Your new website is live. It looks great. Your designer did a beautiful job, and they told you the SEO was taken care of.
Then a few weeks go by, then a few months. And you’re not sure it’s doing anything. The phone isn’t ringing more. The contact form isn’t filling up. You’re not seeing more bookings, leads, or sales than before.
So you start to wonder: was SEO actually done, or did I just get a nice-looking website?
Here’s what I’ve learned from working with a lot of businesses in this spot: it’s almost never a case of someone doing something wrong. Web design and SEO are two different jobs, and “SEO” can mean very different things. To one designer, it means the site loads fast and works on a phone. To an SEO, it means research, a plan, and ongoing work. Nobody lied, but the two sides were probably picturing different things.
I’ll say this up front: I’m a big believer in skilled web designers. I can handle basic design myself, but I much prefer to work with a talented designer, because a great site and great SEO make each other stronger. So this post isn’t about blaming anyone. It’s about finding out what was actually done, so you know where you stand.
In the next few minutes, I’ll explain the difference between design and SEO, show you what “SEO included” usually covers when it comes with a website (and what it doesn’t), and walk you through eight checks you can do yourself in about 15 minutes.
Web design and SEO are two different jobs
Web design is design. A web designer builds the website: the layout, the look, the navigation, the first impression, the user experience, and keeping everything organized so it’s easy to use. It’s skilled work, and it matters.
SEO is strategy. It starts with research on what’s going to get you found: what your customers search for, which services and locations to target, what your competitors are doing, and where the opportunities are. Then that research gets put into practice on your site, in the messaging, the keywords, and how each page is labeled. And it doesn’t stop there. SEO also covers the work that gets you found outside your site, like your Google Business Profile, your reputation, and your visibility in Google Maps and in AI tools like ChatGPT. A lot of that is technical work that happens behind the scenes.
Both matter, and they work best together. But they’re different skills with different timelines. A website gets built once. SEO is an ongoing strategy that keeps working, and keeps adjusting, month after month.
What “SEO included” with a web designer usually covers
When a designer says SEO is included, here’s what that most often means. This is the part designers genuinely do well:
The site works well on phones
Pages load quickly
Clean page structure and tidy URLs
A title and description on each page
Image descriptions (alt text)
A sitemap, so Google can find the pages
Sometimes, Google Analytics or Search Console connected
These are real, useful basics. They give a site a solid technical foundation, and a good designer takes care of them.
What it doesn’t cover if you’re only getting a designer
This is where the gap tends to be, and it’s usually because it’s a separate service, not because something was left out:
Strategic research: what your customers actually type into Google, and which searches are worth going after
Service and location pages built around that research
Google Business Profile setup and ongoing work, which drives Maps results and calls
Content and ongoing updates, like blog posts and fresh pages
Reviews, listings, and links that build trust with Google
Visibility in AI tools, so platforms like ChatGPT and Google’s AI know who you are
Tracking, so you can see calls, forms, and bookings coming from search
Monthly monitoring and a plan for what to do next
None of that is a failing on your designer’s part. It’s simply a different job, and if nobody scoped it, it didn’t happen. And if you were told “SEO is included” without details, it’s completely fair to ask what that meant. That’s a clarity question, not an accusation.
8 things to check in about 15 minutes
You don’t need any special tools or technical skills for these. Open a browser (a private window works best) and have your Google login handy. Write down what you find, and don’t judge it until you’ve done all eight.
First, write down your search terms.
Before you check anything, jot down 3 to 5 searches a real customer would type to find what you offer, like “functional medicine near me,” “HVAC repair near me,” or “car insurance quotes in Toledo.” Think about how customers describe what they need, not how you describe it. If you’re not sure, start typing your service into Google and note what it suggests, or look at how your last few customers worded their first call.
This matters because SEO is built around those search terms. If nobody has told you what yours are, that’s worth knowing right away. Every check below uses them.
1. Do you show up for your search terms?
Where to look: Search each term you wrote down, in a private window, on your computer and on your phone. Look at both the map listings and the regular results. (Don’t search your own business name. Of course you’ll show up for that.)
A good sign: You appear on the first page, in the map listings, or both, for at least some of them.
A gap: You don’t appear anywhere. Note which businesses do, since those are your real competitors in search. Not showing up isn’t unusual for a newer site, but it tells you where to start.
2. Does each page have its own title that matches a search term?
Where to look: Hover over the browser tab on each page to see its title.
A good sign: Each page has a title that says what it’s about and where, like “Roof Repair in Toledo, OH | Business Name.”
A gap: Every tab says “Home” or just your business name.
