toppingtechnologies.com
A look at where the site is today — and the work the rebuild needs to do for Fortune 500 procurement and local SEO in parallel.
“Long story short, want to make the site look more appealing to Fortune 500 companies and use SEO so more local shops find us.”
Enterprise procurement teams need reassurance. Local North Texas businesses need to find you in the first place. This audit looks at the current state through both lenses.
The breakdown points the rebuild’s priorities — but one of these scores is misleading.
HubSpot’s grader doesn’t check schema markup, alt text, canonical tags, or what’s actually inside title tags. Factor those in and the real SEO score is closer to 22 / 30. That’s why we’ll spend a lot of this on SEO even though the grader gave it a perfect mark.
No customer logos. No case studies. No security certifications. No leadership page. The homepage H1 is literally “About Us.”
No Google Business Profile turns up. Zero structured data. The words “Plano” and “Frisco” don’t appear in any title tag or meta description.
132 page requests for a site with about 300 words of body copy. The bottleneck is the GoDaddy Website Builder framework, not your content.
Verbatim from the page source.
No keywords. No location. No value proposition. A trailing space where there should be a tagline.
A stray "s". The Spanish word "especial" instead of "specialized" or "exceptional". No location keyword. This is the description Google shows in search results.
The single most important on-page SEO signal — the H1 on your most important page — used for the words "About Us."
No Organization, LocalBusiness, Service, or Breadcrumb schema. Google’s structured-data hooks are entirely absent.
Across all 8 indexable pages. Basic SEO hygiene is missing.
Of 45 total. Includes 20 vendor logos on the Partners page (CrowdStrike, Dell, HPE, Palo Alto, Fortinet, etc.).
For roughly 300 words and 3 visible images. GoDaddy Website Builder framework overhead.
7.6 seconds. Best-in-class is under 1.5s. Mobile users abandon after 3.
None visible on Google, Clutch (no profile), Yelp, or Trustpilot. No review velocity.
Competitors have /managed-it-services-plano and similar. You have none.
GXA mentions it 40+ times per page. Resultant, 12+. Topping, zero.
Memorable for SMB / MSP-channel marketing — a hard stop for Fortune 500 procurement and legal review. The disclaimer still contains un-replaced placeholder text: [Topping Technologies] makes no representations…
20+ vendor logos sit on the page — CrowdStrike, Okta, Microsoft, Dell, HPE, Palo Alto, Fortinet, Aruba, Rapid7, KnowBe4, SentinelOne, Mimecast, ArcticWolf, ThreatLocker, BlackCloak, Zoom, RingCentral — but the visible text is just “Securonix” repeated five times. The single biggest wasted trust signal on the site.
Homepage description reads “services s company with especial proficiency in cybersecurity.” Flamethrower page has “a unexplainable urge” and “Project must 30k or greater revenue” (missing "have"). Each one is a small procurement-bureaucracy red flag.
Suite 160-173 is a UPS Store / mail-drop pattern. Procurement vendor master forms flag this. The Dominion Pkwy office is a real address — that’s the one to feature.
The Events page headline says “Most Unique Event of 2024” with “Registration Opening Soon!” in 2026. Stale-content signal.
“MLB teams” and “Texas’ most iconic brands” — every enterprise RFP will ask for at least a logo or a redacted case study. Right now there’s no substantiation behind any of it.
Three Plano MSPs you compete against every time someone Googles “managed IT services Plano.”
None of this requires a custom platform. These are content and information-architecture decisions. The rebuild can match or beat all of them.
A from-scratch build hits 95+ on launch day. The score isn’t the goal — it’s the floor.
The design system you’ve been reading this audit in.
Open-source, free, and built for the exact audience you’re trying to win.
Built for IT decision-makers and technical buyers. Looks credible next to IBM, Microsoft, Accenture, Deloitte in the same evaluation.
The visual language reads as “we don’t need to shout.” Generic SaaS templates read as “we’re just getting started.”
No required gradient mesh, no full-bleed dark hero, no animation budget. The visual restraint is the performance budget.
IBM Plex Sans is free. The Carbon system is open-source, MIT-licensed, maintained for 8+ years. Durable, not trendy.
GXA, Resultant, NCC Data all run generic rounded-card SaaS templates. Carbon looks meaningfully more serious side-by-side.
Conventional marketing-site IA. Trivial to drop in city pages, industries, case studies without breaking the system.
The current site has bare-bones Google Analytics — pageviews and not much else. No goals, no conversion events, no source attribution. That’s fine for a brochure. For an SEO and paid-ads strategy, it’s the difference between making decisions and guessing at them.
SEO is iterative. You need to see which keywords are pulling real traffic, which pages convert, and where visitors drop off. Without that, every content decision — which city pages to publish, which industries to feature, which long-tail terms to write next — is a coin flip.
Running Google Ads or Meta paid social without conversion tracking is paying for clicks blind. With it, ad spend becomes a measurable cost-per-lead — per channel, per campaign, per keyword. That’s the difference between a $50 lead and a $500 lead, and you can only fix it if you can see it.
The rebuild includes a Matomo analytics dashboard — one view of traffic, lead sources, conversions, and ad performance, with Google Ads, Meta Pixel, and LinkedIn Insight wired in. Self-hosted, so the data is yours, not Google’s. Privacy-friendly. Read-out built into the workflow.
Confirm IBM Carbon as the visual direction.
Walk through the proof inventory: which customers we can name, current certifications, partner-tier levels, and minority / HUB credentials. Everything else depends on these.
There’s a working homepage mockup already live at topping.danhorntx.com/mockup — real content, real structure, real SEO posture. Pressure-test it.
From there, we scope timeline, content production, and migration plan.