A single number is easy to read and easy to argue with. That is why the Growth Map gives you six, then tells you which one to work on first. Here is what each of them actually measures.
Demand
Where are you leaking enquiries before anyone reaches the site?
We look at how much of your search demand sits past page one, where your own pages compete with each other for the same search, and which searches are already within reach in the next 90 days. It is split by service, so you can see which part of the business is losing the most.
A low demand score almost always means the site is built around how you describe your work, not how clients search for it.
Conversion
Can the site convert what it wins?
Every commercial page is checked on contact routes, the wording of the call to action, trust evidence and speed. If you share Analytics, we also name the pages that get decent visits and record no enquiry at all. Those pages are usually the quickest win on the whole map.
Paid efficiency
Are you paying for clicks you already win?
If you share Google Ads, this shows the spend that went to searches you already rank for naturally, a plain check of the account structure, and the negative keywords worth adding. Plenty of UK firms are quietly bidding against themselves.
AI answers
Are you named when clients ask an AI?
We take the questions your clients actually put to ChatGPT, Gemini, Perplexity and Claude, built from your own search data, and check who gets named, who gets cited, and which competitor gets recommended instead of you. For most businesses this is the score that has never been measured before.
Technical
Is the site itself holding you back?
Thin and duplicate pages that drag the rest of the map down, pages reachable at more than one address, and commercial pages that nothing else on your site links to. Each one is named and grouped as a job a developer can pick up.
Authority
Are your people working for you?
Who do clients already search for by name, which of those pages give no route to contact that person, and which industry directories your site never links to. For professional firms this is often the cheapest score to move, because the expertise already exists, it is just not visible.
How to read them together
Scores are directional, not a school report. A hard 82 in paid efficiency and a soft 41 in AI answers tells you something useful: the account is being run well, and a channel your buyers now use is being ignored. That is a prioritisation decision, not a criticism.
When you get your map, read the three levers first. They are the only part ranked by what they are actually worth in visits, and they are the part most people act on.
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