Website Fundamentals
- Mobile-responsive design — site works on all screen sizes without horizontal scrolling
- Click-to-call phone number — tappable tel: link visible on every page
- Business name, address, phone (NAP) in footer of every page
- HTTPS / SSL certificate — padlock shows in browser bar
- Page load under 3 seconds on mobile (test at pagespeed.web.dev)
- Unique title tag on every page including city and service
- Meta description on every page
- Contact page with form, phone, and embedded Google Map
- Clear call-to-action on homepage above the fold
- About page with real photos of you or your team
Local SEO
- Google Business Profile claimed, verified, and fully completed
- GBP category matches your primary service
- GBP hours accurate and kept up to date
- At least 10 photos on Google Business Profile
- GBP posts published at least every two weeks
- LocalBusiness JSON-LD schema on homepage
- FAQPage schema on FAQ sections
- NAP exactly consistent between website, GBP, Yelp, and all directories
- Separate page for each major service
- Separate page for each city in your service area
- Submitted sitemap to Google Search Console
- No broken links or 404 errors (check in Search Console)
Google Business Profile
- Business name exact match to real-world signage and website
- Primary and secondary categories set correctly
- Service area includes all cities you actually serve
- Products/Services section completed with descriptions
- Business description written with keywords (not keyword stuffed)
- Questions & Answers section seeded with common customer questions
- Booking link or website link active and working
- Messaging enabled with auto-reply set for after-hours
Reviews and Social Proof
- At least 10 Google reviews (20+ for competitive markets like Everett)
- Average Google rating above 4.5 stars
- Responding to every Google review — positive and negative
- Review collection system in place (text follow-up after each job)
- Yelp profile claimed and reviews responded to
- Facebook reviews enabled and responded to
- Testimonials on website homepage
- Review schema markup on testimonials where applicable
Social Media
- Facebook Business Page created, verified, and fully completed
- Instagram Business account set up with bio, location, and website link
- Nextdoor Business Page claimed for your service area
- Posting at least 3x per week (before/after photos, tips, updates)
- Social media profiles linked from your website footer
- Consistent NAP across all social profiles
- Facebook and Instagram ads running ($5–$10/day minimum)
- Social media review/recommendation links sent to satisfied customers
- YouTube channel (optional but valuable for long-term organic reach)
- TikTok account if comfortable with short-form video content
Content and AEO
- FAQ section on homepage or service pages
- FAQPage JSON-LD schema on all FAQ sections
- Each FAQ directly answers a question customers actually ask
- At least one blog post or resource page published per quarter
- llms.txt file at /llms.txt summarizing your business for AI crawlers
- Sitemap submitted to Google Search Console and Bing Webmaster Tools
- Images have descriptive alt text including service and location
Tracking and Measurement
- Google Analytics 4 installed and tracking
- Google Search Console connected and sitemap submitted
- GBP Insights reviewed monthly
- Call tracking in place (different number on site vs. GBP, or CallRail)
- Form submission tracking set up as a goal in GA4
- Monthly review of which pages drive the most leads
Frequently Asked Questions
What is the most important digital marketing priority for a Washington small business?
Google Business Profile, if you don't have one set up. It's free, has immediate impact on local search visibility, and is the single highest-leverage action for most local businesses. After GBP, a mobile-optimized website with local SEO fundamentals is the next priority — together these two assets drive the majority of online leads for local service businesses.
How much should a small business in Washington spend on digital marketing?
A reasonable starting budget for a Washington State small business: $0–$200/month for foundational setup (most of which is free tools and time), $200–$500/month for professional SEO maintenance and content, and $200–$500/month for paid social ads (Facebook/Instagram). Northwest.net's Monthly Growth Partner plan at $199/month covers ongoing website SEO and updates — a cost-effective foundation.
Do I need to be on every social media platform?
No. It's better to be active and consistent on two platforms than present but inactive on six. For most Washington trades contractors and home service businesses, Facebook and Instagram are the highest priority. Add Nextdoor for local recommendations. Focus on the platforms where your customers actually are — for most B2C local businesses, that's Facebook first, Instagram second.
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