You've got a decent website, you're posting on social media, and you know your business is better than half the competition out there. So why does it feel like you're invisible when people search for what you offer on Google?
If this sounds familiar, you're definitely not alone. Most small business websites have a handful of common issues that keep them buried on page two (or three) of search results. The good news? These problems are usually fixable without needing a computer science degree or a massive budget.
Let's dig into the most likely culprits and, more importantly, how to sort them out.
The Technical Stuff That's Probably Broken
Before we get into the fancy marketing tactics, we need to make sure Google can actually find and understand your website. Think of this as making sure your shop has proper signage and the door isn't locked.
Your Website Loads Like It's 1999
This is probably the biggest killer of small business websites. If your site takes more than three seconds to load, people leave. It's that simple. And Google knows this, so slow websites get penalised in search rankings.
Here's how to check: Go to Google's PageSpeed Insights (just search for it) and type in your website address. You'll get a score out of 100 for both mobile and desktop. If you're scoring below 50, you've found your problem.
The most common speed killers are massive image files. That gorgeous photo of your storefront that you took with your phone? It's probably way too big for the web. Most images should be under 100KB for web use. You can compress them using free tools like TinyPNG or Squoosh before uploading them to your site.
Another quick win is choosing better web hosting. If you're paying £3 a month for hosting, that's probably why your site crawls along. Spending £10-15 monthly on decent hosting can make a dramatic difference to your loading speeds.
Google Can't Find Half Your Pages
Your website might have what's called an "indexing problem." This is a fancy way of saying Google doesn't know all your pages exist. It's like having a brilliant shop that's not listed in the phone book.
Log into Google Search Console (it's free) and look at the "Coverage" report. If you see pages listed as "Excluded" or "Error," those pages aren't showing up in search results at all. Common causes include pages that accidentally got set to "private" or technical issues with your site structure.
For most small business websites built on platforms like WordPress, installing a plugin like Yoast SEO or RankMath can automatically fix many of these indexing issues. These plugins create what's called a "sitemap" – basically a list of all your pages that Google can easily find and understand.
Missing or Terrible Page Titles
Every page on your website needs a unique, descriptive title that appears in Google search results. Yet loads of small business websites have titles like "Home" or "Services" or, even worse, "Untitled Page."
Your homepage title should include your business name and what you do. Instead of just "Smith's Bakery," try "Smith's Bakery - Fresh Bread & Cakes in Manchester City Centre." For other pages, be descriptive: "Wedding Cakes - Custom Designs & Delivery" works much better than just "Wedding Cakes."
Most website builders let you edit page titles easily. Look for "SEO settings" or "page settings" when you're editing each page.
Mobile Isn't Optional Anymore
More people search on their phones than on computers now, and Google knows this. If your website looks rubbish on mobile, Google will bury it in search results. It's not being mean – it's just giving people what they want.
The Mobile-Friendly Test
Google has a free tool called the Mobile-Friendly Test. Just search for it and enter your website address. If it says your site isn't mobile-friendly, that's a major ranking problem right there.
Common mobile issues include text that's too small to read, buttons that are too close together to tap easily, and content that doesn't fit properly on phone screens. If you built your website more than three years ago and haven't updated it since, there's a good chance it's not properly mobile-optimised.
Local Businesses Need Mobile Even More
Think about it – when do people search for local businesses? Usually when they're out and about, trying to find somewhere to eat, shop, or get something fixed. They're on their phones, probably in a hurry, and they need information fast.
Your contact details, opening hours, and address need to be easy to find and tap on mobile. If someone has to pinch and zoom to find your phone number, they'll probably just call your competitor instead.
Quick Mobile Wins
Make sure your phone number is clickable (so people can tap to call), your address links to Google Maps, and your most important information is visible without scrolling. If you have an online booking system or contact form, test it on your phone – you'd be surprised how many forms are nearly impossible to fill out on mobile.
Your Website Is Slower Than a Sunday Afternoon
We touched on this earlier, but it's worth diving deeper because page speed affects everything – search rankings, customer experience, and ultimately your bottom line.
The Easy Fixes
Start with your images. Most websites have photos that are way bigger than they need to be. A good rule of thumb: images should be no wider than 1200 pixels and under 100KB in file size for most uses. There are free tools like Canva or even basic photo editing apps that can resize and compress images.
If you're using WordPress, plugins like Smush or ShortPixel can automatically compress your images without you having to think about it. For other website builders, check if they have built-in image optimization features.
