Make a useful monthly website results report

Before you start

• Choose one reporting period and record the tools, website property and comparison period used.
• Agree what counts as a suitable enquiry or completed business outcome without adding identifiable customer details to the report.

What to do

1. Summarise discovery separately

   Use Search Console to describe relevant search visibility and clicks where data is available. Note which service pages or questions mattered, not just the largest total. Keep search information separate from Analytics visits so readers do not assume those two measures should match exactly.

2. Add the website behaviour that matters

   Choose a small set of important landing pages and genuinely useful measured actions. State whether a number represents a page visit, a contact-link click or a confirmed submission. Use the same definitions each month so a change in measurement does not masquerade as business growth.

3. Include practical business context

   Add an aggregate count of suitable enquiries from your own records if you have one. Note closures, holiday periods, promotions, unavailable services or changes to the site. Keep uncertainty visible where calls or third-party bookings cannot be reliably connected to a website visit.

4. Finish with a decision

   Write three short lines: what changed, what the evidence suggests, and the next action or reason to wait. For example, check a broken menu link before rewriting unrelated pages. Give the action an owner and a review date rather than adding another dashboard nobody uses.

What to check

• The reporting periods and definitions are written down.
• Visibility, website behaviour and real enquiries are not treated as interchangeable.
• The report ends with a proportionate decision and names its limitations.

Sources and further reading

Platform features can change. Check the provider’s current guidance before changing a live service.

• Search Console Performance report
• Google Analytics key events and conversions