Read this first — this is a worked example, not a real report. “Test Plumbing” is an invented business. The website, the towns, the ratings and every finding below were written to demonstrate the shape of the audit. Nothing on this page is a real customer's data, and no real business is being described or assessed here.
A real audit is written from your own website, your own Google Business Profile and, where you give me access, your own Search Console, Analytics and Bing Webmaster figures. It will read like this one, but the findings will be yours.
What you are looking at
This is the full deliverable of the £150 website audit, top to bottom: an overall summary, a ratings table, eight numbered sections, three priorities in the order I would tackle them, and an action plan you could hand to anyone. Nothing has been trimmed for the website version.
The audit covers eight areas: whether anything is measuring your website at all, how you show up in Google search, how you show up in Bing and the AI tools that read Bing's index, your Google Business Profile, the structure of your service pages, whether your website names the places you work, the helpful content on the site, and the technical health underneath it. Each area gets what I found, what it means in practice, what I would do about it, and a free guide so you can do it yourself.
You are reading an invented example. A real one is written for your business, from your own data, and is delivered as a PDF you keep.
The example audit begins here
Prepared for: Test Plumbing (SAMPLE — invented business)
Website: test-plumbing.co.uk (SAMPLE)
Date: September 2026
Version: 1 · Next recommended audit: 6 months
Overall summary
From reviewing your website, you have the foundations of an online presence — the site is live, it explains what you do and how to get in touch, and Google knows it exists.
However, very little information is currently available to measure how the website is actually performing. There is nothing in place to show how people are finding or using it, and your business does not yet appear on Google Maps — which is where most people searching for a plumber in Swindon or Chippenham will look first.
The good news is that the biggest opportunities are also some of the simplest to address. Claiming your Google Business Profile, setting up the free measurement tools and creating dedicated pages for your main services would give both Google and potential customers a much clearer picture of what you offer and where you work.
If this was my business, I would fix those three things before worrying about anything more advanced.
Your audit at a glance
| Area | Rating | Summary |
|---|---|---|
| Tracking & measurement | ★☆☆☆☆ | No measurement tools in place — you cannot currently see who visits or how they found you |
| Google search visibility | ★★★☆☆ | Google has indexed the site; limited visibility for the searches customers actually make |
| Bing & AI search visibility | Not measurable | Cannot be assessed until Bing Webmaster Tools is set up |
| Google Business Profile | ★★☆☆☆ | Not found — the single biggest opportunity in this audit |
| Website structure & service pages | ★★☆☆☆ | Services listed on the homepage but no dedicated pages |
| Location coverage | ★★☆☆☆ | Swindon mentioned once; Chippenham not mentioned anywhere |
| Content & helpful information | ★☆☆☆☆ | No guides or helpful articles beyond the homepage |
| Technical health | ★★☆☆☆ | Working website, but missing elements that help search engines understand the business |
1. Tracking & measurement — ★☆☆☆☆ not yet set up
What we found. Three free tools — Google Analytics, Google Search Console and Bing Webmaster Tools — would show you how many people visit your website, how they found you, and which pages they read. None of them are currently set up for your website.
What this means. It is difficult to know what is working because there is no information to measure how people find or use the website. Once these tools are in place, within a few weeks you will see real numbers — and every future decision becomes based on evidence rather than guesswork.
Recommended action. Set up all three tools. They are free, and each takes under an hour for a first-timer.
Do it yourself, free: How to set up Google Search Console, How to set up Google Analytics and How to set up Bing Webmaster Tools — about 45 minutes each.
Or — we will complete this for you: tracking setup, £150. Fixed, and agreed in writing before anything starts.
2. Google search visibility — ★★★☆☆ developing
What we found. Google has found and indexed the website, and a search for “Test Plumbing” brings it up on page one — Google recognises the business by name. However, searches like “plumber Swindon” and “boiler repair Chippenham” did not show the website in the first three pages of results.
