The scoring behind your audit is state of the art: more than a dozen machine-learning models, several built on research published in the last two years, benchmarked on held-out data and calibrated to how thousands of real people rated thousands of real web pages. No other audit at this price grades a site this way.
Grounded in research and web standards
- WCAG 2.2 accessibility standard
- Google Core Web Vitals performance standard
- Usability research usability principles
- Web-credibility research trust
- Eye-tracking research visual attention
- Readability research clarity
- Colour science brand consistency
How much of the work does it do?
Every tool here will tell you something about your website. What separates them is who does the work after that.
-
Ask an AI chatbot
ChatGPT, Claude, Google Gemini, Perplexity, roast.pageAnswers the question you thought to ask, in seconds, usually free.
You still: Work out what to ask. Decide what to change. Make the change. Find out months later whether it helped.
-
Let an AI edit the site
Makes the change across your pages once you have told it what you want changed.
You still: Still decide what is worth changing, and still find out months later whether it helped.
-
you x you i
Checks the whole page against what makes a visitor buy, ranks the fixes in the order worth doing, then watches your search traffic and emails you what your changes actually did, 30, 60 and 90 days on.
You still: Make the changes, or hand the list to whoever does.
-
Hire a CRO consultant
£1,500 to £5,000 per audit A CRO consultant or agencyAll of the above, plus the meetings, the testing and the hands on the keyboard.
You still: Pay for it.
The failure to watch for is the quiet one. Every page still loads, nothing looks broken, and the site drifts a little further from what sells with every edit and every new product. Nobody notices until the quarter comes in light. Catching that is the job you pay a consultant for, and it is the job this does on repeat: consultancy on a shoestring.
A full read of your site in minutes, not weeks. No traffic to wait for, nothing to set up.
Pay once for the audit you run. A single audit has no monthly bill, no contract, and nothing to cancel.
Every audit covers accessibility, performance, content clarity, brand consistency, conversions, and more.
AI-powered analysis means no recruiting, no scheduling, no panel costs. Submit a URL and get your report.
Connect Google Search Console once and every audit comes with causal-impact attribution against organic-search clicks, impressions, and position.
What an audit is for
Your traffic costs the same whether a visitor buys or leaves. An audit works on the traffic you already pay for, and on getting more of it to arrive. Not all of that ends in a sale: some of it is about being trusted, and some of it is the law.
More visitors arrive
2 checks in the audit are pointed at this.
The strongest evidence here is published real-world data rather than a controlled experiment.
More of your visitors buy
13 checks in the audit are pointed at this.
The strongest evidence here is a controlled split test: real traffic divided in two, one thing changed, the difference measured. 12 of the 13 describe your page and reason from there.
More visitors trust what they see
6 checks in the audit are pointed at this.
The strongest evidence here is published real-world data rather than a controlled experiment. Trust is the outcome here, and it is not a sale you can trace to a line item. 4 of the 6 describe your page and reason from there.
More people can use your site
1 check in the audit is pointed at this.
The strongest evidence here is a published standard rather than our own view of what works. This one is a legal duty as much as a commercial one: accessibility law now applies to e-commerce across the EU.
Find the problem before it costs you the traffic
Waiting for live tests and session recordings to find what is wrong with a page is like waiting for a fire to find out whether the building is safe. It is slow, it needs visitors you may not have yet, and it spends your ad budget learning things a reader could have told you on day one.
We are the smoke detector. We read the page before you send anyone to it and score how easy it is to find, follow and trust, so the friction that costs you sales is fixed on the way in rather than discovered on the way out. Not every tool below waits for people, and the table says which do.
- Waits for your visitors
- Hotjar, Microsoft Clarity and VWO. Nothing to read until enough people have been through.
- Waits for people you find
- Maze and a CRO consultant or agency. Someone has to be recruited and scheduled first.
Seven things nobody else on this page measures
Several tools below will happily give you an opinion on your homepage. What none of them publishes is what that opinion is measured against, so there is no scale behind the answer and no way to tell whether a bad review of your headline is worth acting on. Every one of these seven is scored against something outside our own head, such as a published colour standard, how more than a thousand teachers rated real writing, or your own Google Search Console figures. That is why a number from us means the same thing on Tuesday as it did on Monday.
