What you get.

Not a 60-page PDF nobody reads. A short list of what to change, in order, and why each one matters.

  • Your whole website, checked point by point

    All 110 points of our checklist, on a phone and a computer, the way your customers see it. Nothing left to memory.

  • Every fix ranked by impact

    The changes that cost you the most customers come first. Each one says who can do it (you, your developer or us) and roughly how long it takes.

  • A 90-day plan

    What to do in the first 30, 60 and 90 days, so the biggest wins land first and nothing gets forgotten.

  • Compared with your competitors

    Up to three competitors you pick, checked on the points that decide who gets the sale.

  • Your real numbers, read properly

    With read-only access to Google Analytics, Search Console or your ads: where visitors drop out, which searches bring buyers, and whether your tracking is right.

  • A 90-minute strategy session

    We go through the plan together, answer every question and agree your top three. Online, or in person in Singapore.

  • Speed fixes done for you

    We make the speed fixes ourselves, normally S$350 on their own, tested on Google's own test before they go live. Included where your platform allows.

  • 30 days of follow-up

    Ask us anything about the plan by WhatsApp or email. At the end we re-check your website and send you a short progress note.

110 points. The same checklist for every website.

Every website gets the same 110 checks in 11 areas, so nothing important is missed. Here is every point. Tap an area to open it.

