Tools That Turn Visitors Into Pipeline
Instant audits, calculators, and intelligence — free to use, engineered to show you exactly where the money is.
Score Any Website in Seconds
See the Revenue You’re Leaving on the Table
Scan Any Competitor
Four Tools, One Sequence
Run them in order and you leave with a scoped plan instead of a hunch.
Audit
Score the site you have. The gauges say whether the problem is speed, findability, or trust.
Quantify
Put a dollar figure on the conversion gap so the fix competes for budget on its own numbers.
Compare
Benchmark against the competitor you lose deals to, not the category leader.
Scope
Assemble the services that close the gap and get a range before you talk to anyone.
What Each Gauge Is Telling You
The Growth Score averages five signals, but the average is not the point — the weakest bar is. Raising a 92 to 96 changes nothing; raising a 48 to 80 moves traffic, rankings, and conversion at once. Treat the issue list underneath as a work order and ask for a date against every line.
Performance
Speed, dominated by Largest Contentful Paint. Under 80 usually means unoptimized images and render-blocking scripts — the cheapest fix here.
SEO
Whether search engines can find, parse, and trust your pages. Under 80 means you are invisible for queries you should already own.
Accessibility
Contrast, alt text, focus order, semantics. Under 85 is legal exposure and a conversion problem, since the same failures hurt mobile users.
Security and best practices
HTTPS enforcement, headers, dependency hygiene, layout stability. Fix security first; the rest is worthless after an incident.
What the ROI Model Assumes
Every projection is a set of assumptions. Here are ours, stated so you can argue with them.
Conversion only
The model moves one variable: the share of existing visitors who convert. Traffic, pricing, and seasonality stay flat, so SEO and paid growth arrive on top of the number shown. Call it the floor.
Where the target comes from
A 1.5% baseline is typical of a site built as a brochure. Well-built B2B sites land between 3% and 5%; ecommerce sits lower, lead-gen often higher. Set the slider to what a competitor plausibly hits.
How to sanity-check it
Divide the annualized lift by what the system costs you. If DW Business OS at $499/mo pays for itself inside a quarter at a conservative target — and it usually costs less than the tools it replaces — the decision is not about price.
Competitor Metrics, in Order of Usefulness
Read the rows in this order. Where all three of your competitors beat you, the category has a standard you are below; where only one does, that is their specific strategy.
Top-ten keyword rankings
The closest proxy for demand captured without paying for it. The clearest revenue gap on the table.
Backlinks and authority
Accumulated trust. The slowest metric to move, and the best explanation for a thinner page outranking a better one.
Page speed
Closeable in weeks rather than quarters, and it moves rankings and conversion at the same time.
Which Plan the Builder Points You At
The builder returns a shape. Published pricing is what that shape resolves to after a demo.
DW Essential
$249/mo
Premium website, hosting, dashboard, analytics, security, monthly updates, support, AI chat and SEO monitoring.
DW Business OS
$499/mo
The common landing point. Everything in Essential plus CRM, booking, Stripe commerce, customer and staff portals, marketing automation, email and SMS, reviews and lead tracking.
DW Industry Pro
$799/mo
Everything above plus Dark Water Pocket — native iPhone and Android apps, push, loyalty, gift cards and the AI receptionist — with industry workflows on top.
Everything the builder tags as recurring is already inside one of these plans. The only separate number is a one-time setup fee, quoted before you sign. Compare every plan →
Answer These Before You Brief Anyone
Not a lead form. These are the questions that decide whether a project is scoped correctly, and you should be able to answer them before you spend a dollar — with us or anyone else.
Website build brief
Name the single action
If the answer is a list, the homepage has no hierarchy and it will fail.
Write the buyer in one sentence
Role, company size, and the trigger that sends them looking.
Inventory content honestly
Every page, who writes it, by when. Unassigned copy slips more launches than code does.
SEO readiness
Confirm you own your data
Analytics, Search Console, ad accounts, domain. This is where lock-in starts.
Write down twenty real queries
The words a buyer types, not your internal product names.
Map one page per intent
Two pages chasing one query split their own authority. Pick the winner first.
Budget and timeline
Split build from run
Funding the build and starving the retainer is the expensive mistake here.
Name one approver
Committee review adds weeks and averages every interesting choice into a safe one.
Decide who owns it after launch
Copy, performance, roadmap. A site with no owner degrades within two quarters.
About These Tools
Yes, and nothing is gated behind a form. They run in your browser, return a result immediately, and you can leave without giving us anything. The fastest way to earn a conversation is to be useful before it starts.
Yes. Everything here is meant to make you a better buyer, including if you buy elsewhere. A client who can name their conversion gap and their keyword targets gets better work from any vendor.
It is directional, not diagnostic. The five signals are measured the same way for every site, so the comparison between you and a competitor is fair, and the weakest bar reliably points at the biggest problem. What it cannot see is your server configuration, your analytics setup, or whether the traffic you already have is the traffic you want. That takes a person.
Publicly observable signals only — what any visitor or crawler can see on the page and in the response. There is nothing private in it, and there is nothing in it a competitor could not run against you. Treat the output as a starting hypothesis you then verify, not as a leak.
Good instinct. The model multiplies your traffic, your conversion rate, and your average order value against a lift range, so it inherits every error in those three inputs. Change the inputs until the arithmetic matches what you actually know about the business, then look at the range rather than the headline figure. It is a sizing tool for deciding whether a project is worth a conversation, not a forecast.
The tools run in your browser and the results are not written to an account, because there is no account. If you choose to send a proposal to yourself at the end, that submission is the only thing that reaches us, and it reaches us because you sent it.
In order. Score your own site so you know your baseline, scan the competitor who is beating you so you know the gap, run the revenue model so you know what closing the gap is worth, then build the engagement so you know what it costs. Each one feeds the next, which is why they are on one page instead of four.