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks your pricing is laid out clearly
- Checks your brand is consistent
- Checks your writing reads clearly
- Flags copy that sounds AI-written
- Links your fixes to your Google traffic
ChatGPT / Claude, Cruelx, GetWebsite.Report and Semrush will each have something to say about your homepage. On the checks above, none of them publishes what its answer is measured against. Scroll down and count the Not checked cells in their columns.
Feature-by-Feature Comparison
See how you x you i stacks up against alternatives
How to read the checks below
- Measured
- Runs the check on your real page and scores it against something outside its own head.
- Checks
- Runs the check against a published list of rules. Nothing scores how good the answer is.
- Opinion
- Will give you an answer. Nothing measures the answer, so you cannot tell a good one from a bad one.
- Not checked
- Does not look at this at all.
| Feature | you x you i Website audit Research | ChatGPT / Claude DIY AI chat Impression | Cruelx One-off audit Checklists | GetWebsite.Report Agency audit tool Checklists | Semrush SEO toolset Real data |
|---|---|---|---|---|---|
| Tells you why people are not buying | Measured | Opinion | Opinion | Checks | Not checked |
| Checks your headline says what you sell | Measured | Opinion | Opinion | Checks | Not checked |
| Checks your buttons and calls to action | Measured | Opinion | Opinion | Checks | Not checked |
| Checks your pricing is laid out clearly | Measured | Opinion | Opinion | Not checked | Not checked |
| Checks how your pages are laid out | Measured | Opinion | Opinion | Checks | Not checked |
| Checks the Google basics | Checks | Opinion | Checks | Checks | Checks |
| Checks AI can read and quote your pages | Checks | Opinion | Not checked | Not checked | Not checked |
| Tracks whether AI assistants mention your brand | Not checked | Not checked | MeasuredSeparate purchase | Not checked | Checks |
| Connects to Google Search Console | Checks | Not checked | Not checked | Not checked | Checks |
| Shows which searches moved after your audit | Measured | Not checked | Not checked | Not checked | ChecksSEO only |
| Links your fixes to your Google traffic | Measured | Not checked | Not checked | Not checked | Not checked |
| Shows what AI answers cost you in clicks | Measured | Not checked | Not checked | Not checked | Not checked |
| Compares your clicks with last year | Measured | Not checked | Not checked | Not checked | ChecksSEO only |
| Tracks your score against your Google traffic | Measured | Not checked | Not checked | Not checked | Not checked |
| Backlink and keyword research | Not checked | Not checked | Not checked | Not checked | Checks |
| Checks how fast your pages load | Measured | Not checked | Checks | Measured | Measured |
| Checks it works on phones | Checks | Not checked | Checks | Checks | Checks |
| Checks people with disabilities can use it | Measured | Not checked | MeasuredContrast only | Not checked | MeasuredSeparate app |
| Checks your domain and email are set up right | Not checked | Not checked | Measured | Not checked | Not checked |
| Checks your site looks trustworthy | Checks | Opinion | Opinion | Checks | Not checked |
| Checks your brand is consistent | Measured | Opinion | Opinion | Not checked | Not checked |
| Predicts where visitors look first | Measured | Not checked | Not checked | Not checked | Not checked |
| Checks your privacy policy and terms are there | Not checked | Not checked | Not checked | Checks | Not checked |
| Checks your writing reads clearly | Measured | Opinion | Opinion | Checks | ChecksSEO only |
| Flags copy that sounds AI-written | Measured | Not checked | Not checked | Not checked | Not checked |
| Rewrites your words for you | Not checked | Opinion | Opinion | Not checked | Not checked |
| Checks how hard the page is to take in | Checks | Opinion | Opinion | Not checked | Not checked |
| Results in minutes, no traffic needed | |||||
| Tells you what to fix, in order | Opinion only | By severity | |||
| Emails you what your fixes did, 30 days on | |||||
| Answers follow-up questions | |||||
| Scores measured against what real people said, not an opinion | |||||
| Compares you to similar websites | Coming soon | ||||
| Puts your own logo on the report | |||||
| One audit, no subscription | Free tier | Monthly credits | |||
| Pricing | $5 per audit, no subscription required | Free, or $20/mo for Plus | From $8.99 one-off | From $29 | From $139/mo |
Of the 30 things this table checks, we answer 22. The nearest software answers 16, and a human consultant answers 15. We are also the only one here that comes back after your fixes to tell you what changed. Counted on the rows in this table, which we chose. Another tool drawing its own list would count differently.
The tools that did not fit in the table
A table wide enough for every tool on this page is a table nobody can read on a phone, so the table holds the ones people most often buy instead of us. Here is everyone else, with what each one checks and what it leaves to you.
