Analytics & reporting
Know your website is making money. Do not assume it.
A website is an investment that most business owners cannot evaluate, because nobody ever showed them the numbers that would let them. That is a reporting failure, not a hard problem.
The dashboard
Built around your business, not a default install
Analytics out of the box measures what is easy to measure. What matters is different for a law firm than for a booking-led trades business, so the dashboard is configured per client.
Where people come from
Organic search, direct, referral, social and paid, separated properly — so you can tell which channels earn their keep and which quietly do nothing.
What they actually do
The events that represent money: form submissions, phone taps, booking completions, quote requests. Tracked back to the source that produced them.
Which pages carry the site
Page-level performance against entrances, engagement and conversion — which pages bring people in, which convert them, and which are dead weight.
Real-world speed and health
Core Web Vitals from actual visitor sessions rather than a lab score, alongside uptime and security status. Slow pages are a revenue problem before they are a technical one.
Configured for privacy: no selling of visitor data, no unnecessary personal data collected, and cookie handling that matches what your jurisdiction actually requires.
Every month
A written report, in plain language
A dashboard nobody opens is not reporting. Every month you get a short written summary — the interpretation, not homework. Four things, consistently:
What changed
Traffic, enquiries and conversion against last month and the same month last year, with seasonality called out rather than quietly claimed as a win.
Why it changed
The actual reason where one is identifiable — an article that started ranking, a page we reworked, a Google update, a slow week in your sector. Where the cause is not knowable, we say so instead of inventing one.
What we did
The work carried out that month across the build, the search side and the security side, tied to the numbers it was meant to move.
What we recommend next
One or two specific, prioritised actions with the reasoning attached — so the report ends in a decision rather than a chart.
Direction
Goals set against a baseline, then raised
A target invented without a baseline is a wish. Goals here are set from your own measured starting point and reviewed on a fixed cadence.
Establish the baseline
The first reporting period measures rather than judges. You cannot improve a number you have never actually recorded, and most sites arrive without one.
Set a target that follows from it
A specific, dated, measurable goal derived from the baseline and your capacity — enquiries per month, conversion rate on the pages that matter, visibility on the terms that actually convert.
Work the specific lever
Each goal maps to identified work: the pages, the content, the technical fixes. Ambition on its own is not a plan.
Review, then raise or rethink
Hit it and the next target moves up. Miss it and we say why plainly and change the approach. A goal that is quietly dropped when it becomes inconvenient was never a goal.
The whole point
One measure over all three services
Development, search and security are sold separately and are easy to evaluate separately — which is exactly how agencies avoid being held to anything. A faster site, more traffic and a clean security report are all improvements. None of them are, on their own, a return.
So they report into one place. Build work is measured on conversion and speed in the field. Search work is measured on enquiries, not impressions. Security work is measured on findings raised, fixed and confirmed closed. Every line is something that happened to your business, and every line is something you can check.
The point is not the dashboard. The point is that at any moment you can answer the question most owners cannot: is this website returning more than it costs?
Want to see what your site is actually doing?
If you already have a website, the first useful step is measuring it honestly — including the parts that are working, which are usually not the parts people expect.