Top 5 SEO Mistakes Chester Startups Make

Graham McCormack
July 26th, 2025

You’ve launched a new business in Chester. The logo’s sorted, the van’s wrapped, the website’s live. But the leads? Nowhere to be seen.

Sound familiar?

You’re not alone. Most startups fall into the same SEO traps — because no one tells you what actually matters. And while SEO might sound like a dark art, the basics are dead simple once you know what you’re doing.

Here are five SEO screw‑ups I see all the time from Chester startups. If you want to rank locally and get in front of the right people, you’ll want to avoid these. For a deeper dive into why local businesses struggle to get noticed, see this article.

1. Ignoring Google Business Profile (or bodging it)

Your Google Business Profile (GBP) is what shows up in the map pack when someone searches for “joiner in Chester” or “emergency plumber near me.” If your listing’s not sorted — or worse, doesn’t exist — you’re invisible to anyone searching locally.

I see far too many startups who either:

Haven’t claimed their GBP
Set it up once and never updated it
Left half the fields blank
Used old details, stock photos, or a dodgy mobile number

Fix it. Get verified. Add proper opening hours. Add photos. Post weekly if you can. Respond to reviews. It’s free, it’s powerful and it’s one of the quickest wins in local SEO. If you need step‑by‑step guidance, check out our Google Business Profile tips for Chester tradespeople.

2. Writing like a robot from 2008

“We’re the number one window cleaner in Chester providing Chester window cleaning in the Chester area of Chester.”

No.

Keyword stuffing doesn’t work. It never did. Google’s smart enough to spot content written for search engines instead of people.

Focus on being helpful. Write naturally. Use real questions your customers ask. If you’re a roofer, talk about how long a flat roof lasts in UK weather, what to do about leaks, and whether fibreglass or EPDM is better for a Victorian terrace in Boughton.

Want to rank for Chester roofing terms? Write like someone who actually does the work — not like you’ve copied it from a Fiverr blog.

3. Launching a one‑page site and expecting results

A one‑page website is not a strategy.

It’s fine for a holding page or a portfolio — but if your entire business is running on one scrolling homepage, you’ve already lost.

At minimum, you need:

A homepage that explains what you do, for who, and where
Individual pages for each service you offer, like proper ecommerce SEO services
A contact page with your NAP details and a working form
An about page (people still read these)
A blog or resource section if you’ve got anything to say

More pages = more opportunities to rank. More structure = more relevance. Google can’t rank you for “boiler servicing Chester” if there’s not a dedicated page about it.

4. No tracking, no data, no idea

Too many businesses go live with no analytics, no Search Console, and no idea what’s happening on their website.

How do you know which pages are working? Which keywords you’re showing for? How many people are finding you?

Spoiler: you don’t.

Set up GA4 and Google Search Console from day one. Use UTM links in your Google Business Profile. Add thank‑you pages after form submissions and track conversions properly.

The minute you start making decisions based on data — not guesswork — everything changes. If you need help making sense of the numbers, our SEO consultancy services can point you in the right direction.

5. Copying big brands and forgetting you’re local

Look, I get it. Sleek black‑and‑white websites with no text and moody photography look cool. But you’re not Nike. You’re a Chester startup trying to get noticed.

Local SEO is about signals. If your website doesn’t clearly say who you are, what you do, and where you do it — you won’t show up.

Add a Google Map to your contact page. Mention Chester, Hoole, Blacon, and other real places you serve. Include testimonials from local clients. Get listed on Chester‑based directories. Reach out to local bloggers or newspapers. Join the conversation in your community — online and off.

If your website could be based in London, Lisbon, or Los Angeles, you’ve missed the point. Be proudly local — and Google will reward you for it. For bespoke local strategies, see our local SEO services or SEO strategist offerings.