Free Website Audit
See what your website already tells buyers, search engines and AI.
The Free Website Audit is an automated Commercial Transformation Index (CTI) assessment of what your public website establishes about your business. It checks more than 200 observable signals across commercial clarity, conversion, proof, technical discoverability, performance and AI readiness, and returns the strongest signal, the clearest constraint and the actions to take first. Observed evidence only, at no charge.
Free Website Audit
See what your website already establishes about your business
Buyers, search engines and AI systems form a view of your business from the public website before anyone speaks to you. The Free Website Audit reads that evidence the way they do and reports what it establishes, where clarity and proof break down, and what to change first.
- An executive diagnosis: the strongest signal, the clearest constraint and the immediate opportunity
- Findings tied to the page and the text they were observed on
- The first actions to take, in order of commercial priority
Observed evidence only. 200+ signals checked. No charge.
What it is
What is the Free Website Audit?
An automated CTI assessment of the one part of your commercial system that anyone can assess without your permission: the public website, and the customer and positioning signals it makes visible. It applies the CTI methodology at the public layer, reads a representative sample of your pages the way a buyer, a search engine and an AI system read them, and reports what that evidence establishes and what it cannot.
It is the first of the four CTI assessment routes. The three domains it reaches are Website, examined directly, and the ICP and Positioning signals read through it. The seven domains that cannot be observed from outside are not estimated.
200+
observable signals, checked on every audit
Technical discoverability checks, performance measurements, commercial language patterns, proof types, conversion controls, AI-readiness inputs and technology signatures. The report shows the signals it can establish for your site and the evidence behind each one, so every finding can be traced to the page it came from.
What the signals cover
- Technical discoverability Sixteen signals across access, metadata, structure and content
- Performance Mobile and desktop, each measure against its recognised threshold
- Commercial clarity Audience, category, proposition, offer, qualification and generic-language patterns
- Conversion Calls to action and forms: presence, intent, hierarchy, consistency and path
- Proof Case studies, quantified outcomes, testimonials, identifiable customers and accreditations
- AI readiness Seven governed dimensions of machine discovery and interpretation
- Observed technology Platform, measurement, forms, chat, payments and consent, where visible
A separate, narrower inventory from the 5,000+ potential signals the Full CTI Audit can assess across all ten domains.
Why this matters now
Buyers are no longer the first reader of your website.
A search engine and an AI system read your site, decide what your business does and answer a question about you before a person arrives. They work from what is stated and structured, not from what you meant. That makes commercial clarity a machine-readability problem as well as a persuasion problem, and the audit measures both, because the same weakness produces both.
What is analysed
What does the Free Website Audit analyse?
One CTI domain is examined directly and two are read through it: Website, and the ICP and Positioning signals it makes public. Beneath that scope the audit measures more than 200 technical, commercial and machine-readability signals and reports them through the result modules below, each stating what was observed, what it establishes and what it cannot.
- Examined directly Website How the public website creates clarity, confidence, discoverability and a credible route to action.
- Read through the website ICP Who the language addresses, which sectors and roles are named, and whether a buyer can judge fit.
- Read through the website Positioning The category and value proposition the pages state, the difference claimed, and how consistently it is claimed.
- Not estimated The other seven domains CRM, Marketing, Sales, Operations, Pricing, Retention and Automation cannot be observed from outside, and the audit says so rather than inferring them.
The result modules beneath the domain boundary
01 Commercial clarity
Six measures of how clearly the public website communicates who it is for and why it matters: ideal customer clarity, positioning clarity, message clarity, services and offer clarity, qualification clarity and lead protection.
- Observed
- Audience statements, named sectors and roles, the category and value proposition the pages state, offer language, qualification cues, and generic or conflicting phrases, each tied to the page it appears on.
- CTI can establish
- How clearly the site identifies its best-fit buyers, states its position and proposition, and helps a buyer judge fit before enquiring.
- It cannot establish
- Whether the customer definition is the one the business actually pursues, or how enquiries are qualified once they arrive.
