This is an example audit for Hollin & Wren, a made-up pottery studio we use for testing. Its pages, faults and ideas are invented, but the report is exactly what a paid audit looks like. Scan your own site
Your website should be bringing you enquiries and sales. We read 65 pages of your site and found what is getting in the way. Here is how to put it right.
28 of these you can fix in one click with TEND.
Everything in this audit, in the order to do it.
Top priority: these cost you the most.
Medium priority: worth doing soon.
Low priority: small fixes that add up.
Most important first. Open any one to see where it is and how to fix it.
Each box is one version of the figure, quoted word for word from a page that uses it. Outlined boxes disagree with the first.
What fixing this does for you: Customers see one clear figure everywhere, so there are no awkward conversations about which one you meant.
A customer who sees one figure on the way in and another at the point of buying assumes the less generous one is true, or that the site is out of date. Either way it costs sales and causes complaints.
Confirm which figure is correct, then use it on every page.
What TEND will do: Changes every other version of the figure to the one you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one version of the figure, quoted word for word from a page that uses it. Outlined boxes disagree with the first.
What fixing this does for you: Customers see one clear figure everywhere, so there are no awkward conversations about which one you meant.
A customer who sees one figure on the way in and another at the point of buying assumes the less generous one is true, or that the site is out of date. Either way it costs sales and causes complaints.
Confirm which figure is correct, then use it on every page.
What TEND will do: Changes every other version of the figure to the one you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one version of the figure, quoted word for word from a page that uses it. Outlined boxes disagree with the first.
What fixing this does for you: Customers see one clear figure everywhere, so there are no awkward conversations about which one you meant.
A customer who sees one figure on the way in and another at the point of buying assumes the less generous one is true, or that the site is out of date. Either way it costs sales and causes complaints.
Confirm which figure is correct, then use it on every page.
What TEND will do: Changes every other version of the figure to the one you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one version of the figure, quoted word for word from a page that uses it. Outlined boxes disagree with the first.
What fixing this does for you: Customers see one clear figure everywhere, so there are no awkward conversations about which one you meant.
A customer who sees one figure on the way in and another at the point of buying assumes the less generous one is true, or that the site is out of date. Either way it costs sales and causes complaints.
Confirm which figure is correct, then use it on every page.
What TEND will do: Changes every other version of the figure to the one you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: What people see in Google matches what they find on the page, so they stay rather than click back.
Search result: the title and short summary Google shows for your page before anyone clicks.
Search description (meta description): the short summary Google often shows under that blue link.
People click a search result because of what it promises. If the page does not repeat the promise they feel misled and go back to the results.
If the offer is real, say it on the page near the top. Only remove it from the meta description if the offer no longer exists.
What TEND will do: Changes the wording on the page so it matches what your search listing promises, or the other way round, whichever you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one broken link: an example page it sits on, how many pages carry it and with what words, and the missing page it points to. Links marked “Linked site-wide” sit in your menu or footer, so fixing them once fixes every page.
What fixing this does for you: Visitors who click reach the page they wanted instead of an error, and stay on your site instead of leaving.
A dead end at the moment someone has chosen to click is the fastest way to lose them.
Point each link at the page that replaced it, or remove the link.
What TEND will do: Points each broken link at the page you choose, or removes the link and keeps the words.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Nobody plans around an event or offer that has already passed, and your site looks current.
An offer, event or price list dated in the past tells visitors nobody is looking after the site, and they doubt everything else on it.
Update each date, or remove the line if the event or offer has finished.
What TEND will do: Shows you each out-of-date line and changes it the way you choose: a new date, wording that makes it clearly past, or removing it.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one page on your site and the different wordings on the buttons that lead to it, with how many pages use each. Menu labels are left out.
What fixing this does for you: One clear wording for the same next step makes your site easier to follow, so more people take it.
Buttons can be worded to suit where they sit, but when buttons leading to the same page use many different wordings, visitors start to wonder whether they lead to different places. Consistent wording is easier to recognise and act on.
Keep the wording the same wherever the link is the same, unless the context needs something specific. “Contact” is already the most common.
What TEND will do: Changes the wording on these buttons to the one you choose, on every page they appear.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a page where a phone number or email address is plain text rather than a tap-to-call or tap-to-email link.
Plus 2 more examples in the online version of this audit.
What fixing this does for you: Visitors on a phone can call or email you with one tap, the quickest route from interest to enquiry.
