Nobody from us is in the room when you read your report. It arrives on its own, you read it cold, and then you forward it to whoever builds your site. So it has to work for two readers at once, with no one there to explain it.
The verdict comes first
The first page says what we found in one sentence, before any detail. If you read nothing else, you know whether to worry.
One problem per page, with the evidence beside it
Every finding has four parts, always in the same order: what your site does, the evidence, why it matters, and what to ask for.
The evidence sits beside the words: the address of the page, the exact text we saw on it, and a screenshot of it as it looked. Quotations are set in a serif; addresses and counts are set in a typewriter face. After two pages you can tell at a glance what we observed from what we are saying about it.
A number always has its denominator
Not “many products are missing from your sitemap”, but “your sitemap names 99 products; the shop has 148”. The count is printed beside every finding, from what we measured.
Every term, explained once
We use the right word — sitemap, redirect, canonical — and explain it at the foot of the page where it first appears. Avoiding the word would leave your developer guessing what we meant.
A short plan, and nothing said twice
The plan is a short list of what to do first. It points back at the findings by number and gives an estimate of the effort each one takes. It does not repeat them.
When a finding covers more addresses than fit on a page, the page shows the first of them and says how many there are. The full list comes with the report as a spreadsheet.
A sound site gets a short report
If we find nothing worth your time, the report says so, and says what we checked. It does not fill pages to look thorough.