What this means. Appearing for your own name is the essential starting point. The challenge is appearing when someone needs a plumber but does not know your name yet — that is where new customers come from, and it is mostly a matter of having specific enough content for Google to match.
Recommended action. The service pages and location wording in sections 5 and 6 are what move this. No separate action is needed here.
Do it yourself, free: How to write about your services so customers can find you — about 30 minutes.
Or — we will complete this for you: a specific Google or Bing visibility problem, from £195. Fixed, and agreed in writing before anything starts.
3. Bing & AI search visibility — not yet measurable
What we found. Bing Webmaster Tools is not set up, so there is no data on how the site appears in Bing — or in the AI tools such as ChatGPT and Copilot that lean on Bing's index to answer questions like “who is a good plumber near me?”
What this means. AI search is becoming a real source of local enquiries, and businesses whose websites are readable by these tools get recommended more often. Right now there is no way to tell whether AI tools can see your business at all.
Recommended action. Set up Bing Webmaster Tools — it imports from Search Console in a few clicks — then look again once a few weeks of data have built up.
Do it yourself, free: How to set up Bing Webmaster Tools — 30 to 45 minutes.
Or — we will complete this for you: tracking setup, £150, which includes this. Fixed, and agreed in writing before anything starts.
4. Google Business Profile — ★★☆☆☆ not found
What we found. A Google Business Profile was not found for the business — searching Google Maps for the business name in the area returned nothing.
What this means. The Google Business Profile is the free listing that puts you on Google Maps and in the local results above the ordinary listings. For many local trades it generates more enquiries than the website itself. Not having one means being invisible in the place most people look first.
Recommended action. Claim, verify and complete the profile: services, both areas, photos of real jobs, and start gathering reviews.
Do it yourself, free: How to set up your Google Business Profile — one to two hours, plus waiting for verification.
Or — we will complete this for you: Google Business Profile set up or sorted out, £150. Fixed, and agreed in writing before anything starts.
5. Website structure & service pages — ★★☆☆☆ limited
What we found. The site has a homepage listing plumbing and boiler repair together, plus a contact page. There are no separate pages for the individual services.
What this means. When someone searches “boiler repair Swindon”, Google looks for a page specifically about boiler repair. A homepage mentioning it in a list sends a much weaker signal than a page given over entirely to it.
Recommended action. Create one dedicated page per main service, starting with the work you most want more of.
Do it yourself, free: How to write a service page that gets found — two to three hours per page.
Or — we will complete this for you: a researched website page, from £150. Fixed, and agreed in writing before anything starts.
6. Location coverage — ★★☆☆☆ limited
What we found. Your intake form says you cover Swindon and Chippenham. Swindon appears once on the homepage; Chippenham is not mentioned anywhere on the site.
What this means. Google can only connect you to areas your website actually names. As far as search engines can tell, you do not work in Chippenham at all.
Recommended action. Name both areas naturally in your service pages, and consider a short page for each main area you cover.
Do it yourself, free: How to create location pages that get found — one to two hours per area.
Or — we will complete this for you: a researched website page, from £150. Fixed, and agreed in writing before anything starts.
7. Content & helpful information — ★☆☆☆☆ not started
What we found. Beyond the homepage there are no guides, FAQs or helpful articles — nothing answering, for example, what to do if your boiler pressure drops.
What this means. Helpful content is how websites earn visibility for the hundreds of question-style searches customers make. It is also increasingly what AI tools quote when recommending a business. This is a later step, though — the priorities above come first.
Recommended action. Once the foundations are in, add one genuinely useful guide answering a question your customers actually ask.
Do it yourself, free: Why isn't my website getting enquiries? — read this first, about 15 minutes.
Or — we will complete this for you: a more substantial researched guide, £195 to £250 or more depending on depth. Fixed, and agreed in writing before anything starts.
8. Technical health — ★★☆☆☆ needs attention
What we found. The website loads correctly and works on a phone. However, the automated check found no structured data — the code that tells search engines “this is a plumbing business covering these areas” — along with missing page descriptions and no sitemap submitted to Google.