Tappable: set up as a link, so someone on a phone can tap a number to call it or an address to email it.
Most visitors arrive on a phone. When a number or address is plain text, they have to copy it by hand, and some will not bother. A tap-to-call or tap-to-email link turns interest into an enquiry there and then.
Make each phone number a tap-to-call link and each email address a tap-to-email link. The wording on the page stays the same.
What TEND will do: Turns the plain-text phone number and email address into tap-to-call and tap-to-email links on all 46 pages. The wording stays the same.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a button: a page it appears on, its wording, and where it takes people. Outlined boxes go somewhere different from the usual place.
What fixing this does for you: The same button always leads to the same place, so visitors are not surprised and keep going.
Visitors learn what a button does the first time they press it. When the same words take them somewhere else on another page, they lose trust in the site and often leave.
Point every “Shop the collection” button at one destination. Most of them already go to /shop.
What TEND will do: Points every button with this wording at the page you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a page that ends without a button, form or link in its content.
What fixing this does for you: Readers who reach the end of a page have somewhere useful to go next, instead of leaving.
When a page has no button, form or link in its content, the visitor reaches the end with nothing to do but go back or leave. The menu is still there, but people rarely scroll back up to it.
End each page with one clear next step that suits it: a button to enquire, book or buy, or a link to the most useful related page.
Website change request – hollinandwren.example
4 pages end without a next step
Why it matters
When a page has no button, form or link in its content, the visitor reaches the end with nothing to do but go back or leave. The menu is still there, but people rarely scroll back up to it.
What fixing it does
Readers who reach the end of a page have somewhere useful to go next, instead of leaving.
What was found
- /journal/why-stoneware-lasts: “Why stoneware lasts” has no button, form or link in its content
- /journal/a-visit-to-stoke-on-trent: “A visit to Stoke-on-Trent” has no button, form or link in its content
- /journal/a-summer-of-workshops: “A summer of workshops” has no button, form or link in its content
- /care/chips-and-crazing: “Chips and crazing” has no button, form or link in its content
What to change
End each page with one clear next step that suits it: a button to enquire, book or buy, or a link to the most useful related page.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (positive)
- Add the button or link as a normal crawlable link (an <a> with an href)
- Add to the page rather than replacing existing copy
- Leave the URL, title tag and main heading as they are
Record before the change (1 November 2026)
- /journal/why-stoneware-lasts
Title tag: Why stoneware lasts | Journal | Hollin & Wren
Main heading: Why stoneware lasts
- /journal/a-visit-to-stoke-on-trent
Title tag: A visit to Stoke-on-Trent | Journal | Hollin & Wren
Main heading: A visit to Stoke-on-Trent
- /journal/a-summer-of-workshops
Title tag: A summer of workshops | Journal | Hollin & Wren
Main heading: A summer of workshops
- /care/chips-and-crazing
Title tag: Chips and crazing | Care | Hollin & Wren
Main heading: Chips and crazingEach box is one way your address is written, with a page that uses it. The outlined box is the odd one out.
Capital letters are ignored. The difference is in the wording itself: “Mill Lane” against “Mill Road”.
What fixing this does for you: Customers and Google see one address, so nobody turns up at the wrong door or doubts you are still there.
A visitor or supplier cannot tell which address is right. Search engines compare your name, address and phone number across your site and your business listings, and any variation weakens local results.
Confirm the correct address and use exactly the same wording everywhere it appears.
What TEND will do: Changes every other version of the address to the one you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
Shared by all these forms: email, message.
What fixing this does for you: Every enquiry of the same kind arrives with the same details, so you can reply faster and nobody gives up on a longer form.
These forms do the same job but ask for different things, which makes the business look disorganised, and the longer form usually loses enquiries. Leads also arrive in different shapes, which makes follow-up harder. Forms for other jobs, such as downloads or bookings, were left out of this comparison.
Agree one set of fields for this kind of enquiry and use it on each of these forms. Add extra fields only where a page genuinely needs them.
Website change request – hollinandwren.example
3 enquiry forms ask for different things
Why it matters
These forms do the same job but ask for different things, which makes the business look disorganised, and the longer form usually loses enquiries. Leads also arrive in different shapes, which makes follow-up harder. Forms for other jobs, such as downloads or bookings, were left out of this comparison.
What fixing it does
Every enquiry of the same kind arrives with the same details, so you can reply faster and nobody gives up on a longer form.
