It is written to be read in minutes
A report that takes twenty minutes to get through will not get read, and an unread report is worth nothing. Length is treated as a cost, not as evidence of effort.
The deliverable
One short document, the same shape every week
Not a dashboard you have to interpret and not a spreadsheet of numbers you cannot act on. A written verdict with a short list attached — five sections, in the same order, every time.
01
What we fixed since last week
The items from the last report that are now done, and what we expect each one to change. If nothing was actioned, this section says so instead of padding itself out.
02
What moved, and what did not
The figures we can stand behind, in plain numbers, each with the honest caveat. Where something we predicted failed to appear, we say that too.
03
Where you are still leaking enquiries
The precise points where ready buyers give up: a page, a field, a step in the journey. This is normally the section that pays for the subscription.
04
Fix this next
A ranked short list with the reasoning attached to each item, ordered by return rather than by effort. Hand it straight to whoever makes your changes.
05
What we are watching
What we expect to happen because of the last fix, and the date by which we will know whether it did.
How it is written
Three rules the report is held to
The value of a weekly document is mostly in what it refuses to do. These are the constraints we write under.
It recommends a short ranked list
Usually three or four items, best return first. Forty improvements is not a plan — it is a reason to do nothing, and it lets us look busy while nothing on your site changes.
It is written for whoever makes the change
You, your designer or your developer. Each item carries enough detail to act on without a follow-up conversation, and the ones simple enough to do yourself are marked as such.
An example week
What a real report looks like
Anonymised, and shortened. The structure and the level of detail are exactly what a customer receives — including the admission that a previous prediction did not land.
A trade business, roughly 900 visits a month, three service pages and a quote form.
- Report cadence
- One every week
- Written for
- You, and anyone who makes the changes
- Work needed to join
- A short application
- Fixes per report
- A ranked short list
- Commitment
- None beyond the period you pay for
Read the same document about your own site
Apply and we will inspect your pages by hand. If we find nothing worth changing, we will tell you that rather than take the subscription.