Free website analysis: what it reads, what it misses, and what the free version costs you

You typed those words because the phone is quieter than it was, and the website felt like the place to start. Something on it must be broken, or missing, or badly written, and a free tool will tell you which one. That instinct is reasonable, and it usually produces the wrong report.

Before anything else: Klientee is my product. I run the company. So read the prices further down as a competitor's reading, with the date I checked them, and write to me if one of them is wrong.

The phrase covers four different requests

I have written at length about this elsewhere, in website analysis: four unrelated jobs share one name. The short version matters here, because it decides which free tool you should open.

There is a technical crawl: broken links, missing titles, pages blocked from search engines. There is a speed test: how long your pages take to appear on a phone. There is a traffic read: who arrives, from where, and what they do next. And there is a fourth one, far rarer: a commercial reading of the site. Who does this company sell to, what do those people buy, in what words, and who else resembles them.

If you came here because nobody is calling, the fourth is the one you want. It is also the one almost nobody gives away, because the first three can be computed from public signals and the fourth requires reading sentences and drawing a conclusion from them.

Choosing who to write to is the part our own tool does: it reads your site, works out who pays you and why, and finds decision makers who resemble those customers.

What "free" means in practice

Free comes in three shapes, and they cost you different things.

The first is a report in exchange for an email address. You get a score out of one hundred and a list of forty findings, most of them true and none of them ranked by what they would do to your revenue. The real price is that you have told a sales team you are worried about your website. The call comes within a week.

The second is the free tier of a paid product. Honest, limited, and useful if the limit falls on the right side of your question. Regie.ai, for example, publishes a $0 tier alongside paid ones, read on 29 September 2026.

The third is a proof that runs before any account exists. Nothing to fill in, nothing to cancel. This shape is rare because it is expensive to offer, and it is the only one where you can judge the product rather than the sales process.

The one test worth applying to any free analysis

Can you trace every claim back to a sentence on your own site?

That test is not decoration. If a report tells you your customers are mid sized manufacturers with compliance pressure, it either quotes the page where it read that, or it produced a convincing paragraph from your industry label. The second kind reads better and tells you nothing, because it describes your sector, not your business. You can check it in thirty seconds: ask where it got that.

The pattern I see most often when our own reader goes through a small B2B service site is this one: the site explains the craft in detail, the methods, the years of practice, the certifications, and never says who it is for. The second most common is a site that is perfectly honest about a business the owner left behind two years ago.

The twenty minute version you can run yourself

This costs nothing and beats any emailed report, because it uses information no crawler can reach: your invoices.

1. Take your last ten invoices. Beside each one, write the sentence the client would use for why they hired you. Not the service name. The reason.
2. Group them. Most firms of this size find two or three groups, and one of those groups pays better and argues less.
3. Open your homepage and read it as a stranger with a problem. Which of those groups does it speak to? If the answer is "all of them, in general terms", that is the finding.
4. Search your own site for the three words your best client used in step one. If those words are not on the site, the people who resemble that client cannot recognise themselves in it.
5. Write down the triggering event: what happened in that client's week that made them start looking. A departure, a failed audit, a new obligation, a deadline. If your site never names that moment, it can only be found by someone who already knows what to search for.

Five steps, and nothing in them is a tip you have read ten times. What makes it work is that it reads backwards, from money received to words published, instead of forwards from an industry template.

The part an analysis cannot fix, and why it matters

Here is the thought I would want in exchange for your eight minutes.

A referral does three jobs for you at once, and you see none of them happen. It explains what you are worth. It explains it to someone who resembles the person doing the referring, which is why the fit is so often good. And it does both at the moment that person actually needs the work done.

The third job is the one you never control. An owner of a small development agency put it better than I can: you never know when they arrive, you can get four in a month and then dead calm for the next six. That is not a weakness in his business. It is the mechanism working exactly as designed, on a calendar that belongs to other people.

No website analysis changes that arrival rate. What a good commercial reading of your site changes is whether the first two jobs, the explaining and the resemblance, can be done on weeks you choose. That is the whole subject. It is not about becoming someone who sells, and it is certainly not about intruding on strangers. It is about the calendar.

Tools, with the prices I could read

I checked these pricing pages on 29 September 2026 with a headless browser that loads the page, waits, scrolls and reads the visible text. That method has a limit I should state: some vendors block automated reading, and some show no figure until you move a slider or request a demo. For those I say only that I could not read a public price on that date, which is not the same as saying they publish none. Prices checked on 29 September 2026. If one is wrong, tell me and I will correct it.

Technical crawlers and page speed tests. Free, numerous, and they answer the first two requests, not the fourth. If your pages take eight seconds to appear on a phone, fix that before anything else. No reading of your business survives a page nobody waits for.

Databases, which hand you rows. Clay showed tiers of $113, $135, $167, $180, $185, $261 and $1,913, with credits at $0.01 and $0.05, next to a demo request. ZoomInfo and Lusha blocked automated reading that day, so I have no figure for either. These fit you if you already know who to write to and want contact details at volume. A database hands you a list, and the list was never the hard part.

Sending tools. Instantly showed $47, $97 and $358 a month. Smartlead showed $32, $59 and $78, with add-ons priced separately at $59, $39 and $29. Saleshandy showed $34, $76 and $149 a month on annual billing, and $41, $99 and $189 monthly. lemlist and Woodpecker showed no figure I could read on 29 September 2026. These fit you if you have the list and the words, and want sequences to leave reliably.

Read, decide, write, send. Regie.ai showed $0, $41, $49, $125 and $150, including a free tier. AiSDR states starting at $250 a month, with $900 and $2,500 tiers, plus $149 per campaign or $2,500 a month for managed service. Explee is credit based, with $30 to try and lines reading from $5 and from $10 per thousand. Artisan and 11x showed no public price I could read that day.

Klientee, on the same four facts. What it does: reads your site, works out who pays you and why, finds decision makers who resemble those customers, and writes to them from your own mailboxes. What it costs: $149, $349 and $749 a month per site, published, with no credits and no per seat multiplication. Who it fits: a B2B service firm of one to fifty people with no salesperson, living on word of mouth. Who should not buy it: a company with a full order book and referrals steady enough to plan around, a firm whose website describes a business it no longer runs, and anyone who wants rows in a spreadsheet to work by hand, which is the database group above and cheaper. If that first description is your situation, the free reading will show you what it understood before you give anything up, because it runs before an account exists.

Where every free analysis stops

It cannot tell you what to charge. It cannot tell you whether the company you are looking at has budget this quarter. It cannot tell you why the client you lost last year left, and that is often the most valuable sentence available to you, obtainable only by asking them.

And if your site is a single page built in a hurry, no reading of it will be worth having. Rewrite the three paragraphs that say who you serve and why they come, then run the analysis. That order saves you a wasted afternoon.

Axel Joseph Auguste. More about who writes here.