Methodology

How we find and score opportunities

An opportunity score is a relative measure of detected, fixable problems for a business — not a prediction of profit and not a claim that anyone will buy.

1. Observed, inferred, estimated

Every finding is labelled. Observed facts are things we measured on a live page, with the page and time. Inferred statements explain what a finding probably means for the business. Estimated values — like guide prices — are ranges for your market, clearly marked as guidance.

2. Detectors

Independent, versioned detectors each look for one kind of gap: missing or broken websites, slow mobile pages, no quote or booking path, weak page structure for search, outdated technology, accessibility issues and more. Each detector has its own regression tests against a labelled set of real websites.

3. False-positive control

  • A site is never marked as “down” after one failed visit; we re-check at a different time first.
  • We say “no website detected” — never “has no website” — unless the evidence is conclusive (for example, the listed domain isn't registered).
  • We say “online booking not detected on the pages we checked” and list those pages.
  • Low-confidence findings are shown with their confidence and weigh less in the score.

4. The score

Each category (website, search visibility, conversion, booking, ecommerce, reputation, technology, accessibility) gets a sub-score from its findings, weighted by severity and confidence. The Commercial Opportunity Score combines sub-scores with how relevant each problem is to the business's industry and how reachable the business is. The formula is versioned; every score keeps an audit trail of the findings that produced it.

Evidence confidence is shown separately: how complete and recent the scan was and how certain the underlying observations are.

5. Bands

  • 80–100 High — several clear, fixable problems with strong evidence.
  • 60–79 Good — meaningful gaps worth a conversation.
  • 40–59 Moderate — smaller improvements; often a care-plan pitch.
  • 0–39 Low — the business is in good shape online.

6. Report a mistake

Every finding has a “this looks wrong” button. Reports go to our data-quality queue and feed detector fixes.