CRISP METHOD · 8 MIN READ
What a CRISP website audit actually checks
Most website audits stop at page speed. CRISP scores five dimensions, because speed is only one reason a visitor leaves without enquiring.
Blog
Notes from inside the audit.
Thirty practical guides to auditing, rebuilding and improving a UK service-business website, written plainly by the Fresh & Crispy team.
[ 01 ]Audit and rebuild
Diagnose the problem before you pay to replace it.
AUDIT CHECKLIST · 8 MIN READ
The 12-point website audit checklist
Whether your site can be found, loads fast, earns trust, and converts, in 12 checks you can run yourself with free tools.
AUDIT COST · 10 MIN READ
Website audit cost in the UK: what you actually pay for
Honest ranges from free tools to deep agency audits, what each level checks, and when paying for one is worthwhile.
REBUILD · 9 MIN READ
Website redesign vs rebuild: which one do you need?
What each route changes, how to tell which one fits, and when focused fixes are a better decision than either.
REBUILD · 10 MIN READ
Twelve signs your website needs a redesign
A practical self-test for each warning sign, including the problems that look serious but do not justify a redesign.
REBUILD · 9 MIN READ
How long does a website rebuild actually take?
Typical timelines by project size, the decisions that consume the weeks, and how to prepare so the work moves cleanly.
REBUILD + SEO · 9 MIN READ
Will a website redesign hurt your SEO?
The five ways rankings get lost during a redesign and the pre-launch checks that protect existing search visibility.
REDESIGN COST · 10 MIN READ
Website redesign UK: what it costs and how the process works
Real UK pricing bands by business size, the five-stage process, typical timelines, and what to check before you hire.
[ 02 ]Conversion
Turn attention into the right next step.
CONVERSION · 12 MIN READ
Website not converting? Nine reasons visitors leave
Traffic without enquiries is a website problem. Here are the nine fixable causes and how to diagnose the ones your site has.
CONVERSION RATE · 10 MIN READ
What is a good website conversion rate, honestly?
Why broad benchmarks mislead, how to measure your own rate properly, and how to set a target grounded in evidence.
BOUNCE RATE · 9 MIN READ
Why do people leave my website so fast?
The five exit triggers, how to tell a costly bounce from a useful visit, and the free tools that help diagnose it.
LANDING PAGES · 9 MIN READ
Landing page vs homepage: where should your ads go?
Which destination fits each campaign, what a dedicated page needs, and how to judge the result beyond form fills.
CALLS TO ACTION · 9 MIN READ
How many CTAs should a page have?
One primary action, repeated as the page earns it. Here is how to place it and when a secondary action helps.
TRUST · 9 MIN READ
Do testimonials increase conversions, or just fill space?
Specific, verifiable proof can help. Anonymous filler can hurt. See what credible testimonials need and what UK law requires.
CRO · 9 MIN READ
What is conversion rate optimisation?
CRO explained in plain English: what it is, how the audit-hypothesis-test-measure cycle works, and when to DIY it.
[ 03 ]Speed and technical
Fix the delays your visitors can feel.
SITE SPEED · 12 MIN READ
Why is my website slow? Ten common causes
From oversized images to weak hosting, learn how to identify each cause and which fixes can be made quickly.
SPEED + SEO · 9 MIN READ
Does page speed affect SEO?
Yes, but less directly than most people think. See what Google says and where speed belongs in your priorities.
CORE WEB VITALS · 9 MIN READ
Core Web Vitals explained in plain English
LCP, INP and CLS, the thresholds Google uses, how to test them, and what each result means without the jargon.
[ 04 ]SEO
Build pages that deserve to be found.
SEARCH VISIBILITY · 11 MIN READ
Website not showing up on Google? Eight causes
Check indexing first, then work through the technical, content and authority problems that keep useful pages hidden.
SEO TIMELINE · 9 MIN READ
How long does SEO take to work?
The honest answer is months, not weeks. Learn what each phase looks like and how to distinguish progress from stalling.
SEO CONTENT · 9 MIN READ
Do I need a blog for SEO?
Not always. See when articles genuinely help, when service pages matter more, and how to decide what to publish next.
LOCAL SEO · 9 MIN READ
How to show up in near me searches
How proximity, relevance and prominence shape local results, plus the parts of your local visibility you can improve.
SEO SERVICES · 9 MIN READ
Small business SEO services: what's actually included
What's typically bundled into an SEO package, realistic costs and timelines, and how to spot a good agency from a bad one.
[ 05 ]AI search
Make your expertise easier to retrieve and cite.
AI VISIBILITY · 8 MIN READ
Is your website visible to ChatGPT and Google AI Overviews?
A site can rank on Google and remain absent from AI answers. Here is what affects visibility and how to check yours.
LLMS.TXT · 11 MIN READ
What is llms.txt, and do you actually need one?
A plain-English guide to the proposed AI-content standard, its limits, and when adding the file is worthwhile.
AI CITATIONS · 10 MIN READ
How to get cited by ChatGPT and Perplexity
The crawler access, page structure, evidence and brand signals that make a business a stronger candidate for citations.
AI OVERVIEWS · 9 MIN READ
Why AI Overviews can reduce your traffic
How to tell an AI answer effect from a ranking loss in Search Console, and how to respond without chasing guesses.
[ 06 ]Cost and comparison
Compare the routes before you compare the quotes.
WEBSITE COST · 14 MIN READ
Small business website cost UK: 2026 guide
Indicative ranges for DIY, freelancer, studio and agency routes, the hidden costs, and how to compare proposals fairly.
PLATFORMS · 12 MIN READ
Wix vs Squarespace vs custom website
A fair comparison of cost, control, speed, SEO and ownership, including the stage at which each route stops fitting.
VALUE · 11 MIN READ
Cheap website vs cheap-looking website
A low-cost website can be sound. A site that signals neglect costs trust. Learn which details visitors actually judge.
[ · ]the ask
See your own CRISP score before you read another guide.
Free, scored, and ready in about 60 seconds.