Digital Presence Audit · bettermowerandheating.co.nz

Your website looks fine. Underneath, it's quietly costing you sales.

Better Mower & Heating has a 30-year reputation, a real Takanini showroom, and a full online store. But Google's own tools, the searches your customers run, and the AI assistants they now ask all point the same way: a strong business the internet can barely find or buy from. Every number below is independently verifiable, live, in under 60 seconds.

bettermowerandheating.co.nz
Current Better Mower & Heating homepage
The current site, captured 2 Jul 2026
4.3★ / 110
Google reviews over 30+ years, barely shown on your own website
Google ?A genuine strength. 4.3 stars from 110 reviews is a solid, believable reputation, but it's parked on Google and almost invisible on your own site.
18MB
the size of your homepage; a well-built store is under 2 MB
Google PageSpeed ?A heavy page loads slowly, especially on a phone. Yours is roughly seven times heavier than a typical web page, which is why Google times your main content taking up to 72 seconds to appear.
15/100
Google's speed score for your site on desktop (48 on mobile)
Google PageSpeed ?Google scores every site 0 to 100 for speed. 15/100 on desktop and 48/100 on mobile both sit deep in the red "poor" band.
1
search term your website ranks for on Google: your own name
Ahrefs ?A healthy store ranks for hundreds of terms. Yours ranks for one ("better mowers") and pulls about 23 visits a month, because the site is slow and thinly built.
0
AI assistants that mention your shop (ChatGPT, Gemini, Perplexity, Copilot, Google AI)
Ahrefs + live tests ?Ahrefs' Brand Radar shows your site cited in zero AI answers, and you're absent from every "best mower shop" and "where to buy" search we ran.
01 · Overview

A strong local business the internet can barely see

Let's start with what's genuinely working, because there's plenty. Better Mower & Heating is a real, established, well-run Takanini business with a proper showroom, a workshop, and an actual online store. Every problem in this report is about how the website was built and left unfinished, not about the shop, the team, or the products.

🟢 Established local specialist

Better Mower & Heating Centre

Founder-run · mowers, outdoor power equipment & home heating

Location303 Great South Road, Takanini, Auckland 2112
FounderGreg Morgan
In business30+ years serving South Auckland
Phone09 298 5186
Google reputation4.3 ★ · 110 reviews
How they sellIn-store showroom + full online store
FulfilmentIn-store · kerbside pickup · delivery

Brand range carried

Cub Cadet Masport Honda Victa Gravely Stiga Morrison LawnMaster Echo Walker Yunca · Metro · Firenzo (fires)

Digital Health Score

42/100 Needs Work

A composite of the eight signals below. Not "critical", nothing is fully down, but well below where a 30-year business with a real store should sit.

Eight signals, scored 0 to 100

Your reputation leads. Your website drags the rest down.
Reputation (Google reviews)72 · Good
Accessibility (can everyone use it)70
Content Quality46
Conversion & UX (turning visits into sales)40
Modern Build & Tech Health38
Findability (SEO / search)25
Speed & Performance22
AI Visibility (ChatGPT, Gemini, etc.)18
🎯

The gap, in one line

Your business scores where it counts with customers. Your website scores badly where it counts with Google, AI, and first-time buyers, and that is exactly the gap we close.

02 · The Site

It looks fine. Underneath, it's slow and unfinished.

This is where most audits exaggerate. We won't. Your site isn't ancient; it's a modern WordPress store built around 2023. The real problem is that it was built from a template and never finished or tuned, and that shows up as a genuinely slow, heavy site.

⚠️

We won't soften this: your speed is poor, and it's Google's verdict, not ours

On desktop, Google scores your site 15 out of 100. On mobile, 48 out of 100. Your homepage weighs about 18 MB (a well-built store is under 2 MB), and Google times your main content taking up to 72 seconds to appear on a phone. The good news: this is entirely caused by how the site was built, so a proper rebuild fixes it.