First impression10 pointsWhat a new visitor understands in the first 5 seconds.
  • A first-time visitor can tell what you sell, and who it's for, within 5 seconds of landing on the home page.
  • The first screen says why to buy from you rather than a competitor (price, range, speed, expertise, location).
  • There is one obvious next step on the first screen (shop, book, get a quote), not five competing buttons.
  • The home page has one clear main heading (H1) that describes the business.
  • Photos are real (your products, your team, your shop), sharp, and not obviously stock images.
  • No pop-up covers the page before the visitor has seen anything.
  • The menu uses the words customers use, with 7 or fewer top-level items.
  • Opening hours, location or delivery area are easy to find if they matter to the buyer.
  • The footer copyright year is current.
  • Design looks consistent and current: one set of fonts and colours, nothing broken or overlapping.
Speed10 pointsHow fast the site shows up for real visitors, and on Google's own test.
  • Real visitors pass Google's Core Web Vitals (main content, response to taps, layout stability) on phones.
  • Google's PageSpeed test on a phone: the middle of several runs is 90 or more.
  • The main content of the home page appears within 2.5 seconds for real phone visitors.
  • No scripts in the page head hold up the first screen (chat, reviews, tracking and pop-up tools load after the page shows).
  • No stylesheets from apps or plugins block the first screen.
  • Images below the first screen load only when scrolled near, and the first big image is marked as important.
  • The page code itself is light (compressed HTML under about 75 KB).
  • Your address goes straight to the page: no chain of redirects (http, www, trailing slash).
  • Videos and maps load on tap or when scrolled near, not up front.
  • The main content isn't hidden behind fade-in animations.
Phone experience9 pointsMost visitors are on a phone. Can they read, tap and buy with one thumb?
  • The site is set up for phones (a mobile viewport), with no sideways scrolling.
  • Text is readable without zooming (about 16 px body text) and has enough contrast.
  • Buttons and links are big enough for a thumb and not crammed together.
  • The main button (buy, book, enquire) is reachable without hunting on a phone.
  • Phone numbers are tap-to-call, and WhatsApp opens in one tap.
  • Forms use the right phone keyboards (number pad for phone, email keyboard for email) and autofill works.
  • Menus, filters and pop-ups can be closed easily on a phone.
  • Nothing jumps around while the page loads (banners, images, cookie bars pushing content down).
  • The site works in the in-app browsers of Instagram, Facebook and TikTok.
Trust and proof12 pointsWhy a stranger should believe you and hand over money.
  • The whole site is on https, with no 'Not secure' warnings and no mixed http content.
  • Reviews are shown (on the site, or from Google), with real names and recent dates.
  • Your rating shows up in Google results (review stars marked up for Google).
  • The legal business name and UEN are shown, for example in the footer.
  • A real address or service area is shown (or 'by appointment' if that's how you work).
  • Delivery, returns and refund policies are linked from every page and written in plain English.
  • A privacy policy is linked (Singapore's PDPA expects one wherever personal data is collected).
  • Contact email is on your own domain, not a free webmail address.
  • There is an About page with real people or a real story, and photos.
  • Claims are backed with proof: numbers, certifications, awards, client logos, media mentions.
  • Accepted payment methods are visible before checkout (PayNow, cards, PayPal, buy-now-pay-later).
  • A guarantee or promise is stated clearly (warranty, satisfaction, price, delivery time).
Enquiry and checkout14 pointsEvery step between interested and paid, and where people drop out.
  • Visitors can reach you the way they prefer: WhatsApp, phone, email or form, shown on every page.
  • Enquiry forms ask only what's needed (ideally 3 to 5 fields).
  • After sending a form, the visitor sees what happens next and when (for example, 'we reply within 2 hours').
  • A test enquiry actually arrives, and someone replies within a working day.
  • Checkout works end to end on a phone, with guest checkout allowed.
  • Delivery cost and timing are shown before checkout, with no surprise fees at the end.
  • The cart shows a clear total, an easy way to change quantities, and a clear checkout button.
  • Free-delivery thresholds or offers are shown where they nudge a bigger order.
  • We know where people drop out: visits, add to cart or enquiry, checkout, paid, with the rate at each step.
  • Error messages in forms and checkout say what went wrong and how to fix it.
  • Site search finds products by the words customers use, including common misspellings.
  • There is a reason to act now where it's true (stock levels, delivery cut-off times, limited dates).
  • Live chat, if any, is answered by a person in working hours and doesn't slow the page.
  • Visitors who leave can be brought back (abandoned-cart email, a sign-up offer, or retargeting).
Product and service pages10 pointsWhether each page answers the questions a buyer has.
  • Each product or service page answers the buyer's top questions: what it is, who it's for, price, size or scope, delivery, and what happens next.
  • Prices are shown, or there's an honest reason they aren't, with a clear 'from' price or how to get a quote.
  • Several good photos for each product or service, including in use and close up.
  • Size guides, specifications or comparison tables where the buyer has to choose.
  • Reviews for that specific product or service are on its page.
  • Stock and lead time are clear (in stock, ships in X days, pre-order).
  • Related products or next steps are suggested, without pulling a ready buyer away.
  • Text is written for the buyer (benefits first, plain English), not copied from the supplier.
  • Common questions are answered on the page (an FAQ) instead of only by message.
  • Out-of-stock and discontinued items say what to do instead (notify me, an alternative, expected date).
Found on Google14 pointsWhether Google can find, understand and show your pages.
  • Google is allowed to index the site: no 'noindex' left on live pages, and robots.txt doesn't block them.
  • There is a sitemap, and robots.txt points to it.
  • Google Search Console is set up, verified, and shows no serious errors.
  • Each page has its own title (about 30 to 60 characters) with the words people search for.
  • Each page has its own description (about 70 to 160 characters) that makes people want to click.
  • Pages say which address is the main one (canonical), so copies don't compete with each other.
  • Business details are marked up for Google (Organization or LocalBusiness, and Product where relevant).
  • Links shared on WhatsApp and social media show a proper title, description and image.
  • Images have short text descriptions (alt text).
  • The pages target what customers actually search for (checked against Google's search volumes for Singapore).
  • Your Google Business Profile is claimed, complete, and matches the website (name, hours, address, phone).
  • For online stores: products are listed free on Google Shopping through Merchant Center.
  • Where you rank now for your 10 most important searches, and which competitors sit above you.
  • Pages link to each other sensibly, with no broken links or pages you can't reach from the menu.
Tracking and numbers9 pointsWhether the numbers you make decisions on are right.
  • Google Analytics 4 (or similar) is installed on every page.
  • Sales and enquiries are recorded as conversions, with the right values.
  • The numbers match reality: orders in analytics roughly match orders in your system.
  • Bot and spam traffic isn't inflating the numbers.
  • Ad platforms you pay for (Google Ads, Meta, TikTok) have their tags installed and receiving conversions.
  • Tags are installed once, not two or three times through different tools.
  • Cookie consent is handled where your visitors' countries require it, without blocking the page.
  • You can see which channels bring sales (Google, ads, social, email, direct), not just visits.
  • Visitor recordings or heatmaps (Microsoft Clarity or similar) are available to see real behaviour.
Ads and landing pages6 pointsIf you pay for clicks: whether the page the click lands on can turn it into a sale.
  • Each ad sends people to the page that matches its promise, not the home page.
  • Landing pages have one goal, one main button, and fast loading on phones.
  • Cost per sale or enquiry is known and compared with what a customer is worth.
  • Ads don't pay for your own brand name when you already rank first for it, unless competitors bid on it.
  • Searches that waste money (wrong meaning, jobs, free, DIY) are excluded.
  • The message on the page uses the same words as the search or ad.
Security, bots and upkeep9 pointsWhat can break, leak or be abused, and who would notice.
  • Basic security headers are set (HSTS, no sniffing, framing rules).
  • The site doesn't advertise its software versions to the public.
  • Software, themes and plugins are up to date, and unused ones are removed.
  • Backups exist, are recent, and someone knows how to restore them.
  • Forms and checkout are protected from spam and card-testing bots.
  • Logins use strong passwords and two-step verification, and ex-staff and old agencies have been removed.
  • Domain and hosting renew automatically, with the business, not a former developer, as owner.
  • Someone is alerted if the site goes down.
  • Email from your domain is set up so it reaches inboxes (SPF and DMARC records).
Keeping customers7 pointsWhether one sale turns into the next one.
  • Visitors can sign up for news or offers, with a reason to (a discount, a guide, first access).
  • Order and booking confirmation emails are clear, branded, and say what happens next.
  • Customers are asked for a review after they've had the product or service.
  • There's a reason to come back: refills, accessories, servicing, a loyalty reward or new arrivals.
  • Social media links work, and the accounts they lead to are active.
  • We know what share of sales comes from repeat customers.
  • After-sales help is easy to find (warranty, how-to guides, servicing, contact).

