The six areas

Six things, examined every week

We do not audit everything a website could possibly be judged on, because a list of two hundred problems is not a plan. Six areas, reviewed properly, every week — and a short list of what to do about them.

Findability

Can the people who need you find you, using the words they actually type?

  • Which of your pages search engines have indexed, and which are quietly missing.
  • The searches you already appear for, including the plain ones that bring buyers.
  • Searches where a competitor appears and you do not, and what their page does that yours does not.
  • How your page titles and headings read to a search engine compared with how they read to a person.

Clarity

Within a few seconds, can a stranger tell what you do and who it is for?

  • Whether your opening line actually describes what you do, or talks around it.
  • Anywhere your pages say something different from what you tell customers in person.
  • Industry words your customers would never use when describing the same thing.
  • Whether a first-time visitor could explain your business back to you after reading the homepage.

Conversion paths

How many steps sit between a visitor who is ready and a visitor who has contacted you?

  • Every extra field, click and decision between wanting to make contact and managing it.
  • Whether your forms ask for more than is needed to start a conversation.
  • What a visitor sees after submitting. Silence is worse than a slow reply.
  • The journeys people take that never reach a form at all.

Proof

Is the evidence that you are trustworthy sitting where the decision gets made?

  • Reviews, credentials and examples placed where the decision happens, not buried in a tab.
  • Whether your claims are specific enough to be believed.
  • The questions a careful buyer asks before enquiring, and whether your pages answer them.
  • How your pages compare with the competitors a buyer will have open in another tab.

Speed and experience

Does the site behave for someone on a phone, in a hurry, on a poor connection?

  • How pages really load on a phone, rather than a desktop test score.
  • Content that shifts while loading and moves the thing someone was about to tap.
  • Pages that assume a big screen and are awkward on a small one.
  • Outside scripts that slow the site down and were never a deliberate choice.

Content depth

Do you have pages for everything you want to be found for, or just a homepage?

  • Services, locations and questions that deserve a page of their own.
  • Things you explain well in person but have never written down anywhere.
  • Pages that repeat each other and end up competing for the same search.
  • The material you own that a competitor simply cannot copy.

The honest bit

What the weekly review is not

Every consultancy has a boundary. These are ours, stated before you pay rather than discovered afterwards.

It is not a performance monitoring service. We do not watch your site every minute for downtime or errors, and we do not offer uptime guarantees. That is a hosting responsibility.

It is not a build service. We tell you what to change and why, in enough detail that a competent developer or designer can implement it. We do not make the changes ourselves.

It is not a ranking guarantee dressed up as advice. We cannot promise positions, traffic or revenue, and any service that does is either measuring something they control or hoping you will not check.

It is not a dashboard. You get prose and a prioritised list, not another login. If you want charts, you almost certainly already have them.

It is not a one-off report. The value is in the repetition, and a single report bought on its own would be a worse version of an audit.

By kind of website

What we would probably notice on yours

Every site is individual, but the first thing we tend to find follows a pattern. Find the kind closest to your business and read the list — if it sounds familiar, so will the report.

Trades & home services

Plumbers, electricians, builders, roofers, cleaners, installers, landscapers

Nearly every enquiry arrives from a phone, often in a hurry, often from someone who has three other tabs open. The site has one job: make it obvious that you cover their area and can be trusted to turn up.

  • Whether your service area is stated in the words customers use, or left to a map and a postcode.
  • The individual services that have no page of their own, so a specific search lands on a homepage that only talks around it.
  • Whether a phone number is reachable without scrolling, and whether tapping it works on a real handset.
  • Photographs of genuine finished work, which are the strongest evidence you have and are often the least used.
  • Insurance, accreditation and guarantee details placed where the decision is made rather than in a footer.
  • The gap between the emergency enquiries you want and the quote requests that cost you a site visit.

Clinics, practices & wellbeing

Dentists, physiotherapists, private GPs, therapists, veterinary, aesthetics, wellness

People are choosing you about their body, which makes trust the entire conversion problem. Price transparency, practitioner credibility and the booking path carry more weight than design.

  • How long it takes to work out what you treat, what it costs and how to book.
  • Whether each treatment or condition has a page that answers the question a patient types at midnight.
  • Practitioner credentials, registration numbers and professional memberships, and whether they are findable.
  • Practitioner photographs and bios, which are read far more than practices expect.
  • The booking path, including what happens when someone is not yet ready to commit.
  • Whether you are visibly answering the anxiety questions patients ask before they call.

Online stores & product brands

Independent retailers, D2C brands, parts and supplies, wholesale with a shop

Revenue sits in category and product pages, and in the space between landing and paying. Most of the lost money is in the ordinary pages nobody has looked at since launch.