Google PageSpeed · Mobile

48Performance
72.2s
Main content load (LCP)
11.3s
First paint (FCP)
0.00
Layout shift (CLS)

Google PageSpeed · Desktop

15Performance
12.1s
Main content load (LCP)
2.0s
First paint (FCP)
0.67
Layout shift (CLS)
Google PageSpeed Insights mobile result showing a 48 performance score
Live Google PageSpeed result · Mobile 2 Jul 2026
The authentic Google result: 48/100, with your main content taking 72 seconds to load on a phone.
Source: pagespeed.web.dev · 2 Jul 2026
Google PageSpeed Insights desktop result showing a 15 performance score
Live Google PageSpeed result · Desktop 2 Jul 2026
Even on a fast desktop connection: 15/100. This is not a one-off; it is the weight of the page itself.
Source: pagespeed.web.dev · 2 Jul 2026

So what's actually making it slow?

Three things, and all of them trace back to one root cause: the site was set up from a template's demo content and never properly finished or optimised.

🧱

Built from a template demo, never finished

The site runs on a heavy "BeTheme" template with a Slider Revolution slideshow. Parts of the original demo were never removed: your live homepage still loads images from a leftover "demo" copy of the site (demo.bettermowerandheating.co.nz), some of them over an insecure connection.

🖼️

About 18 MB of unoptimised weight

A single page pulls roughly 18 MB of images, scripts, and styles, about seven times a typical web page. That weight is the direct cause of the slow load, and it is exactly what modern image handling and a lean build fix.

🔌

Two analytics tags, one of them dead

The site still carries an old Universal Analytics tag (UA-) that Google switched off in July 2023, running alongside a newer GA4 tag. Old, disconnected plumbing like this is exactly what an unfinished build leaves behind.

Better Mower homepage, a heavy template hero
The homepage · a heavy template hero 2 Jul 2026
It looks presentable, which is exactly why the weight and the leftover demo assets have gone unnoticed.
Source: site inspection · bettermowerandheating.co.nz
A product page showing a 22,999 dollar mower with a confusing 1 to 4000 payment notice
A product page · a $22,999 mower 2 Jul 2026
Note the "available for orders between $1 – $4,000" payment notice sitting right above a $22,999 price. Confusing on your highest-value machines.
Source: site inspection

What Google and buyers hit that you can't see

✕
Test & demo pages live on Google a page literally named "sdfs" and WordPress's default "sample page" both sit in your sitemap.
✕
A category still named "Equipment1" a duplicate category with a "1" stuck on the end shows to customers in menus and breadcrumbs.
!
Leftover demo categories product categories like "gaming", "audio" and "earphones" (from the template) still sit inside your store's structure.
✕
Tap-to-call is broken one "call" link is malformed, and another points to an Australian number (+61) left over from the template.
!
Duplicate pages everywhere several "Contact" and "About" pages, plus duplicate cart and checkout pages, all dilute the site.
!
No opening hours on the site your own contact page lists no hours at all, so Google and your customers are left to fill in the gap.
💡

None of this is visible when you open your own site

Your site looks fine at a glance, which is exactly why these problems have gone unnoticed. But this is what Google, your phone's call button, and your most expensive products actually do right now, and all of it is fixable in a rebuild.

03 · Findability

You rank for your own name, and almost nothing else

We ran the searches your customers actually type, and checked what an independent SEO tool sees. The pattern is stark but fixable: outside your own business name, you are essentially invisible on Google.

Search a customer types
Where you land
What's happening
Best lawnmower & outdoor power shops Aucklandthe big "who should I buy from" search
Absent
STIHL SHOP, Go-to Gardening, Albany Mowers and Papakura Lawnmowers all appear. You don't.
Buy a Cub Cadet or Masport ride-on Aucklandhigh-intent buyer, ready to spend
Absent
You are a Cub Cadet and Masport stockist, yet buyers get sent to STIHL SHOP and Mower Shop NZ.
Outdoor fireplace / BBQ smoker Aucklandthe other half of your business
Absent
"Heating" is in your name, yet The Fireplace, BBQ's & More and Trade Tested own these searches.
Better Mower and Heatingyour own business name
#1
The one search you win, because nobody else is called this. Good, but it only reaches people who already know you.

