The 12 point checklist to get your website to generate leads

Jon Richardson • September 20, 2025

The 12-Point Checklist to See if Your Website is Up to Scratch

Your website should be winning you work, not wasting your time. However, many small business websites are failing to generate enquiries.

This checklist is written in plain English so you can see if your website is doing its job.


👉 Want the easy route?  >>>Request your free website and SEO audit today, and we'll check everything for you!<<<



1. Choose your Keywords


What it is: Keywords are the words customers type into Google (e.g. "bathroom fitter Christchurch").


Why it matters: If your site doesn't mention what you do and where you do it, Google will be less likely to show you.


How to fix it: List your services and locations. Use those words naturally in your text and page titles.


Better still,  use a system like SEMRush or SE Ranking to ensure you're not using keywords that no one is searching for.


How to check: Type "your service + town" into Google. Does your site appear? If not, you could be missing keywords.


>>> Find out more about choosing Keywords <<<


2. Strong Headlines


What it is: The titles (or headings to give them their proper name) on your pages.


Why it matters: People and Google scan your headings first. The Headings on your website inform Google and potential customers about the page's content. Headings are given more weight than normal (paragraph) text for SEO purposes.


How to fix it: Write clear, direct headlines like "About BCP Building Services" instead of "About Us." Have a heading for a section of your website.


Better still -  add a subheading underneath each main heading to add context, e.g. a good subheading for the example above would be - '20+ years experience of helping homeowners in Bournemouth improve their homes'


How to check: Read only your page titles. Can you tell what the business does and where?


3. Enough Words on the Page


What it is: Google needs at least 300 words per page to understand your service, ideally more. If you want the page to rank highly in Google, aim to have significantly more content, but don't forget your headings.


Why it matters: Pages with minimal content rarely rank highly on Google.


How to fix it: Add a few paragraphs explaining what you do, who you help, and how to get in touch. 


Better still, employ a professional copywriter.


How to check: Paste your text into Word or Google Docs. Is it 300+ words? And does it clearly explain the messages you want to give on the page?



4. Make sure your content is clear and easy to read


What it is: Content written in plain English.


Why it matters: If people don't understand, they will move quickly on to the next website. Google sees that.


How to fix it: Use short sentences and everyday words. Avoid jargon.


Better still, have the key services in your headings and   use bullet points.


How to check: Ask a friend or teenager to read your site. If they don't "get it," simplify.


5. Answer Common Questions (FAQs)


What it is: A list of questions customers often ask.


Why it matters: It builds trust and credibility, and provides Google with more useful content.


How to fix it:  Write down all of the questions you get asked by a potential customer before they instruct you. Add a page or section with simple answers to common questions, such as "Do you offer free quotes?" or "How far do you travel?"


Better still,  add FAQs that are relevant to the information or service on each page. So the Questions you get asked about fitting a kitchen are on the kitchen page.


How to check: Do customers keep asking you the same things on calls? If yes, those belong on your website.



Did you know? FAQs can increase enquiries by up to 40%

(Forrester)


6. Clear Calls to Action (CTAs)


What it is: Buttons or links telling people what to do next.


Why it matters: If you don't guide visitors, they leave.


How to fix it: Add clear CTAs like "Book a Free Audit" or "Get a Quote" on every page.


Better still, make the CTA relevant to the device. So if someone is browsing on their mobile, have the main CTA as Call Us, and if they are on a laptop, then it should be 'complete this form' or email us.


How to check: Scroll through your site. Is it obvious what to do next?



Tip Tip - Forms are better than emails, as you can collect more information, such as their phone number



7. Use Video to Build Trust


What it is: A short clip of you, your team, or your work.


Why it matters: People trust faces. Video can double the time visitors stay on your site. Also, Google tends to favour video because it improves engagement on your website.


How to fix it: Record a 30-second welcome video or a quick job walk-through.  Post it on your homepage.


How to check: Does your site feel personal and real? If not, add a quick video.



💡 TopTip - A professional can help provide the perfect content for your website and reformat it for different social media platforms such as YouTube, Facebook and TikTok etc.


>>> Find out more about Video Marketing <<<



8. Make It Easy to Contact You


What it is: Customers shouldn't have to hunt for your contact info.


Why it matters: If they can't reach you quickly, they'll call someone else.


How to fix it: Add your phone number and email to the Header at the top of your page, and a simple form to every page. On mobile, use a "Tap to Call" button.


