack for your site.
Same format, same depth, three fixes on your five most important URLs. £99, usually within the hour.