What's in the report
Most reporting tools organise the report around data sources — here's your Search Console section, here's your Analytics section. Ours is organised around the questions a business owner actually asks. The data sources are an implementation detail the reader never sees.
Page by page
Seven pages, one question each
The short version — did last month go well?
Four headline figures, each with the change against last month and the same month last year — because a boiler company being up in July means nothing without last July. Then three to five sentences of plain English on what changed.
Who found you — people who knew your name, or people who didn't?
The most under-reported number in this category: the split between people searching the business name and people searching for a service. Service searches growing faster than name searches means the search work is working. The other way round means the brand is doing the lifting.
What actually brought business — which pages made the phone ring?
Visits and enquiries rank pages differently almost every time, and the gap is where the insight lives. The page with the most visitors and the page with the most enquiries are rarely the same page — this section shows both, side by side, scaled so the divergence is visible in one glance.
Nearly working — where are we close?
Three analyses: searches sitting just off the first page with real demand behind them; rankings you already hold where the listing isn't earning the click — measured against the site's own average, not an industry curve; and two pages competing for the same search, splitting the credit so neither builds up.
What's slipping — what's quietly going wrong?
Sudden drops get noticed; six-month slides don't, and they're the ones that cost real money. We fit a trend to every page's last six months and flag genuine declines — saying explicitly whether the shape looks like something broke or like competitors overtook.
Things that look alarming and aren't
The section nobody else writes, and the one that saves the awkward phone call. Why "average position dropped" is often good news. Why direct visits falling usually isn't fewer people. Why a two-point speed score change means nothing. Rule-driven, capped at four items, omitted entirely when nothing triggers.
What we'd do next
Three prioritised suggestions, each tied to a number from the report — never generic advice. Framed as your agency's considered plan, because your name is on the cover.
The rules underneath
Three promises every report keeps
No jargon reaches your client. Not "impressions" — "times you appeared in search". Not "CTR" — "how often people clicked when they saw you". A banned-term list is enforced in code, not just hoped for.
No number is ever invented. The commentary is generated from the data and then checked against it: any figure that isn't in the source data fails the report back to a plain templated version. Your client never reads a made-up statistic under your logo.
A report never fails to send. Every data source degrades independently. If PageSpeed is unavailable, that page is omitted. If the commentary engine fails, a templated version sends instead. Five sections is a fine report; a missed month is not.
Every analysis above is on every plan: £39 a month for up to 5 clients (Starter), £79 for up to 20 (Studio), £129 for unlimited clients (Agency) — flat, never per client, with a 14-day free trial and no card.