01
What changed since last week
What moved, what did not, and anything we called wrong last time. The correction arrives in the same place as the original claim.
The programme
A subscription to keep improving, not a project that ends
You are buying a weekly judgement about your own website, held by someone who remembers what they said last week. This page explains exactly what that consists of, so you can decide whether it is worth $100 a month before you apply.
- Report cadence
- Every week
- Written for
- You, and anyone who makes the changes
- Time from you
- None to receive it
- Changes per report
- A short prioritised list
- Agreement
- Rolling, cancel any time
Nothing above asks anything of you to begin with. There is no onboarding call, no dashboard to learn and no meeting to attend: you apply, we review the site, and the reports start arriving. The only work is optional — if a recommendation is worth acting on, you or a developer make the change, and we measure what happened.
The craft loop
Four stages, repeating every week
The name matters. This is a loop rather than a funnel: the last stage feeds the first, and that is the whole reason an ongoing subscription beats a one-off audit.
01
Stage 1
We read your site as a customer would
Your live pages, read the way a buyer reads them rather than the way a builder sees them: the structure, the wording, the route from the landing page to an enquiry, and who you are up against on each page.
02
Stage 2
We measure what can be measured
Whether your pages are indexed, how you appear for the searches that matter to you, how quickly pages load, and how far people get through your enquiry path. Where a number is unavailable, we say so instead of guessing.
03
Stage 3
We name the changes worth making
Not everything at once. A handful of specific changes, each with a reason, ordered so the ones with the best return come first. Every item is concrete enough to act on — by you, your designer or your developer.
04
Stage 4
The gains stack up
A change made this month makes next month easier, because we already know what happened when we made it. Over a year the small improvements stop being small, and the site stops being something you commissioned and becomes something you keep.
Why it repeats
A website is not a fixed object
Everything about a website changes without anyone touching it. That is why a review has an expiry date, and why continuity is the actual product.
Your pages do not change, but almost everything around them does. Search engines re-crawl and re-rank. Competitors publish the page you never wrote. A question your customers started asking last month has no answer on your site. A plugin update slows a template down. Someone adds a third-party script that costs you a second on mobile.
A one-off audit is a photograph of a moving thing. It is genuinely useful for a few weeks, and it has one real advantage: if your site is stable, your market is quiet and your pages are working, a single pass may be all you need. We would rather you knew that than bought a subscription you did not require.
Where continuity pays is when the site is a live commercial asset that keeps changing. Then the question is never "what is wrong with my website" — it is "what is worth doing to it this week", and that question can only be answered by someone who was paying attention last week.
This is why we do not sell audits. It is not that they are worthless; it is that we would have to pretend the answer does not go stale.
The report
Five parts, every week
Written to be read in a few minutes. If a report takes twenty minutes to get through, it does not get read, and an unread report is worth nothing.
02
What we measured
The numbers we can stand behind, given in plain figures. Where a number was not available, we say so rather than leaving a gap.
03
Where you are losing people
The exact points where visitors give up: a page, a form, a step in the journey. This is usually the part that pays for the subscription.
04
What to do next
A short list in priority order, with the reason attached to each item. Written so you can hand it straight to whoever makes your changes, or act on the simple ones yourself.
05
What we are watching
What we expect to happen because of the last change, and when we will know whether it worked.
Fit
Who this works for, and who it does not
Being clear about the second list is what makes the first one worth believing. If your situation is on the right, please do not apply — it would not be a good use of your money.
A good fit if you have
- A site you already own that earns enquiries or sales, or is meant to.
- A business where one extra enquiry a month is worth more than the subscription.
- Enough traffic to measure — even a few hundred visits a month gives us something real.
- Someone able to act on a recommendation, in-house or through your existing developer.
- Patience for a programme that compounds rather than a promise that it will.
Not a good fit if you
- Sites that have not launched yet. We review live pages; there is nothing to measure beforehand.
- Anyone looking for a guaranteed ranking, a fixed traffic figure or a deadline we cannot control.
- Projects needing a full rebuild. We improve what exists and will say so if a rebuild is the honest answer.
- Anyone wanting daily visibility dashboards. This is a weekly written judgement, not a monitoring service.
- Sites with no intention of changing anything. We would rather not take the subscription.
Read what we would look at on your kind of website
Every kind of site has a first thing we usually find wrong with it. If you recognise yours, the application form takes about a minute.