Sample audit · exactly what €197 buys

A complete audit, anonymised — 10 dimensions, 11 findings.

Modelled on a real local-business SMB (Amsterdam catering company). This is the exact format, depth, and tone you receive when you buy your audit. The PDF version includes screenshots; this web sample omits them for readability.

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GrowthFriction audit · anonymised · audit date 2026-05-15

Caterer Amsterdam (anonymised)

Full-service corporate event catering · Amsterdam · founded 2018 · team of 6 · audited site: catereramsterdam.example

Composite score: 28/ 100
Top friction tier: 3blocking
1-week win potential: +60–100%

TL;DR: three blocking-tier friction points (unclear hero, mis-tap mobile CTA, over-asking quote form) compound to suppress inquiry rate roughly 60–100% below where it could be in 30 days. Three fixes ship in under 4 hours combined.

The findings

All 11 findings

Same structure for every finding: severity tier, what we found, business impact, recommended fix, effort estimate.

Finding 1 · Above-fold clarityBlocking · Fix this week

Hero says “Excellence delivered” — no idea what you sell

What we found: A visitor lands on your homepage and sees a hero headline that says “Excellence delivered.” Below it, a stock photo of a smiling team. There is no mention of what you do, who you serve, or what someone can buy from you. The first specific information appears below the fold, after scrolling.
Business impact: In a 5-second scan test, 9 out of 10 visitors could not tell whether you are a catering company, an event venue, or a corporate consultancy. Specificity is the #1 driver of bounce rate on hero sections. Industry-standard lift from specificity: roughly 25–40% on time-on-page and 15–25% on inquiry rate.
Recommended fix: Rewrite the hero with a noun (what you do) and an audience (who you serve). Example: “Full-service catering for corporate events in Amsterdam (10–200 people).” Specific beats abstract every time. Keep the smiling-team photo if you want — but put the words above it.
Effort estimate: 30 minutes of copywriting · 5 minutes to swap the heading

Finding 2 · Trust signalsAt risk · Fix this month

Three testimonials, all unattributed

What we found: You have three customer testimonials on the homepage. Each is in quotes (“Best catering we ever ordered!”) but none has a name, photo, company, or date. Unattributed testimonials read as either fictional or anonymised — both reduce trust rather than build it.
Business impact: Buyers in the SMB B2B segment do their final due-diligence by looking for proof of past work with someone like them. Unattributed quotes are dismissed in <2 seconds; attributed quotes are read for ~12 seconds and remembered.
Recommended fix: For each testimonial, add: customer name, customer company (or city + service type), date (or relative date — “October 2025”), and ideally a photo. If a customer is uncomfortable with full name, use first name + company. If they prefer full anonymity, replace the testimonial with a case-study write-up instead.
Effort estimate: 1 hour to email past customers asking for permission + 30 minutes to update the site

Finding 3 · Mobile UXBlocking · Fix this week

Main CTA button is 28 pixels tall on phone (below tap threshold)

What we found: On a real iPhone, your “Request a quote” button is only 28 pixels tall. The minimum recommended tap target is 44 pixels (Apple) or 48 pixels (Google). Below that, mis-taps spike — users either hit nothing, hit the wrong link, or give up and close the tab.
Business impact: 55–65% of visitors arrive on mobile. If 30% of mobile users who tried to tap the CTA mis-tapped, that is roughly 18% of your total inquiry-able audience losing the inquiry to a button-size bug.
Recommended fix: Set the button minimum height to 48 pixels and minimum padding to 12 pixels top + bottom. Use a high-contrast colour and a verb that matches what the user is doing (“Request a quote” is fine; avoid “Submit”).
Effort estimate: 15 minutes for a developer · 0 minutes if your site builder has a “button size” toggle