Better still, make your Header 'sticky' so it stays in place when scrolling, ensuring your contact information is always visible.


How to check: Ask someone to find your contact details. Can they do that in under 3 seconds?


9. Link to Your Google Business Profile


What it is: Your Google listing with reviews, map, and contact info.


Why it matters: Most people search on Google first. Linking to your profile shows your reviews and builds trust.


How to fix it: Add a "See Our Google Reviews" button that links directly to your profile.


How to check: Search your business name + town. Does your Google profile appear on the right side of the screen?



In the UK, over 93% of search users use Google to find what they need. So having a strong Google Business Profile matters


10. Real Photos, Not Stock Images


What it is: Pictures of your real work and team.


Why it matters: People don't trust cheesy stock images.


How to fix it: Take photos on your phone of finished jobs, vans, or staff. Upload those instead.


Better still: Use a professional photographer and update the photos on your website regularly.


How to check: Do your recognise anyone or anything on the pictures on your website?



11. Positive Reviews on Your Site


What it is: Showing off customer feedback.


Why it matters: 9 out of 10 people check reviews before buying.


How to fix it: Add a reviews section or embed Google reviews.


Better still,  make sure your reviews are towards the top of your home page so it is one of the first things people see when they land on your website and if possible have some more in-depth case studies on your website.


How to check: Can people see your reputation without leaving your site?


12. Keep It Fresh


What it is: Regular updates to show you're active.


Why it matters: Google rewards fresh content and it improves engagement with website visitors.


How to fix it: Post a blog once a month or upload new photos of jobs.


Better still:  Consider a managed service for your website that includes unlimited updates from your web designer.


How to check: Look at the dates of your last update. Has it been months?



Top Tip - schedule some time each week or month to make some updates to your website



Bonus Point: Tell People Where You Work


What it is: Listing the areas you cover.


Why it matters: Local SEO depends on location. If you don't say where you work, neither Google nor potential visitors will know.


How to fix it: Add a "Service Areas" to the main headings


How to check: Does your site clearly say which towns or areas you cover? If not, add them.


Final Thoughts


Your website doesn't need to be flashy. It just needs to be clear, simple, and focused on local customers.  By ticking off this checklist, you'll already be ahead of most small businesses in your town or city.


👉 Want a shortcut?  Request your free website and SEO audit today, and we'll show you exactly what's working and what needs fixing.


Request your free website & SEO audit

How to choose the right A.I. Agency for you

By Jon Richardson • May 18, 2026
How to Choose the Right AI Agency for your business The AI gold rush is in full swing. Spend five minutes on LinkedIn or at any networking event, and you’ll see plenty of AI consultants. That’s the problem. Every agency is suddenly an "AI agency." Every consultant is an "AI expert." Strip away the buzzwords, and most business owners are left asking a very fair question: What am I actually paying for here? If you're thinking about bringing AI into your business, and you should be, you’re probably not looking for something flashy. You want less admin. Fewer repetitive jobs and more time for the work that actually matters. That’s really what this comes down to. The right partner helps you get time back. The wrong one gives you an expensive toy you won’t use. So if you're trying to work out who actually knows their stuff and who’s just rebranded last week, here’s how to tell. 1. Don’t be blinded by the technology The biggest mistake you can make is hiring someone who talks about technology before they understand your business. You’ve probably heard the pitch before. We can install this clever tool. We can build that smart assistant. Fine. But if they haven’t asked how your enquiries come in, where jobs get stuck, or what your team keeps doing manually every single day, they’re guessing. A good partner starts with questions like: "What happens with inbound leads?" "Where do things slow down?" "What are you doing several times per day?" "What takes up time and headspace for no good reason?" That’s the real starting point. Not the software. Not the demo. Not the dramatic promises. If they can’t clearly explain why something will make your day easier, save your team time, or remove a bottleneck, it’s probably not the right fit. If getting a few hours back each week sounds useful, get in touch, and we’ll help you spot the obvious time drains. 