What was found
- /workshops: 7 fields: First name, Last name, Email, Phone, Preferred date, Group size, Message
- /contact: 3 fields: Name, Email, Message
- /contact: 4 fields: Name, Email, What are you interested in?, Message
Shared by all these forms: email, message.
What to change
Agree one set of fields for this kind of enquiry and use it on each of these forms. Add extra fields only where a page genuinely needs them.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (safe)
- Keep the form on the same URL
- Keep the thank-you page URL and any conversion tracking attached to it
- Do not move the page copy around the form
Record before the change (1 November 2026)
- /workshops
Title tag: Pottery workshops in Leeds | Hollin & Wren
Main heading: Studio workshops
- /contact
Title tag: Contact | Hollin & Wren
Main heading: Contact the studioEach box is the same testimonial, with the name it carries on that page.
What fixing this does for you: Your testimonials stay believable, because each one carries one name.
Proof only works if it is believable. A visitor who spots the same words under two names will doubt every review on the site.
Check who actually said it, and correct the name everywhere it appears.
What TEND will do: Puts the right name on the testimonial wherever it appears, using the one you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Google can tell your pages apart and show the right one, and searchers can see which page is which.
Page title: the name of a page that Google shows as the blue link in its results, and on the browser tab.
When pages have the same title, Google cannot tell which one to show, so it may show the wrong one or neither. Searchers also cannot tell them apart.
Give each page its own title that says what is on that page, followed by your business name.
What TEND will do: Gives each of the 2 pages its own title, based on what that page is about, so no two pages share one. You see every change next to the current version and approve it before anything is saved.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Visitors see how things work today, not rules from years ago that might put them off.
Rules about households, distancing or Covid measures date the site to 2020–21 and can put people off booking.
Remove the wording, or replace it with the current arrangements.
What TEND will do: Shows you each Covid-era line and changes it the way you choose: up-to-date wording or removing it.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a contact detail and where it appears. The outlined one is used on only one or two pages.
What fixing this does for you: Every enquiry reaches you, because no page sends people to an old number or address.
Most of the site gives 01134960000. A different number of the same kind on only a few pages, with nothing saying what it is for, is often an old number nobody updated, and calls to it may go unanswered. If it is still in use, callers cannot tell which to ring.
If it is still in use, put a label beside it saying what it is for (for example “Bookings” or “Out of hours”). If it is old, replace it with your main number.
What TEND will do: Changes the odd one out to the contact detail you choose, on every page it appears.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a piece of placeholder or default WordPress content, and the page it is on.
What fixing this does for you: Placeholder text and sample pages stop making the site look unfinished.
Default WordPress text and template wording tell visitors the site was never finished, or that nobody is looking after it, and they start to doubt the business behind it.
Remove each leftover or replace it with your own wording. Delete default pages and posts you do not use, and rename the “Uncategorised” category.
What TEND will do: Shows you each piece of leftover WordPress content and removes it or replaces it with your own wording, whichever you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Buttons take people where their wording promises, so they keep going instead of feeling lost.
A visitor who clicks “See our stockists” expects that page. Landing back on the homepage feels like a broken link, and many give up rather than search for it.
Point each button at the page its wording promises. If that page does not exist yet, change the wording to match where it goes.
What TEND will do: Points each of these buttons at the page its wording promises, which you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: If the setting was a mistake, these pages can be found in Google again.
Noindex: a setting that tells Google to leave a page out of its search results.
SEO plugin: an add-on such as Yoast or Rank Math where page titles, descriptions and Google settings are kept.
These pages carry a “noindex” instruction, so Google leaves them out of search entirely. Sometimes that is deliberate, but on a page in your menu it usually is not, and it costs you every visitor that page could bring.
Check each one. If it should appear in Google, turn off “noindex” in your SEO plugin (Yoast or Rank Math) for that page.
Website change request – hollinandwren.example
1 page tells Google not to show it in search results
Why it matters
These pages carry a “noindex” instruction, so Google leaves them out of search entirely. Sometimes that is deliberate, but on a page in your menu it usually is not, and it costs you every visitor that page could bring.
What fixing it does
If the setting was a mistake, these pages can be found in Google again.
