Evans Commercial Website Audit
Is your website actually helping you win business?
An independent commercial review of your website covering positioning, buyer journeys, proof, conversion, search visibility, AI readiness and the digital gaps that may be holding back growth.
£995 + VAT
Fixed fee
- One website
- Independent commercial diagnosis
- Written Evans audit report
- Prioritised 90-day plan
The distinction
Most website audits ask whether the website works. We ask whether it works commercially.
A website can load quickly, look professional and pass every technical check — and still fail to do the commercial job the business needs from it.
A website can pass every check and still fail to
- Explain the proposition clearly
- Convince the right buyer
- Demonstrate credible proof
- Differentiate the company from its competitors
- Generate enquiries
- Support the sales team in live conversations
- Rank for commercially relevant searches
- Appear credibly in AI-assisted buyer research
- Support international expansion
That gap — between a technically acceptable website and a commercially effective one — is what the Commercial Website Audit exists to find, evidence and prioritise.
Scope discipline
What this is not
Automated tools are useful for finding technical faults. They cannot tell you whether your proposition is convincing, whether your proof is strong enough for the buyer you are chasing, or whether the pages a buyer needs actually exist.
- A generic technical SEO audit
- A web-design critique
- A page-speed report
- An automated score from a crawling tool
- A 200-item list of trivial warnings
- A disguised pitch for a website rebuild
Independence
The audit does not assume you need a new website
An audit that can only ever conclude 'you need a rebuild' is not an audit. Evans recommends the smallest appropriate intervention — and sometimes that is none at all.
Keep the website
It is commercially sound. Spend the money elsewhere.
Improve specific areas
Targeted work on proposition, proof, conversion or search.
Build missing commercial pages
The structure is fine; the commercially necessary pages do not exist.
The website needs material restructuring
Said plainly, with the commercial reasoning, when it is genuinely true.
What we review
Nine commercial assessment areas, evidenced against your own pages
Commercial positioning
Whether the website makes a clear, credible, differentiated commercial case.
- Proposition clarity
- Differentiation from competitors
- Who the ideal customer plainly is
- Problems the business solves
- Value communicated, not just services listed
- Competitive position as a buyer would read it
Buyer architecture
Who the website is actually speaking to, and whether that matches who buys.
- The buyer the site is written for
- Buyer journeys from first visit to enquiry
- Sector coverage and sector-specific language
- Service and product architecture
- Roles and decision-makers where relevant
- Decision-stage information a buyer needs before contacting anyone
Proof and trust
Whether a cautious buyer would believe the claims being made.
- Case studies and client results
- References and testimonials
- Accreditations and standards
- Demonstrated expertise
- Team credibility
- Project evidence
- Whether factual claims are supported
Conversion
Whether an interested buyer can easily take the next step.
- Call-to-action clarity and placement
- Form friction and field logic
- Enquiry journeys from each page type
- Contact routes and response expectations
- Sales handoff and what happens after an enquiry
- Lead quality signals
- Next-step clarity at every decision point
Search
Whether the site can be found for the searches that carry commercial intent.
- Commercial search visibility
- Service-page architecture
- Sector architecture
- Location architecture
- International architecture where relevant
- Titles, metadata and headings
- Internal linking
- Indexability
- Content gaps
- Keyword cannibalisation
AI and answer readiness
Whether the site explains the business in a way AI-assisted buyer research can use accurately.
- Whether pages clearly explain expertise
- Whether important buyer questions are answered on the site
- Authority signals
- Source quality
- Factual, structured explanation rather than marketing abstraction
- Clear commercial entities — services, sectors, markets, locations
- Observable gaps in how the business is represented in AI answers
Content authority
Whether the content earns the buyer's confidence or simply fills the site.
- Useful buyer education
- Articles and insight
- Reports and guides
- FAQs and objection handling
- Depth relative to the decision being made
- Relevance to the commercial offer
- Commercial usefulness to the sales team
International readiness
Assessed where international growth is live or planned.
- Country architecture
- Language architecture
- Quality of localisation, not just translation
- Hreflang and canonical correctness
- Local trust signals
- Local calls-to-action and contact routes
- Country-specific search coverage
- Whether the proposition holds up in the target market
Technical and structural
Only commercially material findings. We do not bury the client beneath 200 trivial technical warnings.
- Broken journeys
- Poor mobile usability
- Duplicate routes
- Missing or incorrect canonicals
- Bad redirects
- Weak or incomplete sitemap
- Serious performance issues
- Forms that fail, mis-route or lose data
- Structural accessibility issues
Scorecard
The Evans Commercial Website Scorecard
Each audit closes with a directional scorecard so the picture can be read in one page and discussed at board level.
- Commercial positioning
- Buyer clarity
- Proof and trust
- Conversion
- Search visibility
- AI readiness
- Content authority
- International readiness
- Technical commercial health
Scored out of 10 on each dimension, with the reasoning written out beneath it.