How to immediately respond to every lead and get more customers

By Jon Richardson • April 11, 2026
Let’s be honest: you’re probably tough to contact That’s not a criticism. It just means you’re successful. Whether you’re a solicitor in Christchurch, a high-end salon owner in Bournemouth, or a trade specialist in the New Forest, you’re busy, in meetings, on-site, and focused on the work that keeps your business running. Here’s the issue: while you’re focused on your work, you’re missing new opportunities. When a contact form goes unread for hours, or a call goes to voicemail, you’ve effectively lost that lead you have worked so hard for. In today’s world, the fastest responder wins—not just the one who offers the best service. If you slow your sales process, you could lose leads before you even speak with them. The Brutal Reality of "Speed to Lead" People expect quick answers. If someone in Bournemouth needs a service at 7:35 PM on a Saturday, they want their problem solved right away or at least to know that someone will help as soon as possible. Your chances of converting a lead drop by 80% if you wait more than ten minutes to respond. By the time you finish a coffee or a client call, your lead may already have contacted someone else. If you’re not the first to answer or reply, you risk losing out. Today’s customers see slow responses as unreliable. If you take two days to respond to a quote request, they might think the whole job will take much longer. The Manual Bottleneck: Why You Are the Problem Most business owners we meet at Overt Digital Media value their personal touch. They like to answer emails themselves and to be the voice on the phone. But this approach may slow your growth. Think about your current process: A potential customer fills out a form on your website. An email notification lands in your inbox (among 50 other emails). You see it 45 minutes later while grabbing lunch. You tell yourself, "I'll reply when I get back to the office." You get back to the office, get distracted by an urgent issue, and finally reply at 6:00 PM. By 6:00 PM, that lead has already booked a consultation with another s eo agency in Christchurch or a different local provider who has a system in place to catch them instantly. Manually following up is tiring and inconsistent. It often makes you switch tasks, breaking your focus and lowering productivity. You end up doing admin work for free and missing out on income. Enter the 24/7 Gatekeeper: The AI Receptionist The most common problem is missing phone calls. You might be on another call, driving, or simply taking a break from work. Voicemail rarely works for leads. Fewer than one in ten people leave messages; most just hang up and call someone else. This is where an AI Receptionist comes in. Unlike a traditional answering service, which just takes a name and number. An AI receptionist can actually handle the inquiry. It can answer questions, qualify leads, and even book an appointment directly in your calendar. Picture a client calling your business at midnight. Instead of no going through to voicemail, they reach an intelligent assistant who answers their questions and books a meeting for Monday morning. You wake up to a full calendar, and your client feels confident. This is how you stay ahead without answering every call yourself. Book a demonstration of our AI Receptionist

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Stop Paying for Marketing That Doesn't Work: A Simple Guide to Getting More Enquiries We have all been there, £2000 spent and no calls! You hand over thousands of pounds to someone who promises to "get your website to the top of Google." A few months pass. Maybe you get a fancy report every month. But when you check your phone? Silence. No calls. No enquiries. No new customers walking through the door. It's the single most frustrating problem facing small business owners. You're working flat out, doing a brilliant job for your customers, but the marketing side feels like throwing money into a black hole. The truth is, most marketing doesn't fail because it's poorly done. It fails because it's not focused on the right goal, i.e. making your phone ring. Why Your Marketing Budget Disappears Without Results Let's be honest about what usually happens when small businesses try to market themselves. Someone sells you on Facebook ads. You spend £50 a day for a month. You get hundreds of clicks, maybe thousands of "impressions" (whatever those are). The report looks impressive. But you can count the actual enquiries on one hand, and half of them are time-wasters. Or maybe you paid for a fancy website redesign. It looks gorgeous. Your mate said it's "really professional." But six months later, you're still getting the same trickle of enquiries you had before. The issue isn't that these things never work. The real problem is they're often sold as if they're the whole answer, when they're just part of the bigger picture. You don't just need more website visitors; you need more people calling you or filling out your contact form. ​ Most marketing agencies make their money from monthly retainers and big upfront fees. They're incentivised to keep you paying, not necessarily to get you results. That's not a conspiracy theory: it's just the way the industry works. What Actually Brings In Enquiries (Without Breaking the Bank) Now, let's look at what actually works for real businesses serving real customers. Make It Stupidly Easy to Find You When someone searches "plumber near me" or "accountant in Bournemouth," you want to show up. Not necessarily with a paid ad: with a proper listing that shows you're local, legitimate, and available. Your Google Business Profile is free. Completely free. Yet most small businesses either don't claim it or leave it half-finished. Make sure yours has: Your actual phone number (not just a contact form) Current opening hours Recent photos of your work or premises Responses to any reviews, good or bad This one step brings in more quality enquiries than most paid ads, because people searching are already interested in your services. You're not interrupting them; you're providing the answer they need.

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By Jon Richardson • December 7, 2025
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