Most business owners assume SEO means content — blog posts, keywords, staying active on Google Business Profile. That stuff matters, but it sits on top of a layer most people never check: the technical side of your site. And that layer quietly costs businesses jobs every single week.
The bit nobody checks
Picture a roofer’s website. It looks fine — decent photos of finished jobs, a page per service, a phone number in the header. But dig under the surface and the cracks show. Nobody’s ever compressed the images, so the homepage takes six seconds to load on a phone. None of the service pages carry a proper meta description, so Google guesses what to show in the results — and guesses badly. A few internal links point at pages that don’t exist any more. Not a single image has alt text, so Google can’t work out what half the site is even about.
None of that shows up to a customer scrolling on their phone. But Google catches every bit of it. So does anyone who gives up waiting for the page to load before they’ve even seen your prices.
Why it’s costing you leads
This explains a pattern I run into constantly. A business ranks for plenty of the right search terms — I can see it in Search Console — but never climbs high enough to actually get clicked. Loads of impressions, barely any traffic. It’s not that the work’s no good or the content’s wrong. The technical foundations underneath are holding the whole site back, and no amount of blogging fixes that on its own.
The fix doesn’t have to be painful
Here’s the good news: this isn’t a rebuild-your-website job. It’s a cleanup job. Compress the images. Write proper meta descriptions for every page. Fix or strip out the broken links. Add alt text so Google — and screen readers — can actually understand the site. Sort out page titles so they stop duplicating each other. None of it is glamorous, and none of it takes long once someone who knows what to look for goes through page by page. It’s just easy to put off forever, because nothing obviously signals it needs doing until you know where to look.
Where to start
That’s exactly what my Technical SEO Fix sorts out. £350, capped at 10 pages — right for a standard brochure site: about, services, locations, contact. I go through the site page by page, fix what’s dragging you down in search, and hand it back in noticeably better shape. No jargon, no upsell, no 47-page audit document you’ll never open. Full pricing for this and everything else I offer sits on the pricing page if you want to see how it compares.
If your site’s been sat there doing okay-ish for a while and you’ve got a nagging feeling it should be doing better, this is usually where I’d start.