Key takeaways
- An audit checks four things: whether Google can index your pages, whether they load fast on a phone, whether they match what homeowners search, and whether leads are tracked.
- Search Console, PageSpeed Insights and your own phone cover most of it in an hour.
- The usual remodeler problems are a gallery Google cannot read, oversized project photos and a consultation form that asks nothing.
- Turn the findings into a short, dated fix list, done before late winter planning season.
An SEO audit for a remodeling company website checks whether Google can find and index your pages, whether they load quickly on a phone, whether they match the searches homeowners make, and whether each consultation request is tracked. You can run a useful version yourself in an hour with free tools, and verify what anyone you pay is telling you.
What an audit checks
An audit checks the things that stand between a homeowner's search and a consultation request. For a remodeler, that is a short chain:
- Indexing: are your service pages, gallery entries and area pages in Google's index at all?
- Speed and mobile layout: do the photo-heavy pages load quickly on a phone, where most planning happens?
- Relevance: does each page target one kind of project, in the words homeowners use?
- Local signals: does the Google profile match the site, and do your listings agree on name, phone and website?
- Conversion and tracking: does the consultation form pre-qualify, and does every request arrive in your CRM with its source?
An audit is only worth the fix list it produces. A long PDF of warnings you cannot rank by importance is not an audit, it is a scan.
What an audit checks
Google profile
- Categories and services
- Service area and hidden address
- Photos and review replies
Website
- Speed on a phone
- A page for each service
- Titles and descriptions
Reviews
- How recent they are
- Whether each one is answered
Listings
- Name and phone consistent
- Duplicate listings
Tracking
- Calls tracked by source
- Forms tracked to bookings
Run a quick self-audit
- Search Console, coverage (10 minutes). Open the Pages report in Google Search Console (Search Console). Note how many pages are indexed and which are excluded. Look specifically for your gallery and project pages.
- Search Console, queries (10 minutes). In the Performance report, sort queries by impressions. Check whether you appear for kitchen, bath and project searches, or mostly for your company name.
- PageSpeed Insights (10 minutes). Test your gallery page and your bathroom page, not just the homepage (PageSpeed Insights). Note the mobile result and Core Web Vitals (Core Web Vitals). Large images are the usual culprit.
- The phone test (10 minutes). On your own phone, search "bathroom remodeler near me" from a job site. Tap through to your site. Can you find a finished bath like the one a homeowner wants, and request a consultation, in under a minute?
- The page-by-page check (10 minutes). List your pages. Is there a separate page for kitchens, baths and each project you sell most? Does each page title name the project?
- The form test (5 minutes). Submit your own consultation form. Time how long until someone responds, and check whether the lead landed in Buildertrend, JobTread or your CRM with a source.
- The listing check (5 minutes). Compare your Google profile's name, phone and website link with the site footer and your Houzz or directory listings.
Write every finding down with a note on how it affects consultations, then rank them.
Most common problems for kitchen and bath remodelers
Remodeler websites tend to fail in the same places, because they are built to show photos rather than to be searched.
A gallery Google cannot read. A slider or lightbox of images with no text gives Google nothing to rank. Each project needs a page or entry with written room, scope, style and timeline.
Project photos straight off the camera. Multi-megabyte images make the most important page the slowest one. Resize and compress before upload.
One "Services" page for everything. Kitchens, baths and whole-home renovations on one page rank for none of them.
A portfolio that lives on another site. If your best projects are only on Houzz or social media, your own site has nothing to show Google or the homeowner.
Redesign leftovers. A new site launched with "discourage search engines" still on, or with old project URLs deleted instead of redirected.
A form that asks for a name and nothing else. No project type, timeline or budget range means you drive out to consultations that were never going to sign.
No source on the lead. Requests go to an inbox, not the CRM, so nobody can say which pages produce signed projects.
A Google profile pointing to a bare homepage, or listing a different phone number than the site.
What to do after the audit
After the audit, turn findings into a short list of fixes, each with an owner and a date, ordered by how directly it affects consultations.
| Priority | Typical fix | Owner | Target date |
|---|---|---|---|
| First | Indexing blocks, form routing to CRM, tracking | Web developer, office manager | Within two weeks |
| Second | Gallery rebuilt with text, image compression | Web developer, project manager for photos | Within six weeks |
| Third | Separate kitchen, bath and project pages | Writer or agency | Before planning season |
| Fourth | Area pages built on finished projects | Writer or agency | Spring and ongoing |
Rerun the self-audit in the fall, before homeowners start planning spring projects, and after any redesign. The local SEO checklist for remodelers covers the profile side, and the SEO cost guide helps you judge what the fixes should cost if you hire them out.
How VETS Growth Marketing helps
We run this audit live at the start of every growth consultation and turn it into a dated fix list you keep. If you hire us for the fixes, the work happens in a website and profile you own, with no long-term contract, and we report the result as consultation requests and signed projects by source. Book a growth consultation and bring your Search Console login.
Sources
- Google Search Console, Google
- PageSpeed Insights, Google
- Understanding Core Web Vitals and Google search results, Google Search Central
- SEO Starter Guide, Google Search Central