Search
A site can look finished and still never say what the business does.
Visibility
How a business becomes findable in search, in local results, as a useful answer and in assistant-led discovery, and what each one asks of your site.
Local
What you do and where you do it are two claims. Most sites make only the first.
Answers
People ask specific questions before they call. Your site should answer them.
Assistant discovery
Represented clearly enough to be considered when people ask an assistant. Nothing more is promised.