23 more tools, and what each one checks. Every line comes from the same comparison as the table above.
Claude
DIY AI chatThe same answer as ChatGPT, in better prose.
- Results in minutes, no traffic needed
- Answers follow-up questions
- Opinion on 12 checks
- Tells you what to fix, in order: Opinion only
- One audit, no subscription: Free tier
- Connects to Google Search Console
- Shows which searches moved after your audit
- Links your fixes to your Google traffic
and 10 more of the 13 checks we run that it does not.
roast.page
AI roast toolA quick verdict from a screenshot, a scrape and speed data.
- Checks the Google basics
- Checks how fast your pages load
- Results in minutes, no traffic needed
- One audit, no subscription
- Opinion on 11 checks (Paid packs)
- Tells you what to fix, in order: Opinion only
- Checks AI can read and quote your pages
- Connects to Google Search Console
- Shows which searches moved after your audit
and 9 more of the 12 checks we run that it does not.
SEOptimer
SEO graderA free grade in seconds, then a monthly bill for the rest.
- Checks the Google basics
- Checks AI can read and quote your pages
- Backlink and keyword research
- Checks how fast your pages load
- Checks it works on phones
- Results in minutes, no traffic needed
- Tells you what to fix, in order
- Puts your own logo on the report
- Checks on 2 checks (Rank tracking only, Word count only)
- One audit, no subscription: Free audit
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 15 more of the 18 checks we run that it does not.
Hotjar
Heatmaps and recordingsWatches real visitors, once you have enough of them.
- Records real visitor sessions
- Heatmaps of real clicks
- Measured on 1 check (Interviews add-on)
- Checks on 2 checks (Funnels only, Recordings only)
- Results in minutes, no traffic needed: Needs traffic first
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks your pricing is laid out clearly
and 21 more of the 24 checks we run that it does not.
Microsoft Clarity
Heatmaps and recordingsThe same job as Hotjar, free forever.
- Records real visitor sessions
- Heatmaps of real clicks
- Tracks whether AI assistants mention your brand
- Checks on 2 checks (Rage clicks only, Recordings only)
- Results in minutes, no traffic needed: Needs traffic first
- One audit, no subscription: Free tool
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks your pricing is laid out clearly
and 20 more of the 23 checks we run that it does not.
HubSpot Website Grader
Free graderThe free grader you meet first.
- Checks the Google basics
- Checks how fast your pages load
- Checks it works on phones
- Results in minutes, no traffic needed
- Tells you what to fix, in order: Generic tips
- One audit, no subscription: Free tool
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 18 more of the 21 checks we run that it does not.
Baymard Institute
Ecommerce researchA research library, and the best in the field. Ecommerce only.
- Tells you why people are not buying
- Compares you to similar websites
- Checks on 2 checks (Human audit)
- Tells you what to fix, in order: Human audit
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks your pricing is laid out clearly
and 20 more of the 23 checks we run that it does not.
Maze
Prototype testingTests a prototype with people you recruit.
- Tests with people you recruit
- Checks on 1 check (Needs participants)
- Tells you what to fix, in order: Manual
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 22 more of the 25 checks we run that it does not.
Ahrefs
SEO toolsetThe reference tool for backlinks and keywords.
- Checks the Google basics
- Connects to Google Search Console
- Backlink and keyword research
- Results in minutes, no traffic needed
- Measured on 1 check (Via PageSpeed)
- Checks on 5 checks (Paid add-on, SEO only)
- Tells you what to fix, in order: SEO only
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 15 more of the 18 checks we run that it does not.
Perplexity
DIY AI chatA DIY assistant, and a place buyers now ask about you.
- Results in minutes, no traffic needed
- Answers follow-up questions
- Opinion on 11 checks
- Tells you what to fix, in order: Opinion only
- One audit, no subscription: Free tier
- Connects to Google Search Console
- Shows which searches moved after your audit
- Links your fixes to your Google traffic
and 11 more of the 14 checks we run that it does not.
Google Gemini
DIY AI chatThe assistant already open in a Google user's tab.
- Results in minutes, no traffic needed
- Answers follow-up questions
- Opinion on 12 checks
- Tells you what to fix, in order: Opinion only
- One audit, no subscription: Free tier
- Connects to Google Search Console
- Shows which searches moved after your audit
- Links your fixes to your Google traffic
and 10 more of the 13 checks we run that it does not.
