Client
EF
example-firm.co.uk
Client Acquisition Score
57/100
- Demand63
- Conversion58
- Authority41
Paid82.1not in the score
Acquisition Map Generated
25
Tuesday
August 2026
August 2026
How the Client Acquisition Score is built
Demand: 63/100 (weight 45%) — being found for the searches that matter
- Demand you capture (impressions ranking top 10)28.735%
- Pages holding a defensible primary keyword78.520%
- Keywords ranking on the page we'd choose6415%
- Queries free of internal competition99.210%
- Pages reachable through internal links89.310%
- Pages with a keyword purpose92.110%
Conversion: 58/100 (weight 35%) — turning the visitors you win into enquiries
- Pages offering a contact route (form or phone)84.225%
- Contact machinery early in the served HTML55.320%
- Calls-to-action that are specific, not generic1815%
- Trust evidence (reviews, accreditation, awards)63.215%
- A lead magnet to capture not-yet-ready visitors5010%
- Pricing or fee information on money pages42.15%
- Page speed on probed money pages (PSI)7110%
Authority: 41/100 (weight 20%) — the named people and proof behind your pages
- Commercial pages that link to a named expert's bio61.325%
- Your people that clients already search for by name29.220%
- Expert bios Google can read as people (Person schema)20.820%
- Where your searched-for people rank for their own names45.715%
- Recognised authority directories your site links to33.310%
- Commercial pages carrying any structured data54.810%
Paid efficiency: 82.1/100 (not in the score) — ad spend that is not duplicating searches you already rank for
- Ad spend not duplicating searches you already rank for82.1100%
Audit Findings Summary: example-firm.co.uk
Your Client Acquisition Score: 57 / 100
Right now, 71.3% of example-firm.co.uk's search demand is stuck beyond the first page of Google — visible in searches, but not where anyone clicks.
The map below found 41 searches where the site's own pages compete with each other and 17 pages with no defensible keyword — both are fixable with structure, not budget.
The fastest wins: 4 searches already rank within striking distance — the 90-day plan below starts there.
Start with the 90-day strike-zone list below — every entry names the page and the search it should win.
The Problem
The scale of the problem on example-firm.co.uk
71.3%
of your search demand is stuck past position 10
41
queries where your own pages compete with each other
17
pages with no defensible keyword at all
Site structure
64.0%of mapped keywords already rank on the page we'd choose — the rest are misrouted
23orphan pages — nothing on your site links to them
11commercial pages your site links to less than its own blog posts
Unlocked example
“employment solicitors kent”
2,140 impressions split two ways/services/employment/ · position 7.8/insights/employment-law-changes/ · position 12.4
→ Google shows both pages; neither wins.
90-Day Plan
Next 90 days6–12 months
Next 90 days — searches already in striking distance
| Search | Demand | Position | Destination | Status |
|---|---|---|---|---|
| “employment solicitors maidstone” | 1,840 imps | 6.2page 1, low | /services/employment/ | covered |
| “settlement agreement solicitor” | 1,210 imps | 8.9page 1, low | /services/employment/settlement/ | covered |
| “no fault divorce process” | 960 imps | 11.4page 2 | /services/family/divorce/ | not yet mapped |
| “commercial lease renewal solicitor” | 610 imps | 13.0page 2 | /services/commercial-property/ | covered |
6–12 months — the head terms worth building toward
“employment lawyer”
your page is outgunned for this head term — it needs authority and links → /services/employment/
“divorce solicitor”
no page on the site owns this term yet
Ranked from your own Search Console history.
Paid Search
Your paid search spend, cross-checked against your organic rankings — example-firm.co.uk
£18,400
spent on Google Ads in the last 90 days
£2,600–£4,100
likely recoverable — midpoint £3,300
7
search terms you paid for while already ranking top-3
11
terms paid for while ranking 4–10 — bid-reduction candidates
19
paid-only head terms organic can't reach yet
Unlocked example
“employment solicitors maidstone” (Search - Employment, phrase match)
£1,080 spent74 clicksyou rank #2 organically
→ Pause / add exact negative — you already rank #2 organically
organic-substitution by rank bucket — claimed only where your own Search Console data proves the rank. Substitution factors are published and conservative.
