How it works

Brand as product

1 of 12

Scope

Can a stranger tell, in the first screen, what you actually sell — and see the list of services?

1Stated plainly up top, services listed.

½Services exist, but the opening is vague ("welcome to our website").

0Can't tell what you sell at all.

2 of 12

Attributes

Do your service pages say what's included, how it's delivered, how long it takes, what you actually get?

1Real detail on each service, plus an FAQ.

½Some detail, no FAQ.

0Service names only.

3 of 12

Quality and value

Do you show what it costs, and proof it's worth it?

1Prices or a fee guide, and named testimonials.

½One of the two.

0Neither.

4 of 12

Uses

Is there an obvious way to act — and does it fit how someone actually arrives (urgent, routine, just comparing)?

1Clear call to act above the fold, with a route for urgent, routine and casual visitors.

½A call to act exists but is generic, one-size-fits-all.

0Contact is buried.

5 of 12

Users

Do you say who this is for — and, just as clearly, who it isn't?

1The intended customer is named outright.

½Implied, not stated.

0Written to everyone, so it lands for no one.

6 of 12

Country of origin / provenance

Is your address and any professional registration shown, and checkable?

1Full address, in the page and in schema, registrations linked to the real register.

½Address only, nothing checkable.

0No address or registration anywhere.

Brand as organisation

7 of 12

Organisational attributes

Are there real, named people behind the site, and the policies a visitor expects?

1Named people with real roles, a privacy policy, HTTPS.

½An about page exists, but no named people or no policies.

0None of the above.

8 of 12

Local versus global

If you have a physical location: are your hours, address and a map complete and consistent? If you're remote or nationwide: is that clearly stated instead — this dimension never penalises a remote business for lacking a map it doesn't need.

1Hours, map and schema complete — or, for a remote business, the service area stated in plain language.

½Some local signals, or the remote model only implied.

0A visitor can't tell where, or whether, you serve them.

Brand as person

9 of 12

Brand personality

Does the copy sound like a person, or like a template everyone else is also using?

1A distinct, consistent voice throughout.

½Readable, but generic.

0Stock phrases ("state of the art", "one-stop solution") throughout.

10 of 12

Brand–customer relationship

What actually happens after someone gets in touch?

1Two or more contact routes, a stated response time, out-of-hours covered.

½One route, no promise of when you'll reply.

0Just an email address in the footer.

Brand as symbol

11 of 12

Visual imagery and metaphors

Is there a consistent visual identity a customer would recognise again?

1Favicon, logo, a share image, good alt text, one consistent colour.

½A logo, but missing a favicon, share image, or alt text.

0No identifiable mark at all.

Only what's in the code is judged — never design taste itself.

12 of 12

Brand heritage

Is there a reason you exist — even a short one?

1A real story, with a reason.

½A founding date, but no story.

0Nothing.

Foundation

Outside the twelve, reported separately as Pass, Needs work, or Failing: mobile page speed, page title and meta description, a canonical link, a reachable robots.txt and sitemap.xml, HTTPS with a valid certificate, and no broken internal links. These are table-stakes a search engine and a browser both check before a visitor ever reads a word.

What AI says about you

Perplexity and OpenAI are asked directly whether they've heard of your business by name, and whether they'd recommend you for your trade in your city. What they say is reported honestly — it never changes your score, since it measures whether the world already knows about you, not whether your own site is well built. If it isn't already, your Foundation and provenance scores are usually why.

Try it on your own site →