The hard numbers behind it

What an independent SEO tool (Ahrefs) sees when it looks at your website.

4.4
Domain Rating (out of 100)
1
Organic keyword ranked
~23
Visits / month from Google
1%
of 639 backlinks are the kind Google counts
0
AI answers citing your site

Ahrefs Brand Radar: ChatGPT 0 · Gemini 0 · Perplexity 0 · Copilot 0 · Google AI 0. Source: Ahrefs, 2 Jul 2026.

Ahrefs overview for bettermowerandheating.co.nz showing Domain Rating 4.4 and 1 keyword
Ahrefs · bettermowerandheating.co.nz 2 Jul 2026
Domain Rating 4.4, one keyword, and cited in 0 AI answers. This is what "invisible" looks like in numbers.
Source: ahrefs.com · 2 Jul 2026
🧭

The clean-slate advantage

Of the 639 links pointing at your site, only about 1% are the kind Google actually counts, so there is no hidden "bad history" holding you back. You have something better: a 4.3-star, 30-year reputation that Google and AI want to reward. They just can't find a fast, readable site to attach it to. Build that, and you start clean with real trust behind you.

Why the high-value searches pass you by

✕
The site is too slow to rank well (speed is a Google ranking factor, and yours is in the red).
✕
No brand, category or buying-guide pages (no "Cub Cadet ride-ons", no "wood fires Auckland").
✕
Thin content: product listings only, with little that answers what buyers search for.
!
Duplicate and junk pages confuse Google about what your site is even about.
✕
No LocalBusiness or Product schema surfaced, so Google can't confidently show your details.
🧭

The reframe

You already own your own name in search, and you have a genuine 30-year reputation. The high-value "best shop", "buy [brand]", and "fireplace / BBQ Auckland" searches, where the real money is, currently go to competitors purely because your site is slow and doesn't speak Google's language. Give it speed, structure and the right words, and you compete for all of them.

04 · AI Visibility

Ask AI where to buy, and your competitors get named. You don't.

More people ask ChatGPT, Gemini and Perplexity for recommendations than ever before. We ran the questions your buyers would ask. Better Mower & Heating did not appear in any of them.

Ask for the best shop, and you're not in the room

💬 A customer asks an AI assistant
"Who are the best lawnmower and outdoor power equipment shops in Auckland?"
ChatGPT answer listing Auckland mower shops, not including Better Mower and Heating
ChatGPT you're absent
Recommends Lynfield Chainsaws & Mowers, Expert Mowers, and STIHL SHOP (Albany, Botany). Better Mower isn't mentioned.
Source: chatgpt.com · 2 Jul 2026
Gemini answer listing Auckland mower shops by region, not including Better Mower and Heating
Gemini you're absent
Lists Avondale, Go-to Gardening and Albany Mowers by region. You don't appear.
Source: gemini.google.com · 2 Jul 2026
Perplexity answer mapping and ranking Auckland mower shops, not including Better Mower and Heating
Perplexity you're absent
Maps and ranks Lynfield, STIHL Mt Albert, Avondale, Hauraki and Go-to Gardening. You're not on the map.
Source: perplexity.ai · 2 Jul 2026

Ask where to BUY the brands you stock, and you disappear

💬 A ready-to-buy customer asks an AI assistant
"Best place to buy a Cub Cadet or Masport ride-on mower in Auckland?"
Perplexity answer for buying a Cub Cadet or Masport ride-on in Auckland, not including Better Mower and Heating
"Buy a Cub Cadet or Masport ride-on" you're absent
Names STIHL Shop Botany as the top pick, then Lynfield, with STIHL Mt Albert and Avondale on the map. You stock both brands, yet aren't named.
Source: perplexity.ai · 2 Jul 2026
Perplexity answer for buying an outdoor fireplace or BBQ smoker in Auckland, not including Better Mower and Heating
"Outdoor fireplace / BBQ Auckland" you're absent
Names The Fireplace, Trendz and Pique (fires) and BBQ's & More and Hauland (smokers). "Heating" is in your name; still absent.
Source: perplexity.ai · 2 Jul 2026
💸

