Example report · fictional business
£99 website & SEO audit
Example SEO audit report for a fictional bakery
This is what a full £99 audit report looks like: an overall score, a score for each of six areas, an executive summary, the top 30 issues with priorities and plain-English fixes, quick wins and a simple plan.
Example only. Harbour Lane Bakery and www.harbourlanebakery.example are made up, and so are all the scores and findings on this page. They show the layout; your report covers your own website.
The PDF is the same example report, laid out exactly as your real report is delivered (8 pages, A4 landscape).
Website & SEO audit · example
Harbour Lane Bakery
www.harbourlanebakery.example · fictional business
Room to improve
- 30 issues
- 7 high priority
- 8 quick wins
Overall and area scores
Website health check
Every report opens with an overall score out of 100, a score for each area and a benchmark, so you can see at a glance where the site stands.
SEO audit · www.harbourlanebakery.example
Website health check
Harbour Lane Bakery (fictional) · 2 November 2026 · Ref WBA-EXAMPLE-001
We checked the whole website against 60 checks across six areas and found 30 issues. The score below shows how the site performs for visitors and in Google today.
Score by area
Score benchmark
Aim for a score of 70 or above
Our guide: sites scoring 70+ usually have their basics in place. Below 50, problems are often costing visitors and enquiries.
Room to improve: A good-looking site held back by a few urgent technical problems. Fix the high-priority items first and the score should rise quickly.
Executive summary
The short version
A few paragraphs in plain English: what’s working, what’s holding the site back and what to fix first.
SEO audit · Executive summary
Executive summary
The short version: what we found and what to do first
Harbour Lane Bakery’s website looks good and is easy to find your way around, but a handful of technical problems are quietly costing orders and Google visibility. We ran 60 checks across six areas and found 30 issues: 7 high priority, 13 medium and 10 low.
The two most urgent problems are both about orders. The online order form doesn’t work on iPhones, and contact form emails are landing in spam. Both mean customers who are ready to buy may never reach you, so fix these first.
For Google, the biggest wins are quick: remove the leftover setting that hides the shop pages, rewrite the homepage title, and make your address and opening hours match Google Maps. Eight of the 30 fixes take under an hour each.
Speed is the weakest area at 44/100. Compressing the photos and removing three old plugins should make the biggest difference for visitors on phones.
What’s working
- Clear, attractive design that suits the brand
- The padlock (HTTPS) is set up on the main address
- Product photos are high quality and appetising
- A privacy policy and cookie banner are already in place
What’s holding the site back
- Online orders fail on iPhones
- Form emails land in spam
- Shop pages are hidden from Google
- Slow loading on phones, mainly from oversized photos
Speed
44 / 100Large photos and old plugins make phone visitors wait.
Google visibility
51 / 100Shop pages are hidden from Google, titles are weak and local details don’t match.
Mobile & design
72 / 100A clean, attractive design with a few phone usability problems.
Forms & enquiries
49 / 100Orders fail on iPhones and form emails are going to spam.
Security basics
70 / 100The padlock works, but the old address and two plugins need attention.
Policies & basics
62 / 100Policies exist but are out of date, and cookie consent needs fixing.
Top 30 issues
Every issue, with a plain-English fix
Each issue has a category, a priority, the impact on your business, the effort involved and a fix you or your web person can follow.