Frictionless
AI roast toolA one-shot AI critique, billed monthly.
- Checks how fast your pages load
- Results in minutes, no traffic needed
- Opinion on 10 checks
- Tells you what to fix, in order: Opinion only
- Checks the Google basics
- Checks AI can read and quote your pages
- Connects to Google Search Console
and 12 more of the 15 checks we run that it does not.
Heurilens
AI roast toolA one-shot AI critique, bought in credits.
- Checks the Google basics
- Checks how fast your pages load
- Checks people with disabilities can use it
- Results in minutes, no traffic needed
- Opinion on 10 checks
- Tells you what to fix, in order: Opinion only
- Checks AI can read and quote your pages
- Connects to Google Search Console
- Shows which searches moved after your audit
and 10 more of the 13 checks we run that it does not.
Google PageSpeed Insights
Speed and technicalGoogle's speed report. We run it for you.
- Checks the Google basics
- Checks how fast your pages load
- Checks it works on phones
- Checks people with disabilities can use it
- Results in minutes, no traffic needed
- Tells you what to fix, in order: Technical only
- One audit, no subscription: Free tool
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 17 more of the 20 checks we run that it does not.
Otterly.AI
AI mention trackingTracks whether AI assistants name your brand.
- Checks AI can read and quote your pages
- Tracks whether AI assistants mention your brand
- Results in minutes, no traffic needed: Tracks over time
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 22 more of the 25 checks we run that it does not.
Profound
AI mention trackingThe same question as Otterly, for teams with a budget.
- Tracks whether AI assistants mention your brand
- Results in minutes, no traffic needed: Tracks over time
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 23 more of the 26 checks we run that it does not.
Attention Insight
Predicted attentionOne check, done well: where the eye lands first.
- Predicts where visitors look first
- Results in minutes, no traffic needed
- Tells you what to fix, in order: Attention only
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
and 21 more of the 24 checks we run that it does not.
A CRO consultant or agency
The human optionThe human option, and the price anchor.
- Tells you what to fix, in order
- Answers follow-up questions
- A person who has seen a thousand sites
- Compares you to similar websites
- One audit, no subscription
- Measured on 1 check (If you scope it)
- Checks on 4 checks (If you scope it)
- Opinion on 10 checks
- Results in minutes, no traffic needed: Weeks, not minutes
- Checks AI can read and quote your pages
- Connects to Google Search Console
- Shows which searches moved after your audit
and 8 more of the 11 checks we run that it does not.
UXLens
AI roast toolTen AI layers a month for less than lunch, or a person for a lot more.
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks how your pages are laid out
- Checks your site looks trustworthy
- Predicts where visitors look first
- Checks your writing reads clearly
- Checks how hard the page is to take in
- Results in minutes, no traffic needed
- Tells you what to fix, in order
- Answers follow-up questions
- A person who has seen a thousand sites
- Opinion on 2 checks
- One audit, no subscription: Monthly credits
- Checks your pricing is laid out clearly
- Checks the Google basics
- Checks AI can read and quote your pages
and 13 more of the 16 checks we run that it does not.
Roast My Web
AI roast toolThe cheapest per-page review here, bought a handful at a time.
- Checks the Google basics
- Results in minutes, no traffic needed
- Tells you what to fix, in order
- Compares you to similar websites
- Opinion on 6 checks
- One audit, no subscription: Monthly credits
- Checks your pricing is laid out clearly
- Checks AI can read and quote your pages
- Connects to Google Search Console
and 14 more of the 17 checks we run that it does not.
Roast My Funnel
AI roast toolA crowd of invented buyers, counted, for one payment.
- Results in minutes, no traffic needed
- Tells you what to fix, in order
- Puts your own logo on the report
- One audit, no subscription
- Opinion on 7 checks
- Checks your pricing is laid out clearly
- Checks how your pages are laid out
- Checks the Google basics
and 15 more of the 18 checks we run that it does not.
VWO
Free graderThe free review is the doorway to a platform priced on quotes.
- Records real visitor sessions
- Heatmaps of real clicks
- Tells you what to fix, in order
- Measured on 1 check (Needs traffic)
- Opinion on 4 checks
- Results in minutes, no traffic needed: Review yes, data no
- One audit, no subscription: Free, then quote
- Checks your pricing is laid out clearly
- Checks the Google basics
- Checks AI can read and quote your pages
and 16 more of the 19 checks we run that it does not.
