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Samples · dummy data throughout

What one actually looks like.

One illustrative sample per service. Dummy data end-to-end, no real clients, no real numbers, but the structure, scoring logic, and commercial-impact framing are exactly what a real engagement produces.

Placeholder notice

Everything on this page is dummy data. No real clients, no real sites, no real scores, no real quotes. The shape of the output is faithful to what a real engagement produces; the numbers are illustrative horror-show examples designed to show you what "bad" looks like on paper.

Service:

Sample · Static / CMS

[ Placeholder, 34-page WordPress brochure, page-builder theme, 47 plugins ]

Unfit for purpose. Immediate stabilisation recommended. Rebuild strongly advised within 90 days.

Commercial impact: £8,400–£11,900/month estimated loss. £27,600–£41,000 potential annual lift from stabilisation + rebuild.

Overall score 38/100 RED

£250 initial review

What the initial review surfaces.

5–10 pages. 1–2 working days. Headline score + commercial impact + top 3 findings + recommendation.

Headline score

41/100

Commercial: Roughly £9k/month in lost conversion and performance-attributed drop-off. Security exposure is the urgent concern.

Top 3 findings

  1. 01 8 WordPress plugins with open CVEs, 2 of them rated critical.
  2. 02 Mobile Lighthouse score 28/100. LCP 5.8s. Most buyers never see the fold.
  3. 03 Primary CTA below the fold on 6 of the top 10 pages by traffic.

Recommendation: Full audit warranted. Critical-security fixes required before anything else, 3 working days, £850.

£1,000 full audit

Ten categories. 10 row-by-row findings.

50+ pages in the final document. The table below shows the summary row per category, real audits go deep on each.

  • 01 Performance
    28/100 RED

    LCP 5.8s mobile, 12 render-blocking scripts, images unoptimised, no CDN, asset caching disabled.

  • 02 SEO
    41/100 RED

    127 pages with duplicate titles, no structured data anywhere, sitemap excludes 34 live pages, 61 redirect chains detected.

  • 03 Security
    19/100 RED

    8 plugins with open CVEs, no WAF, /wp-admin exposed to the world, no 2FA, HSTS absent, CSP absent.

  • 04 Accessibility
    36/100 RED

    234 contrast failures, 67 images missing alt text, 3 forms unlabelled, no skip-link, focus states removed globally.

  • 05 CMS & Ownership
    52/100 AMBER

    Domain registered to previous agency. GA4 and GTM in their workspaces. Repo not handed over. Hosting on their shared tenancy.

  • 06 Content
    58/100 AMBER

    18 pages under 150 words. Duplicate boilerplate across 7 service pages. Blog last updated 14 months ago.

  • 07 Conversion
    34/100 RED

    Primary CTA below the fold on 6 high-intent pages. Contact form has 11 fields. No trust signals above the fold.

  • 08 Code & Infrastructure
    24/100 RED

    47 plugins, no repo, no deployment pipeline, page-builder (Elementor), inline styles across 3,800+ elements.

  • 09 Analytics & Privacy
    47/100 AMBER

    GTM fires marketing tags before consent. No consent mode v2. Cookies policy 18 months out of date.

  • 10 Commercial Impact
    42/100 RED

    Est. £8.4k/mo lost from performance + conversion. Est. £3.5k/mo risk from security exposure. Est. 22% organic ceiling from SEO debt.

Our recommendation

Immediate stabilisation (2–3 days, £650) to patch security. Then a full brochure rebuild on a modern static stack with owned CMS, 1–2 weeks, fixed fee £2,400, internally re-audited by us against the same 100-check framework before launch, delivering a 90+ score across every category or we don't ship it.

Static / CMS audit · ready?

Start with £250. Find out what yours actually looks like.

Book £250 initial review How audits work

Sample · Ecommerce

[ Placeholder, 800-product Shopify store, 3 previous agencies, checkout bleed ]

Revenue-bearing systems critically compromised. Checkout + payment integrity are both below acceptable thresholds.

Commercial impact: Estimated £22,000–£34,000/month lost revenue from checkout, payment and performance issues. Immediate stabilisation required.

Overall score 33/100 RED

£250 initial review

What the initial review surfaces.

5–10 pages. 1–2 working days. Headline score + commercial impact + top 3 findings + recommendation.

Headline score

36/100

Commercial: Checkout failure rate at 12.4%. Payment retries skew toward a broken fraud rule. Abandoned-cart automation not configured. Estimated £22k/month revenue on the floor.

