A line-by-line audit of ncworksurfaces.co.uk as it stands today. Findings are categorised, severity-ranked, and tagged with realistic time-to-fix. Nothing here requires re-platforming — most fixes are content + markup changes.
The most valuable string on the entire site is wasted. <title>Home Page</title> tells Google nothing, and is what appears as the clickable link in search results.
Granite Quartz Porcelain specialist (with trailing spaces) is reused as-is on /, /gallery, /testimonials, /contact-us, /ceramic-and-porcelain. No keyword targeting per page.
Google can't display rating, opening hours, or service area in rich results. With a 5-star rating across 47 reviews, this is leaving stars-in-results on the table.
"Leeds", "Bradford", "West Yorkshire" don't appear in any heading. Searches like "granite worktops Leeds" or "kitchen worktops West Yorkshire" don't have headings to rank against.
Empty alt="" attributes mean Google Image Search has no signal. Image search is a meaningful traffic source for "kitchen worktop" queries.
Pasting the URL into WhatsApp, Facebook, Slack, LinkedIn produces a no-image preview. For a visual business this is a huge missed impression.
Google interprets stale lastmod as "this content hasn't changed in 2 years" — depresses crawl frequency.
link rel="canonical" uses no trailing slash; og:url uses one. Google may split signals across two URLs.
bathroom vanity's — apostrophe should be plural. Also, keyword meta tags have had no SEO value since ~2009.
Same FAQ block, marked up with FAQPage schema, can earn rich-result snippets in Google.
Minor, but cheap. Helps Google show page-path in search results.
Above the fold contains the company name + 3 words. Nothing to click. The strongest position on the site converts at zero.
07858 300006 appears only in the footer. Customer ready to call has to scroll, hunt, or open contact page.
tel: instead of wa.me/Tapping "WhatsApp" on a mobile opens the dialler, not WhatsApp. The most popular contact channel for trades is broken.
Only email + message. Ryan can't ring back; every quote starts with "can I get your number?" — friction on both sides.
Every nav item is a passive label ("Gallery", "Testimonials"). No "Get a quote" or "Book a measurement" anchor.
£/m² ranges by material would qualify ~30% of enquiries before they call. Even "from £280/m²" sets expectations.
Customer reads the material page, then hits an incomplete sentence with no next step.
Should be "an email". Small thing, but it's the last touch before a customer submits.
Most buyers want to see the slab before committing. A simple calendar embed (e.g. Cal.com, free tier) would capture intent.
Page source includes "facebook":"https://www.facebook.com/skynews", "twitter":"skynews", "rss":"http://news.sky.com/info/rss". Demo template never cleaned up.
The strongest credibility signal on the entire site is in line 4 of an unbroken text block. Should be a headline figure in the hero stats.
Could be from 2014 or last week — a visitor has no way to tell. Dated reviews are dramatically more persuasive.
***** in plain textNo Review schema, no SVG icons, no aggregate rating widget. Pasted directly from Google Reviews — including Google's internal CSS classes (_aacl _aaco).
Ryan & Lee never named anywhere on the site. For a family business, this is the single biggest differentiator going unused.
Public liability, workmanship guarantee, Cosentino-approved Dekton fabricator — all should be visible and named.
Adds legitimacy and is technically required in the footer for UK Ltd companies under the Companies Act.
One blog-post-per-quarter format ("How we delivered the Roundhay extension") doubles as SEO and trust content.
<h1> nested inside <h2>Homepage body contains <h2><h1 style="text-align:center">… — confuses both browsers and screen readers.
Body content has classes like _aacl _aaco _aacu _aacx _aad6 _aade — copy-pasted directly from Instagram's HTML. Means the design is at the mercy of Instagram's CSS deployments.
The copy ends mid-thought: "Ceramic worktops have come a long way since their inception," — and stops there.
Contact page: "a none comparable service". Wrong word.
Homepage: "some of the most advance stone machinery in the country". Typo.
Every other nav item is title case. Inconsistent capitalisation.
The "Ceramics and porcelain worktops have become very popular…" paragraph appears in the footer of every other page. Either delete it or replace with a real footer.
Reduces pre-quote phone-call admin time by ~50%. Customers always ask: how long? do you template? do you cut on site?
Granite Quartz and Porcelain specialist — sloppy detail in the most-viewed line on the site.
58 untitled images. Customers can't filter by material, style, or location.
Should be "30 years' experience" (possessive). Minor but it's the headline credibility claim.
<link rel="icon" href="https://fasthosts.co.uk/favicon.ico"> — every browser tab and bookmark identifies the site as Fasthosts, not NC Worksurfaces.
No loading="lazy", no srcset, no WebP. On 4G mobile this is a 6–10 second time-to-interactive.
Translations, site-libs, site-script, twig-widget — none deferred. Delays first paint by ~600ms on mobile.
FontAwesome icons load with font-display:block — page renders with invisible icons for up to 3s on slow connections. Should be swap.
Text contrast over the hero photo depends entirely on the image. If the photo is busy or light, the (already minimal) text becomes unreadable.
The map widget on contact page has an empty div. Either remove or configure with a Maps key (one is already in source).
Page-data JSON includes "backgroundImageSrc":"http://imagecdn...". Renders fine due to protocol-relative URLs, but signals neglect.
Key AIzaSyDNAtNBHN7zMNis8EjDmBkr5IFhDV1Sa_8 in page source. Confirm it's domain-restricted in Google Cloud Console.
The current robots.txt has Disallow: / for ClaudeBot, GPTBot, anthropic-ai, Google-Extended, PerplexityBot, ChatGPT-User and 40+ others. NCW cannot be cited when a customer asks ChatGPT "who fits granite worktops in Leeds?". Single biggest own-goal on the site.
Seer Interactive (Feb 2025): 87% of SearchGPT citations match Bing's top results. Without a Bing presence NCW cannot appear in ChatGPT Search, Copilot, or any Microsoft AI surface. Free, ~30 min to set up.
LLMs pattern-match against Wikipedia-style introductions and lift them verbatim into answers. There is no clear "what NCW is, where, since when, who runs it" paragraph anywhere on the site. The closest thing is buried mid-paragraph and contains typos.
FAQPage schema on the (existing) FAQ content30% higher AI Overview visibility per Frase 2025 study. Even after adding FAQ content, without the FAQPage + Question + Answer JSON-LD, Google can't surface answers in AI Overviews or People Also Ask.
llms.txt / llms-full.txtEmerging standard for AI-readable site summaries. Adoption ~10%, no AI provider has confirmed they read it, Google rejected the proposal — but it's a 30-minute defensive play that signals AI-readiness to anyone doing due diligence.
Wikipedia is the #1 source for ChatGPT citations at 47.9%. NCW lacks the notability for a Wikipedia article, but a Wikidata entity (no notability bar) helps every AI engine disambiguate the brand.
LLMs extract tables verbatim. "What's the heat tolerance of porcelain worktops" type queries reward extraction-friendly mm/°C/Mohs tables. Current material descriptions are prose only.
Apple Intelligence + Siri search reads from Apple Business Connect. Free, ~20 min. Same listing also surfaces on Apple Maps and macOS Spotlight.
wa.me/The full 12-week search & AI strategy goes deeper on each phase. Or see the homepage mockup for where it lands visually.