Turn an audit into a website plan

What you get

• A site plan: a recommendation, what the homepage should show first, and seven to nine pages chosen for the business's line of work, each marked as in place, saying too little, or to add. On every paid plan.
• The first screen: a picture of the present site on a phone, what it does and doesn't show, and a concept of what the plan would put there. On Agency and Scale.
• A build spec: the plan written out as one document, with draft copy and SEO notes for every page. On Agency and Scale.

Open the site plan

1. 1Open a report in your own workspace and press “Site plan”. The button is not on the client link, so a client never sees it.
2. 2Read the recommendation. It is one of four: build a first website, rebuild the site, keep the site and add to it, or repair the site in place. Under it are the audit findings it rests on.
3. 3Go through the pages. Each says why it matters, what it should contain and, for some, what it should be found for in search.
4. 4Use “Copy as text” to paste the plan into a proposal, or “Print”.

How the recommendation is reached

• Rebuild: the site fails on phones, or has two faults in how it is built (slow on phones, no HTTPS, a homepage that says very little, a single page).
• Keep and add: the site is sound, but three or more of the planned pages are missing.
• Repair: neither of those. The work is in the audit's fix list.
• It cannot see how the site looks. A dated design is a reason to rebuild that only you can weigh.

Look at the first screen

1. 1Under “The first screen”, press “Take the picture”. It takes about half a minute and shows the site as Google's phone test sees it.
2. 2Read “What the present first screen shows” against the picture. It is read by AI, so check it: it says whether the screen says what the business does, names the area, has a button, shows a phone number and shows proof.
3. 3Compare it with the concept beside it. The concept is wording and order, not a design. It is most persuasive when the present site is weak or missing; beside a good-looking site it will look plain.

Share the first screen with the business

1. 1Under the two phones, press “Make a link”. On Agency and Scale. Your agency's name must be set on the Branding page first, because the shared page says who prepared it.
2. 2Open the link yourself first. It shows the present picture (if you took one) beside the concept, what the audit found on the homepage, and a link to the full audit, under your agency's name.
3. 3Send it with your email or video. The page says plainly that the concept is a sketch and not their website, is hidden from search engines, and closes after 30 days.
4. 4Press “Stop sharing” to close it sooner. Making a link again reopens the same address for another 30 days.

• The AI's reading of the picture is not on the shared page. It is for you to check, not to send on unread.
• Share it where it helps. Beside a site that already looks good, a plain concept will not persuade anyone.

Write the build spec

1. 1At the bottom of the site plan, press “Write the build spec”. It takes about half a minute.
2. 2Use “Copy” to paste it into a site-building tool, or “Download .md” to send it to a designer or developer.
3. 3Fill in every [bracketed] placeholder with the owner: services, prices, team, hours, licences and years in business are things an audit cannot know.
4. 4Have the owner check every line of draft copy before it is published.

Write specs for a whole batch

1. 1Open Tools → Batch audits and open a finished batch. On Agency and Scale.
2. 2Under “Site plans and build specs”, press “Write all”. A batch of 50 takes about five minutes, and you can leave the page while it works.
3. 3Press “Download all (.zip)”. The archive has one file per business, numbered in the order your leads are ranked, and an index listing each business with its recommendation.

• Businesses that already have a spec are not written again. To redraft one, use “Write it again” on its own site plan.

What the draft copy will and won't say

• It uses only what the audit found: the name, city, kind of business, address, phone number and Google rating, and what the present homepage already says.
• A drafted line that states a number the audit doesn't have, or makes a claim such as “best”, “licensed” or “since”, is replaced with a placeholder.
• “Write it again” redrafts the copy and replaces the earlier draft.

If something is missing

• Pages show as “Not checked”: the audit was run before pages were mapped. Run a new audit of the business.
• No picture: some websites block Google's test or are too slow to answer it. Try again later.
• A business with no website has no picture to take. Its plan is the whole site, and the concept stands alone.