500+ possible checks
Used where relevant across technical health, SEO foundations, visibility, accessibility, content, trust and conversion.
Behind the review
The checks behind a clear recommendation.
Before I start on web design, SEO, copy, marketing or social media, I look at the business, the customer, and the online signals people already see. That shows me where attention is needed most, what can wait, and which changes are most likely to help the right customers feel ready to choose you.
Understand first
Plain-English advice
No guesswork
No pressure
Optional depth
Nine areas I may look at before recommending what to fix first.
Most people won't need all of this explained in detail, but I wanted to show my working. The recommendation is based on more than one narrow lens: customer understanding, search visibility, trust signals, competitor context, copy quality, technical health, conversion friction and practical website planning.
9 practical areas
Grouped into plain-English sections so the result is understandable, not a wall of technical data.
Customer-first reading
The report considers what people are likely to notice, question, trust, misunderstand or avoid.
Clear first priorities
The output is what needs attention most, what can wait, and what isn't worth spending on yet.
Your market and customers Who your customers are, what they want, and how they decide.
I look at who the business is really trying to reach, what those people care about, what might stop them enquiring, and what kind of wording is most likely to feel clear and believable.
Customer Understanding
- Who the buyer is likely to be.
- What they are worried about.
- What they need to believe before enquiring.
Competitor Context
- Which rivals shape customer expectations.
- Where competitors look stronger.
- Where the client can stand out.
Content Direction
- Pages worth creating.
- Social angles worth testing.
- Language customers are more likely to trust.
How your current site comes across The trust signals, clarity, and first impression your online presence gives.
I check whether a stranger can quickly understand what you do, where you work, why they can trust you, and what they should do next.
Clarity Score
- Purpose and offer clarity.
- Services and location clarity.
- Trust signals and proof.
- Copy quality and calls to action.
Trust Profile
- What already reassures customers.
- What proof is missing.
- What reputation assets should be gathered next.
Website Fixes
- Missing pricing or process detail.
- Unclear service distinctions.
- Weak CTAs or proof placement.
Customer psychology and design direction What makes the right visitor feel confident, and how the site should be shaped around that.
I think about what the visitor needs to feel before they act, which doubts the page has to reduce, and how the layout, tone, images, and next steps should support that.
Customer Psychology
- What customers feel before they enquire.
- What fears the website must reduce.
- What proof they need to see first.
Website Planning
- Recommended pages and homepage order.
- Hero message, CTAs and section purposes.
- What to keep, improve or remove on an existing site.
Design Direction
- Colours and fonts tied to customer perception.
- Image guidance based on trust and proof.
- Alternative directions before a final approach is chosen.
Whether people can find you Your presence in local search and on Google, and how you compare to nearby competitors.
I look at what shows up when people search for the business, the service, or the local area, and whether the public signals support confidence before someone clicks or calls.
The Five Signals
- Whether the business appears for its own name.
- Whether it can be discovered for local service searches.
- Whether profiles, listings and social signals support trust.
Competitive Benchmark
- How nearby competitors appear to a customer.
- Where they look stronger or clearer.
- Where the business can close the gap.
Action Plan
- The weakest visibility signals to improve first.
- Practical fixes for profile, website and public proof.
- Clear priorities rather than a long wish list.
The technical health of your site The behind-the-scenes checks that affect whether your site works well and shows up.
I check the practical foundations that affect reliability, visibility, and use: whether important pages can be found, whether the site behaves well, and whether anything obvious is holding it back.
Search Visibility Foundations
- Whether important pages can be found and understood.
- Whether page titles, descriptions and headings help the right people.
- Whether technical issues are holding useful pages back.
User Experience Signals
- Whether pages load and behave well on common devices.
- Whether navigation and page structure are easy to follow.
- Whether avoidable friction gets in the visitor's way.
Trust and Modern Search Readiness
- Whether the site looks maintained and dependable.
- Whether business information is consistent and useful.
- Whether the site gives search engines and customers enough confidence.
Opportunities to be found and to convert Where you could attract more of the right people and turn more visitors into enquiries.
I look for missing pages, weak calls to action, unclear sections, and simple improvements that could help more of the right visitors take the next step.
Where you could be found
- Search terms real customers use.
- Pages or topics worth adding.
- Simple ways to reach more of the right people.
Turning visits into enquiries
- Whether the page quickly says what you do and why to choose you.
- Whether the next step is clear and easy.
- Where visitors quietly give up.
Practical priorities
- A short list of what to fix first.
- Quick wins versus bigger jobs.
- Effort weighed against likely payoff.
The quality of your words Whether your copy sounds human, clear, and trustworthy, and where it could be stronger.
I check whether the wording feels specific to the business, avoids empty claims, answers the questions customers are likely to have, and sounds like a real person rather than a template.
Human-Sounding Copy
- Catches wording that feels over-polished, vague or obviously assisted.
- Encourages plain, specific language customers can believe.
- Reduces generic phrases that make small businesses sound the same.
Conversion Clarity
- Shows where copy is padded instead of persuasive.
- Identifies unsupported claims that need proof.
- Helps turn vague benefits into specific customer outcomes.
Rewrite Evidence
- Shows highlighted issues, suggested fixes and rewrite plans.
- Provides before-and-after comparison.
- Re-audits the rewrite so improvement is visible.
The journey from visitor to enquiry How someone moves from finding you to getting in touch, and where that path breaks down.
I look at the route from first impression to enquiry: what the visitor sees first, what reassures them, what might slow them down, and whether contact feels easy.
Website as a Journey
- Shows what the visitor needs at each decision stage.
- Connects homepage, service pages, proof and contact routes.
- Explains why some pages need reassurance, not just information.
Trust and Proof
- Identifies trust strengths already available.
- Flags missing case studies, testimonials, photos or FAQs.
- Suggests proof alternatives when stronger evidence is not available yet.
Follow-Up
- Plans what happens after someone enquires.
- Supports enquiry acknowledgement and nurture sequences.
- Prevents enquiries from being lost after the website has done its job.
The bigger commercial picture How the business is positioned, what's working, and where the real opportunity or risk is.
I consider whether the online presence matches the business reality: what's already strong, what could confuse people, and where effort would be best spent.
Does it hold together
- Whether the offer, the customer, and the price make sense together.
- Where the business is strongest.
- What could quietly hold it back.
Honest positioning
- The clearest way to explain what you do.
- What makes you a genuine choice over the alternatives.
- What customers need to believe first.
Where effort pays off
- Where outside help would make a real difference.
- Where money is better not spent yet.
- What matters now versus later.
Why this matters
The depth is there so you don't have to guess.
You shouldn't have to buy a website, SEO, or content package just to find out whether that was the right fix. The review is there to make the first useful step clearer.
Start with what feels unclear.
You don't need to describe the problem perfectly. I'll look properly before recommending what would help.
You don't need to know which service you need.
Tell me about your business