  • Category pages that list products without helping a shopper decide, so they return to search instead.
  • Product pages missing the one detail that stops an order — sizing, compatibility, delivery or returns.
  • Filters and sorting that lose the shopper's place or collapse on a phone.
  • Checkout steps that ask for something before the purchase decision has settled.
  • Product and category titles that do not match the words shoppers actually use.
  • Products that attract visits but convert far below the rest of your range, which is where the money leaks.

Studios, agencies & creative firms

Design and brand studios, marketing agencies, photographers, architects, consultants

Your own site is the portfolio, and it is judged harder than a client's because everyone knows you made it. The test is whether it earns a serious enquiry, not whether it wins admiration.

  • Whether the work is presented as outcomes for clients, or as a gallery of images with no context.
  • The gap between the calibre of your work and the words describing what you would do for a buyer.
  • How a serious enquiry starts, and how many steps you have placed in front of it.
  • Case material that names a problem, an approach and a result rather than showing a finished layout.
  • Perceived positioning — whether you read as a craftsperson or as a production line.
  • Whether your own site would survive the critique you give a client's.

Software & digital products

SaaS, apps, platforms, developer tools, technical services

Buyers are technical and sceptical, and they will find the gaps in your claims. The site needs to get a competent person to a working understanding faster than the alternatives do.

  • Whether the first screen states what the product does, for whom, before any feature list begins.
  • Documentation, pricing and limits that are findable, or buried behind a sales conversation.
  • Whether the trial or demo path explains itself without a call to a human.
  • Feature claims that a technical reader will not believe, and what they cost you in credibility.
  • Comparison and migration pages for people already using something else.
  • The distance between your marketing pages and your documentation in tone and quality.

Courses, coaching & training

Online courses, tutors, academies, coaches, professional training, workshops

Buyers are risking their time and their self-image, not just money. The page has to answer what they will actually be able to do afterwards, and whether they will be capable of it.

  • Whether outcomes are described in abilities — what a learner can do afterwards — rather than in modules.
  • The enrolment path, and how many decisions sit between interest and payment.
  • Evidence from previous learners, and whether it is specific enough to be believed.
  • Whether the time commitment, level and prerequisites are stated plainly.
  • How scepticism is handled — "is this for someone like me?" is the question that decides it.
  • Whether the free or entry offer leads naturally towards the paid one.

Venues, events & hospitality

Restaurants, hotels, wedding venues, activity providers, event spaces, tourism

Almost all of your traffic is mobile and spontaneous, often minutes before a decision. Practical information and a fast path to booking outweigh everything else on the page.

  • Whether hours, availability, location and parking are visible without hunting.
  • Menu, pricing or package information — and what happens when a visitor cannot find it.
  • The booking or enquiry path on a phone, timed honestly against your competitors.
  • Photography that shows the space and the experience rather than the brochure angle.
  • Whether you are visible for the searches people make the day before, not just the seasonal ones.
  • The amount of scrolling a visitor must do before they can act.

Publishers, blogs & resource sites

News and magazine sites, newsletters, review sites, guides, community resources

The content is the product, so the questions are whether readers arrive for the right pieces and whether they stay or subscribe. Structure decides both.

  • Which pieces attract traffic and whether they lead anywhere useful afterwards.
  • Topic areas with real interest but no page that gathers them into something navigable.
  • Whether readers can find the second article, or whether every visit ends where it started.
  • Pages that duplicate each other and split the same search between them.
  • The subscribe or follow path, and how early it appears in a visit.
  • Whether your archive is a strength you are using or a liability nobody can search.

Associations & member organisations

Trade bodies, charities, clubs, networks, professional institutes, co-operatives

You serve members who already know you and prospects who do not yet know why belonging helps. Those two audiences need different routes through the same site.

  • Whether the value of membership is stated in concrete terms rather than as a mission statement.
  • The two distinct paths — existing member services versus reasons to join — and whether they are separated.
  • Join fees, eligibility and the application process, and how easy they are to find.
  • Whether member resources sit behind a login nobody can preview.
  • How a prospective member evaluates you against the neighbouring organisations.
  • The trust signals that matter for a body holding member money or representing a profession.

Something else

A business that does not fit neatly above, or one that spans several

Most businesses resist a category. Tell us what you sell and to whom, and the review starts from your actual pages rather than from a template.

  • What your site is actually trying to achieve, stated as a measurable aim rather than a wish.
  • The pages that carry the most commercial weight, and whether they are pulling.
  • Whether visitors can tell what you do within the first few seconds.
  • The path from arrival to enquiry, and every avoidable step in it.
  • Which searches you appear for now, including the ones you would not have predicted.
  • The changes that would matter most in your first month with us.

Recognise your website in any of those lists?

Apply and we will review your actual pages and tell you what stands out. If it is a good fit you will hear back within a few working days, followed by a PayPal invoice.

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