Published with permission of Highly Visual
We audited highlyvisual.com before we touched a line of it, let the findings drive the rebuild, then re-audited the new site seven days later. Here is what moved across the six pillars — and the actual audit reports, both downloadable.
Twenty points in a week — before audit 21 May, after audit 28 May.
1 — Before
The old site was a camera- and video-equipment store on Wix. The homepage hero read “Previous Work” — thirteen characters, no value proposition. The checkout couldn’t be reached by our automated run, five HTTP security headers were missing, and not a single page carried structured data. Forty-two findings in all, ten of them critical.
2 — What we changed
Each row is a real finding from the before audit and what the rebuild did about it — no invented work.
| Audit finding (before) | What the rebuild did | Moved |
|---|---|---|
| SecurityFive HTTP security headers missing — no CSP, HSTS, X-Frame-Options, X-Content-Type-Options or Referrer-Policy. | A full security-header set on every response, with HTTPS hardened. | 49→88 |
| ConversionAI VisHero read “Previous Work” — 13 characters, no value proposition for humans or AI crawlers. | A real hero with a clear, quotable value proposition above the fold. | conv · AI |
| ConversionCheckout unreachable — the path to completing a purchase returned a navigation error. | A working, tested enquiry and commerce flow. | 65→80 |
| SEOAI VisZero structured data — no JSON-LD on any page, so products were invisible to rich results and AI answers. | Organization, Product and FAQ structured data across the site. | 75→97 |
| ConversionNo trust signals — no schema, reviews or security badges anywhere. | Trust signals and credibility cues placed above the fold. | + conv |
| AI VisNo E-E-A-T footprint — no About, Contact or team signals; product pages held 249–352 characters of text. | Real content depth and clear authorship signals. | 51→89 |
| AccessibilityFrame and navigation gaps — an iframe with no title, no skip-nav link, axe violations on product pages. | Labelled frames, a skip-nav link, and a clean axe pass. | 82→86 |
3 — After
The rebuilt site, re-scored. Deltas are against the before audit; Competitor is a seventh pillar our current engine added, so it has no before to compare to.
Performance is the one pillar we haven’t pushed ahead yet. The old site shipped roughly 1.2 MB of JavaScript and sent no cache-control headers; trimming asset weight and Core Web Vitals headroom is the current focus. We’d rather show you the real 64 than dress it up.
We start every engagement with the same audit you see here. It tells us — and you — exactly what’s costing you customers before anyone writes a line of code.
