How we check websites

Each website report runs 22 checks against what we read from the site. A check passes, fails, or - when we could not read that part of the site - is left out.

Domain & Security

Secure connection (HTTPS): Browsers mark pages without HTTPS as not secure, and a visitor who sees that warning often leaves before reading anything.
Valid security certificate: A certificate that does not validate makes browsers show a full-page warning instead of your site.
Certificate not about to expire: When a certificate expires, browsers block the site with a warning until it is renewed.
Always-secure instruction (HSTS): Without this instruction, a browser may still try the insecure address first, which leaves room for the connection to be tampered with.
Security headers: These headers tell browsers how to protect visitors - for example, stopping your pages being framed inside someone else's site.
Email sender record (SPF): Without it, your own emails are more likely to land in spam, and others find it easier to send mail that claims to come from you.
Email protection policy (DMARC): A DMARC policy tells receiving mail servers what to do with mail that fails your checks, which protects your customers and your inbox placement.
Domain receives email: Customers who find your domain often guess an address like info@ at it; if nothing receives that mail, the enquiry is lost.

AI Readiness

AI guide file (llms.txt): An llms.txt file is a short, plain summary of your business and key pages that AI assistants can read quickly and quote accurately.
Search and AI crawlers allowed: A site that blocks every crawler cannot be found in search results or described by an AI assistant.
Sitemap available: A sitemap lists every page you want found, so search engines and AI assistants do not miss the ones buried deep in your site.
Structured data: Structured data describes your business in a form machines read directly, which is how search engines and AI assistants pick up your hours, address and services.
Business described as a business: Marking up your business itself - name, address, phone, hours - is what lets AI assistants answer questions about you with confidence.
Homepage title: The title is the first line people see in search results and the first thing an AI assistant reads about the page.
Homepage description: Without one, search engines and AI assistants guess at a summary from whatever text they find first.
One main heading: One clear main heading tells readers and machines what the page is about at a glance.
Language declared: Declaring the language helps screen readers pronounce your content and helps search engines show it to the right people.
Link preview when shared: When someone shares your link, these tags decide the picture, title and description people see in the post.
Phone number findable: People and AI assistants look for a number to call; if it is not on the page, the call goes to someone else.
Email address findable: An address people can copy or tap is the simplest way for a customer to get in touch on their own time.
Address findable: A visible address tells customers and AI assistants where you are, and matches you to your Google listing.
Contact form findable: A form lets a customer reach you at any hour without picking up the phone.

How the grade works

The grade is the share of checks passed, counting only the checks we could read. With fewer than 12 readable checks there is no grade. There is no ranking against other websites.

A: 90% of checks or more
B: 80% of checks or more
C: 65% of checks or more
D: 50% of checks or more
E: 35% of checks or more
F: below that