Old Services, Old Staff, Old PDFs: Run a Website Facts Audit

Your website may describe the business you ran last year rather than the one customers will meet today. Old team details, retired packages, and downloadable brochures can survive long after the main homepage changes. A facts audit identifies those contradictions before an inquiry depends on them.

Start with claims that affect a decision

List the current services, coverage, appointment process, contact details, package names, and public team roles. Add claims about experience, equipment, credentials, or capabilities that influence whether a customer chooses the business. Have the responsible person verify each item rather than asking a writer to infer it.

Google’s helpful-content guidance emphasizes reliable information. For your team, that becomes a practical question: can the business show where an important claim came from and who last checked it?

Build a facts register

• Fact: Current service scope; Owner and evidence: Service owner and approved offer description.; Places it appears: Service page, homepage cards, FAQs, brochure.

• Fact: Customer-facing hours; Owner and evidence: Location owner and current schedule.; Places it appears: Contact page, Business Profile, appointment instructions.

• Fact: Team role or credential; Owner and evidence: Responsible manager and verified current record.; Places it appears: About page, byline, staff biography.

• Fact: Next step after inquiry; Owner and evidence: Sales or service owner and actual process.; Places it appears: CTA wording, form confirmation, downloadable guide.

Keep evidence private when it contains staff or customer information. The public page needs the approved fact, not the internal record used to check it. Review permission before publishing personal details or evidence documents.

Follow the repeated versions

Search the website for old package names and distinctive outdated phrases. Check PDFs, image captions, footer text, and article callouts as well as the main navigation. A new customer may arrive directly at an old guide and never see the updated homepage.

For illustration, changing a service from a fixed package to an assessed scope should trigger a review of every place that still promises the old package contents. It is not enough to replace the package name while leaving the former terms in the body.

Give an agent an approved source

A managed website agent can compare pages against a facts register, flag contradictions, and prepare proposed edits. It should show uncertain items for human review. Do not let it “correct” a service fact based on a search result or an old brochure when your current business record says otherwise.

Use the register during new content creation too. A reusable approved description helps articles remain consistent without making all of them read alike. Each article should still answer its own reader question.

Set review triggers

Review affected facts after a service change, relocation, staff transition, or revision to the inquiry process. Assign dates for information that changes regularly. Google’s Business Profile editing guidance also supports updating contact and operating information, so check that public surface when relevant.

Save what changed and verify the published result. The success measure is fewer contradictory promises and clearer customer expectations, with any effect on suitable inquiries observed separately. A factually current site gives marketing work a stronger foundation than another layer of promotional copy.

Primary references: Google helpful content guidance · Google Business Profile editing guidance.

Continue with reviewing AI-written marketing content and setting information freshness rules.

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