Finding 4 · PerformanceAt risk · Fix this month

Hero image is 2.1 MB · loads in 3.4 seconds on 4G

What we found: Your hero image is a 2.1 MB JPEG. Loaded over a real 4G connection (which is what most mobile visitors use), it takes 3.4 seconds to appear. Google’s “Good” threshold for Largest Contentful Paint is 2.5 seconds. Visitors who wait more than 3 seconds for the page to load bounce at roughly 35–50%.
Business impact: If 2,000 monthly mobile visitors experience a 3.4-second LCP, roughly 700–1,000 of them bounce before the page is usable. At a typical 2% conversion rate, this is 14–20 missed inquiries per month.
Recommended fix: Convert the hero image to WebP format (~80% smaller for visually-identical quality) and set explicit width + height attributes to prevent layout shift. Target: hero image under 200 KB and LCP under 1.5 seconds.
Effort estimate: 20 minutes with an online converter · 10 minutes if your site builder has automatic image optimisation

Finding 5 · Lead captureBlocking · Fix this week

Quote form requires 11 fields including “How did you hear about us?”

What we found: Your “Request a quote” form asks for 11 fields including event type, guest count, budget, dietary requirements, dates, location, name, email, phone, “how did you hear about us”, and a free-text comment box. Industry benchmark: every additional form field beyond 5 reduces form-completion rate by roughly 10%.
Business impact: With 11 fields, your form-completion rate is likely under 30% of the people who started filling it in. Reducing to 5 essential fields would push completion to roughly 65–75% — more than doubling inquiries from existing traffic.
Recommended fix: Cut the form to: name, email, event date (approximate), guest count, and a single free-text box (“Anything we should know?”). Everything else (budget, dietary, exact location) you can ask in the email reply once they have committed to the conversation. The first form is for opening the conversation, not closing the deal.
Effort estimate: 30 minutes to redesign the form · 5 minutes if your form builder lets you toggle field visibility

Finding 6 · SEO foundationAt risk · Fix this month

No structured data (Google does not know you are a catering company)

What we found: Your site has no schema.org structured data. Schema is metadata Google reads to understand what kind of business you are, where you are located, what you sell, and what hours you operate. Without schema, Google has to guess from your page content — and Google often guesses wrong.
Business impact: Sites with Organization + LocalBusiness schema appear in Google Maps results, “near me” searches, and the local 3-pack. Without it, you are competing only on text-based SEO — typically 30–50% less local visibility than schema-marked competitors.
Recommended fix: Add LocalBusiness schema with your address, phone, hours, and service area. Add Service schema for “Catering” with your price range and area served. This is a one-time JSON-LD snippet (~30 lines) that lives in the site head. We provide the exact paste-ready snippet in your audit.
Effort estimate: 20 minutes for a developer · 0 minutes for Squarespace users (built-in SEO panel covers this)

Finding 7 · Copy + value-prop clarityAt risk · Fix this month

Pricing language uses jargon (“bespoke”, “tailored”, “personalized”)

What we found: Your services page uses “bespoke catering solutions tailored to your unique requirements” and similar abstractions. Specific SMB owners shopping for a caterer want to know: what does it cost, what is included, how does delivery work. The current copy answers none of those.
Business impact: Buyers researching catering options typically check 4–7 sites before requesting a quote. Sites that show concrete pricing (or pricing ranges, or starting prices) get the inquiry. Sites that say “tailored” without specifics get skipped because the buyer assumes the price will be a negotiation.
Recommended fix: Replace abstract qualifiers with concrete numbers. “Bespoke catering tailored to your event” becomes “Corporate lunch catering from €18/person · Cocktail receptions from €28/person · Multi-course dinners from €55/person.” Even rough ranges convert better than no numbers.
Effort estimate: 1 hour for copywriting · pricing decisions should be operator-only (not a developer task)

