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    EXTRAORDINARY / ORDINARY REMOVAL

    THE ENGINE ROOM.

    Pretty is not a business model. Here’s what makes a website work: the parts, the leaks, and the fixes.

    SCAN MY ORDINARYREAD OUR REPORT ↗

    01 / THE PARTS

    FOUR PARTS. ONE ENGINE.

    Same four parts as the homepage sample. Examples explain the work; numbers below come from our published scan.

    01020304
    01

    GET FOUND

    Search and AI can see you.

    ORDINARY

    A great answer. On page nowhere.

    REMOVED

    Useful answers, on pages people can find.

    Make the right pages readable and connected.

    OUR SAMPLE / 2 DIMENSIONS
    • discoverability89 / 100
    • attention100 / 100
    02

    GET BELIEVED

    Strangers trust you fast.

    ORDINARY

    Big claims. Tiny receipts.

    REMOVED

    Real people. Real evidence. Clear offer.

    Put proof beside the promise.

    OUR SAMPLE / 4 DIMENSIONS
    • brand89 / 100
    • human90 / 100
    • trust80 / 100
    • authority53 / 100
    03

    GET CHOSEN

    Visits become conversations.

    ORDINARY

    Interested? Good luck finding the button.

    REMOVED

    One obvious next step.

    Remove friction from enquiry and booking.

    OUR SAMPLE / 2 DIMENSIONS
    • experience69 / 100
    • conversion76 / 100
    04

    RUN ITSELF

    Follow-up without you.

    ORDINARY

    A lead arrives. Then silence.

    REMOVED

    A useful reply. A clear owner.

    Connect capture, routing and follow-up.

    OUR SAMPLE / 2 DIMENSIONS
    • intelligence96 / 100
    • future77 / 100

    02 / THE FOUR LEAKS

    ORDINARY HAS A COST.

    Website evidence points to leaks. It cannot see your books, your team, or every hour lost.

    TIME

    Your calendar is a hostage.

    OUR SAMPLE / low

    Good bones. Automate the rest.

    SEE THE EVIDENCE
    • Links and buttons have names

      43 unnamed links or buttons

    • Images described, modern format, sane file size

      44 of 78 meaningful images have no alt text. 69 images are still JPEG/PNG/GIF rather than WebP or AVIF. 7 of 7 sampled images are over 100 KB (largest 1177 KB)

    • Core Web Vitals in the good range

      Mobile performance 61/100. LCP 6301 ms, CLS 0.0020348213009361

    • Static accessibility rules pass

      44 static accessibility violations across 29 pages

    ENERGY

    Busy isn't strategy.

    OUR SAMPLE / low

    Your company is easier to run than most.

    SEE THE EVIDENCE
    • Hiring or growth signals

      No hiring signal

    • Links and buttons have names

      43 unnamed links or buttons

    • Images described, modern format, sane file size

      44 of 78 meaningful images have no alt text. 69 images are still JPEG/PNG/GIF rather than WebP or AVIF. 7 of 7 sampled images are over 100 KB (largest 1177 KB)

    • Signals of a scalable model

      Model signals: yes. IP or framework language: no

    MONEY

    Software nobody opened.

    OUR SAMPLE / low

    Capture is working. Now widen the top.

    SEE THE EVIDENCE
    • Pricing is discoverable

      Pricing page without prices

    • Forms are short

      23 forms, longest has 8 fields

    • Certifications, security or guarantee language

      Certifications: no. Security: no. Guarantee: yes

    • More than one way to reach a human

      2 contact methods: form, booking

    ATTENTION

    Nobody's listening. Not even bots.

    OUR SAMPLE / low

    You are findable. Now be unmissable.

    SEE THE EVIDENCE
    • Third-party reviews linked

      0 external review platforms linked

    • Ratings marked up for search and AI

      No review schema

    • Awards or certifications

      Awards: yes. Certifications: no

    • Page titles are unique and carry the brand

      3 duplicate titles across 29 pages. Brand in title: yes

    TIME: low. MONEY: low. ENERGY: low. ATTENTION: lowATTENTIONlowMONEYlowENERGYlowTIMElowEXTRAORDINARY83 / 100

    Observed signals. Not a savings forecast.

    03 / THE WORK ORDER

    FIX FIRST. ADD LESS.

    Not a generic checklist. These are the first moves in our own published report, in its original order.

    83 / 100

    Extraordinary / joinextraordinary.com

    Rolls-Royce Cullinan · Ceiling 94

    29 pages read. Published snapshot, not a live score.

    1. Remove it · 01

      FIX THE EXPERIENCE

      • EXPERIENCE69
      • DISCOVERABILITY89

      Slow, inaccessible or broken on mobile means people leave before the message lands.

      First move: Clear the accessibility violations and render-blocking resources on the homepage first.

    2. Remove it · 02

      OPEN THE FRONT DOOR

      • CONVERSION76
      • TRUST80

      Interested people cannot tell what to do next, or the next step costs too much effort.

      First move: One primary call to action per page, a four-field form, and a visible contact path.

    3. Remove it · 03

      GET FOUND AND CITED

      • DISCOVERABILITY89
      • AUTHORITY53

      Search engines and AI answer engines need structure to trust and quote a site. Yours gives them little to work with.

      First move: Ship Organization, Person and FAQ schema, an llms.txt, and complete titles and descriptions.

    4. Remove it · 04

      BUILD FOUNDER AUTHORITY

      • AUTHORITY53
      • TRUST80

      Nothing on the site proves an outside party has vouched for you. Authority is borrowed before it is owned.

      First move: Collect the five best third-party mentions, reviews or talks and put them on one page.

    5. Remove it · 05

      DESIGN THE FUTURE

      • FUTURE77
      • BRAND89

      The site describes the company you are, not the one you are becoming.

      First move: Write the one-page thesis for where the company is going and put it where buyers can see it.

    The scan sees your website. The conversation covers the business behind it. We agree scope before work starts; the report is not a promise of results. Scoring rules stay private.

    OPEN THE FULL REPORT ↗TALK TO FORBES

    YOUR ENGINE. NEXT.

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