Top 3 findings

  1. 01 Checkout crashes under concurrent load above 40 sessions/minute.
  2. 02 Payment gateway rejects ~18% of legitimate AmEx transactions due to misconfigured AVS rules.
  3. 03 No abandoned-cart recovery running. Industry-average 20–30% recoverable revenue lost entirely.

Recommendation: Full audit warranted. Stabilisation of checkout + payment is urgent and should begin within a fortnight.

£1,000 full audit

Ten categories. 10 row-by-row findings.

50+ pages in the final document. The table below shows the summary row per category, real audits go deep on each.

  • 01 Performance
    32/100 RED

    PDP LCP 5.2s mobile, hero images 3.6MB average, no WebP, no lazy-loading below the fold, 4 third-party scripts blocking render.

  • 02 SEO
    45/100 AMBER

    Product schema incomplete, no availability or price markup, canonical issues on variant URLs, no sitemap for 280 product pages.

  • 03 Security
    38/100 RED

    5 third-party apps with outdated permissions, admin roles never audited, no rate limiting on login, PCI-DSS self-assessment overdue.

  • 04 Accessibility
    40/100 RED

    PDP Add-to-basket not keyboard accessible on 60% of templates. Colour selector unlabelled for screen readers. Checkout has 14 WCAG failures.

  • 05 CMS & Ownership
    56/100 AMBER

    Store theme in agency's template pool. Custom Liquid work not exported. Cloudinary account in agency's name. Google Merchant Centre ownership unclear.

  • 06 Content
    49/100 AMBER

    412 products with duplicated descriptions. 71 products with placeholder copy. Category pages have no category-level content.

  • 07 Conversion
    24/100 RED

    Checkout failure rate 12.4%. Payment gateway fraud rule rejects 18% of legit AmEx. No abandoned-cart. No basket progress indicator. Shipping calculated only at final step.

  • 08 Code & Infrastructure
    31/100 RED

    No version control on theme customisations. Staging uses production data. 7 apps doing overlapping jobs. Cron jobs never monitored.

  • 09 Analytics & Privacy
    44/100 AMBER

    Enhanced ecommerce tracking misconfigured. Purchase event fires twice on 23% of transactions. Consent mode not implemented. GDPR right-to-delete manual.

  • 10 Commercial Impact
    18/100 RED

    Est. £22k/mo revenue lost from checkout + payment issues. Est. £8k/mo from performance. Est. £4k/mo from missing abandoned-cart. Every day of delay costs.

Our recommendation

Stabilisation phase 1 (2 weeks, £3,800): patch checkout, fix fraud rules, switch on abandoned-cart recovery. Phase 2 rebuild of PDP, cart and checkout (4 weeks, £11,200). Internally re-audited by us against the same 100-check framework before launch, targeting 90+ across all ten categories.

Ecommerce audit · ready?

Start with £250. Find out what yours actually looks like.

Book £250 initial review How audits work

Sample · SEO

[ Placeholder, B2B SaaS, 8 months 'agency SEO', ranking for none of their terms ]

Catastrophic indexation debt. Site has been actively sabotaged by its own architecture.

Commercial impact: Estimated £18,000/month in demand capture forfeited. Brand SERPs dominated by competitors. 18-month recovery path if started immediately.

Overall score 29/100 RED

£250 initial review

What the initial review surfaces.

5–10 pages. 1–2 working days. Headline score + commercial impact + top 3 findings + recommendation.

Headline score

32/100

Commercial: Indexable pages: 14 live, 480 expected. Brand queries deliver competitor results in positions 1-3. Est. £18k/month forfeited demand capture.

Top 3 findings

  1. 01 Site blocked in robots.txt since a dev-env rule was promoted to production 4 months ago.
  2. 02 95 duplicate title tags across the site map. Every /blog/ post uses 'Blog | CompanyName'.
  3. 03 No structured data for Organization, Article, Product, Service or Breadcrumb.

Recommendation: Full audit strongly advised. The robots.txt block alone should be corrected within 24 hours.

£1,000 full audit

Ten categories. 10 row-by-row findings.

50+ pages in the final document. The table below shows the summary row per category, real audits go deep on each.

  • 01 Performance
    54/100 AMBER

    Desktop passable at 72. Mobile LCP 3.9s. No image optimisation. Marketing-driven JavaScript budget not monitored.