Finding 8 · Design polish + brandOpportunity · Fix this quarter

Font sizing inconsistent between mobile and desktop

What we found: On desktop, your body copy is 16 pixels. On mobile, the same text renders at 14 pixels, which is below the recommended 16-pixel minimum for body copy on mobile (Apple HIG + Google Material both specify 16 pixels minimum). The smaller mobile text reads as slightly cramped.
Business impact: Lower priority than blocking issues. Once the blocking issues are fixed, this is a polish-pass refinement that lifts perceived professionalism by ~5–10% (subjective; based on user-testing studies).
Recommended fix: Set body copy to 16 pixels on all screen sizes. Use rem-based sizing instead of px so the user’s browser zoom settings work correctly.
Effort estimate: 15 minutes for a developer

Finding 9 · Funnel orderAt risk · Fix this month

You ask for the inquiry before showing past work

What we found: Your homepage flow is: hero → testimonials → form. There is no “what we have done” section showing real past events (photos of food, table settings, the venue setups you have worked with). Buyers in catering specifically need visual proof before they can imagine you doing their event.
Business impact: Catering and event-services buyers convert 40–60% better when shown 3–6 photographs of past work BEFORE the inquiry form. The visual proof reduces the perceived risk of inviting a stranger to feed 50 guests.
Recommended fix: Add a “Past events” section between testimonials and the form. 3–6 photos of real catering setups, captioned with the event type and date (“Tech company offsite, March 2025 · 45 guests · lunch buffet”). If you do not have rights to use customer photos, photograph your own table setups generic-style and use those.
Effort estimate: 2–4 hours to organise photos + 30 minutes to add the section · operator-only task (curation decision)

Finding 10 · AI-discoverabilityOpportunity · Fix this quarter

Zero LLM citations — ChatGPT does not cite your site

What we found: When asked “best catering companies in Amsterdam” across ChatGPT, Claude, and Perplexity, your site was not cited. In 2026, AI tools answer 30–50% of buyer-research queries. AI engines cite sites that have machine-readable structure (Article schema, Person schema, llms.txt) and clear entity-coherence (consistent business name everywhere, with sameAs links to Google Business, LinkedIn, etc.).
Business impact: Roughly 8–18% of buyers click through from cited AI sources to the cited site. Compounds over 12 months as AI citation rates accelerate. Competitors who ship AI-discoverability now will compound an authority gap that is hard to close later.
Recommended fix: Add llms.txt at your domain root (we provide exact contents). Add Article schema + Person schema on every page (1 JSON-LD snippet, ~50 lines, paste-and-go). Add sameAs links to your Google Business profile, LinkedIn, and Instagram. Submit your business to Wikipedia citations if you have appeared in local news coverage.
Effort estimate: 2–4 hours for a developer · we provide the exact file contents in your audit so they can paste-and-go

Finding 11 · TL;DR — the 1-week winsWin in 1 week

These 3 fixes ship in under 4 hours total

What we found: If you do nothing else this week, ship these three: (1) rewrite the hero with audience + specifics (30 min). (2) Cut the quote form to 5 fields (30 min). (3) Convert the hero image to WebP (20 min). Total: roughly 80 minutes of operator/developer time.
Business impact: Together, these three fixes typically lift inquiry rate by 60–100% within 30 days, based on industry benchmarks. They are also the lowest-effort wins in this audit — every other recommendation is either equal effort with smaller lift, or much larger effort with bigger lift.
Recommended fix: Do these in order: copy first (you can plan it in your head while doing other work), then form (decide field-by-field which to keep), then image (technical task, can be batched with other developer work).
Effort estimate: ~80 minutes total · zero developer time if your site builder has WebP auto-conversion

Beyond the PDF

What this web sample does not show

Annotated screenshots
Every finding in the PDF includes the exact part of your site showing the friction, with markup.
25–40 minute Loom video
Me walking through your site live, narrating each finding. Playable to your developer or agency.
Paste-ready snippets
For technical findings (schema, llms.txt, etc.) — you or your developer paste, save, done.
Email follow-up within scope
Clarifications on findings, “did you mean X?” questions — I answer by email within audit scope.

The 10 dimensions come from the GrowthFriction framework — the same framework applied across 50+ public SaaS audits at /audits/. The composite score uses the AUG v3 7-factor multiplicative formula documented at /aug-score/.

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