Site audit and growth plan
You already do the hard part. Your website is not using it.
We crawled all 65 pages in your sitemap, tested your homepage on a throttled phone, and looked at the Google ad you are running today. Then we scored the site against the same build standard we hold our own work to.
Dino Door has 41 real jobs written up on the site, a 4.8 Google rating, a licence number in plain view and online booking. Most garage door companies have none of that. The site does not yet turn that record into pages that can win a search like “garage door repair Ponte Vedra”, a handful of defects are costing calls right now, and your paid clicks land on a slow homepage. All of it is fixable, and the plan below says in what order.
Costing you calls today
Six things to fix before anything else
- A call link that dials someone else
Under the FAQ on every page, the words “Call us at” are linked to
tel:2135735274. The number printed beside them is yours, but a visitor who taps the words dials 213-573-5274. That number is publicly listed to a plumbing company in Los Angeles County, and it is not a tracking number: your Google call tracking is set to swap (904) 270-9030 only. It is on all 65 pages. - Template placeholder text is live
The Recent Projects slider on the homepage and every service page reads “Slide title. Write your caption here. Button.” four times over. The awards strip on every page carries six links labelled only “Button”.
- Your address disagrees with Google
The site footer says Jacksonville Beach, FL 32225. Your Google Business Profile says 32250. Yelp lists a different phone number, (904) 685-3142, and a different opening time. Mismatched details weaken local rankings and confuse customers.
- The repair page describes an installation company
Every service page reuses the same “trusted garage door installation company” block and the same five installation questions. Those five questions are also marked up as FAQ data on the privacy policy and the thank-you page.
- The thank-you page is open to search
/thank-you-pageis listed in your sitemap and can be indexed. A visitor arriving there from search can be counted as a form lead, which skews ad reporting. - Town page addresses contain spaces
Your town pages live at addresses like
/service-areas/atlantic beach. The hyphenated version a person would type or link to returns a 404. One job page is filed under “Ponte Verda”.
Credit where due
What is already working
- 41 job write-ups across 8 towns. This is the habit most contractors never build.
- Licence number SCC131154644 shown in the header and footer.
- 4.8 stars across 25 Google reviews.
- Housecall Pro online booking is wired into the site.
- Secure, with every address variant redirecting to one www version.
- No broken internal links across all 65 pages.
- Pages read fine with JavaScript off, so search engines and AI assistants can see the content.
- Every image has alt text.
- A how-to video page, which is a real start on helpful content.
- Google Analytics, Tag Manager and a Google Ads tag are installed.
Measured against how we build
Scorecard against the Fortitude build standard
These are checks from our Home Service Website Implementation Guide. On our own builds, a failed check stops the page from publishing. Here is how dinodoor.com reads against the same list.
| Check | What we found | Result |
|---|---|---|
| One unique title per page | 42 pages share “Recent Work | Dino Door | Jacksonville, FL”: all 41 job pages plus the index. | Fail |
| A description on every page | Present on all 65. The same 42 pages share one description and the 11 town pages share another. | Warning |
| Enough real content per page | Each service page carries roughly 300 words that appear nowhere else on the site, against our 500 word floor. Job write-ups average 96 words against a 150 word floor. All 41 fall short. | Fail |
| Unique copy for each town | The 11 town pages are word for word identical once the town name is removed. | Fail |
| A page for each service in each town | None exist. /garage-door-repair/jacksonville returns 404. This is the search that pays. | Fail |
| Connected business schema | Only the repeated FAQ markup and a bare WebSite entry. Nothing tells Google your address, hours, service area, licence or services in machine-readable form. | Fail |
| Live review evidence | Six hand-typed testimonials. Your Google rating and review count never appear on the site. | Fail |
| Named technician on each job | 0 of 41 job pages name who did the work. | Fail |
| Before and after photos, dated | One photo per job. No dates shown, so a visitor cannot tell a job from last week from one done years ago. | Fail |
| Pages linked from page content | The five service pages are linked only from the menu. Job pages are linked from one index page. | Fail |
| No placeholder text | Placeholder slider copy on 7 pages, “Button” links on all 65. | Fail |
| No commodity price language | The word “budget” appears in the body copy of all 65 pages. It invites price shopping and says nothing a homeowner can act on. | Fail |
| Symptom, comparison and cost-factor pages | None. No blog or resources section exists. | Fail |
| Homepage scores 80+ on mobile | 46. Largest Contentful Paint 28.9 s, 5.8 MB page weight, 1.9 MB of unused JavaScript. Test conditions are in the method note. | Fail |
| Readable without JavaScript | Yes. Content is in the page source. | Pass |
| No broken internal links | None found. | Pass |
| Alt text on every image | Present throughout. A few are machine-written and wrong, such as an association logo described as a “mostly white blank image”. | Pass |
| Licence displayed | Yes. We verify it against the state register before it goes on anything we build. | Pass |
The asset you are sitting on
Your 41 documented jobs, by town
Our rule is that a page has to be earned. One documented job in a town unlocks a page for that service in that town. Three unlock the town page. Six unlock a long, detailed page. Counted that way, this is what your own job history supports.
Jobs counted from the 41 pages under /check-ins/, grouped by the town in each page heading. The “Ponte Verda” page is counted under Ponte Vedra.
- Four of your 11 town pages have the job history we would require behind them. Seven do not.