What was found
- /our-clay: “Our clay” is set to noindex
What to change
Check each one. If it should appear in Google, turn off “noindex” in your SEO plugin (Yoast or Rank Math) for that page.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (needs care)
- Change one page at a time and check it in Google Search Console
- Never remove noindex from thank-you, account or duplicate pages
- Keep canonicals on genuine copies
Record before the change (1 November 2026)
- /our-clay
Title tag: Our clay | Hollin & Wren
Main heading: Our clayEach box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Google and AI assistants can read your business details with certainty, so they are more likely to show them correctly.
Structured data: details hidden in your pages’ code that tell Google your business name, address and phone number.
Structured data (schema) spells out your name, address, phone number and opening details in a form Google and AI assistants read with certainty. Without it they piece it together from the page and may get it wrong.
Add Organization or LocalBusiness structured data to your homepage, using the same details as your Google Business Profile. Most SEO plugins can do this from a settings page.
What TEND will do: Adds a small block of code that tells Google your business name, address, phone number and logo, using the details you confirm in this audit. Nothing you can see on your pages changes.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is a button: a page it appears on, its wording, and where it takes people. Outlined boxes go somewhere different from the usual place.
Seen as a list of items on 2 pages, for example /about.
What fixing this does for you: The same button always leads to the same place, so visitors are not surprised and keep going.
The same words sit on several buttons on one page, each going somewhere different. Visitors have to work out which button belongs to which item, and screen readers hear the same label repeated.
Name the item in each label, for example “Book a workshop + the item name”, so every button says where it goes.
What TEND will do: Points every button with this wording at the page you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
Plus 2 more examples in the online version of this audit.
What fixing this does for you: These pages give visitors enough to decide and Google enough to show them, instead of being passed over.
Text of its own: the words written for that page, not counting the menu, footer and other parts every page shares.
Google rarely shows pages with only a few lines of their own, and visitors who land on one find little to persuade them. Fuller pages also give AI assistants something to quote.
Add to each one: what you offer, who it is for, a question customers often ask, and proof such as a review or result. Aim for a few hundred words that help a customer decide.
Website change request – hollinandwren.example
34 pages have very little text of their own
Why it matters
Google rarely shows pages with only a few lines of their own, and visitors who land on one find little to persuade them. Fuller pages also give AI assistants something to quote.
What fixing it does
These pages give visitors enough to decide and Google enough to show them, instead of being passed over.
What was found
- /workshops: “Studio workshops” – about 63 words of its own
- /about: “About” – about 64 words of its own
- /journal/glazing-day: “Glazing day at the studio” – about 48 words of its own
- /delivery-returns: “Delivery and returns” – about 60 words of its own
- /trade: “Trade and wholesale” – about 35 words of its own
- /care-guide: “Caring for your pottery” – about 47 words of its own
What to change
Add to each one: what you offer, who it is for, a question customers often ask, and proof such as a review or result. Aim for a few hundred words that help a customer decide.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (positive)
- Add to the page rather than rewriting what already ranks
- Keep the URL, title and main heading
Record before the change (1 November 2026)
- /workshops
Title tag: Pottery workshops in Leeds | Hollin & Wren
Main heading: Studio workshops
- /about
Title tag: About us | Hollin & Wren
Main heading: About + Hollin & Wren
- /journal/glazing-day
Title tag: Glazing day | Journal | Hollin & Wren
Main heading: Glazing day at the studio
- /delivery-returns
Title tag: Delivery and returns | Hollin & Wren
Main heading: Delivery and returns
- /trade
Title tag: Trade and wholesale stoneware for cafés, restaurants and independent shops | Hollin & Wren
Main heading: Trade and wholesale
- /care-guide
Title tag: Caring for your pottery | Hollin & Wren
Main heading: Caring for your pottery
- /our-clay
Title tag: Our clay | Hollin & Wren
Main heading: Our clay
- /journal/a-day-at-the-wheel
Title tag: A day at the wheel | Journal | Hollin & Wren
Main heading: A day at the wheelEach box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: A useful page that nobody could find starts getting visitors again.
Visitors can only reach these pages from search or a direct link, so they sit outside the journey the rest of the site sets up.
Link to each page from the section it belongs to, or retire it with a redirect.
Website change request – hollinandwren.example
3 pages are in the sitemap but no page links to them
Why it matters
Visitors can only reach these pages from search or a direct link, so they sit outside the journey the rest of the site sets up.
What fixing it does
A useful page that nobody could find starts getting visitors again.