02 Conversion paths
Whether a ready buyer has a clear next step. The audit reads the calls to action and forms on the pages it collects and measures their presence, commercial intent, hierarchy, consistency across pages and the conversion path they open.
- Observed
- Visible calls to action, their labels and destinations, enquiry forms, and whether one commercial action recurs across the representative pages.
- CTI can establish
- Whether the next step is clear, meaningful and consistent, or competes with itself.
- It cannot establish
- How many visitors take the step, or what happens after they do.
03 Proof and credibility
How strongly public proof supports the claims the site makes. The audit looks for the proof types a buyer checks before contact.
- Observed
- Named case studies, quantified outcomes, testimonials, identifiable customers and accreditations, and how many pages carry them.
- CTI can establish
- Whether claims are supported by proof a buyer can check, and where the proof sits relative to the claims.
- It cannot establish
- Whether the claims are true, or whether the outcomes were delivered as described.
04 Technical discoverability
Sixteen signals that decide whether search and answer systems can reach and interpret the pages: HTTPS, redirects, robots directives, sitemap, indexability, canonicalisation, titles, meta descriptions, primary headings, Open Graph, structured data, organisation and service schema, server-readable text, JavaScript dependence, and published or modified dates.
- Observed
- Each signal is measured across the accessible pages and reported as strong or an opportunity, with the pages that support it.
- CTI can establish
- Whether the commercial evidence on the site is reachable and interpretable by machines, and where it is not.
- It cannot establish
- Rankings, traffic, backlinks or how the site performs against a named competitor.
05 AI readiness
A deterministic measure of how ready the public website evidence is for machine discovery and interpretation, across seven governed dimensions: technical discoverability, machine readability, structured data, entity clarity, authority and evidence, citation readiness, and freshness and provenance.
- Observed
- Accessible and indexable pages, server-readable text, validated schema records, named entities, evidence-led and attributed pages, citation-friendly passages, and dated content.
- CTI can establish
- The overall readiness score, each dimension, its strongest signal and its largest gap.
- It cannot establish
- Whether any AI service mentions, recommends or cites the organisation. That is observed AI visibility, which no current CTI website audit measures. The In-Depth Website Audit interprets what AI systems can establish from your public evidence, not what they currently say.
06 Performance
Mobile and desktop loading performance, measured separately: overall performance, first content, main content load, main-thread blocking, layout stability and visual loading speed, with interaction responsiveness where it is available.
- Observed
- Laboratory measurements for each device, each against its recognised threshold.
- CTI can establish
- Where the loading experience breaks on each device, and how far mobile and desktop diverge.
- It cannot establish
- What your actual visitors experienced. A measurement that cannot be captured is reported as unavailable, never as a zero.
07 Observed technology
The technology visible on the public pages, by category: platform, analytics, tag management, CRM and forms, marketing automation, chat, scheduling, payments, consent management, hosting and frameworks, where a signature is observable.
- Observed
- Each detected technology, its category, its observed role and the evidence it was detected from.
- CTI can establish
- What is publicly observable in the stack and how it is distributed.
- It cannot establish
- The complete stack, or how any of the tools is used inside the business.
08 Findings and priority actions
Findings are formed from the measures above. Each carries a severity, what was observed, why it matters commercially, the exact public text it rests on with a link to the page, a recommended next step and a confidence level. Actions are ranked critical, high value or optimisation.
- Observed
- Every finding is traceable to pages, excerpts and deterministic signals. Contradictions between pages are reported rather than averaged away.
- CTI can establish
- The strongest signal, the clearest constraint, the immediate opportunity, and the first actions to take.
- It cannot establish
- A full transformation roadmap. The free action list is the first move, and the report says so.
09 Evidence confidence
A measure of how complete, direct, consistent and current the evidence behind the result is, built from coverage, source quality, consistency, freshness and scope limitations.
- Observed
- How many representative public pages were collected, how many were accessible and readable, and which collection limits applied.
- CTI can establish
- How far the result can be relied on, and which findings rest on limited evidence.
