Business Score
What does your business actually look like to the person deciding whether to ring you?
You know the standard of your work. What you can't see is the version of your business that a customer, Google and an AI assistant see before they've met you. That's what the Business Score shows — for free, in one number and a short list of reasons.
Any word with a dotted underline is a bit of tech language. Hover it, or tap it on your phone, and it will explain itself in plain English. No jargon is used here without one.
What it is
One number, and the reasons behind it
Your is a mark out of 100 for how your business looks online right now. Not how good your work is — how findable, trustworthy and easy to contact you appear to someone who has never met you.
It's built from six areas: whether you turn up in search, whether your is right, whether an knows you exist, what your reviews say, whether your website turns visitors into calls, and what three local competitors are doing.
Every point in that number traces back to something Embr actually saw. It is a diagnosis, not a quiz, and it costs nothing.
How it works
Four steps, and no guessing at any of them
01
Embr finds your business
You give it your business name or website. It looks you up and asks you to confirm it has the right one before going any further.
02
It gathers the proof
Embr reads what's publicly there — your pages get , your Google listing is captured, your reviews are collected, and assistants are asked the questions your customers ask. All of it kept as .
03
It measures against your trade
A roofer and a kitchen fitter aren't judged the same way. The used is what good looks like for your trade, plus three real local competitors checked exactly the same way.
04
It tells you what it found
Each finding says what's wrong, shows the proof and carries a level. Where Embr can't see something, it says so instead of making it up.
The six areas it looks at
Search
Where valuable search demand is being won, lost or missed.
How strong you are across your Google Business Profile, Maps and local presence.
AI Search
Whether AI systems can understand, trust and recommend your business.
Reputation
Whether customer and third-party evidence make you credible enough to choose.
Website
Whether your website turns visibility and trust into enquiries.
Competition
What three qualifying local competitors are doing that changes your position.
Why it matters
Most lost work never shows up as a phone call
The customers you lose don't ring to tell you. They tap your number, find it's a picture, and ring the next name down. They ask an assistant for a local trade and your name isn't in the answer. They look at your Google listing, see one photo from two summers ago, and assume you're winding down.
None of that appears in your accounts. It looks like a quiet month. The Score makes it visible, in order of what's costing you the most.
And it's honest about what it can't tell you. Where the is thin, or an area doesn't apply to your business, it says so.
What a finding looks like
The proof, why it matters and the next step, all in one place. This is the format, shown with demo data — not a real customer.
Your phone number can't be tapped on mobile
Around three quarters of your visitors are on a phone, and the page they land on most often is the one where calling is hardest.
- The number on your homepage is part of an image, not text or a link
- No tel: link exists on the four highest-traffic pages
- Mobile visitors leave that page 41% faster than desktop visitors
Ready to approve
Add a tappable call button to four pages
Embr has prepared a sticky call button using your existing number and brand colours. Approve and it goes live; nothing changes until you do.
What you get
Your Business Score
One number for where your business stands online, built from all six areas rather than one measurement someone happened to take.
Strengths worth keeping
The things already working, so you don't accidentally undo them while fixing something else.
Weaknesses that cost you work
What is holding enquiries back, said plainly, with the proof attached.
A list in order
What to deal with first and why that order — not a hundred-item audit nobody reads.
What Embr needs from you
Your business name
Embr looks it up and asks you to confirm it's the right business before anything is checked.
Your trade and the areas you cover
So you're measured against what good looks like for your trade in your patch, not a national average.
Nothing else to begin
The Score is built from things that are already public. You don't hand over any logins to see it.
Plain English, every time
There's a lot of nonsense language in this industry, and most of it exists to make simple things sound expensive. Every technical word on this site can be tapped for a one-line explanation. Here they are in one place.
- AI search
- When someone asks ChatGPT, Google's AI answers or a phone assistant for a local trade instead of typing into a search box.
- Business Score
- One number from 0 to 100 summarising how your business looks to customers, Google and AI tools right now.
- Google Business Profile
- Your free Google listing — the panel with your photos, hours, reviews and phone number that appears in Maps and search.
- map pack
- The three local businesses Google shows on the map at the top of results. Most phone enquiries come from there.
- schema
- Hidden labels on your website that spell out your trade, phone number, hours and areas. It's how a machine reads your details without guessing.
- signal
- One specific thing Embr can observe about your business — a review, a page, a profile field. Findings are built from signals, not opinions.
- evidence
- The actual thing Embr saw — a screenshot, a page, a profile entry — kept on file so any finding can be checked.
- confidence
- How sure Embr is about a finding. Some things are certain; some, like AI answers, move about, so Embr says how strong the evidence is.
- benchmark
- The standard your business is measured against — what good looks like for your trade in your area, not a national average.
- indexed
- Google has stored your page and can show it in results. If a page isn't indexed, it might as well not exist.
- metadata
- The short title and description that show up in Google results. Most trades sites still have the builder's default text here.
- core web vitals
- Google's measurements of how fast and stable your website feels on a phone. Slow sites lose enquiries and rankings.
What happens after the Score
The Score is true today. From there you can fix things yourself, keep Embr checking month to month, or have Embr rebuild what needs rebuilding. Nothing is decided for you, and nothing is sold to you that the evidence doesn't support.
Embr uses information about your business to produce your Score and improve the accuracy of your diagnosis. See the privacy notice and terms for how your data is handled.
Reveal your Business Score
Put your website in and Embr takes it from there. Free, no card needed.
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