What this means. None of this stops the site working for visitors, but it makes the site harder for search engines and AI tools to read and trust. These are behind-the-scenes fixes. Your website is on WordPress, which supports all of them without a rebuild — so a new website is not the answer here.
Recommended action. Add structured data and proper page descriptions, and submit a sitemap. Small, contained jobs, or do them yourself with the guides.
Do it yourself, free: What is schema markup and does your business need it? and How to set up Google Search Console for the sitemap — an hour or two in total.
Or — we will complete this for you: a small website fix, from £120. Fixed, and agreed in writing before anything starts.
Where I would start if this was my business
What you are doing well:
- Your website is live, works on a phone and loads at a reasonable speed — that is more than many local businesses have
- Your phone number and contact details are clearly visible on every page
- Google has found your website and shows it when someone searches your business name
Priority 1 — claim your Google Business Profile
You are currently invisible on Google Maps, where most local plumbing searches end up. Claiming and completing the profile is free and usually shows a visible difference within weeks. It is the one thing on this list with the shortest gap between doing it and noticing it.
Do it yourself with the Google Business Profile guide — allow two to three hours the first time, including verification. Or we will set it up or sort it out for £150.
Priority 2 — set up your measurement tools
Three free tools would show you who visits, how they found you and which pages they read. Everything else on this list becomes easier to judge once they are collecting data, which is why they come before the writing work rather than after it.
Do it yourself with the three setup guides — Search Console, Analytics and Bing Webmaster Tools — allowing two to three hours in total the first time. Or we will do the tracking setup for £150.
Priority 3 — create dedicated service pages that name your areas
A page each for plumbing and boiler repair, naming Swindon and Chippenham naturally, gives Google something specific to show when customers search for those services in those places. This is the slowest of the three to pay off and the one most worth doing properly.
Do it yourself with the service page guide and the location page guide — allow three to four hours per page the first time. Or a researched page starts at £150, and several connected problems handled together are £350 to £750.
If you only did one thing from this audit, I would make it claiming your Google Business Profile. It is free, it is where your customers are already looking, and for many local trades it brings in more enquiries than the website itself.
Action plan
| Priority | Action | Impact | Difficulty | Do it yourself | Or we do it |
|---|---|---|---|---|---|
| 1 | Claim and complete the Google Business Profile | High | Low | GBP guide, 2–3 hrs | £150 |
| 2 | Set up the three measurement tools | High | Low | Setup guides, 2–3 hrs total | £150 |
| 3 | Dedicated service pages naming both areas | High | Medium | Service page guide, 3–4 hrs per page | From £150 per page |
| 4 | Structured data, page descriptions, sitemap | Medium | Low | Schema guide, 1–2 hrs | From £120 |
| 5 | One genuinely useful guide for customers | Medium | Medium | Guide-writing, a day | £195–£250+ |
All the prices above are fixed and agreed in writing before any work starts. If several of these are best handled together, that is £350 to £750 depending on scope, quoted in writing in the same way.
The honest boundary. An audit explains what the evidence shows about how your business is being found today, and what would most likely improve it. It does not guarantee rankings, AI citations, traffic or enquiries — nobody can honestly guarantee those, because none of them are ours to give. What you get is an accurate picture and a sensible order of work.
This audit reflects how the website appeared during the audit period and is based on the information available at the time. Every audit is written for the business it is about — no two are the same. All guides mentioned are free at websiteclarity.co.uk/guides.
The example ends here
That is the whole thing. If you want to know what yours would say, the free website check gives you a first look in a couple of minutes, and the full audit is £150 — see the published prices for everything that follows from it.
Related guides
Test Plumbing is an invented business created for this page. Its website, towns, ratings and findings are illustrative and are not drawn from any real customer's audit. The prices quoted are the published Website Clarity prices as at 15 September 2026 — see /services.