This is the expensive one

You stock Cub Cadet, Masport, Honda, wood fires and BBQs. But with no fast, readable, well-structured site, the AI has nothing to cite, so it sends ready-to-buy customers straight to your competitors. That's the highest-value customer, lost at the last step.

🔎

Why it happens, confirmed by the data

Ahrefs confirms your site is cited in 0 AI answers, across ChatGPT, Gemini, Perplexity, Copilot and Google's AI Overviews. Google's own PageSpeed even flags the site as failing its "agentic browsing" readiness checks (1 of 3 on mobile, 0 of 3 on desktop). A fast, modern site with real brand, product and buying-guide pages is what turns you into the answer.

05 · Reputation

A 4.3-star, 30-year reputation, barely visible online

This is one of your best assets, and one of your most wasted. The trust is real, built over three decades. It's just parked on Google and spread thin everywhere else, when it should be front and centre on your own site.

4.3
★★★★☆
110 reviews

🟢 Genuine strength

For a specialist shop, 4.3 from 110 reviews is a solid, believable reputation built over 30 years. A cluster of older 1-star reviews pulls the average down, which a simple review system would steadily outweigh.

What your customers keep mentioning

🔧 Mower repair 🔥 Fireplaces 🚜 Ride-on mowers ⚡ Quick response 💬 Helpful staff

Both sides of the business show up in your reviews (mower repair and fireplaces), which is exactly the "one-stop shop" story your website should be telling, and currently isn't.

Google reviews panel for Better Mower and Heating showing 4.3 stars and 110 reviews
Google Business Profile · Better Mower & Heating 2 Jul 2026
The live review panel: 4.3 stars from 110 reviews. Proof that lives on Google but never appears on your own site.
Source: Google · google.com/maps

Review count vs comparable local shops

You're #2 by volume among your closest peers
Gatmans Mowers & More
146 · 4.5★
Better Mower (you)
110 · 4.3★
Kumeu Chainsaw & Mower
~90 · 4.6★
Lawn Heat & Leisure
53 · 4.3★
Go-to Gardening
29 · 4.9★

Source: Google review counts, verified where possible 2 Jul 2026. Kumeu count approximate.

🙈

Two things to fix, said kindly

One: almost none of this shows on your own website, so a wavering buyer never sees it. Two: your reputation is thin outside Google (a roughly 128-follower Facebook page, little elsewhere), and your own About page even undersells you as "20 years" when you've been going 30+. A simple review-and-content system fixes all of it.

Reputation scorecard

✓
Solid 4.3-star rating
✓
110 reviews built over 30 years
✕
Zero reviews surfaced on your own site
!
Your site undersells your history (says 20 years)
!
No system to generate new reviews
06 · Competitors

They're not better shops. They have better, faster websites.

We compared your online setup with the local field, on both the mower side and the heating and BBQ side. On the ground you belong in this company. Online, the gap is wide, and it's the part customers judge first.

BusinessGoogleOnline storeOnline bookingSite feel & speed
STIHL SHOP
stihlshop.co.nz		 National network ✓ Full store, Afterpay Click & collect Modern, fast
Go-to Gardening
gotogardening.co.nz		 4.9 ★ · 29 ✓ Shopify Service request form Modern, fast
Gatmans Mowers & More
gatmans.co.nz · same mower+heating mix		 4.5 ★ · 146 ✓ Yes ✕ No Modern
BBQ's & More
bbqsandmore.co.nz · heating & BBQ benchmark		 4.4 ★ · 206 ✓ Full store ✕ No Modern, fast
The Fireplace
thefireplace.co.nz		 Mount Eden Part (consult) ✓ Book a consult Modern
Better Mower (you)
bettermowerandheating.co.nz		 4.3 ★ · 110 Store, but broken & slow ✕ No Modern-looking, but ~18MB & unfinished

The standard your customers are used to

These aren't big-city outliers; they're your direct local competitors on both sides of your business. Notice what they all share: fast, mobile-first design and a clear, trustworthy way to buy.