🔒 Locked
Paid-search rescue plan — 7 terms to pause + 11 bid reductions designed
£9,100 of your last-90-day spend went to searches your site already ranks for. The plan names every term, with the exact negative match type to add.
Unlocked · 1 of 18
“employment solicitors maidstone” — £1,080, organic #2 — Pause / add exact negative — you already rank #2 organically
+ 17 more in the full plan — every term named, with the exact negative match type
Conversion
Can your site convert the traffic it wins? — example-firm.co.uk
58/100
Conversion Quality Score
9
ranking commercial pages can't convert21,400 impressions land on them6 no form2 no phone9 no call-to-action
3
money pages fail Core Web Vitalsslowest: 6.1s to main content
Unlocked example
Your weakest page
https://example-firm.co.uk/services/employment/
https://example-firm.co.uk/services/employment/
scores 31/10012,400 impressionsfails: generic call-to-action, contact machinery buried
→ Move the enquiry form or phone number earlier in the page
How we measure: Detection reads the HTML your server sends.
Read the full method note
Detection reads the HTML your server sends. Forms and buttons injected by JavaScript after load may not be counted — findings are flagged, not judged, where coverage is partial. Position-in-page is measured as how early contact machinery appears in the served HTML — a stated proxy, since no crawler can see the rendered fold.🔒 Locked
Conversion rescue plan — 38 pages diagnosed
Every commercial page scored on contact machinery, prominence, call-to-action wording, trust evidence, pricing and speed — the page-by-page fix list.
Unlocked · 1 of 38
https://example-firm.co.uk/services/employment/ — 31/100 — generic call-to-action, contact machinery buried — 12,400 impressions
→ example-firm.co.uk/services/████████████ — 44/100 — generic call-to-action — 9,100 impressions
→ example-firm.co.uk/services/████████████ — 52/100 — no trust evidence — 3,800 impressions
+ 37 more in the full plan — every page named, with the exact fixes
Authority
The people your clients search for — example-firm.co.uk
41/100
Authority Score
How the authority score is built
- Commercial pages that link to a named expert's bio61.325%
- Your people that clients already search for by name29.220%
- Expert bios Google can read as people (Person schema)20.820%
- Where your searched-for people rank for their own names45.715%
- Recognised authority directories your site links to33.310%
- Commercial pages carrying any structured data54.810%
7 of 24 people are searched for by name
3,120 person-name search impressions in 90 days
12 commercial pages with no route to a named expert
19 of 24 expert bios invisible to Google as people (no Person schema)
14 commercial pages with no structured data at all
Authority directories — 1 of 3 linked from your sitelegal500.comchambers.comreviewsolicitors.co.uk
Unlocked example
Sarah Ellison
1,240 name-search impressions4 queriesbest position 3.1e.g. “sarah ellison employment solicitor”
→ Link Sarah Ellison's bio from https://example-firm.co.uk/services/employment/ — searchers already look for her by name 1,240 times a quarter
Recommended fixes
- Add Person schema to 19 team bios — Google cannot connect their authority to your pages without it.
- Attach a named author to your top commercial pages — a visible byline, a link to their bio, and Person schema.
Person demand is measured in your own Search Console history — proven, never guessed. Directory evidence is what your own pages link to.
🔒 Locked
Authority build-out — 7 named people with search demand
Clients search for your people by name — the plan links every searched-for expert to the pages that need their authority.
Unlocked · 1 of 7
Sarah Ellison — 1,240 name-search impressions — https://example-firm.co.uk/team/sarah-ellison/
→ “Ja███ ██████” — 680 impressions, best position 5.4
→ “Ja███ ██████” — bio has no Person schema (example-firm.co.uk/team/████████████)
+ 6 more in the full plan — every person and page named, with the linking and profile plan
12 commercial pages give searchers no route to a named expert — starting with example-firm.co.uk/services/████████████.