- Three town pages have no jobs at all, including Jacksonville Beach, where your shop is.
- Your residential jobs already cover 11 service and town combinations, such as installation in Orange Park (4 jobs) and repair in Saint Johns (2 jobs). None has its own page.
- What each job still needs: a second pair of photos, the technician’s name, a date and a work order reference. Housecall Pro likely holds most of that already.
Paid search
Google Ads: what we can see from outside
We have not been inside your account. This is what is visible publicly through Google’s Ads Transparency Center and on the site itself.
- One ad is visible for the account. One creative gives Google nothing to test against.
- It sends repair searchers to the homepage, where the first block describes an installation company.
- That homepage scores 46 on a mobile speed test. Slow landing pages lose visitors before they call and can raise what you pay per click.
- Google call conversion tracking is installed on every page, which is good. It counts that a call happened, not whether it became a job. We found no call recording or lead scoring, and calls from organic search and your Google listing are not tracked by source.
- The Google Ads tag is loaded three times on each page. It should load once.
- On a Jacksonville Beach garage door search, the Google Guaranteed slots above everything else were held by two competitors showing about 4,600 and 555 reviews and 24 hour availability. Dino Door was not among the listings shown.
- Two unrelated companies trade as Dino Doors in Georgia and Oklahoma. Your brand searches need protecting from that overlap.
Not visible from outside: keywords, search terms, bids, spend and how conversions are counted. A read-only review of the account is the first step of the ads work.
What we would do
The plan
Two tracks that run together and share one set of tracking. The order below is the order of work. We do not put dates on it before we have seen your Search Console and your ad account.
SEO
- Stop the leaksFix the call link, remove placeholder text, correct the address on the site, Google, Yelp and the main directories, take the thank-you page out of search, and give all 41 job pages their own titles.
- Freeze the mapAgree the services and towns worth competing in before a single page is built. Changing it later is a redirect project.
- Rebuild on our architectureService pages, a page for each service in each town you have earned, town pages, and people and proof pages. One business entity at your Penman Road address with every town listed as served. Every old address redirected. Homepage at 80+ on mobile.
- Turn on the evidence loopTwo before and two after photos, technician, work order. About five minutes of your team’s time per job. We write it up, your technician confirms it, the page publishes. The 11 combinations you have already earned go first.
- Answer what homeowners searchSymptom pages (door will not close, broken spring, off its track, opener not responding), comparisons (repair or replace, belt or chain drive, insulated or not), and cost-factor guides that explain what drives a quote without publishing a number. Florida topics such as wind-rated doors and salt air near the beaches, with code questions answered by your licence holder.
- Build the reputation off the siteGoogle Business Profile, citation cleanup, a steady review process to close the gap on competitors with hundreds of reviews, and a monthly check on whether AI assistants name Dino Door.
Google Ads and Local Services
- Read-only account reviewSearch terms, wasted spend, match types, bids and conversion setup. Nothing changes until you have seen the findings.
- Tracking you can trustCall tracking with recordings across ads, organic and your Google listing, form and booking conversions, and booked jobs fed back from Housecall Pro, so decisions follow revenue and not clicks.
- Campaigns split by intentUrgent repair (springs, openers, off-track doors) apart from installation and replacement. Commercial kept separate so it cannot drain the residential budget.
- A landing page per campaignFast, single-purpose pages that match the ad, in place of the homepage.
- Local Services AdsSet up and manage your Google Guaranteed listing, the placement your competitors currently hold.
- Weekly hygieneSearch term review, negative keywords (DIY, parts, jobs, the other Dino Doors), hands-on bid control until the conversion data is proven, ad testing, and call review so only real job leads count.
The honest trade
What we need from you
| Input | Why | Who |
|---|---|---|
| Licence number and expiry | Verified against the state register, displayed, monitored for expiry. | Owner |
| One correct address, phone and hours | A single set that feeds the site, the schema and every listing. | Owner |
| Service and town list | Frozen before the first page is built. | Owner |
| Job photos, ongoing | The one thing nobody can do for you. Everything in the plan depends on it. | Field crew |
| Technician names and photos | So each job is attributed to a real person. | Owner |
| Local code answers | Expertise we will not invent. Asked once, reused everywhere. | Licence holder |
| Access: Google Business Profile, Search Console, Analytics, Google Ads, Housecall Pro reporting | To measure demand and tie leads to booked jobs. | Owner |
| Who controls the domain and the current site | So a move never takes your site or your redirects offline. | Owner |
Accountability
How we measure it
Qualified calls and booked jobs, read from your own systems, reported monthly. Rankings are reported too, but they are not the goal. We also re-count the structural numbers in this audit so you can see them move: service and town coverage, jobs with a named technician, thin pages, unlinked pages, the date of the newest job, and mobile speed.
We do not forecast traffic or lead counts before the work starts. Anyone who does is guessing.
Investment
Published pricing, no custom quote
Our plans and rates are on one public page. For Dino Door we recommend three lines from it:
- Gold SEO plan. The plan built for growing businesses. Covers the technical work, local SEO, citations, Google Business Profile, content and monthly reporting. AEO is included with any SEO plan.
- Paid Ad Management. Google Ads and Local Services Ads run end to end for a flat monthly rate that does not rise with your ad spend.
- Custom Website. The rebuild in step 3, split into monthly payments.