3. Does the main headline use the words customers search?
Where to look: Open a service page. The biggest headline at the top is the main heading.
A good sign: It uses the words your customers type, like “Car Insurance in Toledo, Ohio,” so both visitors and Google know what the page is about.
A gap: It’s a friendly slogan with none of your search terms in it, like “Make sure you’re always covered.” It reads nicely, but it doesn’t tell Google (or a visitor skimming quickly) that the page is about car insurance, and it won’t match the “car insurance near me” search.
4. Is there a separate page for each service and each area you serve?
Where to look: Your website menu.
A good sign: Each major service has its own page, and if you serve multiple towns, the main ones have their own pages, too.
A gap: One “Services” page that lists everything in a single block. It’s hard for one page to rank for several different searches.
5. Can a visitor take action right away?
Where to look: Open your main service page on your phone and scroll. Count how far you go before you see a button to call, book, or get a quote.
A good sign: There’s a clear button near the top, and again as you scroll, with words like “Get a Quote” or “Book a Consult.”
A gap: The first button is at the very bottom of the page, or there isn’t one. Getting found is only half the job. If someone arrives and doesn’t know what to do next, you lose them. Conversion belongs in your SEO, not as an afterthought.
6. Is your Google Business Profile set up and owned by you?
Where to look: Search your business name and see whether a profile appears. Then go to business.google.com and sign in.
A good sign: The profile is claimed in your name, with the right hours, services, photos, and recent reviews.
A gap: It’s unclaimed, has old information, or someone else controls it.
7. Is Google Search Console connected, and can you log in?
Where to look: Go to search.google.com/search-console and sign in with your own Google account.
A good sign: You see your website listed and can view the data.
A gap: Your site isn’t there, or you get “no access.” Ask whoever set it up to add you as an owner. (I cover why in my post on how to tell if your SEO is working.)
8. Can you tell how many leads came from Google last month?
Where to look: Google Analytics, if it’s set up, or simply ask yourself the question.
A good sign: You can name the number of calls, form submissions, and bookings that came from search.
A gap: You can’t. That usually means nothing is set up to track them, which is common and fixable.
How to read what you find:
Mostly good signs: the technical foundation is probably in place, so the next step is the strategy side: research, content, and your Google profile.
A mix: normal. Most sites have some of the basics and miss others.
Mostly gaps: you most likely got a website without a full SEO setup. That doesn’t mean anything went wrong, only that the SEO work hasn’t happened yet.
One honest limit: these checks tell you whether the basics are in place. They can’t tell you whether the strategy is any good, which is the part that brings in customers. That’s what a deeper look covers.
How to talk to your designer (without it getting awkward)
Here’s the thing most people don’t realize: you don’t know what you don’t know, and that’s completely normal. Nobody tells you which questions to ask before a website is built. You hire a designer, they do great work, and “SEO” sounds like it’s covered. So when the results don’t show up, assume positive intent. Almost always, it’s a gap in expectations, not a failing.
If your checks turned up some gaps, the next step is a conversation, and it doesn’t have to be uncomfortable. Most designers want their clients to get results, and many are glad when an SEO specialist comes in, because it makes their work look even better.
The key is to go in curious, not accusing. You’re not asking “why didn’t you do this?” You’re asking “help me understand what was done.” Here are six questions that keep it friendly and get clear answers:
“What did ‘SEO included’ cover in our agreement?” This is the most important one. It turns a vague promise into a specific list.
“Did we do keyword research, and which searches is each page meant to show up for?” If there’s a list, great. If not, you’ve learned something useful.
“Was my Google Business Profile part of the setup?” Many designers don’t handle it, and that’s fine. You just want to know whose job it is.
“Can you add me as an owner on Search Console and Analytics?” A normal request, and it keeps your data in your hands.
“Is there ongoing support after launch, or was it a one-time build?” This sets expectations about what happens next.
“Could we add a clear button near the top of each page, like ‘Get a Quote’ or ‘Book a Consult’?” Most designers will happily do this, and it’s one of the fastest ways to turn visitors into leads.
A short message you can use
Hi [Name], thanks again for the new site. I’m trying to get a clearer picture of how it’s performing in search. Could you share what the SEO included on the project covered, and whether keyword research or Google Business Profile setup were part of it? I’m also hoping to be added as an owner on Search Console and Analytics. I’d love to understand what’s in place so I can decide on next steps. Thank you!
If the answer is “that wasn’t part of it”
That’s okay, and it’s common. It means the design is done and the strategy hasn’t started yet. And that’s something I can help with.