  • 02 SEO
    14/100 RED

    robots.txt disallows /. 95 duplicate titles. No schema. 480 expected pages, 14 indexed. 12 canonical self-references pointing to 404s. Sitemap not referenced in Search Console.

  • 03 Security
    68/100 AMBER

    Security headers mostly present. One known CVE in a marketing tag manager package. TLS is modern.

  • 04 Accessibility
    62/100 AMBER

    Passable for core navigation. 11 contrast failures on secondary CTAs. Form labels present but not associated via `for`/`id`.

  • 05 CMS & Ownership
    71/100 AMBER

    Repo and hosting in client's name. CMS (Contentful) owned. GA4 owned. One secondary tool (Hotjar) in agency's account.

  • 06 Content
    38/100 RED

    142 blog posts, 80% under 400 words. Content thin, redundant, auto-generated in tone. Competitor content 2,500+ words on same queries.

  • 07 Conversion
    58/100 AMBER

    CTAs present and above fold. Form friction moderate. No A/B testing. Trust signals limited to a logo strip.

  • 08 Code & Infrastructure
    65/100 AMBER

    Modern stack (Next.js). Repo and CI clean. ISR configured. A few render-blocking third-party scripts.

  • 09 Analytics & Privacy
    74/100 AMBER

    GA4 clean. Consent banner compliant. Some tag duplication between GA4 and third-party analytics.

  • 10 Commercial Impact
    22/100 RED

    Est. £18k/mo forfeited demand capture. Est. £4k/mo from brand-SERP cannibalisation by competitors. Recovery path: 6–18 months of consistent work.

Our recommendation

Immediate robots.txt correction and Search Console resubmission (1 day, £300). Phase 1 SEO rescue, 4 weeks, £3,800, targeting indexation, duplicate titles, schema, sitemap. Phase 2 content overhaul, 8–12 weeks, quoted separately once phase 1 results land.

SEO audit · ready?

Start with £250. Find out what yours actually looks like.

Book £250 initial review How audits work

Sample · Paid Ads

[ Placeholder, £15k/month Google + Meta spend, agency charging 15% retainer ]

Budget bleeding into wasted clicks and untracked conversions. Agency's reports materially disconnected from business outcomes.

Commercial impact: Estimated 40–55% of £15k monthly spend not reaching qualified audiences. Agency retainer (£2.25k/mo, 15%) adds friction without corresponding oversight.

Overall score 31/100 RED

£250 initial review

What the initial review surfaces.

5–10 pages. 1–2 working days. Headline score + commercial impact + top 3 findings + recommendation.

Headline score

35/100

Commercial: No conversion tracking installed, reporting reverse-engineered from click metrics. Estimated 45% of spend on low-intent keyword matches. Projected ROI recovery 2.1x within 90 days of reset.

Top 3 findings

  1. 01 Google Ads conversion tracking fires on page-view, not on form-submit. Every metric downstream is wrong.
  2. 02 No negative keyword list. Campaigns bidding on 'free [product]', 'download pirate', 'cancel subscription' terms.
  3. 03 Meta Business Manager owned by agency. Pixel history locked. Leaving means a cold start.

Recommendation: Full audit warranted immediately. Current spend is a leaking bucket.

£1,000 full audit

Ten categories. 10 row-by-row findings.

50+ pages in the final document. The table below shows the summary row per category, real audits go deep on each.

  • 01 Performance
    48/100 AMBER

    Landing page LCP 4.4s. Mobile bounce rate 78% on ad-driven traffic. Ads quality-score impacted by landing-page speed.

  • 02 SEO
    60/100 AMBER

    Landing pages not indexed (paid-only). Some overlap with organic targets causes auction cannibalisation. Branded ad spend high.

  • 03 Security
    71/100 AMBER

    Landing pages on HTTPS, one cross-domain tracking issue, otherwise OK.

  • 04 Accessibility
    52/100 AMBER

    Landing page CTAs keyboard-focusable but no aria-live on form errors. 9 contrast failures on hero CTA.

  • 05 CMS & Ownership
    25/100 RED

    Meta Business Manager in agency's account. Pixel history is theirs. Google Ads manager account with agency as super-admin. You lose data on exit.

  • 06 Content
    51/100 AMBER

    Ad creative in rotation for 14+ months. No systematic testing. Landing pages use stock imagery. Value prop inconsistent with site.

  • 07 Conversion
    22/100 RED

    Conversion tracking fires on page-view, not form-submit. Lead scoring not implemented. No lead-source attribution pass-through to CRM.