SEO audit · Issues 1–30
Top 30 issues
Ranked by priority: fix the high-priority issues first. Each one comes with a plain-English fix
| # | Priority | Issue | Category | Impact | Effort | Plain-English fix |
|---|---|---|---|---|---|---|
| 01 | High | The online order form doesn’t submit on iPhones | Forms & enquiries | Lost cake orders | Half a day | A script error stops the “Place order” button working in Safari. Ask your developer to fix the error, then place a test order from an iPhone. |
| 02 | High | The shop pages are hidden from Google by a leftover setting | Google visibility | Products missing from Google | Under 1 hour | Your robots.txt file still tells Google to stay out of /shop/. Delete that line, then ask Google to recrawl in Search Console. |
| 03 | High | The homepage takes around 7 seconds to appear on a phone | Speed | Visitors leave before it loads | Half a day | The top photo alone is 6 MB. Resize it to 1,600 pixels wide, save it as WebP, and do the same for the gallery photos. |
| 04 | High | The homepage title in Google just says “Home” | Google visibility | Fewer clicks from search | Under 1 hour | Change it to something like “Harbour Lane Bakery | Fresh Bread & Celebration Cakes in Porthkellan”. |
| 05 | High | Your address and opening hours differ between the website and Google Maps | Google visibility | Fewer local searches and visits | Under 1 hour | Make the name, address, phone number and hours identical on the website, your Google Business Profile and your social pages. |
| 06 | High | The old http:// address still opens without the padlock | Security basics | “Not secure” warnings and split rankings | Under 1 hour | Ask your host to send every http:// and non-www visit to the https://www address with a permanent (301) redirect. |
| 07 | High | Contact form emails land in spam | Forms & enquiries | Missed enquiries | Half a day | The form sends from an address your domain doesn’t authorise. Switch it to an authenticated sending service and add SPF and DKIM records. |
| 08 | Medium | The menu button covers the “Order now” button on phones | Mobile & design | Harder to order on mobile | 1–2 hours | Move the menu button into the header bar so “Order now” is always visible and easy to tap. |
| 09 | Medium | Three old plugins load code on every page | Speed | Slower pages everywhere | 1–2 hours | Remove the old slider, the unused pop-up and the spare gallery plugin, then test the speed again. |
| 10 | Medium | Twelve cake pages share the same description | Google visibility | Google shows fewer of them | 1–2 days | Write two or three unique sentences for each cake: flavours, sizes and how far ahead to order. |
| 11 | Medium | 84 of 96 images have no description (alt text) | Google visibility | Missed image searches; less accessible | Half a day | Add a short, plain description to each photo, such as “Three-tier lemon wedding cake with fresh flowers”. |
| 12 | Medium | No sitemap has been submitted to Google | Google visibility | New pages are found slowly | Under 1 hour | Switch on the sitemap in your website platform and submit its address in Google Search Console. |
| 13 | Medium | Google isn’t told this is a local bakery (no structured data) | Google visibility | Plainer search listings | 1–2 hours | Add LocalBusiness (Bakery) structured data with your address, hours and phone, then test it with Google’s Rich Results Test. |
| 14 | Medium | Text and buttons are too small on phones | Mobile & design | Harder to read and tap | Half a day | Raise body text to at least 16px and space out buttons so each one is around 44px tall. |
| 15 | Medium | Analytics loads before visitors accept cookies | Policies & basics | Compliance risk | 1–2 hours | Set analytics to load only after someone clicks “Accept”, then check it in a private browser window. |
| 16 | Medium | The privacy policy names a form provider you no longer use | Policies & basics | Out-of-date legal information | 1–2 hours | Update it to list the tools you use today, such as your form, email and analytics providers. |
| 17 | Medium | 14 links lead to “page not found” errors | Google visibility | Wasted visits and crawling | 1–2 hours | Most point to old menu PDFs. Link to the current menu page instead, or redirect the old addresses to it. |
| 18 | Medium | Allergen information is only shown in an image | Policies & basics | Unreadable for screen readers and Google | Half a day | Add allergen details as text on each product page, next to the ingredients. |
| 19 | Medium | The wedding cakes page has only 40 words | Google visibility | Weak ranking for a valuable search | Half a day | Explain styles, tasting appointments, delivery area and how far ahead to book, with a few captioned photos. |
