Sample report: fictional business, example data
Is AI giving your business the cold shoulder?
Kettle Hollow Guide Service: Website Review and AI Accuracy Report
SAMPLE REPORT. Prepared for the owner of Kettle Hollow Guide Service (kettlehollowguides.example, Example Lake, MN), a fictional business. · Prepared by IceSignal, Iron River, Michigan · All names, numbers and findings in this sample are illustrative example data.
One-page summary
- Who this is: Kettle Hollow Guide Service is a two-guide walleye and panfish service on Example Lake, MN. It runs open-water trips May to October and guided ice trips December to March, with two heated sleeper houses for rent.
- The good news: AI answers name Kettle Hollow for "Example Lake ice fishing guide" and quote your phone number correctly. Customers who find you leave strong reviews (example: 4.8 stars from 63 reviews).
- The problems: (1) AI quotes old prices. It says a half-day trip is "$275," a 2019 rate from a directory listing; your site says $325. (2) AI thinks you stop guiding in February, because of an old Facebook post. (3) Competitors win the "best guide" questions, because they publish trip details, FAQs and reviews on their own sites.
- The site itself: It looks good on desktop, but the mobile homepage takes 9.4 s to show its main content (the goal is under 2.5 s). There is no booking button on mobile, Google and AI tools have to guess what the business is and may miss pages, and 6 of 14 pages don't tell Google what they're about.
- The fix: 🔒 Fix steps included in your report
- First results: On-site fixes can be done in days. Search engines usually re-read updated pages within a few weeks. AI answers change more slowly, typically one to three months. (This is a typical range, not a guarantee.)
1. What I measured (example data)
Scope: I crawled all 14 pages of kettlehollowguides.example, ran Lighthouse (mobile and desktop) and checked every link.
| Area | What I found |
|---|---|
| Platform | Website builder (template site). Booking through a third-party calendar widget. |
| HTTPS | Valid. http:// and www both redirect correctly. |
| Mobile | Responsive layout, but the "Book a Trip" button is hidden on phones (it sits in a desktop-only header). |
| Speed, mobile (Lighthouse) | Performance 38/100. Main content takes 9.4 s to appear (the goal is under 2.5 s), and the page stays unresponsive for a while. The large homepage video is the main cause. |
| Speed, desktop | Performance 81. Main content appears in 2.2 s. |
| Titles | Homepage: "Home". Trips page: "Page 2." Neither mentions Example Lake, walleye or ice fishing. |
| Page summaries in Google | 6 of 14 pages don't tell Google what they're about, including Rates, Ice Fishing and FAQ. |
| Headings | 3 pages have no clear main heading (Rates, Sleeper Houses, Gallery). The homepage gives mixed signals about its main topic. |
| Business details for AI | Missing. Google and AI tools are guessing the business type, location, hours, prices and FAQs from other sites. |
| Images | 41 of 88 images (47%) come with no description, so Google, AI and blind visitors can't tell what they show. Most are catch photos. |
| Search & AI access | AI tools are allowed in, but the site gives them no list of its pages, so some can be missed. |
| Summary for AI tools | None. AI assistants get no plain summary of the business. |
| Broken links | 3: an old "2022 Rates" PDF, a dead bait-shop link and a Gallery page that no longer exists. |
| Contact details | Phone in the footer. No street address or service area, and the email is a personal Gmail address. |
| Reviews | Reviews live only on Google. None are shown on the site. |
| CTAs | Desktop: "Book a Trip." Mobile: none visible above the fold. |
Competitor snapshot (fictional example competitors):
| Kettle Hollow | Competitor A | Competitor B | Competitor C | |
|---|---|---|---|---|
| Focus | Walleye/panfish, ice + open water | Walleye, open water only | Ice fishing resort | Multi-lake guide group |
| Trip prices on site | Yes ($325 half day) | Yes | Yes | "Call for rates" |
| Business details spelled out for AI | None | Yes, plus FAQs | Yes | None |
| Reviews shown on site | No | Yes (stars) | Yes | No |
| FAQ page | Empty | Yes (12 questions) | Yes | No |
| Mobile booking button | No | Yes | Yes | Yes |
Takeaway: Competitor A wins most "best guide" AI answers with a smaller service. The difference is a clear FAQ, visible reviews and business details AI can read, all things you can add in a few weeks.
2. AI scan: what answer engines likely say (example questions)
Method: I asked 10 typical customer questions in AI answer tools and logged who was named, which sources were cited and whether the facts were right.
| Customer question | Who dominates the sources | Kettle Hollow accuracy |
|---|---|---|
| Example Lake ice fishing guide | Your homepage, Google profile, a directory | Correct: named first, phone right. |
| Best walleye guide Example Lake | Competitor A site, a regional fishing forum | Not named. Competitor A gets the recommendation. |
| Kettle Hollow Guide Service prices | Old directory listing (2019) | Wrong: "$275 half day." Your site says $325. |
| Does Kettle Hollow guide in March? | 2023 Facebook post | Wrong: "season ends in February." You guide through March. |
| Sleeper house rental Example Lake | Competitor B, a vacation-rental site | Not named, even though you rent two sleeper houses. |
| Ice fishing guide for kids/families | Competitor A FAQ | Not named. You have no page about family trips. |
| What's included in a guided ice trip? | Competitor B, a general blog | Partly wrong: says "bring your own shelter." You provide heated shelters. |
| Kettle Hollow reviews | Google profile | Correct: 4.8 stars, with positive themes. |
| Kettle Hollow location / where to meet | Directory listing | Wrong: lists the old meeting point at the north landing. |
| Example Lake fishing report | Forum threads, Competitor A blog | Not named. No recent reports on your site. |
Concrete inaccuracies:
- Old price ($275). It comes from a 2019 directory listing that was never updated.
- Season end (February). It comes from a 2023 Facebook post ("last trips of the season!").
- "Bring your own shelter." It comes from a generic blog, because your site never says shelters are included.
- Old meeting point. The directory still lists the north landing.
What's right: your name, phone, review rating and the fact that you guide ice trips on Example Lake.
3. Recommendations
🔒 Fix steps included in your report
4. Questions for the owner (⚠)
- What are this season's exact trip prices and what's included?
- What are your season dates for ice and open water?
- Where do clients meet now, and is the north landing retired?
- Are the sleeper houses available for rent without a guided trip?
- Which business email address should the site and listings use?
SAMPLE REPORT: fictional business, example data. Prepared by IceSignal · Iron River, MI · 906-999-0265 · info@icesignal.net · icesignal.net