  • 08 Code & Infrastructure
    54/100 AMBER

    Landing pages in a separate framework from main site. Tag management scattered across 3 tools. No version-controlled creative library.

  • 09 Analytics & Privacy
    28/100 RED

    No consent mode implementation. Ad tags fire pre-consent. GA4 goals misconfigured. Reported 'conversions' ~2.3x actual leads.

  • 10 Commercial Impact
    17/100 RED

    ~45% of £15k/mo spend hitting low-intent audiences. Agency reports 3.8x ROAS; actual attribution suggests ~1.4x. Gap between reported and real = £11,000/mo.

Our recommendation

Reset phase (2 weeks, £1,800): proper conversion tracking, negative keyword lists, account ownership transferred to client. Optimisation phase (rolling, £1,500/month flat fee, not % of spend). Projected 2.1x ROAS recovery inside 90 days.

Paid Ads audit · ready?

Start with £250. Find out what yours actually looks like.

Book £250 initial review How audits work

Sample · Social

[ Placeholder, mid-market B2B, £1.4k/month social agency, 6 months of 'consistent posting' ]

Activity without outcome. Brand voice indistinguishable from competitors'. Platform mix doesn't match buyer persona.

Commercial impact: £8,400 invested over 6 months. Net effect on pipeline: statistically indistinguishable from zero. Brand reputation damage from low-signal content.

Overall score 34/100 RED

£250 initial review

What the initial review surfaces.

5–10 pages. 1–2 working days. Headline score + commercial impact + top 3 findings + recommendation.

Headline score

37/100

Commercial: 6-month retainer spend: £8,400. Attributed pipeline: not measurable. Brand follower growth: +127 (estimated 40% bots). Lead signals from social: 0 recorded.

Top 3 findings

  1. 01 100% of posts are AI-ghostwritten. Em-dash density + 'dive in' cadence visible in every post.
  2. 02 Posting to TikTok for a B2B procurement-led audience. Organic reach ~40 people per post.
  3. 03 No link between social activity and any conversion event. Reporting is impressions only.

Recommendation: Full audit recommended. More specifically: the current retainer is burning cash without measurable return.

£1,000 full audit

Ten categories. 10 row-by-row findings.

50+ pages in the final document. The table below shows the summary row per category, real audits go deep on each.

  • 01 Performance
    68/100 AMBER

    Platform metrics tracked at surface level. Content delivery adequate. Nothing is slow, nothing is measured either.

  • 02 SEO
    55/100 AMBER

    LinkedIn page ranks. No content-SEO integration. Social posts do not drive referral traffic measurably.

  • 03 Security
    72/100 AMBER

    Admin accounts secure. Some ex-freelancer access still live on two platforms.

  • 04 Accessibility
    38/100 RED

    Image posts use no alt text. Video posts uncaptioned. Text contrast below minimum on carousel backgrounds.

  • 05 CMS & Ownership
    45/100 AMBER

    LinkedIn and Twitter owned. Instagram admin in agency's account. Canva shared workspace in agency's name. Brand assets not versioned.

  • 06 Content
    28/100 RED

    AI-written throughout. 3× weekly posts, all generic. Voice indistinguishable from every competitor. Zero differentiation.

  • 07 Conversion
    18/100 RED

    No tracked link from social to any conversion event. No lead magnets linked. No UTM discipline. No A/B testing of formats.

  • 08 Code & Infrastructure
    71/100 AMBER

    Scheduling tool in place. Content calendar maintained. Versioning of creative not systematic.

  • 09 Analytics & Privacy
    52/100 AMBER

    Platform analytics tracked. Agency reports monthly. Numbers surface-level only, no attribution, no revenue link.

  • 10 Commercial Impact
    12/100 RED

    £8.4k invested, no measurable pipeline, no tracked conversions, +127 followers (mixed quality). Opportunity cost: the £8.4k could have funded 5 pieces of senior-authored thought leadership.

Our recommendation

Pause the retainer. Reset plan (2 weeks, £1,200): platform mix aligned to buyer persona, voice audit, content pipeline with senior editorial review. Rolling engagement from £1,200/month. First quarterly review projects a measurable pipeline contribution within 90 days.

Social audit · ready?

Start with £250. Find out what yours actually looks like.

Book £250 initial review How audits work

Seen enough

Find out how yours scores. two-fifty says we can tell you.

Book £250 initial review Read how audits work