| 20 | Medium | Two plugins haven’t been updated for over a year | Security basics | Security risk | 1–2 hours | Take a backup, update or replace both plugins, and turn on automatic minor updates. |
| 21 | Low | Nine pages have no meta description | Google visibility | Google writes its own snippet | 1–2 hours | Write a 140–155 character summary for each page that says what it offers and where. |
| 22 | Low | Web fonts load from three different places | Speed | Text appears late | 1–2 hours | Use one font family, host it on your own site and preload the main weight. |
| 23 | Low | The phone number isn’t tap-to-call | Forms & enquiries | Fewer calls from phones | Under 1 hour | Turn the number in the header and footer into a tap-to-call link. |
| 24 | Low | Photos further down the page all load straight away | Speed | Slower first load | Under 1 hour | Turn on lazy loading for images below the first screen. |
| 25 | Low | The homepage has three main headings (H1s) | Google visibility | Mixed message to Google | Under 1 hour | Keep one H1 that says what you are and where, and make the others H2s. |
| 26 | Low | Basic security headers are missing | Security basics | Weaker browser protection | 1–2 hours | Ask your host to add standard headers such as X-Content-Type-Options and a referrer policy. |
| 27 | Low | No icon shows in browser tabs or on phone home screens | Mobile & design | Looks less polished | Under 1 hour | Add a favicon and a home screen icon made from your logo. |
| 28 | Low | The footer still says © 2023 | Policies & basics | Site looks out of date | Under 1 hour | Update the year, or set it to update automatically. |
| 29 | Low | Links shared on social media show no picture | Mobile & design | Fewer clicks from shares | Under 1 hour | Set a default sharing image (1200 × 630 pixels) for the site and one for each product. |
| 30 | Low | The site isn’t connected to Bing | Google visibility | Missing a second search engine | Under 1 hour | Import your Google Search Console property into Bing Webmaster Tools in a few clicks. |
Total 30 issuesHigh 7Medium 13Low 10
Action plan
Quick wins and next steps
Fixes you can do in under an hour, then a simple plan for the next three months.
SEO audit · Action plan
Quick wins and next steps
Where to start, and a simple plan for the next three months
Quick wins: 8 fixes under an hour each
- 02The shop pages are hidden from Google by a leftover settingUnder 1 hour
- 04The homepage title in Google just says “Home”Under 1 hour
- 05Your address and opening hours differ between the website and Google MapsUnder 1 hour
- 06The old http:// address still opens without the padlockUnder 1 hour
- 12No sitemap has been submitted to GoogleUnder 1 hour
- 23The phone number isn’t tap-to-callUnder 1 hour
- 25The homepage has three main headings (H1s)Under 1 hour
- 28The footer still says © 2023Under 1 hour
Next steps and recommendations
This week
Stop losing orders
- Fix the iPhone order form (issue 1)
- Get form emails out of spam (issue 7)
- Do the eight quick wins on the previous page
Weeks 2–4
Speed and phones
- Compress photos and remove old plugins (issues 3 and 9)
- Fix the mobile menu and text sizes (issues 8 and 14)
- Sort cookie consent and the privacy policy (issues 15 and 16)
Months 2–3
Grow in Google
- Unique cake descriptions and a fuller wedding page (issues 10 and 19)
- Alt text, structured data and broken links (issues 11, 13 and 17)
- Work through the remaining low-priority items
After 3 months
Check and keep going
- Re-run the checks to measure progress
- Review Google Search Console once a month
- Add fresh content, such as seasonal cakes, regularly
Every fix in this report is written so that you, or whoever looks after your website, can do it.
Prefer us to handle it? We can quote for the fixes, an ongoing SEO plan or a new website. Reply to the email this report came with.
Your own report
Get a report like this for your website
We check your whole website for speed, Google visibility, mobile, forms, security and the basics, then send you your scores, the top issues and a plan.
How you receive it: your report is emailed to the address you use at checkout within 2 working days of successful payment and receipt of an accessible website URL.
- Overall and area scores
- Top 30 issues with plain-English fixes
- Quick wins and next steps
Get your £99 back. Go ahead with a new website build or an SEO plan of 6 months or more within 90 days of your report, and the £99 comes off your first invoice. Terms apply