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Our Methodology

Real data.
Transparent method.
Real opportunities.

The Friction Score turns real market data, digital signals and AI analysis into a clear view of how easily your business can be found, trusted and chosen — and where the biggest opportunities are.

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Measure
Analyse
Optimise
More Customers
What Is the Friction Score?

A single score that shows your commercial visibility, credibility and opportunity.

The Friction Score is a 0–100 index that measures how easily your ideal customers can find you, trust you and choose you — compared to your industry and competitors.

72/ 100
80 – 100
Market-readyLow friction — easy to find, trust and transact with.
60 – 79
Low frictionStrong position with clear opportunities.
40 – 59
High frictionVisible, but losing ready customers.
0 – 39
Severe frictionSignificant barriers between demand and action.
The 5 Core Categories

We measure five dimensions, each scored equally out of 20 for a total of 100 — plus a gated Response layer for verified businesses. Higher means less friction.

20 pts
Discovery

How easily engines and buyers can find and understand you.

  • Indexability
  • Canonical & title tags
  • Meta description
  • Structured data
  • Sitemap
20 pts
Website

Speed and stability of the experience, measured on mobile.

  • Lighthouse performance
  • Largest Contentful Paint
  • Layout stability (CLS)
  • Accessibility
20 pts
Conversion

How easily an interested buyer can act.

  • Contact paths
  • Instant channel (chat/WhatsApp)
  • Entry-form length
  • Phone availability
20 pts
Trust

The credible identity behind the brand.

  • Named people
  • Company identity
  • Reviews & ratings
  • Accreditations
  • Results
20 pts
Authority

The evidence of expertise — not just marketing.

  • Authority schema
  • Content depth
  • Attributable authorship
  • Outbound citations
Data Sources

Multiple data sources.
Real market signals.

We combine data from leading platforms, search engines, AI models and proprietary analysis to give you a complete and objective view.

Google Lighthouse (pagespeed.web.dev)
Each site's own public pages
The rendered page, as a browser builds it
Public structured data (schema)
Sitemaps & robots
Search-engine indexing signals
What We Don't Do
  • ✕ We do not use paid placement — no company can buy a position.
  • ✕ We do not accept payment to influence any score.
  • ✕ We do not infer a company's quality, solvency, legality or service from a friction score — it measures digital friction only.
  • ✕ We do not publish a score we can't reproduce, and we correct promptly if shown a measurement is wrong.

✓ Our rankings and insights are 100% independent, evidence-led and designed to create real value.

The Process

From data to opportunities
in four steps.

01
Render

Load each site as a real browser does, so we measure what a customer actually sees — not the raw server shell.

→
02
Measure

Score five dimensions from public signals: Google Lighthouse plus each site's own pages.

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03
Band & Rank

Total 0–100, assign a friction band, and rank against the sector.

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04
Publish

Publish dated, reproducible scores anyone can re-check on the same tools.

FAQs

Common questions.

Is the score reproducible?

Yes. The public score uses only externally-observable signals — Google Lighthouse and each site's own public pages — so measured on the same day with the same tools, you will get the same result.

Is every industry scored the same way?

Yes. The same five equally-weighted dimensions apply to every company, so scores are comparable within and across sectors. There is no per-company adjustment.

What is the gated Response layer?

Beyond the five public dimensions, verified businesses can unlock a private Response layer — lead-response time, follow-up and pipeline leakage — which needs data we cannot see from outside.

Can I improve my score?

Yes. Each metric shows its raw value and the points it earned, so you know exactly what to fix. Improvements show up on re-measurement.

Ready To See Your Score?

Find your opportunities.
Win more customers.

Run your free Friction Score and see exactly where you can win more customers.

Run Your Friction Score → Book a Commercial Opportunity Call →
✓ Free and instant✓ No obligation✓ Evidence-based results
LESS FRICTION.
MORE CUSTOMERS.