Hosting Matters More Than You Think
Cheap hosting is usually slow hosting. If your website takes more than a few seconds to load, consider upgrading your hosting plan or switching providers. It's one of those things where spending an extra £10 a month can make a £1000 difference to your business.
Look for hosting providers that specifically mention speed optimization or SSD storage. Many also offer free SSL certificates (that little padlock in the browser), which Google considers when ranking websites.
Plugins and Add-ons Can Slow You Down
If you're using WordPress or another platform that allows plugins, be selective about what you install. Every plugin adds code that has to load when someone visits your site. That social media widget showing your latest Instagram posts might look nice, but if it's making your site slow, it's probably not worth it.
Do a regular audit – if you haven't used a plugin or feature in months, consider removing it.
Content That Actually Helps People Find You
Here's where a lot of small businesses go wrong: they create websites that talk about them rather than addressing what customers are actually searching for.
You're Not Answering the Right Questions
People don't search for "established family business with 20 years of experience." They search for "emergency plumber near me" or "gluten-free bakery Manchester." Your website content needs to match what people are actually typing into Google.
Think about the questions customers ask you most often, then create content that answers those questions. If you're a car mechanic and people always ask "how often should I service my car," write a page about that. If you run a restaurant and people want to know about parking, put that information prominently on your website.
Local Content Is Golden
As a local business, you have a huge advantage over big national companies – you understand your local area. Use that. Write about local events, mention local landmarks, and talk about serving your specific community.
Instead of just saying "we deliver across the city," mention the specific areas you cover: "Free delivery to Didsbury, Chorlton, and Sale." Instead of generic content, write about local interests: "Best spots for outdoor wedding photos in the Peak District" if you're a wedding photographer in Manchester.
Your Services Pages Are Too Vague
Most small business websites have a generic "Services" page that lists everything they do without really explaining anything. This doesn't help customers or search engines understand what you offer.
Instead, create separate pages for each main service. If you're an accountant, have separate pages for "Personal Tax Returns," "Small Business Bookkeeping," and "VAT Returns" rather than just listing them all on one page. Each page should explain what's involved, who it's for, and why someone should choose you.
The Simple Fixes That Make a Big Difference
Sometimes the smallest changes have the biggest impact. Here are some quick wins that most small businesses overlook.
Your Contact Information Is Playing Hide and Seek
Your phone number, address, and opening hours should be easy to find on every page of your website. Ideally, they should be in the header or footer so they're visible no matter where someone lands on your site.
Make sure this information is consistent everywhere it appears online – your website, Google My Business listing, Facebook page, and any directory listings should all show exactly the same details. Even small differences (like "St" vs "Street") can confuse search engines.
You're Not Using Your Location Enough
Every page on your website should mention your location somehow. Not in a spammy way, but naturally. Instead of "We provide excellent customer service," try "We provide excellent customer service to customers across Birmingham and the West Midlands."
Your page titles, headings, and content should naturally include your location when it makes sense. "Plumbing Services" is generic, but "Plumbing Services in Leeds" tells Google and customers exactly what you offer and where.
Customer Reviews Are Invisible
If you have great customer reviews (and you should be actively collecting them), make sure they're visible on your website. Reviews don't just make potential customers more likely to choose you – they also provide fresh, unique content that search engines love.
Consider adding a reviews section to your homepage or creating testimonial pages for different services. Just make sure you have permission to use the reviews and that they're genuine.
Your Website Doesn't Tell Google What You Do
This might sound obvious, but many small business websites assume people already know what they offer. Your website should clearly state what you do, who you serve, and where you're located within the first few seconds of someone landing on it.
Your homepage headline shouldn't be something clever and abstract. "Manchester's Most Trusted Electrician - Serving Homes and Businesses Since 2010" tells both Google and visitors exactly what they need to know.
The Reality Check
Most small businesses are competing locally, not globally. This actually makes things easier because you don't need to outrank massive national companies – you just need to be better than other local businesses in your area.
The truth is, most of your local competitors probably aren't doing these basics well either. By fixing these common issues, you're not just improving your website – you're getting ahead of businesses that are ignoring their online presence entirely.
Start with the technical basics (speed, mobile-friendliness, making sure Google can find your pages), then work on your content and local optimization. You don't need to fix everything at once, but consistency is key. A little bit of regular attention to your website will usually beat sporadic bursts of activity.
Remember, your website isn't just a digital business card – it's often the first impression potential customers have of your business. Making sure it works well and provides useful information isn't just good for search engines; it's good for business, period.
The best part? Most of these fixes don't require ongoing monthly costs or technical expertise. Once you sort out the basics, your website will be working for you 24/7, bringing in customers while you focus on running your business.
