Start with indexing and crawling
Check robots.txt, sitemap.xml, canonical tags, 404 pages and redirects. A good page that is never discovered, or that sends mixed signals, cannot bring in steady organic traffic.
Improve the user experience
Speed, heading structure, navigation, contrast and forms all have a direct effect on conversion. Google is getting better at measuring whether people find what they are looking for quickly.
Link your services to your content
An agency website needs service pages, articles that answer commercial questions and clear internal links between them. That is how you build relevance across groups of keywords, not just a single phrase.
Measure conversions, not just traffic
Set up GA4, Google Tag Manager and events for forms, phone clicks and quote requests. Healthy organic growth shows up in leads, not only in visits.