What was found
- /gift-cards: No internal links found
- /faq: No internal links found
- /stockists: No internal links found
What to change
Link to each page from the section it belongs to, or retire it with a redirect.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (positive)
- If retiring a page, use a 301 redirect to the closest equivalent, never a plain delete
- Remove retired URLs from the sitemap
Record before the change (1 November 2026)
- /gift-cards
Title tag: Shop pottery | Hollin & Wren
Main heading: Gift cards
- /faq
Title tag: Questions | Hollin & Wren
Main heading: Questions
- /stockists
Title tag: Stockists | Hollin & Wren
Main heading: StockistsEach box is a page that leads on elsewhere, but not towards getting in touch or buying.
What fixing this does for you: Visitors who are ready to act can get in touch or buy from the page they are on, without hunting for the menu.
These pages lead on to other pages, but nothing in their content takes a visitor towards getting in touch, booking or buying. People who are ready to act have to find the menu first.
Add a button towards the end of each page that leads to the enquiry form, the booking page or the shop, whichever fits the page.
Website change request – hollinandwren.example
2 pages offer no way to enquire or buy from the page itself
Why it matters
These pages lead on to other pages, but nothing in their content takes a visitor towards getting in touch, booking or buying. People who are ready to act have to find the menu first.
What fixing it does
Visitors who are ready to act can get in touch or buy from the page they are on, without hunting for the menu.
What was found
- /care-guide: Links on to 3 other pages, none of them an enquiry or shop page
- /our-clay: Links on to 2 other pages, none of them an enquiry or shop page
What to change
Add a button towards the end of each page that leads to the enquiry form, the booking page or the shop, whichever fits the page.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (positive)
- Add the button or link as a normal crawlable link (an <a> with an href)
- Add to the page rather than replacing existing copy
- Leave the URL, title tag and main heading as they are
Record before the change (1 November 2026)
- /care-guide
Title tag: Caring for your pottery | Hollin & Wren
Main heading: Caring for your pottery
- /our-clay
Title tag: Our clay | Hollin & Wren
Main heading: Our clayEach box is one account on that network and how many pages link to it. Outlined boxes are the less common ones.
What fixing this does for you: Followers find the account you actually use, not an old one nobody answers.
People who follow you from one page may land on an old or unofficial account, where nobody replies and the last post is years old.
Point every link at the account you use now. If an old account is still online, close it or post a note sending people to the current one.
What TEND will do: Points every link to that network at the account you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Visitors who click a menu item land on a page that matches what they clicked, so they trust they are in the right place.
Menu label: the wording of a link in the menu at the top of every page.
Main heading: the largest heading at the top of a page, which tells visitors and Google what the page is about.
A visitor who clicks a menu item expects the page to confirm they are in the right place. No shared word between the menu label and the heading reads as a wrong turn.
Make the menu label and the page heading share their main word. Change the menu label first: it carries less search risk than the heading.
What TEND will do: Changes the menu label or the page heading so they match, whichever you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Visitors who click a menu item land on a page that matches what they clicked, so they trust they are in the right place.
Menu label: the wording of a link in the menu at the top of every page.
Main heading: the largest heading at the top of a page, which tells visitors and Google what the page is about.
A visitor who clicks a menu item expects the page to confirm they are in the right place. No shared word between the menu label and the heading reads as a wrong turn.
Make the menu label and the page heading share their main word. Change the menu label first: it carries less search risk than the heading.
What TEND will do: Changes the menu label or the page heading so they match, whichever you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Each page tells visitors and Google in one heading what it is about, which can help it show for the right searches.
Main heading: the largest heading at the top of a page, which tells visitors and Google what the page is about.
One main heading tells visitors, screen readers and search engines what the page is about. Two or more usually means a heading was split for styling.
Keep one main heading per page with the full wording in it. Style the second line with a span or a paragraph instead.
Website change request – hollinandwren.example
1 page has more than one main heading
Why it matters
One main heading tells visitors, screen readers and search engines what the page is about. Two or more usually means a heading was split for styling.
What fixing it does
Each page tells visitors and Google in one heading what it is about, which can help it show for the right searches.
What was found
- /about: “About” + “Hollin & Wren”
What to change
Keep one main heading per page with the full wording in it. Style the second line with a span or a paragraph instead.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (needs care)
- Keep the exact wording of the existing heading, merged into one
- Do not swap the heading for an image or change its level
- Leave the title tag as it is
Record before the change (1 November 2026)
- /about
Title tag: About us | Hollin & Wren
Main heading: About + Hollin & WrenEach box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Your site meets the legal requirement for limited companies, and cautious buyers see a registered, checkable business.