STIHL SHOP website, a full transactional store
STIHL SHOP standard-setter
Full transactional store, store locator, guided product finder, Afterpay. This is the online standard on the mower side.
Source: stihlshop.co.nz · 2 Jul 2026
Go-to Gardening website, a modern Shopify mower store
Go-to Gardening "Auckland's No.1"
A fast Shopify store with "Book in a service" and "Shop products" front and centre. Same customers as you.
Source: gotogardening.co.nz · 2 Jul 2026
BBQ's and More website, a modern heating and BBQ store
BBQ's & More heating & BBQ
4.4★ from 206 reviews, a full online store with clear "BBQs & Grills / Heat & Fire / Smokers" paths. The heating-side benchmark.
Source: bbqsandmore.co.nz · 2 Jul 2026
The Fireplace website, a modern fireplace retailer
The Fireplace book a consult
A polished fireplace store with online consultation booking, exactly the heating buyer you also serve.
Source: thefireplace.co.nz · 2 Jul 2026
Better Mower current homepage for comparison
Your site today slow & unfinished
It looks the part, but it's about 18 MB, loads slowly, and still carries template demo assets. This is the first impression a new customer gets.
Source: bettermowerandheating.co.nz · 2 Jul 2026

The gap, stated plainly

To be fair, you already have a real online store, which puts you ahead of some rivals on paper. Credit where it's due. The gap is three things:

1
A fast, properly-built site (yours is about 18 MB and unfinished).
2
A store that's easy and trustworthy to buy from (no broken links, no confusing payment notices, clear finance).
3
Content and structure that Google and AI can actually read.
🛣️

The open lane nobody local owns

The shops that share your exact mower-plus-heating model (Gatmans, Lawn Heat & Leisure) compete mostly on the mower side, and no one in your patch offers real online service booking. A fast site that says "South Auckland's one-stop shop: mow in summer, heat in winter, buy it, book a service, get it fixed right" is a lane sitting open, and it's already exactly what you are.

07 · Social

One small Facebook page, not even linked from your site

Social isn't where you'll live or die, but it's a cheap trust signal you're leaving on the table, and for a business with a showroom full of mowers and fires, it's a wide-open opportunity.

128
Better Mower Facebook followers
~560
Go-to Gardening
~610
The Fireplace
~2.1K
STIHL Shop Onehunga
🔗

The most damning part is also the cheapest to fix

Your website links to no social account at all, and there's no Instagram, so even the visitors who do reach your site never find the one channel you keep. For a visual business, a showroom full of ride-ons and wood fires, that's a near-free opportunity going completely unused. Your Facebook sits at just 128 followers with a single review, and is disconnected from everything else.

Better Mower and Heating Centre Facebook page with 128 followers
Facebook · Better Mower & Heating Centre 2 Jul 2026
The one channel you keep, at 128 followers and a single review, and it isn't linked from your website at all.
Source: facebook.com · 2 Jul 2026

📣 What competitors do

  • Post regularly to Facebook and Instagram
  • Link every social account from their site header and footer
  • Cross-post new stock, deals, and seasonal reminders (spring mowing, winter fires)
  • Reply publicly to reviews and comments
  • Build followings in the 500 to 2,000+ range

✅ What we'll set up for Better Mower

  • Link and prominently display your Facebook from the new site
  • Set up a simple Instagram and keep it consistent
  • A light monthly rhythm tied to the seasons (mowers, then fires)
  • Reviews and social feeding each other, not sitting in silos
  • Showroom and new-stock photos doing the selling
08 · What's Broken

The honest, ranked list

No scare tactics. These are ranked by how much each one holds you back, and every single one is fixable, most of them in a single rebuild.

