Using this site and its tools

The free tools are models, not measurements

Every calculator on this site states its assumptions on screen, and you should read them. The speed tools use real data from Google about your site, but the revenue figures are modelled from the numbers you type in. They are a starting point for a conversation, not a forecast, and they are not financial advice.

We publish the working precisely so you can argue with it. If a figure looks wrong, it may well be, and we would rather you told us.

Fair use

The tools are free and ungated, which relies on people not abusing them. Please do not run automated bulk requests against them: the speed checks are metered against an external quota, and exhausting it takes the tools down for everyone.

Only run checks against sites you own or have permission to test.

What the free audit is

An audit is a genuine piece of work, done by a person, with no obligation on either side afterwards. If we look at your site and find nothing meaningful to fix, we will say so. That happens, and it is a perfectly good outcome.

Engagements

Work runs month to month and you can stop at the end of any month. Repositories, ad accounts, analytics and automation platforms are set up in your name from the start, so the work and the data remain yours.

We waive our fee where we have not moved the metrics set out in your agreement, over the period that agreement defines. Operational costs are excluded from that waiver: ad spend, third party software licences and hosting are payable regardless, because they are paid to other parties on your behalf and cannot be recovered.

The specific scope, metrics, fees and terms of any engagement are set out in the agreement we sign with you, and that agreement takes precedence over this page.

Accuracy and liability

We keep this site accurate and current, but we do not warrant that it is free of errors, or that the free tools will always be available. To the extent the law allows, we are not liable for decisions made solely on the output of a free tool.

Governing law

These terms are governed by the laws of the Republic of South Africa.