How it works
From a URL to a lead in your inbox
There are two ways to use this, and most people end up using both. You can audit a prospect yourself and hand them a branded report to open a conversation. Or you can put the same audit on your own site and let visitors run it themselves, which turns your homepage into something that collects email addresses while you sleep.
Set-up is one page of settings and two lines of HTML. Here is the whole thing, in order.
Set your branding once
About five minutes, and you never do it again
Go to Branding and upload your logo, pick your two colours, and add the contact details you want clients to reach you on. Everything you produce from then on uses them automatically — the web reports, the PDFs, and the widget on your site.
Two things worth knowing. Your logo needs to be a PNG or JPG, not an SVG — the PDF engine cannot draw vector files, and we would rather refuse the upload than hand you a report with a blank space where your logo should be. And the logo saves the moment you upload it, but the name, colours and contact details only apply once you press Save. If the page is showing you a preview of unsaved changes, an amber bar says so.
If you manage more than one brand — say your own studio plus a client you white-label for — you can set up separate profiles and pick which one a report uses.
Audit any site
The report lands in about a second
Paste a URL into New audit. We fetch the page, read the HTML, and run 41 checks across four areas. You get a letter grade, a score out of 100, and a list of findings ordered by how much each one is costing the business.
You do not wait on a blank screen. The report appears almost immediately, and the performance section fills itself in a little later once Google has finished measuring — the page updates on its own, so there is nothing to refresh and nothing to come back to.
Audits are unlimited on every paid plan. There is no per-report charge and no credit system, so you can audit a whole list of prospects without doing arithmetic first.
Send the report
A link, a PDF, or both
Every finished audit has a shareable link your prospect can open without an account, and a PDF you can attach to an email. Both carry your logo, your colours and your contact details. Neither mentions us anywhere — not in the footer, not in the metadata, not in the link preview when someone pastes it into Slack.
Report links are not indexed by search engines, so auditing a prospect never puts a public critique of their website into Google’s results with their name on it.
Put the audit on your own site
Two lines of HTML
This is the part that works while you are doing something else. Copy the embed code from the Widget page and paste it into your site. A visitor types their own URL, sees their score, and enters their email to view the full findings. You get their address, their site, and their report — all sitting in your leads list.
It renders inside an isolated frame, so nothing in your site’s CSS can break it and nothing in it can break your site. It picks up your branding automatically. You can also restrict it to your own domains, so nobody can lift the embed code and spend your audits on their site.
The widget is included on every paid plan, and on the trial. Most tools in this category keep it for their top tier.
Work the leads
Ongoing
Each lead arrives with the email address, the site they audited, their score, and a link to the report they saw — so you already know what is wrong with their website before you reply. You get an email the moment one comes in.
Mark leads as contacted and add private notes. On Studio and Agency you can also export the whole list to CSV to load into your own CRM.
What the audit actually checks
41 checks across four areas. Here is all of it, so you know exactly what you are putting your name on.
Technical
11 checksWhether search engines can reach the site, read it, and understand which version of a page is the real one.
HTTPS and certificate validity, redirects between www and bare domains, robots.txt, XML sitemap, canonical tags, indexability, 404 handling.
On-page
12 checksWhether each page tells Google and a human what it is about, in the places both of them look.
Title tag length and uniqueness, meta description, a single sensible H1, heading structure, image alt text, internal linking, thin content, language declaration.
Performance
10 checksHow fast the page actually is for a real person on a real phone, measured by Google rather than by us.
Largest Contentful Paint, Cumulative Layout Shift, Total Blocking Time, unoptimised images, render-blocking resources, overall mobile speed score.
Trust and conversion
8 checksWhether a visitor who wants to buy can actually work out how. Almost nobody else checks these, and for a small business they are usually where the money is going.
A tappable phone number, a real contact route, a physical address, opening hours, a visible call to action, social proof, business schema.
How the ranking works
This is the part that makes the report useful in a sales conversation rather than just thorough.
Most audit tools hand over a flat list grouped by category, which tells a business owner nothing about what to do on Monday. Every report here opens with the five things actually costing them customers, ranked across categories by business impact. A missing contact form outranks a missing Twitter Card every time, because one of them loses sales and the other does not.
Each finding carries a weight based on what it costs, not on how easy it is to detect. A check that passes scores full marks, a partial pass scores half, and a failure scores nothing. The category scores and the overall grade both come out of that same weighting, so the number at the top and the list underneath always agree.
Why performance arrives separately
Everything except performance is measured by us, and takes about a second. Performance comes from Google’s PageSpeed Insights, which loads the page on real hardware and measures it properly. That is slow and its timing varies a lot — usually ten or twenty seconds, occasionally a couple of minutes.
We could have made you wait for it. Instead the report opens immediately with everything else, and the performance section fills itself in when Google answers. If you have the report open, you will see it appear. If you have already sent the link, your prospect sees the finished version.
So a report that looks like it is still thinking about performance is not broken. It is waiting on Google, and it will finish on its own.
When a check cannot be run
Sometimes a check genuinely cannot be completed — a site blocks automated requests, or Google declines to measure a page, or a check simply does not apply.
When that happens the report says so and leaves that check out of the score entirely. It is never counted as a failure. A report that invents problems is worse than one that admits a gap, because you are the one who has to sit across a table and defend it.
The trust and conversion checks work the same way. If a site clearly is not a local business, we do not mark it down for having no opening hours — those checks are set aside as not applicable rather than failed.
Questions
Do I need the site owner's permission to audit their site?
No. An audit only reads pages that are already public, in the same way a search engine does. It does not sign in anywhere, submit anything, or change a single thing on the site.
What about sites where the content loads with JavaScript?
This is the one real limitation, so it is worth stating plainly. We read the HTML the server sends and do not run a browser, which keeps audits fast and cheap. On a site that builds its content in the browser — some React and Vue builds do — the content checks can under-report, because the text genuinely is not in the HTML yet. Performance is unaffected, because that comes from Google, which does run a real browser. If a report looks unexpectedly thin, that is usually why, and it is worth a look before you send it.
Can I re-run an audit later to show the work paid off?
Yes, and it is one of the better uses of this. Re-run the same URL after you have made changes and you get a fresh report with a new grade — a before and after is a far easier conversation than a promise.
How many different brands can I white-label for?
Starter covers one brand at $29. Studio covers five at $59, which suits a studio that white-labels for a couple of partner agencies. Agency is unlimited at $99. White-labeling itself is on all three — the plan only changes how many separate identities you keep, never whether your reports carry your name.
Does my client need an account to open the report?
No. The shareable link opens for anyone who has it, with no sign-up and no login wall. Those links are also kept out of search results, so auditing a prospect never puts a public critique of their site into Google under their name.
Will the widget slow my own site down?
It loads in its own isolated frame, separately from your page, so it does not block your content from rendering. That isolation is also why nothing in your site's CSS can distort it and nothing in it can leak out and break your layout.
What happens to my reports if I cancel?
They stay viewable and your data stays exactly where it is — links you have already sent to clients keep working. You simply cannot run new audits. The same applies if a payment fails: nothing is deleted and nothing is held hostage.
What if I disagree with something the audit flagged?
Findings are not editable, on purpose — a report you can quietly rewrite is not evidence of anything, and your client can run the same checks themselves. What you can do is add your own note to the report footer in your branding settings, which is the right place to say “we already know about this one, here is the plan”.
Try it on your own site first
The trial runs for 14 days, needs no card, and includes three audits and the widget — so you can run the whole flow end to end, right through to a lead landing in your inbox, before deciding anything.