01

The site is slow and heavy (18 MB, desktop 15 / mobile 48)

Many visitors leave before it loads, and Google treats slow sites as lower quality. This is the single biggest thing holding you back.

High
02

Invisible in search and AI

You rank for one keyword (your own name), pull about 23 visits a month, and are cited in 0 AI answers. Buyers searching for what you sell never see you.

High
03

A store that's hard to trust and buy from

A confusing "$1 – $4,000" payment notice sits on your most expensive machines, and the tap-to-call is broken (one link even dials an Australian number). Friction at the exact moment someone wants to buy or call.

High
04

Your 4.3 / 110 reputation is nowhere on the site

Your single best asset is invisible on the page a wavering customer actually looks at. That's wasted trust.

High
05

Unfinished template leftovers

Images loading from a leftover "demo" copy of the site, plus demo categories like "gaming" and "earphones" and a category still named "Equipment1". Signs the build was never finished.

Medium
06

Test and duplicate pages live on Google

A page named "sdfs", WordPress's default "sample page", and duplicate Contact / About / cart pages all sit live and confuse search engines.

Medium
07

Missing business basics for Google

No clear LocalBusiness or Product structured data surfaced, and no opening hours anywhere on the site (Google has to guess).

Medium
08

Insecure images + dead analytics

Some images load over an insecure (http) connection, and a dead Universal Analytics tag runs alongside GA4. Old plumbing that erodes trust and data quality.

Medium
09

No social presence linked

No Instagram, a small unlinked Facebook page, and nothing joining your site to your social. A cheap trust signal left unused.

Medium
10

Thin content that undersells you

Product listings only, no brand, service, or buying-guide pages, and an About page that undersells your history as "20 years" when it's 30+.

Medium
🛠️

Every one of these is fixable

Most are solved in a single rebuild, and none of them exist because your business is lacking. They exist because the website was built quickly and never finished. That's the easiest kind of problem to fix.

09 · Your New Website

Four workstreams that close the gap

Here's the plan. Four focused workstreams, each with a plain-English outcome. Together they turn a hidden 30-year business with a broken store into one the internet can finally find, trust, and buy from.

WORKSTREAM A

A fast, modern rebuild

Rebuild the store on fast, modern foundations (not a heavy 2023 template), properly optimised so it loads in a second or two, looks as good as your showroom, and works perfectly on a phone.

  • Modern, lean build targeting under 2 MB and a sub-2-second load
  • Every leftover demo asset, junk page and duplicate removed
  • Fixed, tappable click-to-call and a clear enquiry path
  • Branded to your 30-year story, with real showroom photos
OutcomeA fast, professional site that matches your reputation, and keeps buyers from leaving before it loads.
WORKSTREAM B

Get found, in Google and AI

The structure and content built for all three ways people now search: SEO (classic Google), AEO (answer engines) and GEO (generative AI like ChatGPT, Gemini and Perplexity).

  • LocalBusiness + Product schema, consistent name, address, phone and hours
  • Brand, category & buying-guide pages (Cub Cadet, Masport, Honda mowers; wood fires; BBQs & smokers; "mower servicing South Auckland")
  • Clean, fast, semantic code with GA4 analytics and the dead UA tag removed
OutcomeShow up for "best mower shop", "buy a Cub Cadet", and "outdoor fireplace Auckland", in Google and in AI answers, not just your own name.
WORKSTREAM C

A store that actually sells

Fix the commerce so it's easy and trustworthy to buy from, built around what makes you different: service.

  • Fix the store config (remove the "$1 – $4,000" block, clean up categories and product data)
  • Finance and Afterpay shown correctly on machines that qualify
  • Online "book a service or repair" (the open lane no local rival offers)
  • Click & collect and delivery spelled out clearly
OutcomeTurn browsers into buyers and service bookings, and capture the online demand going to STIHL SHOP and Go-to Gardening today.
WORKSTREAM D

Show the proof & grow it

Put your hidden reputation to work and set up a system so it keeps growing.

