Use the words customers use
Start with questions from calls and enquiries: what do you supply, where do you work and can you handle this requirement? Turn those questions into descriptive service and product pages. Explain the scope in ordinary language rather than repeating broad promises about quality.
Keep your contact details consistent
Check the business name, address, telephone number and opening hours on your website and business listings. Use details that someone actually monitors. If customers need an appointment before visiting, state that clearly. Assign a person to update the details when your location or schedule changes.
Give each service enough detail
Describe who the service is for, what information you need, possible deliverables and how pricing is agreed. Include the boundaries that matter, such as whether photography, hosting or ongoing updates are part of the proposed work. Specific answers help a visitor decide whether to make an enquiry.
Publish evidence you can explain
Use approved product photographs, demonstrations and project descriptions. Obtain permission before identifying a customer or quoting a review. If an example describes a proposed solution, label it as a concept. Avoid attaching invented sales results or unsupported performance numbers to otherwise useful content.
Measure useful enquiries
Agree what counts as a relevant enquiry before comparing periods. A call about a product you supply is different from an unrelated message. Keep a simple record of enquiry source and outcome without collecting unnecessary personal details. Use the pattern of questions to improve missing information on your pages.
Prepare your content pack
Collect your current service list, approved contact details, photographs and common customer questions. EXA can discuss the page structure and content gaps with you. Search visibility depends on several factors, so assess progress through useful enquiries and accurate pages rather than a promised ranking.