This is the Evans Sales Consultancy internal commercial benchmark. It is a directional judgement made by an experienced commercial practitioner — not a Google metric, not an industry-standard score, and not an automated tool output.
Priority
Every finding is classified, so the report is a decision document
Critical
Actively costing enquiries or credibility now.
High
Materially limiting commercial performance.
Medium
Worth correcting inside the next quarter.
Low
Tidy up when convenient; no commercial urgency.
Keep
Working. Leave it alone.
Improve
Right idea, wrong execution — fix what exists.
Build
A commercially necessary page or journey is missing.
Remove / consolidate
Competing, duplicated or diluting pages.
The combination matters: a Critical Build and a Low Improve are very different instructions to a marketing team or a developer.
The plan
Every audit concludes with a 90-day commercial website plan
Findings on their own change nothing. The audit ends with a sequenced plan that a marketing manager, developer or managing director can act on without further interpretation.
First 30 days
Critical commercial fixes — the things costing you enquiries or credibility today.
31–60 days
High-priority structural work: missing commercial pages, proof, conversion journeys.
61–90 days
Authority, search depth and international readiness where relevant.
Every action carries
What
The specific action.
Why
The commercial reason it matters.
Where
The page, section or journey affected.
Commercial purpose
The outcome it is intended to support.
Priority
Critical, High, Medium or Low.
Owner
Who is best placed to do it — internal, developer or Evans.
The plan shows what needs doing and why. It is a direction of travel, not a disclosure of every element of how Evans would implement it.
Deliverable
You receive a written Evans Sales Consultancy audit report
A professional, board-readable PDF carrying your company name, the website reviewed and the date of the review. Evidence-led and concise enough to actually be used — not a hundred-page automated SEO export.
- Professional and board-readable
- Evidence-led, with examples from your own pages
- Visually premium
- Practical
- Concise enough to be used
Report structure
- Cover
- Executive summary
- Commercial scorecard
- What is working
- What is holding the website back
- Commercial positioning
- Buyer journeys
- Proof and trust
- Conversion
- Search
- AI visibility and answer readiness
- Content authority
- International readiness, where relevant
- Competitor observations
- Priority findings
- 90-day action plan
- Recommended next step
Scope and terms
One website, one fixed fee, one clear commercial answer
£995 + VAT
Fixed fee
- One website
- Independent commercial diagnosis
- Written Evans audit report
- Prioritised 90-day plan
Multiple domains, several brands, a large ecommerce estate or an extremely large international estate may require additional scope. We confirm that before accepting the project, not afterwards.
Commercial terms
- £995 + VAT — a fixed fee, not a subscription and not a retainer
- One website, one commercial diagnosis, one written report
- Enquiry → fit confirmation → invoice → payment → audit
- Any ongoing service afterwards runs on that service's own commercial terms
- No online payment and no obligation at enquiry stage
Productised service discounts
- Add another new productised Evans service alongside the audit and the additional service takes 5% — the audit stays at its normal price.
- Add the audit to an existing higher-value Evans engagement — fractional commercial leadership, international market entry, international recruitment or a major digital infrastructure project — and the audit takes 10%.
- The higher-value engagement is never discounted. Discounts do not stack.
How it runs
From enquiry to plan
01 — Enquiry
You tell us the website, the market and what concerns you.
02 — Fit confirmation
Tom Evans confirms the audit is the right thing to buy — or says what is.
03 — Invoice and payment
Fixed fee, invoiced before the work starts.
04 — Briefing
A short conversation on your buyers, sectors, competitors and commercial objectives.
05 — Review
The website is worked through commercially, page by page, against the nine assessment areas.
06 — Competitor observations
How the site reads against the competitors your buyers actually compare you with.
07 — Report
The written audit, scorecard, priority findings and 90-day plan.
08 — Walkthrough
A conversation to take you through the findings and answer the questions the report raises.
What we need from you
- The website address — that alone is enough to start
- Analytics and Search Console read access if you have them, which makes the search and conversion sections materially stronger
- Two or three competitors you are genuinely compared with
- A short briefing conversation
No access to your CMS, hosting or code is required. The audit is a review, not an intervention.
Afterwards
What happens after the audit
No follow-on engagement is compulsory. These are the routes that commonly make sense.
Do nothing
If the site is commercially strong, that is the honest answer.
Implement internally
The 90-day plan is written so your team or your developer can act on it without us.
Authority Content Engine
Where the audit finds genuine authority and content gaps.
Authority Content Engine →International SEO & Localisation
Where a strong website needs to work properly in another market.
International SEO & Localisation →Market-Entry Landing Estate
Where a new market needs a deeper, dedicated commercial presence.
Market-Entry Landing Estate →Digital Infrastructure
Where the underlying architecture is fundamentally weak.