I work with designers all the time. Many of my clients come to me with a site that a designer built beautifully, and all it needs is the finishing touches of SEO: the research, the right search terms in the right places, a clear path to book or call, your Google Business Profile, and the tracking to prove it’s working. I come in and clean that up, and your designer’s work stays intact.
And if you have a designer you love, I’d be glad to partner with them. I can handle basic design myself, but I much prefer working alongside a skilled designer, because a great site and a strong SEO plan make each other better. Your designer keeps the look and feel, and I build the strategy on top of it.
When to bring in SEO help (and what the first step looks like)
When it makes sense to bring someone in
Your checks turned up several gaps. If a number of the eight checks came back as gaps, the SEO work most likely hasn’t happened yet, and waiting won’t change that.
It’s been three to six months, and the answer depends on who’s been working on it.
If you only had a designer: no lift is expected. The SEO strategy hasn’t started yet, so this is the right time to bring someone in.
If you’ve had an SEO working on it for three to six months and nothing has improved (not rankings, not map visibility, not calls, not leads), it’s time to find someone else. SEO takes time, but by that point you should be able to see real movement and get a clear explanation of what’s been done. If you can’t, use the questions from my post on how to tell if your SEO is working to find out why, and don’t be afraid to make a change.
You can’t tell what’s working. If you can’t say how many calls, forms, or bookings came from search last month, nothing is being measured, and you can’t improve what you can’t see.
You’re about to build or redesign a site. This is the best time of all. Bringing SEO in before launch means the right pages, search terms, and structure are built in from the start, instead of fixed afterward.
When you probably don’t need it yet
If your site launched a few weeks ago, your checks mostly came back good, and you just want results faster, give it a little time. Make sure tracking is set up, and check again in a couple of months. SEO rewards patience, and I’d rather tell you that than sell you something you don’t need yet.
What a clear first step looks like
A good first step isn’t a long contract or a vague promise. It’s a look at where you stand, and a plan. That’s what our Foundational SEO setup is, starting at $950 one-time:
A full technical audit of your site
A baseline of where your traffic and rankings are today
Research on your competitors and the searches you’re missing
A scan of how you show up on the map across your service area
Your Google Business Profile set up or optimized
The foundational service and location pages you need
Technical fixes, and a documented before and after
When it’s done, you’ll know exactly where you stand, what was fixed, and what comes next, in plain English. From there, you can keep going with ongoing SEO, have us coach your team through a monthly plan with Co-Pilot, or take the strategy and run with it yourself.
If you’d like to see what that kind of reporting looks like before you decide, here’s a real sample report and monthly plan (client details changed).
Where to go from here
If your website is live and the leads aren’t coming in, you haven’t been scammed, and you haven’t wasted your money. You most likely have a well-built site and a strategy gap, and that’s one of the most fixable problems there is.
Here’s a simple way to move forward:
Run the eight checks from this post and write down what you find.
Send your designer the short message above to find out what was included.
Decide on your next step: wait a little longer if your site is brand new, or bring in SEO help if the gaps are there.
If you’d like a second set of eyes, I’m happy to look. I’ll tell you what’s in place, what’s missing, and whether SEO is the right next step for your business, even if the answer is “not yet.” I can work with the designer you already have, or take it from here if you’d rather.
Book a free strategy call, and we’ll go through it together, in plain English.
Frequently asked questions
Does a web designer do SEO?
Sometimes, but usually only the technical basics, like mobile-friendly pages, fast loading, clean structure, and page titles. Strategy work such as keyword research, service and location pages, Google Business Profile, and ongoing monitoring is typically a separate service, so ask what was included in your agreement.
How long should I wait for SEO results after my website launches?
If you only hired a designer, no lift is expected, because the SEO strategy hasn’t started. Once SEO work begins, most businesses see early movement in about three months and clearer gains in leads by three to six months. If nothing has improved after that, it’s time to ask questions or find someone else.
How do I find the search terms my customers use?
Write down three to five searches a customer would type, like “HVAC repair near me.” Start typing your service into Google and note its suggestions, and listen to how recent customers described their problem on the first call. A professional SEO tool can then show how often each term is searched.
Can an SEO work with my existing web designer?
Yes. Many SEOs, including me, work alongside designers regularly. Your designer keeps the look and feel while the SEO adds research, the right search terms, a clear path to book, your Google Business Profile, and tracking. It usually means finishing touches rather than rebuilding the site.
Can I get SEO help for my Toledo-area business without rebuilding my website?
Usually, yes. If your site is well built, the work is often adding strategy on top: research, service and location pages, your Google Business Profile, and tracking. A Toledo or Northwest Ohio business can start with an audit to see what’s in place and what’s missing before deciding what to change.