Two Small Business Sites, Same AI Search Mistakes
We ran the same audit against two independent small business sites. Different industries, same handful of fixable mistakes.
On 2 September 2026, we ran INDEXED.'s full audit against two small, independently-run business sites: a Benelux parcel delivery startup and a London furniture studio. Split out from our larger brand benchmark because small sites tend to hit a different, more fixable set of issues than large ones, worth looking at on its own terms rather than next to global brands with dedicated marketing teams.
| Site | Score | Top issue |
|---|---|---|
| Wilkinson & Rivera | 63 | 7 H1 tags on one page; no schema at all |
| Packaly | 58 | 15 H1 tags on one page; unintended redirect |
What stood out
1. Multiple H1 tags is the single most common mistake
Both sites had far more than one H1: 7 on Wilkinson & Rivera, 15 on Packaly. This almost always comes from a page builder auto-tagging every section heading as H1 instead of H2, not from anything the business owner did wrong on purpose - and it's usually a one-setting fix once you know to look for it.
2. Neither site had any structured data
No schema markup at all on either page - no Organization, no Product. Without it, Google and AI tools have to guess entirely what the business does and where it operates, instead of reading it directly.
3. Content was thin relative to the design effort
Wilkinson & Rivera's homepage carried about 113 words in the raw HTML; Packaly's headline and H1 described different things entirely. Both sites clearly invested in visual design - the writing didn't get the same attention.
4. The basics that build trust were missing on both
Neither site showed reviews, shipping or returns info, or a 'how it works' section. These are usually the first things cut when a small team is focused on getting the site live at all, and they're also some of the cheapest fixes on this whole list.
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