VertaaUX
Developer audit toolThe one built to run inside a build pipeline, before you deploy.
- Tells you why people are not buying
- Checks your headline says what you sell
- Checks your buttons and calls to action
- Checks how your pages are laid out
- Checks how fast your pages load
- Checks it works on phones
- Checks people with disabilities can use it
- Checks your writing reads clearly
- Checks how hard the page is to take in
- Results in minutes, no traffic needed
- Tells you what to fix, in order
- Puts your own logo on the report
- One audit, no subscription: Free, then credits
- Checks your pricing is laid out clearly
- Checks the Google basics
- Checks AI can read and quote your pages
and 12 more of the 15 checks we run that it does not.
Why we check these things
Every row on that table costs you a few seconds of reading, so here is the research behind the ones that move the most money. Where a study can only show a pattern rather than a cause, the card says so: a number you cannot check is worth nothing to you.
Four and a half stars sells better than five
Checks your site looks trustworthy
People are most likely to buy when the average rating sits between 4.0 and 4.7. A flawless 5.0 reads as too good to be true, and buying falls away as a score approaches it. That pattern holds across 420,334 real shopping visits covering 9,838 products. Pooling 96 studies, the overall link between reviews and sales is real but small.
Observational: pages carrying good ratings tend to differ in other ways too, so read this as a pattern rather than a promise. Nobody changed a rating and measured what happened to sales.
Source: Spiegel Research Center on the rating optimum, and Babic Rosario, Sotgiu, De Valck and Bijmolt in the Journal of Marketing Research on the size of the link (2016 and 2017)
A faster page sold more, in a real experiment
Checks how fast your pages load
Vodafone made its main content appear 31% sooner and sold 8% more. Half of its visitors got the faster page and half did not, which is what turns this from a pattern into a cause.
One company, one site. The direction is trustworthy because the test was controlled; the size of the gain on your site will be your own.
Source: Vodafone, published as a Google web case study (2020)
AI answers are taking the click
Checks AI can read and quote your pages
When Google put an AI summary at the top of the results, people clicked through to a website 8% of the time. Without a summary they clicked 15% of the time. If an assistant cannot read and quote your pages, you are missing from the answer that replaced your click.
Observational, and moving quickly. It counts clicks on a results page, not visits to your site, and the picture changes every time Google changes the layout.
Source: Pew Research Center, 68,879 searches from 900 US adults (2025)
Almost every home page shuts somebody out
Checks people with disabilities can use it
An automated scan of the top million home pages found failures on 95.9% of them: text too faint for someone with low vision to read, buttons a screen reader cannot name. Since 28 June 2025 the European Accessibility Act has made this a legal duty, and it names e-commerce in the statute.
An automated scan finds only the failures a machine can see, so 95.9% is a floor. It counts barriers, and says nothing about what they cost you in sales.
Source: WebAIM's 2026 scan of the top million home pages, and the European Accessibility Act (2025 and 2026)
Pricing that fits your stage
Start with a single $5 audit, or choose a monthly plan to monitor your key pages over time.
See pricing & plansWhy site owners choose you x you i
Answers before you have the traffic
Session tools need weeks of visits before the numbers mean anything, so a quiet site waits a month to learn nothing. Paste your URL and read the findings in minutes, even on a page nobody has landed on yet.
We tell you why they left
Recordings and heatmaps show you where people clicked. They cannot tell you that your headline never says what you sell, or that your pricing is hard to follow. We read the page the way a first-time visitor does and name what is costing you the sale.
One audit, no subscription required
Pay $5 once and that is the end of it. No monthly bill running whether you open the report or not, no per-seat pricing, no annual contract and no sales call. Most tools here bill every month instead, forever, and a few of those want a quote before they will tell you anything at all. Two now sell a single audit the way we do, and both ask more for one than we do, though one of them hands you a shorter version for nothing.
A ranked list you can act on
Every finding arrives with the fix and its place in the queue, written for a site owner rather than an analyst. You or your developer can start on the top item this afternoon.
What you get after your first audit
Connect Google Search Console once and every audit unlocks an attribution surface no other tool ships out of the box.
See whether your audit moved the needle
Causal-impact attribution lines every recommendation up against Google Search Console clicks, impressions, and position, so you know what actually worked.
Learn moreDetect AI-Overview compression eating your clicks
Spot the queries where AI Overviews suppress click-through even though your ranking is intact. Most audits miss it entirely.
