A step-by-step SEO checklist you can implement this week

This checklist is built for web design agencies running 5–50 person teams with annual revenue between $500K and $5M. You have a decent website, but it's not generating consistent inbound leads. You rank for your brand name but not for the keywords prospects actually search: "web design near [city]", "website redesign for small business", "e-commerce site design".

If you're a solo freelancer, most of this applies but ignore the team coordination sections. If you're a 200+ person agency with a dedicated marketing team, use this as a quality audit checklist rather than an implementation guide.

The checklist assumes basic WordPress or modern CMS familiarity. You don't need a technical co-founder to execute it, but you will need 4–8 hours across the team in weeks 1–2.

Before you write one blog post or build a content calendar, lock down these three foundation items. They take 4–6 hours total and compound every tactic that follows.

1. Google Business Profile Setup & Verification

Claim your GBP. Verify it (by postcard, not phone). Fill in all mandatory fields: service categories, service area (choose radius OR zip codes, not both), phone, address. Upload 10–15 photos of past projects, team, and office. Add a GBP post every 2 weeks. In our experience, agencies that optimize GBP move into local map pack within 60–90 days.

2. Local Schema Markup on Homepage

Add LocalBusiness schema to your homepage with: name, address, phone, service area, business hours. Use Google's Structured Data Testing Tool to validate. This tells Google you serve a specific geographic area. Most agencies skip this and wonder why they don't rank locally.

3. Page Speed & Mobile Usability Audit

Run your site through Google PageSpeed Insights. Fix Core Web Vitals issues (Largest Contentful Paint, Cumulative Layout Shift). Mobile-first indexing means slow sites don't rank, period. Allocate 2–3 hours here, or outsource to a WordPress optimization specialist if you don't have time.

Most design agencies bury services under generic headings. This structure clarifies your offerings for both Google and prospects.

Create One Pillar Page Per Core Service

Pick your three biggest service buckets (e.g., Web Design, E-Commerce, Brand Strategy). Each gets a pillar page: 2,000–2,500 words, covering overview, process, outcomes, and FAQ. Title tag: "[Service Name] for [Client Type] | [Agency Name]" (e.g., "Web Design for E-Commerce Brands | Your Agency").

Cluster 3–4 Deep-Dive Pages Per Pillar

If your pillar is "Web Design", cluster pages cover: "WordPress vs. Custom Development", "Web Design Process for SaaS", "Responsive Design Best Practices". Each cluster page links back to the pillar page with contextual anchor text. This structure signals authority on the pillar topic.

Add FAQ Schema to Service Pages

Include 5–8 FAQ blocks on each service pillar page. Address real objections: "How long does a website redesign take?", "What's included in your design process?", "What happens after launch?". FAQ schema appears in search results and drives higher CTR.

Timeline: 6–8 hours to structure + map existing pages. Actual writing happens next.

Don't start with 500 keywords. Start with 12–15 high-intent keywords that match your service pages and service area.

Prioritize Service + Location Keywords

Target keywords like: "web design [city]", "website redesign [city]", "e-commerce site design [city]". These have lower search volume but higher conversion intent. A prospect searching "web design Chicago" is ready to talk. Someone searching "what is web design" is in research mode.

One Keyword Per Service Page

Don't stuff five keywords into one page. Assign one primary keyword to each pillar page, two secondary keywords. The keyword appears in: page title (H1), first 100 words, at least one subheading, image alt text, meta description.

Use Cluster Content to Rank for Modifiers

If your pillar page targets "web design", cluster pages target modifiers: "web design for nonprofits", "web design for healthcare", "web design process". Each cluster page links to the pillar and mentions the primary keyword once naturally.

Keyword research: 2–3 hours using free tools (Google Search Console, Google Autocomplete, People Also Ask). You don't need an expensive SEO tool to start.

Now that your service pages are locked, add 2–3 blog posts per month that support them. Most design agency blogs are written for designers, not clients. Flip this.

Write for Client Questions, Not Design Trends

Blog posts should answer common questions from prospects before they call. Examples: "10 Mistakes to Avoid in a Website Redesign", "How to Brief a Web Designer (Template Included)", "E-Commerce Platform Comparison: Shopify vs. Custom Build". These attract warm leads, not industry peers.

Reuse Content From Sales Calls

What do your sales people hear repeatedly? "How long does design take?" "Can you handle migrations?" "What's the difference between you and Wix?" Write blog posts answering these. You already know the answers; writing them down just makes them findable.

Link Every Blog Post Back to a Service Page

Each blog post should contain 2–3 contextual links to relevant service pages. Example: a post on "Website Redesign Mistakes" links to your "Web Design" pillar page 2–3 times with natural anchor text like "a modern website redesign" or "our redesign process".

Realistic cadence: 2 blog posts per month. Quality over volume. If you can't write one substantive post per month, hire a freelance writer or pause the blog until you can.

SEO isn't a project. Lock in these ongoing habits to compound results.

Generate Reviews Every Week

Ask every completed project client for a review on Google, Clutch, or industry directories. Send the request within 1 week of project completion (when the outcome is fresh). Industry benchmarks suggest agencies with 30+ reviews see 20–30% higher inquiry rates than those with under 10. Start this month. Assign ownership to one team member.

GBP Post Every 2 Weeks

Don't let your GBP go silent. Share project launches, team updates, or company news. GBP activity signals active business to Google and keeps your profile visible in local pack.

Check Rankings Monthly

Track your 12–15 target keywords monthly. Don't obsess over week-to-week movement; rank volatility is normal. Look for 3-month trends. If you're stuck on page 3 after 4 months, reassess keyword targeting or technical issues.

Audit Backlinks Quarterly

Use free tools (Google Search Console, Ahrefs free version) to check incoming links. Disavow spam links. Pitch opportunities to design blogs, industry publications, and local directories. One high-quality backlink from a relevant site is worth 20 low-quality ones.

Combined time: 4–6 hours per month. Distribute across the team.