Client
EF
example-firm.co.uk
Acquisition Map Generated
25th August, 2026
Client Acquisition Score
58/100
- Demand63mixed
- Conversion58mixed
- AI answers41mixed
- Authority41mixed
- Technical59mixed
- Paid efficiency82good
How the Client Acquisition Score is built
Your biggest gap is AI answers: AI assistants rarely name you when clients ask (41/100)
Demand: 63/100 (weight 30%) — 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 25%) — 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%
AI answers: 41/100 (weight 15%) — being named when clients ask an AI assistant
- named in AI answers to client questions33.340%
- your pages cited as the source (engines that cite)16.720%
- questions where a competitor is named and you are not (inverted)66.710%
- site checks: AI crawlers allowed in robots.txt, a sitemap, the firewall, organisation markup, Person markup on bios, directory links6030%
Authority: 41/100 (weight 10%) — 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%
Technical: 59/100 (weight 10%) — a site Google can crawl, index and trust
- Pages that need no technical clean-up44.457%
- Pages served once — not duplicated, not at several addresses77.843%
Not measured on this crawl: Commercial pages linked at least as well as the blog — the score uses the parts we could measure.
Paid efficiency: 82/100 (weight 10%) — ad spend that is not duplicating searches you already rank for
- Ad spend not duplicating searches you already rank for (pe1)82.1100%
Not measured on this crawl: Google Ads account health (pe2); Meta Ads account health (me1) — the score uses the parts we could measure.
Audit Findings Summary: example-firm.co.uk
Your Client Acquisition Score: 58 / 100
Right now, 71.3% of example-firm.co.uk's search demand is unclaimed — the site appears in the results, past the first page, where nobody clicks.
The map below found 41 searches where the site's own pages compete with each other and 17 pages with no search they could win — both are fixable with structure, not budget.
The fastest wins: 4 searches already rank within striking distance — the 90-day plan below works on them from week three.
Start with the searches already in striking distance, listed below — every entry names the page and the search it should win.
Your 3 biggest levers — ranked on one scale, visits a quarter, from your own data
480
visits a quarter landing on pages that cannot convert
Commercial pages that cannot convert
9 ranking commercial pages with 21,400 impressions and 480 visits: 6 pages without an enquiry form; 2 pages without a phone number; 9 pages without a call to action
356
extra visits a quarter
Searches within striking distance
4 searches already on page one or two with 4,620 impressions — each moved to the top three
£3,300
recoverable a quarter (midpoint)
Paid clicks on searches you already win
£2,600–£4,100 of spend on searches your site already ranks for; about 231 paid clicks at your average cost per click
The Problem
The scale of the problem on example-firm.co.uk
71.3%
of your search demand unclaimed
41
searches where your own pages compete with each other
17
pages with no search they could win
Site structure
64.0%of mapped searches already rank on the page we'd choose — the rest are misrouted
23pages nothing on your site links to
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
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
0
terms paid for while ranking 11–20 — keep, review the bid
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 are slow in Google's lab speed test (PageSpeed, one simulated mobile load: a score under 50 or the main content after 4 seconds)slowest: 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, and your busiest commercial pages are read once more in a browser so forms and buttons built by JavaScript count.
Read the full method note
Detection reads the HTML your server sends, and your busiest commercial pages are read once more in a browser so forms and buttons built by JavaScript count. Elsewhere, 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/████████████.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →AI Answers
AI answers — when clients ask ChatGPT, Gemini, Perplexity or Claude
4of 12(33%, ±24)
answers to unbranded client questions name example-firm.co.uk, across 2 AI engines; 2 other firms were named instead. The ± is the 95% interval: a change inside it is noise, not movement.
ChatGPT named 2 of 6 · cited 1Gemini named 2 of 6 · cited 1
Readiness 60/1002 AI crawlers blocked in robots.txt
Unlocked example
Gemini was asked “Which are the best employment solicitors in Manchester? Name specific firms.”
named northgate-law.co.uk, reeves-partners.co.ukdid not name you
→ For employment matters in Manchester, Northgate Law, Reeves Partners are well regarded.
🔒 Locked
AI answers plan — 6 client questions across 2 engines
Every question, every engine, who was named instead of you, and the readiness fixes the check found in crawler access and named people.
Unlocked · 1 of 12
Gemini · “Which are the best employment solicitors in Manchester? Name specific firms.” — named northgate-law.co.uk, reeves-partners.co.uk, not you
→ “Which ███ ███ ████ ██████████ ██████████ ███ ███████████ ████ ████████ ██████” — ChatGPT: you
→ “I ████ ████ ████ ███ ██████ █████████ █████ ███ ███████████ █████ ███ █████ ██████ ███ ████████” — ChatGPT: not you
→ “Recommend ███ ████ ███████ ██████ ███ ███████████” — ChatGPT: not you; named no███████████.co.uk
+ 11 more in the full plan — every question and engine, with the fixes
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 impressions1,400 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
- the page chosen to win the search / a supporting page
- kw
- keyword
- w
- word count
Next Steps
The plan
Your 90-day plan, step by step — yours to implement
Everything this report keeps behind a lock, written out as a plan your own team can follow: which pages to change and the exact metadata to upload, the pages to make the answer for the searches already in striking distance, every internal link with its anchor text, and the technical clean-up in order. A free walkthrough call and a re-run at day ninety are included.
2pages with new metadata, written for you
2internal links with the anchor text
3technical fixes, grouped and sequenced
3conversion fixes on winning pages
1search in striking distance
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 unclaimed
- £3,300 of quarterly ad spend likely recoverable
- conversion 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 plan puts them in order, with the copy to paste. Or take the free route first — a specialist walks you through it.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →Print the partner one-pagerWhat we'd fix — your 90-day plan
🔒 Locked
Metadata rewrites
New titles and meta descriptions written for 2 of your pages, and new H1s where a page needs one, weighted to each page's own searches — ready to upload from the plan's CSV.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →🔒 Locked
Content briefs
Writer-ready briefs for every content gap in this map, each with demand evidence and the exact phrasings to cover.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →🔒 Locked
Internal linking plan — 46 links designed for this site
46 specific link placements across 14 pages — including 5 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.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →🔒 Locked
Ongoing monitoring
Every map change measured against your rankings — we report what moved, attributed against a control group, every cycle.
Get your 90-day plan now — £495 →Get a free walkthrough with a specialist →Crescat Digital · evidence: Google Search Console (90 days), SEMrush UK volumes, engine confidence & similarity. Honest by design — a page with no defensible keyword is shown unseated, never padded.