01
First Impression
What is understood within the first ten seconds, before a visitor reads, scrolls, or speaks?
- Observations
- Documented during the review.
- Findings
- Documented during the review.
- Recommendations
- Documented during the review.
The Website Perception Audit Report™
A documented diagnosisof perception.
- Client
- Client Name
- Website
- www.example.com
- Audit Date
- Month, Year
- Prepared By
- Novia McLymont
New Face Studio
Executive Summary
Initial Observation
A concise overview of the current state of the digital presence — written in plain language, without jargon.
What is working.
What is creating hesitation.
What appears to be misaligned.
The intention of this section is clarity, not critique.
Perception Snapshot
First Impression.
Within the first ten seconds, what is a visitor likely to conclude?
What does the business appear to do?
What level does the business appear to operate at?
Why should a visitor trust the business?
What feels stronger than expected?
What feels weaker than expected?
The New Face Method™
The five lenses of review.
02
Positioning
How is the business being categorized — and does that categorization reflect its actual calibre?
- Observations
- Documented during the review.
- Findings
- Documented during the review.
- Recommendations
- Documented during the review.
03
Trust
What strengthens confidence? What quietly weakens it?
- Observations
- Documented during the review.
- Findings
- Documented during the review.
- Recommendations
- Documented during the review.
04
Communication
What is being communicated intentionally? What is being communicated unintentionally?
- Observations
- Documented during the review.
- Findings
- Documented during the review.
- Recommendations
- Documented during the review.
05
Conversion
Where does momentum stop? Where does hesitation begin?
- Observations
- Documented during the review.
- Findings
- Documented during the review.
- Recommendations
- Documented during the review.
Key Opportunities
Where the largest gains live.
01
Opportunity One
A description of the most significant misalignment identified during the review.
Potential impact — The strategic value of correcting this misalignment.
Priority
High
02
Opportunity Two
A secondary area where presentation does not yet match capability.
Potential impact — The qualitative improvement expected after refinement.
Priority
Medium
03
Opportunity Three
A subtler refinement that compounds with the first two.
Potential impact — The cumulative lift in perception once aligned.
Priority
Considered
Refacing Priorities
A measured sequence of correction.
Immediate
Corrections that resolve the most visible representation gaps.
Short-Term
Refinements to positioning, hierarchy, and trust over the following weeks.
Long-Term
Structural decisions that preserve alignment as the business continues to grow.
Strategic Recommendation
A summary of the most important actions required to bring presentation into alignment with capability.
The objective is never simply a better-looking website.The objective is a website that accurately reflects the strength of the business behind it.
Prepared By
Novia McLymont
Founder, New Face Studio
Perception precedes growth.