You've got a website. You paid someone to build it. It looks fine. But type your business into Google and it's nowhere to be found. You're not on page one. You're not on page two. You might not be anywhere at all.
This is one of the most common frustrations I hear from small business owners and tradesmen. Here's why it happens -- and exactly what to do about it.
Reason 1: Not Enough Pages
This is the biggest one, and the one that almost nobody tells you about.
Google ranks individual pages, not whole websites. A website with 5 pages gives Google 5 things to rank. A competitor with 200 pages gives Google 200 things to rank. Every additional page is another opportunity to appear in search results for a relevant query.
Most 'brochure' websites -- the kind most web designers build -- have 5-7 pages. Home, About, Services, Gallery, Contact, maybe a couple of extras. That's not enough. For a tradesman covering multiple towns with multiple services, you need a page for every service in every location you cover. For a small business, you need pages targeting every relevant search term your customers use.
Reason 2: You're Targeting the Wrong Keywords
Keywords are the phrases people type into Google when they're looking for something. If your website doesn't contain those phrases, Google has no way to connect you with those searches.
Common mistakes:
- Using generic descriptions ('quality services') instead of specific terms ('emergency plumber Portsmouth')
- Targeting your business name instead of what you do ('Smith & Sons' vs 'electrician Fareham')
- Ignoring location-based keywords for businesses that serve a local area
- Using industry jargon that customers don't actually search for
The fix: think about exactly what someone would type into Google when they need what you offer. Then make sure your website has pages and content that matches those searches exactly.
Reason 3: No Local Targeting
If you serve a local area -- and most small businesses and tradesmen do -- your website needs to be explicit about where you operate. Google needs to know you're relevant for searches in your area.
This means mentioning your town, city, and surrounding areas on your website. It means having location-specific pages (not just 'Services' but 'Plumber in Portsmouth,' 'Plumber in Fareham,' 'Plumber in Gosport'). It means having your address on your website and making sure it matches your Google Business Profile exactly.
Reason 4: Technical Issues Holding You Back
Page Speed
Google uses page speed as a ranking factor. A slow website that takes 5+ seconds to load on mobile will rank lower than a faster competitor. Check your site speed at PageSpeed Insights (free Google tool) and look at your score on mobile.
Not Mobile-Friendly
More than 60% of Google searches happen on mobile. Google prioritises mobile-friendly websites. If your site doesn't work well on a phone -- small text, buttons too close together, layout breaks -- it will rank lower as a result.
No HTTPS
If your website URL starts with http:// instead of https://, Google marks it as 'not secure' and ranks it lower. Your hosting provider can usually add an SSL certificate for free.
Reason 5: Your Website Is Too New
Google takes time to trust new websites. A brand new domain typically needs 3-6 months before it starts ranking for competitive terms, regardless of how well it's optimised. This is just the reality of how Google works -- it builds trust in websites over time.
If your website is brand new, the best thing you can do is get started on the SEO fundamentals now, be patient, and supplement with Google Maps (which works faster) while the website authority builds.
What to Do About It
The good news: most of these problems are fixable. The bad news: fixing them properly takes time and technical knowledge.
If you want to do it yourself, start here:
- Audit your page count -- if you have fewer than 20 pages, start planning more
- Research keywords using free tools like Google's Keyword Planner or Ubersuggest
- Add location pages for every town you serve
- Check your site speed on PageSpeed Insights and fix the biggest issues
- Make sure you have HTTPS and a mobile-friendly design
If you'd rather have it done properly from the start, our websites for tradesmen are built around what customers search for: the job plus the town. Each has its own tracked phone number that rings you, and you start with a free area check.
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