A free website analysis shows signals that a visitor or search engine can see from the outside: availability, speed, titles, links, contact options and technical settings. It cannot prove how many customers your website brings in. For that you need your own search and visitor data. Start with a first check, choose one action point and see after the next measurement whether it has improved.
Free website analysis: what does a scan measure?
24 October 2026 · 5 min read · Marketing Scan
Editorially updated:
This article was translated from Dutch.
In this article
What can a scan see without access to your website?
An external check can fetch the public page and verify whether it is reachable, which title and description it shows, how it works on a phone and whether there are clear ways to get in touch. A robots.txt, a sitemap and part of the security settings are also visible. Google's SEO guide names exactly that basis: make your page understandable for visitors and for search engines.
A script that is found is at most a clue. From the source code alone you cannot tell whether an analytics tag measures correctly, whether a visitor gave consent, or whether someone submitted a form. A good report states that distinction. If you get a warning that is not correct, compare it with the real settings of your site.
What do you check yourself in Search Console?
Search Console shows which pages Google knows, which search queries they appear for and how many visitors click through from those results. First verify that you have added the right website as a property. Then look at three things: are your most important pages in the index, which queries generate impressions, and which page gets impressions but few clicks? Google explains how to get started with Search Console.
A drop on a single day says little. Compare the same period with an earlier period and note what you changed on the site. A new article also needs time to be discovered and assessed.
Which speed figures are useful?
A one-off speed measurement is a snapshot: network, server load and device all vary. For the experience of real visitors, look at the Core Web Vitals: loading, responsiveness and page shifting. Start with mobile, because that is where visitors first notice a slow image or a shifting button.
No field data available? Then you do not yet have proof that the site feels fast or slow to all your customers. Test the most important page yourself on your phone, for example the page where someone requests a quote.
From report to a working improvement loop
A score is handy for getting started, but a standalone score is not a goal. This week, choose one point that really affects your customer, such as an unreadable mobile button or a contact form that does not arrive. Note who fixes it, tick it off only after a check and see at the next measurement whether the signal changed.
A free account on Marketing Scan stores your website and action points in a dashboard. The site is then reviewed again every week. That lets you see progress without starting from scratch each time. If you want to see real Google clicks, connect Search Console later with your permission.
What should you not conclude from a scan?
Not finding a Google profile does not automatically mean the business has no profile: it may point to a different domain. No recognisable analytics code does not mean no measurement exists. A hidden PHP version is not proof of a vulnerability. For points like these, ask for the source or check them in your own admin panel before you let anyone charge you for a fix.
The useful outcome of a scan is a priority list with uncertainty noted. Combine it with Search Console, real enquiries and the knowledge of your web developer. Then the report becomes a tool for decisions, not a collection of loose alarms.
Use your report for an update or an unusual ranking
Download your action points from the project overview as a PDF or CSV. The PDF groups feedback with example pages; the CSV contains all affected pages. You can work with it yourself or ask your web developer for targeted help. Ticking something off is not yet proof that the next check will pass.
For a WordPress update, use a real customer journey test alongside the scan. If you see unexpected SEO positions, compare the alert with your own Google data using the checklist for ranking data. A scan, a ranking measurement and a received enquiry are different kinds of evidence.
Frequently asked questions.
Is a free website analysis the same as a full SEO audit?
No. An external scan sees public signals. A full audit also looks at Search Console, the CMS, the content of important pages and the enquiries the site generates.
Do I need to create an account to do a first check?
Not for every one-off check. An account stores your website, action points and weekly follow-up in one dashboard.
How often should I check my website?
A weekly technical check is a useful baseline. After making a change, look at the specific point again and assess search results over a longer period.
Can a scan prove that my website brings in customers?
No. For that you need to track clicks, enquiries and ultimately customers in your own measurement or sales system.
Sources for this article
How does a marketing scan work? Audit methodology
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