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The audit runs on Google Lighthouse — the same tool Google itself uses to evaluate pages. You get four scores from 0 to 100. Performance shows how quickly the page becomes usable on a phone. SEO checks technical basics: headings, meta data, link structure, whether the page can be indexed at all. Accessibility evaluates whether people with visual or motor impairments can use the site. Best practices cover security, outdated libraries and console errors.
What the number means matters. 90–100 is good, 50–89 is average, below 50 is a problem your visitors feel. But even a perfect 100 guarantees nothing commercially: this is a technical assessment, not a business one.
LCP (Largest Contentful Paint) — how many seconds until the largest visible element appears, usually the main image or headline. Google considers under 2.5 s good. In practice, images are the most common reason this number is bad.
CLS (Cumulative Layout Shift) — how much content jumps around while loading. If you ever tried to tap a button and it moved at the last moment, you experienced bad CLS. Below 0.1 is good; the usual cause is images or ads without predefined dimensions.
Speed Index shows how quickly the page fills in visually. Together these three explain almost everything a visitor feels in the first seconds.
Do not fix everything at once. Sorting out images almost always gives the biggest gain: compression, a modern format and declared dimensions often fix both LCP and CLS in one move. Second best is removing unnecessary scripts — chat widgets, font libraries, long-abandoned analytics tools that still load for every visitor.
The SEO score is usually dragged down by small things: a missing H1, an overly long or duplicated meta description, images without alt text. That is a few hours of work, but without it Google struggles to understand what the page is about.
If the score is below 50 and the site is older than five years, rebuilding is often cheaper than patching — just make sure content is migrated with redirects so you keep the search positions you have earned.
Honestly: an automated audit sees technology, not business. It will not tell you whether your copy convinces, whether the next step is obvious, whether pricing is clear, or whether the page even answers what the visitor was looking for. Those are what usually lose customers — not an 8-point difference in speed.
So treat the numbers as a starting point, not a verdict. If you want an assessment that covers content and the conversion path too, get in touch — we review it manually and tell you what to fix first.