Start with the free website audit report or SEO compatibility checker, then keep the field guides and external tools nearby. No affiliate links, no signup wall, no mystery score dressed up as strategy.
These are the two practical diagnostics worth putting in front of a prospect: one broad website audit and one focused SEO/AEO compatibility scan for search, AI answers, service-business trust, and conversion readiness.
Checks technical basics, broken links, design friction, trust signals, before/after opportunities, and the first fixes that help a client understand why the site needs work.
Turns the audit signals into a focused readiness score for Google, AI Overviews, answer engines, schema, page clarity, internal links, trust, and mobile experience.
A six-week migration playbook refined across three dozen Shopify Plus engagements. What to do six weeks out, what to do the night before, what to monitor at +24 hours.
Read the guideThe eleven-step audit I run on every prospect’s checkout before I ever enquiry. A burner phone, a stopwatch, and most stores find five fixes inside two hours.
Read the guideSeven specific fixes ranked by Lighthouse-points-per-hour-of-work. Most stores get from 32 to 82 mobile by doing the first four. No app uninstalling required.
Read the guideIt’s not “what’s the conversion rate.” It’s a quieter question, and the answer rearranges the whole page. The full diagnostic, in one essay.
Read the guideFour scenarios where Woo is genuinely the better answer, and four where founders pick it for the wrong reason. The honest platform-selection cheat sheet.
Read the guideWhy some sites lose buyers in places the analytics layer doesn’t see, and what to look at instead. The pattern across all three: the bug is in the seam.
Read the guideThe first thing I run on any prospect’s URL. Real-user Core Web Vitals + a Lighthouse simulation with specific fix suggestions. Free, public, no signup.
Open PageSpeed InsightsPaste a URL or JSON-LD snippet and see exactly which structured data Google will actually surface. The only way to stop guessing about Product, Review, and FAQ schema.
Open Rich Results TestRun a real-browser test from a specific city on a specific device (Moto G4 on 4G is my favourite). Filmstrip view of what the customer actually sees in the first three seconds.
Open WebPageTestChrome extension. Tells you which Liquid blocks on a Shopify storefront are slow, in milliseconds. The fastest way to find the one section eating your TTFB.
Open extension pageLocal-browser image compressor with side-by-side preview. Avif, WebP, MozJPEG. The tool I use to drop hero images from 600 KB to 80 KB without visible loss.
Open SquooshThe Shopify migration tool. CSV import-export for products, variants, metafields, customers, orders. Has a free tier that’s enough for sub-1000-SKU migrations.
Open MatrixifyIf you use something daily on a Shopify or WooCommerce store and you’d miss it tomorrow if it disappeared — tell me. This list grows when readers send better tools than the ones I’m using.