Understanding the Overview tab of an audit

Gain customers' trust by better understanding and interpreting the overview tab of an audit.

Once Insites has tested a site, the first screen you will see when opening the audit is the overview screen. This information is useful when presenting to clients, as this view gives a visual summary of how the business performed digitally.

The Overall Verdict gives a quick summary of the business’s digital marketing performance and highlights the biggest opportunities for improvement.

This section is designed to help you quickly explain the current situation in simple terms and guide the conversation toward business impact, such as improving visibility, generating more leads, or creating a better customer experience online.

Your Insites audit will almost certainly look different to the picture above. Don't worry! This is because Insites is highly customisable - you can pick exactly what you want to show to your clients & map the audit to the products you sell.

Just below the overview you’ll see a section called growth opportunities.

The Growth Opportunities section prioritises the most important opportunities identified in the audit. These recommendations help you guide the conversation toward the areas likely to have the biggest impact on visibility, performance, and customer acquisition. It’s designed to make it easier to identify clear next steps for the prospect.

AI Visibility measures how well the business appears across AI-powered search and recommendation platforms. It looks at factors such as discoverability, accuracy of business information, reputation, and whether the business is being recommended in AI-generated responses.

This section helps you introduce conversations around the future of search and the importance of being visible in AI-driven experiences.

Competitor Insights compares the business against selected competitors and highlights areas where competitors may currently have an advantage online. This gives sales reps a simple way to create urgency and show where improvements could help the business become more competitive in their local market.

The Local Grid section shows how visible the business is across different areas of a local map search for selected keywords. It helps identify where the business performs strongly and where visibility may be weaker. Sales reps can use this section to explain how improving local rankings can help the business attract more customers from surrounding areas.

The Overview tab gives you a quick snapshot of the business’s overall digital marketing performance and helps you identify the biggest opportunities to discuss with your prospect.

Start with the overall score as a simple health check, then use the section scores to understand where the business is performing well and where improvements could have the biggest impact.

Each section - such as SEO, Website Fundamentals, Local Presence, and AI Visibility - focuses on a different area of the business’s online presence. Lower scores usually highlight missed opportunities to attract customers, generate enquiries, or improve visibility online.

Pay close attention to warnings, low scores, or highlighted focus areas. These are often the strongest conversation starters and can help uncover areas where the business may be losing traffic, leads, or potential sales to competitors.

When talking through the audit with a prospect, keep the conversation simple and outcome focused. Rather than explaining technical issues in detail, focus on what they mean for the business - for example, poor website performance can create a frustrating customer experience, while weak local visibility can make it harder for nearby customers to find the business online.

The most effective audit conversations always connect findings back to business impact. Focus on how improvements can help the business get discovered more easily, win more customers, strengthen their online reputation, and stay competitive.