Learn moreTrack audit score vs organic traffic over time
One trend chart pairs every audit with the organic-search response that followed, so you see the whole story rather than isolated snapshots.
See the full list of insights terms in the glossary .
The tools in the table, up close
What each one is good at, and where it stops.
ChatGPT
DIY AI chatThe free default, and Claude is the same answer with better prose. Paste your URL, ask what is wrong with the page, and it will tell you, confidently, every time. It has an opinion on your headline and it will rewrite it for you on the spot. It has never watched anyone use your site, it cannot open your page on a phone or time how long it takes to load, and it will tell you something different if you ask twice.
Cruelx
One-off auditA website audit and a separate scan of whether AI assistants name you, sold by one company with a free daily report and a long client-ready PDF behind it. The technical half is genuinely measured and published as read. The buyer-psychology half, which they call their edge, rests on named persuasion principles with nothing published about how the scores were arrived at.
GetWebsite.Report
Agency audit toolA fixed checklist of roughly seventy named checks, written up as a long branded document an agency hands to a prospect. Seven scored categories, one of which is whether your privacy policy, terms and copyright notice exist, and that one has no equivalent anywhere else on this page. Priced per report rather than per page, and aimed at whoever is selling the work rather than whoever owns the site.
Semrush
SEO toolsetThe best known SEO suite, and its Site Audit crawls a whole site for technical problems. It ranks what it finds by technical severity, which is not the same as the order that makes you money.
Works with every platform
Audit any publicly accessible website, including Shopify, Salesforce Commerce Cloud, WordPress, and custom-built sites
Shopify
Audit any Shopify storefront. Identify checkout friction, product page UX issues, and mobile shopping experience gaps across your entire site.
Salesforce Commerce Cloud
Evaluate Salesforce-powered storefronts for UX quality, conversion optimization, and brand consistency. Salesforce itself does not report any of it.
WordPress / WooCommerce
Analyze WordPress and WooCommerce sites for usability issues, performance bottlenecks, and conversion opportunities.
Custom & Headless
Works with any publicly accessible website regardless of technology stack: React, Vue, headless CMS, or custom-built.
Questions people ask before they buy
SEOptimer and HubSpot Website Grader are free. Why would I pay?
Their reports tick boxes: is there a meta description, is there one H1, do the images have alt text. They screenshot your page and never look at it. Neither will tell you that your headline does not say what you sell, that your main button asks for a commitment nobody is ready to make, or that your pricing reads as a trap. Those are the things the $5 audit reads, once, with no subscription required. The receipts are on the SEOptimer and HubSpot Website Grader pages.
Why not just ask ChatGPT what it thinks of my homepage?
It will tell you, confidently, every time, and tell you something different if you ask twice. It has never watched anyone use your site, and it cannot measure anything: not how fast your page loads, not how it renders on a real phone, not whether someone on a screen reader can get through it, not what your Search Console has been recording all year. Our scores are calibrated against what thousands of real people said about real pages. Read the long version on the ChatGPT and Claude pages.
Do I need traffic before this tells me anything?
No, and that is the difference from Hotjar and Microsoft Clarity. They watch visitors, so they need weeks of traffic before they show you a pattern, and when nobody is buying, weeks is the thing you have least of. We read the page. A site that launched yesterday gets the same audit as one with fifty thousand visits a month.
Is this only for online shops?
No. The audit works out what kind of business the site is and reads it on those terms, across eight types: B2B services, e-commerce, education, finance, healthcare, local business, media and SaaS. A dental practice is read on whether a patient can book, a SaaS site on whether the trial is worth starting, a shop on whether the checkout looks safe to hand a card to.
What do you not do?
We do not record sessions or draw heatmaps of real clicks (Hotjar and Microsoft Clarity do, and Clarity is free). We do not recruit people to test your site (Maze). We do not research backlinks or keywords (Ahrefs). We do not rewrite your words for you, and we do not track whether ChatGPT mentions your brand (Otterly.AI and Profound). Every one of those is a row where our column says no, on the table above or on that tool's own page, and we left them all in.
See also
The full list of 25 audit modules and what each one checks for.
Plans for one-off audits and ongoing monitoring, with all features included.
Plain-language definitions of every technical term used in our reports.
Product pages, cart and checkout: where we look first when you sell online.
Turn the visitors you already have into calls, bookings and enquiries.
Win the pitch, scope the work, and show a client what to fix first.