Note: Information in this audit has been anonymized, so it is uncharacteristically vague. Your audit will be crystal clear.
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38
/ 100
Real problems. Several of them urgent.
This company has 20+ years in business, a Class A license, and a portfolio that includes huge, upscale properties and commercial work across five counties. None of that shows up online. What does show up includes broken links, fake phone numbers, and the wrong company name — twice. The work is there. The web presence isn't.
Critical Errors — Fix These First
These aren't optimization opportunities. They're active credibility damage. Any prospect who finds these will wonder what else wasn't proofread.
Wrong Company Name
The About page misspells the company name — twice
The bios for two key team members on the About page refer to the company by the wrong name. This is the first page a prospect reads to decide if they trust you. A typo in your own name on your own website is not a minor oversight.
Fake Phone Numbers
Placeholder 1-800 numbers still live on the Careers page
The Careers page shows
1.800.555.6789 and 1.800.555.0000 — leftover template content that was never replaced. Anyone trying to call about a job gets nothing. If you're actively trying to hire, this is costing you candidates right now.Broken Email Link
The footer contact email goes nowhere
The footer links to
info@[domain].com — the wrong domain. The correct address has a hyphen in it. Anyone who clicks the footer email to reach you gets a bounce. This affects every page on the site.Address Conflict
Two different addresses listed on the same website
The Contact page shows one city; the footer and mailing address show another. Address inconsistency directly hurts local search rankings — Google reconciles NAP (name, address, phone) data across the web, and conflicting signals from your own site are a problem.
What's Actually Working
Credentials
BuildZoom score puts them in the 92nd percentile
53 permitted projects, two active licenses, bonded. BuildZoom's score of 105 reflects real, verified contractor history. This is legitimate third-party credibility — the problem is almost no prospect is going to find it on their own.
Industry
Regional association membership since founding is a real signal
Active member of a regional specialty contractors association since the company was founded. The Lead Estimator is a current committee chair, and the company likely produced a past Contractor of the Year. This kind of industry standing is invisible on the website.
Niche
A specialty niche that most competitors can't credibly claim
This company does a specific category of high-value work that most excavation and grading contractors have no portfolio in. It's mentioned nowhere on the website in a way that would help the right client find them.
People
The team has real depth and tenure
A 3rd-generation contractor leading the company. A GM with 18 years of history with the founder. A superintendent who came from landfill operations management. A lead estimator with 30+ years in sitework. This is a serious team. The website doesn't reflect that.
Signal Strength vs. Typical West Coast Contractors
Web presence signal strength — general engineering / sitework contractors, West Coast
License & bonding verification
90
Industry association standing
75
Website credibility signals
20
Google Business Profile
18
Project portfolio online
15
Content / SEO
12
Social media presence
10
Specific Opportunities
Below the critical errors, these are the gaps doing the most ongoing damage to discoverability and first impressions.
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Two active Google Business Profiles — this splits review equity and confuses search results. Profile A has 11 reviews and a 4.5-star average. Profile B has 1 review. Any searcher who finds both gets a confusing picture. Any new review has a 50/50 chance of landing on the wrong profile. The fix is to merge them and keep the stronger listing — but this needs to happen before any review-solicitation effort.
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Yelp listing is categorized as bathroom remodeling and deck construction. This company does excavation, grading, and paving. The wrong category means showing up in the wrong searches — and not showing up at all in the right ones. The listing was updated as recently as April 2026, which means it's being found. It needs to be claimed and corrected immediately.
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Every page H1 is a generic label. "SERVICES." "ABOUT." "CAREERS." None of these contain a location, a service type, or a keyword a prospect would actually search. Pages titled this way are essentially invisible to search engines for anything beyond the company name. The fix isn't complicated — it's rewriting about six headings.
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No project portfolio section anywhere on the site. This company has decades of completed work across multiple project types and market segments. None of it appears on the website as a visual portfolio. Competitors without half their credentials are winning searches simply because they show their work. A photo-based portfolio section would be the single highest-leverage content investment available.
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The Careers page creates friction at every step. It sends mixed signals ("we should talk" vs. "our team doesn't change much"), uses a PDF application that requires downloading, printing, and emailing, has a formatting bug in the online form, and still has the fake 1-800 numbers. If recruiting is a real priority, this page needs a complete rewrite and a multi-step Google Form to replace the PDF process.
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Facebook exists but appears dormant. Instagram doesn't exist at all. The Facebook page has hundreds of likes but minimal recent engagement — a strong signal of no recent activity. Instagram is a complete gap, despite the fact that this company's work photographs exceptionally well. Both channels would serve recruiting and client development with the same content: project photos.
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The specialty niche is completely invisible online. This is the most differentiated work this company does — and it appears nowhere in page titles, H1s, service descriptions, or any content a search engine would surface. A prospect searching for a contractor who specializes in this type of work has no way to find them. That's a fixable problem.
Prioritized Recommendations
Do Now
Fix the Careers page errors
Remove fake 1-800 numbers. Replace PDF application with a Google Form. These are costing you candidates today.
Do Now
Fix typos and broken email
Correct the company name on the About page. Fix the footer email link. Two tasks, fifteen minutes.
Do Now
Claim and correct the Yelp listing
Wrong category = wrong traffic. Bathroom remodeling has to go. This is showing up in search results right now.
High
Resolve the duplicate Google Business Profile
Merge the two listings. Keep the one with 11 reviews. Resolve the address inconsistency at the same time.
Medium
Build a project portfolio section
From unique niche projects to standard requests, this company has decades of photos sitting unused. Put them online.
Medium
Reactivate Facebook, launch Instagram
Project photos populate both channels. Instagram is the bigger opportunity given how visual this work is.
Plan
Rewrite H1s and page titles with real keywords
Every page title and H1 needs geographic and service keywords. Consider landing pages by county and service type.
Plan
Make the specialty niche findable
A dedicated page for this niche work, optimized for regional searches, is a low-competition opportunity with high-value clients on the other end.
Bottom Line
The credentials are real. The web presence isn't showing it.
Twenty-plus years in business, a Class A license, regional association standing, and a 92nd-percentile BuildZoom score. This company has done the work. Unfortunately, the website has errors that damage credibility, a Google profile split in two, and a niche that nobody searching online can find.
That gap between what this company actually is and what it looks like online is exactly the problem I fix.
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That gap between what this company actually is and what it looks like online is exactly the problem I fix.
Brett Fairbourn
HUM — Hire the Ultimate Marketer · hiretheultimatemarketer.com