UK law asks limited companies to show their registered name, company number, where they are registered and their registered office address on their website. Careful buyers look for it, and it is a quick sign the business is real.
Add one line to the footer, for example “Hollin & Wren Ltd, registered in England and Wales, company number 01234567, registered office: (address)”.
What TEND will do: Adds your company name, number and registered office to your site footer, so it shows on every page. You check the details against Companies House before they go live.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is one way your business name is written, with how many pages use it. Outlined boxes are the less common forms.
What fixing this does for you: Your business name reads the same everywhere, which looks professional and helps Google and AI assistants recognise you.
Your name is the one thing that should never vary. Google and AI assistants match your name across your site and listings, and different spellings make it harder for them to be sure they have the right business.
Choose one way of writing it, the one on your Google Business Profile and signage, and use it everywhere.
What TEND will do: Changes every other spelling of your business name to the one you choose. Legal names, such as “Limited”, are left alone.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box is an option on your enquiry form that no other page we read mentions.
What fixing this does for you: Your enquiry form only offers what you actually do, so enquiries arrive about the right things.
A form that lists a service you have stopped offering, or one with no page of its own, leads to enquiries you have to turn down, or leaves people unsure what you actually do.
Check the list against what you sell today. Remove options you no longer offer, and give any current service a page of its own so people can read about it before they ask.
Website change request – hollinandwren.example
Your enquiry form offers 2 options that no other page we read mentions
Why it matters
A form that lists a service you have stopped offering, or one with no page of its own, leads to enquiries you have to turn down, or leaves people unsure what you actually do.
What fixing it does
Your enquiry form only offers what you actually do, so enquiries arrive about the right things.
What was found
- /contact: “Kiln hire” in “What are you interested in?”
- /contact: “Wedding tableware” in “What are you interested in?”
What to change
Check the list against what you sell today. Remove options you no longer offer, and give any current service a page of its own so people can read about it before they ask.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (safe)
- Keep the form on the same URL
- Keep the thank-you page URL and any conversion tracking attached to it
- Do not move the page copy around the form
Record before the change (1 November 2026)
- /contact
Title tag: Contact | Hollin & Wren
Main heading: Contact the studioEach box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Visitors stop landing on dead social accounts and find the ones where you actually reply.
Google+ and similar networks shut down years ago. A link to one leads nowhere and dates the whole site.
Remove the link to the closed network.
What TEND will do: Removes each link to the old network, or points it at an account you use now, whichever you choose.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Your awards read as genuine credit rather than out of date, so they keep building trust.
Awards are good proof, but visitors notice the date. An award from 7 years ago with nothing since can read as a business that peaked a while back.
Add any recent recognition, reviews or results alongside it. Otherwise keep the award but let newer proof lead.
Website change request – hollinandwren.example
Your site says “award-winning”, and the newest award it mentions is from 2019
Why it matters
Awards are good proof, but visitors notice the date. An award from 7 years ago with nothing since can read as a business that peaked a while back.
What fixing it does
Your awards read as genuine credit rather than out of date, so they keep building trust.
What was found
- /about: “Award-winning pottery. Winner, Yorkshire Craft Awards 2019.”
What to change
Add any recent recognition, reviews or results alongside it. Otherwise keep the award but let newer proof lead.
Done when
- The change is live on every page listed above
- A new check no longer reports this issue
Search safeguards (safe)
- Update the page in place and keep its URL
- If a whole page is retired, redirect it with a 301 to the closest equivalent
- Do not remove the main heading or the page’s main topic along with the stale line
Record before the change (1 November 2026)
- /about
Title tag: About us | Hollin & Wren
Main heading: About + Hollin & WrenEach box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Your full title shows in Google instead of being cut off, so searchers see the words that make them click.
Page title: the name of a page that Google shows as the blue link in its results, and on the browser tab.
Google shows roughly the first 60 characters of a title. Anything after that is cut off with “…”, often including your business name or the part that would make someone click.
Keep titles to about 60 characters: what the page is first, then your business name.
What TEND will do: Writes a shorter title for the page, under 60 characters, keeping your business name and what the page is about. You see every change next to the current version and approve it before anything is saved.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: Google can understand your images and show them in image search, and people using screen readers know what each picture shows.