- It cannot establish
- Website quality or commercial maturity. Confidence describes the evidence, not the business.
What you receive
What does the Free Website Audit return?
A reading you can act on rather than a list of scores. The value of the audit is knowing which finding is holding the others back, and being able to trace that judgement to the page it came from.
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Executive diagnosis
The strongest website-visible signal, the clearest commercial constraint and the immediate opportunity, stated as one decisive reading before any detail.
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Measured profile
Seven public-signal measures with their definitions, alongside AI readiness, performance on each device, technical discoverability and the technology observed.
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Findings with evidence
Each finding names what was observed, why it matters commercially and the page and text it rests on, so every conclusion can be traced.
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Priority actions
The first actions to take, ranked critical, high value or optimisation, each tied to the finding it addresses and the commercial reason behind it.
Generic language reduces differentiation.
- Finding
- The primary pages describe the offer in language several competitors could use unchanged, and no page states a specific difference a buyer could check.
- Why it matters commercially
- When the difference cannot be established, the buyer compares on the one thing that remains comparable, which is price, and the site attracts demand it cannot qualify.
- Evidence
- Homepage, hero: "solutions for businesses of all sizes". Services page, introduction: the category stated differently from the homepage. Each excerpt links to the page it was observed on.
- What the observed evidence can establish
- What the site currently says, on which pages, and how consistently. That is enough to act on the copy.
- What it cannot establish
- Whether the difference is real. Observed evidence establishes what the website states, not what the business does.
- Priority
- High value. Replace the generic claim with a specific audience, offer and outcome statement, and carry it consistently across the pages that frame the offer.
Free Website Audit
Find out where your website's clarity and evidence break down
The audit reads your public pages the way a buyer, a search engine and an AI system read them, and returns what they can establish about your business right now.
- The strongest signal and the clearest constraint, named
- Findings you can trace to the page and the text
- What to change first, in order of commercial priority
Observed evidence only. No charge.
How it works
How does the Free Website Audit work?
Four steps. You tell CTI about the business; everything after that is analysis of evidence your website already publishes.
- 01
Tell CTI about the business
Your name, company, email address, website URL, industry and country. That is all the audit needs, and there is no payment and no account.
Under a minute
- 02
Public evidence is analysed
The audit reads a representative sample of your public pages, the directives that govern how machines reach them, and mobile and desktop performance.
Observed evidence
- 03
Signals are interpreted against the Free Website Audit model
Commercial clarity, conversion, proof, technical discoverability, AI readiness and technology are measured, and findings are formed with the evidence attached.
200+ signals checked
- 04
Findings and priorities are presented
The strongest signal, the clearest constraint, the findings, the priority actions and the evidence confidence, shown to you in the same session.
Minutes
The difference
Most website audits report defects. This one reports what a buyer can establish.
A conventional audit exposes technical and page defects. The Free Website Audit reads the commercial evidence your website exposes as buyers, search engines and AI systems read it: whether the organisation, its audience, its positioning, its proof, its next step and its machine-readable evidence are clear. Every finding carries its evidence and its confidence, and the result prioritises what to change first.
A conventional website audit asks
- Does the page load quickly?
- Are there broken links and missing tags?
- Is the heading structure valid?
- Which keywords does the site rank for?
The Free Website Audit asks
- Can a buyer establish what you do, for whom, and why it matters?
- Is there a clear next step, and does proof sit beside the claims?
- Can search and AI systems reach and interpret that evidence?
- Which constraint is holding the others back, and what is the first move?
Commercial clarity, not page defects
Findings are stated in terms of what a buyer can establish and what it costs commercially when they cannot, not in terms of a technical standard a page fails.
Buyer understanding
The audit reads who the language addresses and whether a buyer can judge fit before enquiring, because that is where qualified demand is won or lost.
Observable ICP and positioning
A website states who you serve and why you are different whether or not it was written to. The audit reads the claim it currently makes and how consistently it makes it.
Conversion evidence
Calls to action and forms are read as commercial controls: whether they exist, whether they mean something, whether one dominates and whether they recur across pages.