Unlock with a free 20-minute demo →Technical Clean-up
Pages with no keyword purpose on example-firm.co.uk
5 pages have no keyword seat and no target
1,280 impressions land on them — each one needs a decision: canonicalise, combine, re-align, rescue, noindex or redirect
2 duplicate or overlapping pages in 1 duplicate cluster
2 thin or empty pages
1 page with demand but the wrong keyword or vocabulary
Unlocked example
/insights/settlement-agreements-guide/
310 impressions1400 words92% similar to https://example-firm.co.uk/services/employment/settlement/
→ Which page should win, and how, is in the plan.
Pages are judged on their own crawl and Search Console data: seat status, impressions, word count and content similarity to their sibling pages.
🔒 Locked
Technical clean-up plan — 5 pages, each with a decision
Every page without a keyword purpose, with the page it duplicates or overlaps, and the fix: canonicalise, combine, re-align, rescue, noindex or redirect — in the order that protects your rankings.
Unlocked · 1 of 5
/insights/settlement-agreements-guide/ — 92% similar to https://example-firm.co.uk/services/employment/settlement/ · 310 impressions
→ example-firm.co.uk/insights/████████████ — duplicate of /services/████████████ · 140 impressions
→ example-firm.co.uk/insights/████████████ — has search demand but no keyword seat · 830 impressions
→ example-firm.co.uk/insights/████████████ — thin or empty page · 90 words
+ 4 more in the full plan — every page named, with its fix and the page that should win
Full Keyword Map
Every page mapped to the searches it should own — the evidence behind the audit
79%
168 of 214 pages own a primary keyword
- Insights0/5
- Employment2/2
- Family1/1
- Commercial1/1
Key to the map (imp, pos, vol, conf, sim, val, P/S)
- imp
- impressions — times shown in Google, last 90 days
- pos
- average Google position
- vol
- monthly UK search volume (SEMrush)
- conf
- engine confidence (0–100)
- sim
- semantic similarity (0–1)
- val
- commercial value units (intent × demand)
- P / S
- primary / secondary keyword seat
- kw
- keyword
- w
- word count
Next Steps
What the first 90 days are worth
Everything in this report comes from example-firm.co.uk's own data. Taken together:
- 4 searches already in striking distance of page one
- 71.3% of your search demand currently unclaimed
- £3,300 of quarterly ad spend likely recoverable
- conversion quality at 58/100 — with the page-by-page fixes already mapped
- 7 of your people already searched for by name — authority your pages don't yet use
Every fix is already named in this report. The fastest way to turn it into a plan is a short call with the strategist who reviewed it.
Book a 20-minute strategist walk-through →Print the partner one-pagerWhat we'd fix — included in a Crescat engagement
🔒 Locked
Metadata rewrites
New titles, H1s and meta descriptions for every mapped page, weighted to its primary keyword — with cross-page dedup so your pages stop competing with each other.
Unlock with a free 20-minute demo →🔒 Locked
Content briefs
Writer-ready briefs for every content gap in this map, each with demand evidence and the exact phrasings to cover.
Unlock with a free 20-minute demo →🔒 Locked
Internal linking plan — 46 links designed for this site
46 specific link placements across 14 pages — including 5 orphan pages nothing links to today.
Unlocked · 1 of 46
https://example-firm.co.uk/services/employment/settlement/ (2 current inlinks)
→ link from https://example-firm.co.uk/insights/redundancy-rights/ with anchor “settlement agreement advice”
→ link from https://example-firm.co.uk/insights/redundancy-rights/ with anchor “settlement agreement advice”
→ example-firm.co.uk/services/████████████ from example-firm.co.uk/insights/████████████ — anchor “child ████████████”
+ 45 more in the full plan — exact source pages and anchor text for every one
🔒 Locked
Technical clean-up — 5 pages
2 duplicate or overlapping pages, 2 thin or empty pages, 1 page with demand but the wrong keyword or vocabulary — each with its fix, in the order that protects your rankings.
Unlock with a free 20-minute demo →🔒 Locked
Ongoing monitoring
Every map change measured against your rankings — we report what moved, attributed against a control group, every cycle.
Unlock with a free 20-minute demo →