Sample deep dive · Paid plans, Starter and above
Founder & authority: what the deep dive returns
An illustrative founder & authority deep dive for Northgate Interiors, a fictional brand — an eight-person interior design studio in Leeds working on residential renovations. Same structure, same checklist and same evidence format as a live run. The figures are examples, not a real client's results.
Founder & authority score
- Band
- At risk
- Data coverage
- 85%
- Pages read
- 14
Summary
The studio is anonymous in public. The founder is named once, in a story on the about page, with no bio, no photograph and no professional profile linked. For a service bought on trust and taste, the person making the decisions is the product — and nothing about them is retrievable.
Priority fixes, ordered by impact
- 1Publish a founder bio and portrait on the about page.
- 2Update and link the founder's professional profile.
- 3Attribute project press pitches to the founder by name.
The checklist, with verdicts
0 passed · 2 needs work · 4 failing
Every check is fixed and versioned, so two runs of the same site are comparable. A live deep dive returns the whole founder and authority signals checklist; this sample shows a representative slice.
- Needs work
Real people are named
Standard: Leadership is named on the site, not anonymous.
What we found: One name appears sitewide, in the /about narrative. No team members are named on any page.
Fix: Name the founder and the design leads with roles on the about page.
Impact: highEffort: lowSeen on: /about - Fail
Bios establish credibility
Standard: Bios state relevant experience, not just job titles.
What we found: No bio of any length exists for any individual.
Fix: Write a 120-word bio for the founder stating training, years in the trade and the kind of work she takes on.
Impact: mediumEffort: low - Fail
Photos of the team are published
Standard: Real photography, not stock or avatars.
What we found: No photograph of any person appears on the site. All 61 images are of empty rooms.
Fix: Publish a portrait of the founder and one working shot of the team.
Impact: lowEffort: low - Needs work
Leadership profiles are active
Standard: Public professional profiles exist and are current.
What we found: A founder LinkedIn profile exists, last updated 2022, and is not linked from the site.
Fix: Update it to match the site positioning and link to it from the about page.
Impact: mediumEffort: medium - Fail
Published points of view
Standard: Articles, talks or interviews carry the leader's thinking.
What we found: No articles, talks, interviews or podcast appearances found under the founder's name.
Fix: Publish two pieces a year under her name on the decisions clients find hardest.
Impact: mediumEffort: high - Fail
Independent mentions exist
Standard: Press, podcasts or citations reference the leadership.
What we found: No press or independent mention of the founder found.
Fix: Pitch completed projects to regional and trade press with the founder attributed.
Impact: mediumEffort: high
Measured evidence
Each verdict above is formed against numbers, and the numbers are printed with their source. Where a source has nothing for a domain, the checks that depend on it are excluded rather than guessed.
Pages and public profiles retrieved
- Named people on the site
- 1target: leadership named
- Published bios
- 0
- Photographs of people
- 0 of 61 images
- Independent mentions found
- 0
Page by page
https://northgateinteriors.co.uk/about
The only place a person is named. No bio, no photo, no link out.
Other sections in reputation & social
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