Running a second report

When it is worth it

You published the pages

The best one. The new report reads the site again and says which of the questions your buyers ask have an answer now, and what has moved to the top of the list.

You skipped the four questions the first time

Arguably the cheapest improvement available. What the report loses without them is a section it cannot write at all, and answering them changes the report more than most site changes do.

The business changed

A pivot, a new service, a market you have started selling into. The report is held against what the business does, so when that moves the whole list moves.

The site was rebuilt

A new site is a different set of pages, and the findings about structure and what a machine can read are all new.

Somebody else is about to quote for the work

A current page list is a better brief than an old one, and the order of work will have changed.

When it is not

We would rather say this than take €49 for a document you already have.

• Nothing has been published since the last one. It reads the same site, so it has the same site to report on. What we will not promise you is the same document: every report is written from scratch, and the wording and the length of the list move between runs even when nothing on the site has.
• You have written some of the pages but not published them. It reads the live site, not your drafts.
• You disagree with the last one. A second report is not an appeal: if it stated something about your site that is not true, that is a correction or a refund, and it is free.
• You want to watch a number move. This is not a monitoring product, there is no score to track month to month, and nothing here is worth a subscription.

There is no subscription and nothing renews. A re-run is a thing you decide to buy, each time.

What a second report costs

The same as the first: €49. There is one price for every report, whichever domain it is about, whoever buys it and however many that domain has had before. There is no account and nothing to log into, so a re-run is bought exactly the way the first one was.

Pricing has the rest of what the price covers.

Reading the new one against the old

Keep the old PDF. The link stays up, but the file is the thing to keep. The two comparisons worth making are both lists rather than numbers:

• The pages to write: which have gone from the list because you wrote them, and which are new because the business has moved
• The buyer questions: which have an answer now, and which are still nowhere
• The risks: a contradiction you fixed should be absent, and its absence is the confirmation

The rating on the first page is a summary and not a score to optimise. It moves when the list above moves, and reading the two lists is more useful than comparing the two figures.