Trust a buyer can check
Proof is measured by type and placement: named case studies, quantified outcomes, testimonials, identifiable customers and accreditations, near the claims they support.
Technical discoverability
Sixteen deterministic signals establish whether search and answer systems can reach the commercial evidence at all.
AI readiness
Seven governed dimensions measure whether the evidence can be discovered, interpreted and cited by machines, stated as readiness and never as visibility.
Evidence confidence
Every result says how far it can be relied on. A limited page sample is reported as limited, not turned into a confident conclusion.
Prioritised actions
The result ends in the first actions to take, ranked and tied to findings, rather than in a list of issues of equal weight.
Evidence you can trace
Every material conclusion links to the page and the text it was observed on. Nothing is asserted that the evidence section cannot show.
Boundaries
What can observed evidence not tell you?
Stating this is not a caveat on the result. It is how CTI keeps a finding usable: a reading that claims more than its evidence supports cannot be relied on for anything.
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The internal commercial system
CRM and pipeline control, marketing-to-revenue connection, sales qualification, pricing, operations, automation and retention cannot be observed from outside. The audit says nothing about them rather than estimating them.
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A CTI score or maturity band
A CTI score comes from reviewed evidence across all ten domains. The audit calculates no CTI score, no website domain score and no maturity band.
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Observed AI visibility
AI readiness is not AI visibility. Whether AI services mention, recommend or cite you is not measured by this audit or by the In-Depth Website Audit, which interprets how readable and extractable your proposition is rather than what any AI service currently says about you.
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What visitors did
The audit reads the evidence your site presents, not the behaviour of the people reading it. It has no analytics access and asks for none.
Next depth
Free Website Audit, or In-Depth Website Audit?
The same public evidence, a different question. The free audit tells you what is visible. The In-Depth Website Audit tells you why it is happening and what to change first.
Free Website Audit
In-Depth Website Audit
The question
The question What can buyers, search engines and AI systems already establish about your business?
The question What is limiting your website commercially, and what should change first?
Evidence
Evidence Observed public website evidence, measured automatically.
Evidence The same public evidence, examined in depth with deeper commercial interpretation.
What you receive
What you receive Executive diagnosis, measured profile, findings with evidence, and the first actions to take.
What you receive Full findings, complete evidence, benchmark context where governed, and a sequenced improvement plan.
AI
AI AI readiness: seven dimensions of machine discovery and interpretation.
AI The same AI readiness evidence, interpreted commercially: what search engines and AI systems can establish about the proposition, where it would be misread, and how much that costs. Observed AI visibility is not part of either audit.
Fit
Fit You want to know what is already visible before committing anything.
Fit A decision about the website itself, including whether to rebuild it.
Start
Privacy
What information does the audit use, and what happens to it?
The audit reads the public version of your website, in the same way any visitor or search engine does. It requires no credentials, no plugin and no access to any internal system. To run it, you provide your name, company name, email address, website URL, industry or sector and country, which identify the audit and its result.
The result belongs to your organisation. It is not sold, and it is not shared with another organisation. It is shown to you when the audit completes, and it is never published individually.
Assessment evidence contributes to published CTI intelligence only in aggregate, inside cohorts large enough that no single organisation can be identified from a figure. Your rights, retention and the aggregation rules are set out in the privacy notice.
Before you run it
Questions people ask about the Free Website Audit
If yours is not here, the assessment comparison sets out what each of the four CTI routes can and cannot establish.
What is the Free Website Audit?
The Free Website Audit is an automated Commercial Transformation Index (CTI) assessment of what your public website establishes about your business. It measures the commercial, technical and AI-readiness signals a buyer, a search engine and an AI system can read, and returns the strongest signal, the clearest constraint, the findings behind them and the actions to take first. It runs automatically and costs nothing.
What does the Free Website Audit analyse?
A representative sample of your public pages. From them it measures commercial clarity (ideal customer clarity, positioning, message clarity, services and offer clarity, qualification and lead protection), conversion paths, proof and credibility, technical discoverability, mobile and desktop performance, AI readiness across seven dimensions, and the technology observable on the site. Every finding is tied to the page and the text it was observed on.