  • Surface your 4.3 / 110 reviews across the site
  • A simple review-generation system to lift the rating and outpace rivals
  • Link and grow Facebook, plus a new Instagram (showroom, new stock, seasonal)
OutcomeTurn a hidden, thinly-spread reputation into visible, compounding trust.
🚀

The whole point, in one sentence

You've already done the hard part: 30 years of building a business South Auckland trusts, and you even paid for an online store. This finishes the job properly, so the internet finally reflects the shop.

10 · Glossary

Plain-English glossary

Every technical term from this report, explained simply, with a Better Mower example. Tap any row to expand.

PageSpeed is Google's 0 to 100 speed score. LCP (Largest Contentful Paint) is how long the main content takes to appear.
Better Mower: 15/100 on desktop and 48/100 on mobile, with a mobile LCP of up to 72 seconds against Google's 2.5-second target. Both are in the red band.
The total size of everything a page has to download (images, scripts, styles). Heavier pages load slower, especially on phones and mobile data.
Better Mower: your homepage is about 18 MB. A typical web page is around 2 to 3 MB (a fast store targets under 2 MB), so yours is roughly seven times heavier than it should be.
A hidden block of code that spells out your business details (name, address, hours, rating) in a format Google and AI can read directly.
Better Mower: not clearly present, and your site lists no opening hours at all, so Google has to guess your details instead of being told them.
Code that labels what's on a page ("this is a price", "this is a product", "this is a review") so machines understand it, not just display it.
Better Mower: clean product data would let Google show your prices and stock directly in search results, which it can't reliably do today.
Analytics tools that count your visitors. Universal Analytics is the old version Google switched off in July 2023; GA4 is its replacement.
Better Mower: your site carries a dead UA tag alongside a newer GA4 tag, exactly the kind of leftover an unfinished build produces.
A secure site (https) that also loads some files over the old insecure (http) connection. Browsers flag this and it can quietly break images or trust.
Better Mower: some homepage images load from an insecure "demo" copy of your site, which drags down Google's "best practices" score.
Whether AI assistants like ChatGPT and Gemini mention your business when someone asks for a recommendation. Sometimes called Generative Engine Optimisation.
Better Mower: Ahrefs Brand Radar shows your site cited in 0 AI answers, and you're absent from every buying question we tested, because the AI has no fast, readable site to cite.
The three ways people find a business today. SEO is classic Google ranking. AEO (Answer Engine Optimisation) is being the direct answer in search and voice. GEO (Generative Engine Optimisation) is being named by AI tools like ChatGPT and Gemini.
Better Mower: your current site is built for none of the three. A modern rebuild is engineered for all of them.
An Ahrefs score from 0 to 100 estimating how strong and trusted your website is in Google's eyes, based mainly on the other sites linking to you.
Better Mower: your DR is 4.4 out of 100, very low. A fast, readable site plus your real-world reputation is how you build it up.
Backlinks are other websites linking to yours. "Dofollow" links are the ones that actually pass ranking value; many links are low-quality and count for little.
Better Mower: you have 639 backlinks, but only about 1% are the quality Google counts, so they're doing almost nothing for you.
A phone number that's a tappable link on mobile, so a customer rings you with one tap instead of copying digits.
Better Mower: your tap-to-call is broken; one link is malformed and another dials an Australian number left in from the template.
Designing for phones first, since that's where most local searches happen, then scaling up to desktop.
Better Mower: most of your customers arrive on a phone, where your site is both slow and partly covered by a cookie banner on load.
Letting customers book a service or repair slot on your website, any time, without phoning during opening hours.
Better Mower: no local rival offers real online service booking. Adding it is a clear way to win service work and smooth the seasonal rush.
The share of visitors who take the action you want (buy, book, enquire, call) rather than just leaving.
Better Mower: a slow site, confusing payment notices, and a broken call button all push your conversion rate down at the last step.