If your Google Merchant Center account is suspended with the reason “Website needs improvement”, this article is for you.
This suspension is confusing because Google does not clearly explain what needs fixing. Most store owners keep changing random things, submit appeal after appeal, and still get rejected.
I’ve helped many clients recover from this exact suspension, get their Shopping ads live again, and scale revenue once the account was approved.
This guide is based on real fixes, not assumptions. Simple English. No fluff. Just what actually works.
What Does “Website Needs Improvement” Really Mean?
This suspension means Google does not trust your website experience yet.
It does not mean your products are bad.
It does not mean Google hates your business.
It means Google believes:
- Users may get confused
- Information is incomplete or unclear
- The website looks unfinished or low quality
- The store doesn’t meet Shopping experience standards
Google Shopping is very strict because real money is involved.
Why Google Flags Websites (Real Reasons I See in Audits)
After auditing dozens of suspended stores, these are the most common triggers.
1. Weak or Missing Policy Pages
This is the #1 reason.
Problems include:
- Policies too short
- No clear delivery timelines
- No refund process explained
- Copied or generic policy text
- Policies not matching GMC settings
Google checks policies manually.
If they look rushed or fake → suspension.
2. Poor Contact & Business Information
Google wants users to easily contact you.
Red flags:
- No phone number
- No physical address (even virtual office helps)
- Only a contact form
- Free email (Gmail, Yahoo)
A real store must look reachable and accountable.
3. Confusing Checkout Experience
Google reviews the full checkout flow.
Issues I often fix:
- Shipping cost appears late
- No payment method info
- No clear order confirmation
- Redirects during checkout
Any confusion = bad user experience.
4. Mobile & Speed Issues
Most Shopping traffic is mobile.
Google flags sites that:
- Load slowly
- Break on mobile
- Have layout issues
- Show popups blocking content
A technically weak site triggers “needs improvement”.
5. Low Trust Signals
Google looks for trust.
Missing elements:
- About Us page
- Brand story
- Clear footer structure
- HTTPS & security indicators
A store without identity looks temporary.
My Step-by-Step Process to Fix “Website Needs Improvement” Suspension
This is the exact system I use for clients.
Step 1: Google-Style Website Review
I review the website as if I’m Google:
- Desktop & mobile
- Homepage → product → checkout
- Policy clarity
- Business transparency
I don’t guess. I identify real gaps.
Step 2: Policy Pages Rewritten for Compliance
I rewrite or improve:
- Shipping Policy (clear timelines)
- Returns & Refunds (step-by-step)
- Privacy Policy
- Terms & Conditions
Written in plain English, country-specific, and aligned with GMC.
Step 3: Trust & Business Signals Added
I ensure:
- Real business address
- Domain-based email
- Phone number visible
- About Us page with brand story
These small things make a big difference.
Step 4: UX & Technical Fixes (WordPress)
Because of my WordPress technical background, I fix:
- Page speed
- Mobile layout
- Checkout clarity
- Broken links
- Theme & plugin conflicts
Google values clean structure.
Step 5: Merchant Center Alignment
I make sure:
- Website info matches GMC
- Shipping & tax settings match policies
- Domain is verified and claimed
- Product URLs are correct
Consistency builds trust.
Step 6: Proper Appeal Submission
I submit the appeal only when:
- Website is fully improved
- Policies are clear
- UX issues are resolved
Appeal notes are short, honest, and specific.
This increases approval chances.
How Long Does It Take to Get Approved?
Usually:
- Review time: 3–5 business days
- Some cases: up to 7 days
If rejected, I re-check remaining issues and reapply.
Real Client Results
Clients I helped:
- Recovered suspended Merchant Center accounts
- Got Shopping ads live again
- Improved conversion rate after UX fixes
- Scaled Google Shopping & Search campaigns
Many suspensions actually improve the business once fixed properly.
About Me & My Services
My name is Syed Saadullah.
I help businesses with:
- Merchant Center suspension recovery
- “Website needs improvement” fixes
- Misrepresentation issue resolution
- Google Shopping Ads
- Google Search Ads
- Product feed optimization
- WordPress technical improvements
- Speed & UX optimization
I offer these services through:
👉 syedsaadullah.com
I focus on clean, long-term solutions, not temporary tricks.
Who Should Reach Out?
You should contact me if:
- GMC says “Website needs improvement”
- Appeals keep getting rejected
- Ads stopped suddenly
- You want a trusted, compliant store
I fix the root cause, not symptoms.
Final Thoughts
“Website needs improvement” is not a dead end.
It’s Google telling you:
Make your store clearer, safer, and more trustworthy.
Once fixed correctly, approvals happen — and scaling becomes easier.
If you want it done properly and professionally, I’m here.
— Syed Saadullah