How we measure — and how to run it yourself
Every FrictionZero score is reproducible with public tools. Here's the exact method, dimension by dimension, so you can re-run any score on any site.
A score you can't check is just an opinion with a number on it. Every public FrictionZero score is built from signals anyone can observe from outside, with free tools. Here's exactly how, so you can reproduce any score — including your own.
The principle
The public score uses only externally-observable, reproducible signals. Nothing private, nothing we can't show our working for. Five dimensions, each scored out of 20, higher means less friction. We measure the page a real customer lands on, rendered as a browser renders it — not the raw server shell.
Dimension by dimension
Website (the one most people can check in 30 seconds)
Open pagespeed.web.dev, enter the URL, read the mobile results. Performance score, Largest Contentful Paint and Cumulative Layout Shift are exactly what we score. This is Google's own tool — our numbers and yours come from the same engine.
Discovery
Check the page source for a title tag, meta description, canonical link and JSON-LD structured data, and confirm a reachable /sitemap.xml. These determine whether engines and buyers can find and understand the site.
Conversion
On the rendered page, look for a tappable phone link, an instant channel (WhatsApp/chat), how many contact routes exist, and how many fields the entry form demands. Fewer barriers, lower friction.
Trust
Named people/team, a clear legal company identity, visible reviews or ratings, and accreditations.
Authority
Authority schema, genuine content depth, attributable authorship, and outbound citations — the evidence that there's expertise, not just marketing.
Why we show the working
Each metric carries its raw value and the points it earned, so a score is an audit trail, not a verdict. Measurements are dated because sites change. And the scores measure digital commercial friction only — not a company's quality, solvency, legality or service. The full weighting is on the methodology page; the fastest way to see it in action is to run your own Friction Score.
Frequently asked
Can I reproduce a FrictionZero score myself?
Yes — that's the point. The public score uses only externally-observable signals: Google Lighthouse (via pagespeed.web.dev) for the Website dimension, and each site's own public pages for discovery, conversion, trust and authority. Measured on the same day with the same tools, you'll get the same result.
What tools do I need?
A browser. pagespeed.web.dev for performance, and a look at the page's HTML (view-source or the rendered DOM) for the signal checks. No paid tools, no private data.