Alt text (image description): a short description of a picture, read out to people who cannot see it and used by Google to understand it.
Google reads the description to understand an image and show it in image search, and screen readers read it aloud to people who cannot see it.
Add a short, plain description to each image in your WordPress media library, saying what it shows.
What TEND will do: Adds a short description to the image that has none, saying what the picture shows, so screen readers and Google can understand it. You check each description before it is saved.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Each box shows a page where we found this (click to open it) and what that page says.
What fixing this does for you: When someone shares your page in a message or on social media, it shows a picture you chose, which gets more clicks than a blank link.
Sharing picture: the image shown when someone shares your page on Facebook, LinkedIn or WhatsApp.
SEO plugin: an add-on such as Yoast or Rank Math where page titles, descriptions and Google settings are kept.
When someone shares your site on LinkedIn, Facebook or WhatsApp, the preview has no image, so it is easy to scroll past.
Set a social sharing image in your SEO plugin (Yoast or Rank Math), ideally 1200 by 630 pixels with your logo or work.
What TEND will do: Sets the picture that shows when someone shares one of your pages in a message or on social media. You choose the picture.
Apply this fix in one click from the TEND plugin in your WordPress dashboard, included with this audit.
Customers, Google and AI assistants such as ChatGPT read these details from your pages. Where your pages disagree, they have to guess which is right.
Addresses are compared by postcode. Differences in capital letters are ignored.
Not faults: small changes that often help more visitors get in touch or buy.
Homepage / Button: “Say hello”, with no testimonial, review or result on the page
What we noticed. These pages ask visitors to act (“Say hello” on /) but show no reviews, testimonials or case study to back it up.
What to try. Add precise proof beside the button: a named review, a testimonial with the client and company, or a link to a case study that shows the result. Choose the one that answers the doubt a visitor on that page is most likely to have.
Pottery workshops in Leeds /workshops Form with a “Send enquiry” button and no reply time
What we noticed. Your /workshops page asks people to get in touch but does not say how quickly you reply.
What to try. Optional, if it is a promise you are happy to keep: add one line beside the form, such as “We reply within one working day”. Knowing what happens next makes people more willing to send a message.
Pottery workshops in Leeds /workshops First name, Last name, Email, Phone, Preferred date, Group size, Message
What we noticed. The form asks for 7 things before anyone can send it.
What to try. Check each question earns its place: keep the ones that help you understand what the person needs and reply well, and move the rest to the first call.
Glazing day /journal/glazing-day “Glazing day at the studio” – no link to a service page in its content
What we noticed. /journal/glazing-day never links to any of the services in your main menu, so a reader who is interested has no direct route on to what you sell.
What to try. Add a link or button in each one to the service it shows off, worded for that reader, for example “See how our audits work”. It turns reading into a next step and keeps the journey consistent across the site.
Homepage / “Shop the collection”, “Join a class”, “Shop seconds”, “Meet the makers”, “Say hello”
What we noticed. Your homepage has buttons to 5 different places, so no single next step stands out.
What to try. Pick the one action that matters most and make it the main button. Turn the others into plain links lower down.
Bud vase /product/bud-vase “The nicest mug I own. It is the first thing I reach for every morning.” – J.
What we noticed. 1 of the 2 testimonials we read has no full name behind it, for example one signed “J.”.
What to try. Ask happy clients if you can use their full name, their business and, if they agree, a photo. A named review with a business behind it is far more convincing than initials, and it gives visitors someone they could look up.
Homepage / Heading: “Stoneware made to be used every day”
What we noticed. The opening of your homepage says what you do but not who it is for, so a visitor has to read on to work out whether you are meant for them.
What to try. Add a few words naming your customer, for example “for independent cafés across Scotland” or “we help growing family businesses”. The right people feel at home straight away, and the wrong ones move on before they take your time.
New things your website could do to bring in more business, most promising first. Each builds on something we saw on your site.
A short quiz that suggests a glaze for someone's kitchen, then sends the answer by email, grows the mailing list with people who are already interested.
A few questions on the website about someone's kitchen, colours and how they use their mugs, ending with a suggested glaze and the pieces available in it. The result is sent by email, which adds the person to the mailing list.
The journal describes glazing day in the studio, and the shop names its glazes, such as speckled oatmeal. Glaze is clearly something the studio cares about and talks about well.