Digital Infrastructure →Which Evans service do I need?
| Your situation | The right Evans service |
|---|---|
| One-off independent website diagnosis | Commercial Website Audit |
| Ongoing authority content | Authority Content Engine |
| Good website, new international market | International SEO & Localisation |
| Substantial new country-specific estate | Market-Entry Landing Estate |
| Complete digital restructure or rebuild | Digital Infrastructure |
| Broader commercial diagnosis | Commercial Growth Sprint |
A £995 audit never replaces a genuinely necessary Digital Infrastructure engagement. If the architecture is already known to need substantial work, go straight there.
Digital Infrastructure
The build engagement for websites whose underlying architecture is fundamentally weak.
Not sure whether you need a rebuild? Start with the audit.
Digital Infrastructure →Authority Content Engine
Recurring research-led authority content where the audit finds genuine content gaps.
Authority content is one possible answer to an audit finding — never the default.
Authority Content Engine →International SEO & Localisation
A fixed-fee programme taking a good website properly into one new market.
If the problem is specifically international localisation, start there instead.
Localisation Pack →Market-Entry Landing Estate
A country-specific commercial digital estate for a market you are entering.
Where the audit shows a new market needs far more than adapted pages.
Landing Estate →Commercial Growth Sprint
A paid commercial diagnosis of the whole commercial operation, not just the website.
If the website is a symptom rather than the problem, the Sprint is the right start.
Commercial Growth Sprint →Opportunity Engine
Trigger-led commercial opportunity intelligence for outbound conversations.
Inbound credibility and outbound reasons to make contact are separate problems.
Opportunity Engine →Enquiry
Book a Commercial Website Audit
Tell us the website, the market and what concerns you. Tom Evans will come back personally on whether the audit is the right thing to buy — or whether something else is. There is no online payment and no obligation.
Rather talk it through first?
Commercial Website Audit — questions
An independent review of your website as part of your commercial system: whether the proposition is clear, whether the right buyer is addressed, whether the proof is credible, whether enquiry journeys work, whether the site is visible in search and AI-assisted research, and what to do about it in the next 90 days.
An SEO audit examines technical health and rankings. This examines whether the website helps the business win business. Search and AI visibility are two of nine assessment areas, not the whole exercise.
A design review examines how the site looks and feels. This examines what it says, who it convinces, what it proves and what it converts. A handsome website that does not make a commercial case still fails.
The full commercial review across all nine areas, competitor observations, the Evans commercial scorecard, prioritised findings, a written PDF report, the 90-day action plan and a walkthrough conversation. It is a fixed fee plus VAT.
No. The audit is carried out from the public website. No CMS, hosting or code access is required.
Not essential, but read access makes the search, content and conversion sections materially stronger, because judgements can be checked against real behaviour rather than inferred.
Almost every site we audit is one we did not build. Independence is the point.
We audit the commercial and B2B dimensions of ecommerce sites. A very large ecommerce estate may need additional scope, which we confirm before accepting the project.
Yes. The report includes competitor observations against the businesses your buyers genuinely compare you with — how you read next to them, not a full competitor intelligence study.
We review answer readiness: whether your pages explain your expertise, answer real buyer questions and present clear commercial facts, plus observable gaps in how the business appears in AI-assisted research. Nobody can guarantee AI citation, and we do not claim to.
Yes, where international growth is live or planned: country and language architecture, localisation quality, hreflang, local trust and local conversion routes.
Yes — including when the answer is no. The four possible conclusions are keep it, improve specific areas, build missing commercial pages, or restructure materially.
No. Evans recommends the smallest appropriate intervention. An audit that always concludes 'rebuild' would be worthless, and the fee would not be defensible.
Yes — a professional Evans Sales Consultancy PDF carrying your company name, the website reviewed and the date, written to be read by a board.
Executive summary, commercial scorecard, what is working, what is holding the website back, the nine assessment areas, competitor observations, priority findings, the 90-day action plan and a recommended next step.
Yes. Sequenced across first 30 days, 31–60 and 61–90, with what, why, where, commercial purpose, priority and owner for every action.
Yes. The plan is written so an internal team, a marketing manager or your existing developer can act on it without us.
Where you want us to, yes — through the relevant service on its own terms. It is never a condition of the audit.
Typically two to three weeks from briefing to report, depending on the size of the site and how quickly access and competitor detail are available.
No. Nobody can honestly guarantee rankings, traffic, enquiries or AI citations. The audit gives you an evidence-led commercial diagnosis and a prioritised plan.
Yes, through whichever Evans service the findings actually justify — and only if they justify one. Nothing is compulsory.
The audit is a diagnosis. Digital Infrastructure is the build engagement for a website whose architecture genuinely needs rebuilding. If that is already known, go straight to Digital Infrastructure.
Yes. Any productised Evans service can be added; the audit remains a standalone fixed-fee project either way.
Add another new productised service alongside the audit and that additional service takes 5%. Add the audit to an existing higher-value engagement and the audit takes 10%. The higher-value engagement is never discounted, and discounts do not stack.
Find out whether your website is helping or hindering growth.
One independent commercial review, one scorecard, one prioritised 90-day plan — £995 + VAT, fixed fee.