We did all of this on our own store first.

FirstFrame is run by the team behind Inlinex, a Singapore online store that sells inline skates around the world. Every point on our checklist, we have worked through on our own store, with our own sales on the line.

Read the Inlinex case study
  1. We run a store ourselves. Slow pages, broken tracking, card-testing bots, checkout drop-off: we've dealt with them on our own site, not just read about them.
  2. Proof you can check. Inlinex went from 64 to 100 on Google's phone speed test, and its real visitors see the main content in 1.9 seconds.
  3. Straight answers. If part of your site is already good, we say so. If we're not the right fit, we tell you on the first call.
  4. Paid once, so the advice is for you. A free agency audit is usually written to sell you a monthly retainer. Our plan is yours to give to anyone.
  5. Small on purpose. We take on 4 businesses a month, so your review gets real attention, not a template.

Thinking of a new website? Check this one first.

A redesign starts from scratch, including the parts that already work: your Google rankings, your reviews, the pages customers like. Most websites we look at don't need rebuilding. They need the right fixes in the right order. If yours does need a rebuild, the review says so, and gives your new designer a brief based on evidence.

Book your consultancy

How it works.

About two weeks from first call to plan, then 30 days of follow-up.

  1. A 15-minute callFree. You tell us what the website should do better; we tell you honestly whether we can help.
  2. Sign and pay onlineAbout two minutes, by card or PayNow. Then six short questions about your business.
  3. Your reviewYour report and plan within 10 working days. We make the speed fixes in the same window.
  4. Session and follow-up90 minutes to go through the plan, then 30 days of questions and a re-check at the end.

One price. Everything included.

In SGD, including GST. No monthly fee, nothing to cancel.

Website consultancy

S$4,900 one-off, incl. GST

  • Your whole website checked against all 110 points, on a phone and a computer
  • A written report: your scorecard, every fix ranked by impact, and who can do each one
  • A 90-day plan
  • Up to three competitors compared
  • Your Google Analytics, Search Console and ads read properly (read-only, if you share them)
  • A 90-minute strategy session, online or in person
  • Speed fixes done for you, where your platform allows
  • 30 days of follow-up and a re-check at the end
Book your consultancy

Our guarantee

If our report lists fewer than 20 specific improvements for your website, you get the full fee back.

How that compares

Singapore agency price guides put a website or marketing audit at S$3,000 to S$10,000, and many agencies give one away free to sell a monthly retainer. Ours covers your whole website in one go: speed, Google, tracking, trust, checkout and ads. Then we make the speed fixes for you.

Card or PayNow. We start once it's paid. You'll sign a short online agreement first (read the terms).

Questions.

Anything else? WhatsApp us.

Who is this for?

Businesses in Singapore whose website gets visitors but not enough enquiries or sales: online stores, service businesses, clinics, restaurants, B2B. It works on any platform: Shopify, WordPress, Wix, Squarespace, Webflow or custom-built.

What do you need from me?

A 15-minute call, six short questions about your business, and, if you can, read-only access to Google Analytics and Search Console. We never need your passwords.

Will you change my website?

Only the speed fixes, and only on a copy first, with your OK before anything goes live. Everything else is advice: you decide what to do, and who does it.

Can you make the other fixes too?

Yes, if you'd like. After the session we quote a fixed price for anything on the plan. Or give the plan to your own developer: it's written so anyone can follow it.

How long does it take?

Your report and plan arrive within 10 working days of your answers to our six questions. The strategy session is at a time that suits you, then you have 30 days of follow-up.

What if you don't find much?

If our report lists fewer than 20 specific improvements for your website, we refund the full fee. It's in our service terms.

Do you promise more sales?

No. Nobody honest can, because results depend on what gets done and on your market. What we promise is a clear, ranked plan built on evidence from your own website and numbers, and straight advice.

Can I claim a government grant for it?

No. Singapore's EDGE grant, which replaced the PSG and EDG grants, doesn't cover website consultancy, so we won't tell you it does.

Book your consultancy.

Tell us about your website. We'll WhatsApp you within one working day, usually within the hour (9am to 10pm), to book a free 15-minute call.

  • No payment now
  • We take on 4 businesses a month
  • We only contact you about your enquiry

Prefer to message? WhatsApp us