Glazing day is the messiest day of the month.
glazed in speckled oatmeal
First Step. Write five questions and match each answer to one of your current glazes, then try it on paper with a few customers at the studio.
People who want a workshop place currently have to ask for a date and wait, when they could pick one and pay in a minute.
An online booking calendar on the workshops page showing each session with the places left, taking payment at the point of booking. Group size limits are enforced automatically, and a confirmation email goes out with what to bring. It would replace the enquiry form for standard sessions and keep it for private groups.
The workshops page asks visitors to enquire about a date through a seven-question form, and groups are capped at six, so every booking needs a back-and-forth.
Enquire about a date
Groups are limited to six people
First Step. Choose a WordPress booking plugin that supports limited places per session and set up next month's dates as a trial.
Cafés that already stock your pottery could reorder in a few clicks instead of starting a new enquiry each time.
A logged-in area for approved trade customers, showing trade prices, minimum order quantities and their past orders, with one-click reordering. New stockists would apply through the existing trade page and be approved by hand.
The trade page says the studio supplies cafés and independent shops across the UK, but the only way in is a general enquiry form asking what they would like to stock.
We supply cafés and independent shops across the UK.
What would you like to stock?
First Step. Ask your three most regular trade customers how they reorder today and what would make it quicker.
New offers, income and customers, with your website playing its part.
Your workshops already promise that beginners are welcome, which is exactly what a company booking a team day needs to hear.
A team day package for local businesses: a private studio session for a team, with each person taking home a piece they made. A dedicated page would speak to office managers and HR teams, show what the day includes, and take enquiries for dates. Groups larger than the studio could be split across two sessions.
The workshops page says most people have never touched clay before and that a potter sits beside each person. That is the reassurance an office manager looks for when booking something for a mixed team.
No experience needed: most people have never touched clay before.
Two hours at the wheel with one of us beside you.
First Step. Write a one-page outline of a team day, with what is included and how many people it suits, and send it to three local businesses you already know.
Your pieces are made in small batches and sell out, so a subscription turns each new batch into money in the bank before it leaves the kiln.
A paid club that sends members a new mug from each seasonal batch, four times a year, before it goes on general sale. Members could pay quarterly or for the year up front. The website would need a club page, a sign-up with a recurring payment, and a members' preview of each batch.
The homepage says pieces are thrown in small batches and that the speckled mug is back in stock, which suggests regular customers watch for new batches.
Mugs, bowls and vases thrown by hand in small batches.
The speckled mug is back in stock.
First Step. Ask the people on your mailing list whether they would join, and at what price, before building anything.
You sell gift cards and you run workshops, but you do not yet sell a workshop as a gift.
A gift experience for one or two people that books a workshop place, sold online with a printable or emailed voucher and a choice of dates. It would sit on the gift cards page and the workshops page, and be promoted ahead of birthdays, Christmas and Mother's Day.
The gift cards page offers cards from £20 sent by email, and the workshops page describes a two-hour session at the wheel. The two are not connected anywhere on the site.
Gift cards from £20, sent by email.
Two hours at the wheel with one of us beside you.
First Step. Add a workshop voucher to the gift cards page at a fixed price for one person and for two, and see how many sell before Christmas.
You already supply cafés, so a ready-made range with their own glaze colour gives them an easy reason to order more.
A fixed café range of cups, saucers and plates, offered in a choice of glazes with a minimum order, and a page that shows it in use with prices per set. Cafés could reorder online once they have bought the first set.
The trade page says the studio supplies cafés and independent shops across the UK, but it only offers a general enquiry form.
We supply cafés and independent shops across the UK.
First Step. Ask two cafés you already supply which pieces they use most, and price a starter set around those.
The Saturday kids' club shows children already love the studio, and parents are always looking for a birthday party that is different.
A private birthday party at the studio for a small group of children, each making a piece to take home after firing. A party page would explain what is included and take bookings for available weekend slots, with an add-on for party bags.
The studio already runs a Saturday club for children aged 8 to 14, so it has the space, the routine and the safety know-how for young groups.
Saturday mornings for children aged 8 to 14
First Step. Offer one trial party to a family from the kids' club and use it to work out timings and what to include.
Two minutes of your thoughts helps us make the next audit better.
Fix what is in this audit and your website stops being a brochure and starts bringing in work.
Keep a copy, or send it to your team or web developer.
Download PDF