Every audit done by one person. Me.
GrowthFriction is a productized website-audit service. Run by a single operator — Paulo de Vries — out of the Netherlands. No outsourcing, no junior auditor, no template prefilled by AI. The Loom video is me walking through your site for 25–40 minutes, naming what is friction and why.
Auditor · Netherlands
Paulo de Vries
I have spent the last several years building, shipping, and operating a portfolio of 30+ live websites across finance, education, fermentation, performance tooling, and book content. Every product had the same insight: friction is multi-dimensional, and most owners only see one axis at a time.
The 10-dimension audit framework you receive is not academic. It comes from real failure modes across the fleet — sites with great traffic that crashed on onboarding, beautiful sites that lost on mobile, fast sites with no SEO, category-leading sites invisible to ChatGPT. Each dimension exists because not checking it cost a real product real money somewhere.
I built this service because I wanted the same audit applied to your site, by an operator who has actually shipped — not by an agency selling hours.
The framework
Built on real failure-modes, not theory
The 10 audit dimensions and the composite GrowthFriction Score come from the AUG v3 framework: 18+ months of cross-fleet calibration data plus the published growth canon (HubSpot, Drift, Intercom, Reforge, Sean Ellis ICE, Brian Balfour Growth Loops, Dave McClure AARRR).
What we add is multiplicative composition: a 10% retention rate cuts everything downstream by 10×. Most frameworks treat the funnel as a sum. Reality multiplies.
Live sites operated
30+
finance · food · ref. data · publishing
Public audits shipped
50+
Stripe · Figma · Linear · Notion · …
Fleet calibration
18 mo
cross-product failure-modes
Framework version
AUG v3
7-factor multiplicative composite
Full framework documented at /method/. Composite scoring at /aug-score/. All 50 public audits at /audits/. No paywall, no “upgrade to read” — the framework is public so you can validate the methodology before buying.
Brand
Why “GrowthFriction”?
I picked the name deliberately — because that is what owners actually feel. Most do not wake up wanting more business acumen (a vitamin). They wake up frustrated that growth feels harder than it should (an aspirin).
Naming the problem the buyer has is more honest — and converts roughly 2× better in practice — than aspirational positioning. The audit identifies the friction. You fix it. Growth follows.
Trust & transparency
What you can rely on
Published rubric per dimension
Every score traces to a published criterion. See scoring transparency.
Real-user performance data
Auto-measured via Google PageSpeed Insights (real CrUX, not lab simulation).
No dark patterns
The framework hard-rejects retention-manipulation tactics. See 12 dark patterns AUG rejects.
Funnel-order discipline
Recommendations respect the math floor — we don’t recommend ad-network upgrades to sites without traffic. See funnel-order rule.
Public changelog
Every framework update logged at /changelog/ with RSS feed.
Refund on insufficient value
100% refund if zero friction points found (won’t happen), or within 7 days of delivery if the audit doesn’t deliver value.
One operator. One framework. One audit.
Have a question first?
Email me directly at [email protected] or use the contact form.
Prefer to call or text? +31 6 1514 7952 (Paulo · NL · WhatsApp available · weekdays).
48-hour audit
€197