Sample debrief · Decision Diagnostic
More pages than the competitor. Volume is not the problem.
Pages per application. The competitor has six.
The only number on the home page, until cookies are accepted.
§ 1 · The 6-point review
| Point | Measure | Manufacturer A | Competitor B | Advantage |
|---|---|---|---|---|
| 1 · Visibility | Published pages | ≈ 310 | ≈ 220 | +40% for you |
| 1 · Visibility | Articles, news | 0 | 4 | Competitor |
| 2 · Click-through | Working social links | 2 of 4 | 4 of 4 | Competitor |
| 3 · Landing | What is sold, understood in 10 s | No | Yes | Competitor |
| 4 · Recognition | Pages per application | 0 | 6 | Competitor |
| 4 · Recognition | Documented projects | 0 | 2 | Competitor |
| 5 · Contact | Distinct paths to contact | 1 (two buttons, same page) | 3 (quote, comparator, FAQ) | Competitor |
| 6 · Response | Time to first human reply | Not measured here | Not measured here | — |
The response test (point 6) was not run for this example. In a real diagnostic, it is carried out under a real identity, with a real question, and its date appears in the debrief.
§ 2 · The 3 proven breaks
Your site entries follow your product ranges: “Expert”, “Pro”, “Eco”. The competitor’s are named after what the buyer wants to do: “strip wood”, “clean stone”, “dust-free blasting”. An engineer who needs to treat aluminium parts does not search for “Expert range”.
Proof: both sitemaps, captured on the same day.In Google, your page shows up with the words buyers type. Once on the page, the main heading talks about “impact surface treatment”, a phrase nobody searches for. Buyers need a few extra seconds to realise they are in the right place, and not everyone gives them.
Proof: title tag and main heading, taken from the page code.The customer counter on the home page only starts after cookies are accepted. A visitor who hesitates for a second reads “+0 users worldwide”. A fix of a few lines.
Proof: screenshot of the page before the banner is accepted.§ 3 · What it costs
We put the numbers side by side during the debrief and do the multiplication in front of you, in three scenarios: cautious, central, ambitious. The cautious one is the one we keep. We cost what the current situation loses, never what our work would earn.
§ 4 · The 3-action plan
Zero counter, social links, empty headings. Half a day.
Who can do itYour current provider
The content already exists on a single page: it needs splitting, not writing.
Who can do itYou, or us
Context, constraint, chosen machine, outcome. Three of your references are enough.
Who can do itUs, with your consent and that of the clients quoted
§ 5 · What we do not recommend
The material is there. It is organised by your ranges instead of buyers’ needs: this is a tidy-up, not a rebuild.
You already publish 40% more pages than the competitor. More volume will not fix how the pages are named.
As long as buyers do not find their problem when they land, every paid click leads to the same place as the others.
§ 6 · What you already have
Over forty years in business, French manufacturing, a complete catalogue, a “how to choose” page already written but buried in the menu, and some twenty top-tier industrial references. The material exists: it is simply organised by your ranges instead of by the needs of those looking for it.
Both sites were crawled in full from their sitemaps, on the same date, and each category was counted by the same rule. Technical findings were taken from the code of the displayed page, before the cookie banner was accepted. The competitor was chosen because it held most of the top results for a trade search run that day: a dated observation, not a positioning study. This review says nothing about traffic, sales results or product quality.
Your turn