London · In person · Free
A website is working when people searching your part of London find it, can tell what you do and can get in touch from a phone. The free audit checks all three, then we go through it in London, where SBW Labs is based.
On the Build page, choose “A free website audit”.
Your questions
Search the way a customer would: on your phone, look for what you sell with your neighbourhood’s name, then open your site and see whether a stranger could get in touch from the first screen. If you do not appear, or getting in touch takes hunting, the site is not doing its job yet. The audit makes the same check properly, from a visitor’s, a search engine’s and an AI assistant’s side, every finding with its evidence.
Google ranks local results by how well a business matches the search, how far it is from the person searching and how well known it is, and the match is the part most in your hands. In a city searched by neighbourhood, matching means saying in words, on your site and your Google Business Profile, the areas you serve: Peckham or Old Street, not only “London” or a postcode in the footer. The audit checks both, and whether they agree.
Yes. Google asks that a Business Profile carries the business’s real-world name, used consistently on its storefront, website and stationery, with no tagline or extra words added. When the name differs from one place to the next, it is harder for search engines and AI assistants to tell they are one business. The audit compares the name on your website and on your profile, and lists every place it differs.
No. Name the areas you really serve, in words, where you describe the work, and give an area its own page only when you have something to say about it that is true there and nowhere else. Google’s spam policies name pages “targeted at specific regions or cities that funnel users to one page” as doorway abuse, so a page per borough with the name swapped can do more harm than good. The audit checks whether your site says, in words, where you work.
Yes. The audit, the written page and the meeting are all free, with nothing to buy and nothing to sign. Book a call and choose to meet in person; we email you where before the day. Online is always there instead, wherever you are in the UK, and the audit is the same either way.
In person
We audit your website first, and the written audit reaches you by email. Then we meet and present the findings: each one shown on your own website, with its evidence beside it, and your questions answered as they come.
Your audit, in London
Where we meet is decided once a time is set, and agreed by email. There is no office to invite you to, so none is published.
You keep the written audit, whatever you decide. Nothing to buy and nothing to sign.
Online is always there instead, wherever you are in the UK, and the audit is the same either way.
For London businesses
People nearby find a London business when its site and profile name the part of London it serves. A customer looks for a café in Peckham or an accountant near Old Street, and search engines and AI assistants answer with the businesses that say plainly where they are and whom they serve.
Whether the site says in words, on the page, the area or neighbourhoods you serve, and not only on a map or in a postcode in the footer
Whether your business has the same name on your website as on your Google Business Profile and on your signs
Whether your Google Business Profile is complete and accurate, and links to your website
Whether your address and opening hours are marked up for search engines, if you publish them
Being found in Google’s map results needs a Google Business Profile. Google ranks those results by how well a profile matches the search, how far the business is from the person searching and how well known it is. A website alone cannot put you there, so the audit looks at your profile as well as your site, and says so if you have none.Google: tips to improve your local ranking
The three sides
What a visitor, a search engine and an AI assistant see, every finding checked by a person. In brief:
Whether someone who lands on your site can tell what you do and get in touch.
Whether Google and Bing can tell what each page is about, and show it well.
Whether assistants such as ChatGPT, Gemini and Google’s AI answers can find your answers and describe you correctly.
How it works
Choose “A free website audit” on the Build page, and tell us your website’s address and what it should do for your business.
We go through your site from all three sides and check every finding by hand.
A one-page written audit by email, with the evidence for each finding.
Book a call and choose to meet in person, in London. We email you where before the day.
Web design
The audit is free and stands on its own: you keep it whatever you decide. If it shows your site needs rebuilding rather than fixing, this is our page about building one.
Ask on the Build page and choose “A free website audit”, then book a call and choose to meet in person. Or send an email, if you would rather talk first.