How many signals does the Free Website Audit analyse?
Every audit checks the public website for more than 200 observable signals, and the report shows the ones it can establish for your site. Signals are the measurements beneath the result: technical discoverability checks, performance metrics, commercial language patterns, proof types, conversion controls, AI-readiness inputs and technology signatures. This is a separate, narrower inventory from the 5,000+ potential signals the Full CTI Audit can assess across ten domains.
What information do I need to provide?
Six details when the audit starts: your name, company name, email address, website URL, industry or sector, and country. Industry and country are chosen from lists. Nothing is installed on your website and no access is requested.
Do I need an account to run the Free Website Audit?
No. The Free Website Audit runs without an account: you provide the start details and the analysis begins. Your result is shown in the browser as the audit completes.
Do I need a payment card?
No. No payment is required and no card is requested. The Free Website Audit provides an initial website-visible view of your commercial position. The In-Depth Website Audit and the Full CTI Audit are the paid routes, and each is a separate decision.
How long does the Free Website Audit take?
Minutes. The audit runs while you wait. Website and commercial signals become available first, and the technical performance measurement completes in the same session. If a technical stage cannot be captured, the result says so rather than presenting a gap as a score.
Does CTI need access to my website?
No. The audit reads the public version of your website in the same way a visitor or a search engine does. It needs no login, no plugin, no analytics access and no change to your site.
Does the Free Website Audit analyse SEO?
It measures technical discoverability, which is the part of search that public evidence can establish: HTTPS, redirects, robots directives, sitemap availability, indexability, canonicalisation, titles, meta descriptions, primary headings, Open Graph metadata, structured data and server-readable text. It is not a keyword ranking or backlink report. The question it answers is whether your commercial proposition can be found and understood, not how you rank for a term.
Does it analyse AI readiness?
Yes. AI readiness is a deterministic measure of how ready your public website evidence is for machine discovery and interpretation, across seven governed dimensions: technical discoverability, machine readability, structured data, entity clarity, authority and evidence, citation readiness, and freshness and provenance. The result shows the score, each dimension, the strongest signal and the largest gap.
Does it test AI visibility?
No. AI readiness is not AI visibility. The Free Website Audit does not observe whether AI services mention, recommend or cite your organisation, and it does not compare you with competitors on any AI surface. Observed AI visibility is not part of the In-Depth Website Audit either; that audit interprets what AI systems can establish from your public evidence, not what they currently say.
Does it analyse ICP and positioning?
It reads the ideal customer and positioning signals your website makes public: who the language addresses, the category and value proposition it states, the difference it claims and whether buyers can judge fit before enquiring. Website is the CTI domain the audit examines directly; ICP and Positioning are read through it, as far as public evidence allows.
Does the Free Website Audit produce a CTI score?
No. A CTI score is produced from reviewed evidence across all ten domains in a Full CTI Audit. The Free Website Audit calculates no CTI score, no website domain score and no maturity band. It returns measured public signals, findings and priority actions, and it states that the domains it cannot observe are not estimated.
What evidence class does the Free Website Audit use?
Observed evidence only: what is publicly visible on the website at the time of the audit. Each result carries an evidence confidence measure that reflects how complete, direct, consistent and current that evidence was, so a limited page sample is reported as limited rather than turned into a conclusion.
Is my result private?
Yes. The audit record belongs to your organisation. It is not sold or shared with another organisation. Assessment evidence contributes to published CTI intelligence only in aggregate, within cohorts large enough that no single organisation can be identified.
What does the In-Depth Website Audit add?
Depth on the same evidence. The In-Depth Website Audit adds AI-assisted commercial interpretation of the full website evidence pattern: what each finding implies for buyer understanding, positioning, trust, qualification, conversion and machine readability, how findings depend on one another, what each is likely to cost, and a prioritised 90-day sequence of change. The Free Website Audit tells you what is visible; the In-Depth Website Audit tells you why it matters and what to change first.