Free tools
Calculators and decision aids for search and conversion work, planning tools for AI projects, and a few things we built for ourselves. None of them asks for your email address.
Decision tools for SEO and conversion
For anyone weighing up conversion or search work. Free, no sign-up, and your figures stay in the page.
Conversion scenario calculator
See what a given improvement in conversion rate would mean in enquiries, qualified leads and money, with every assumption shown.
Audit or A/B test?
Estimate the sample size and the number of weeks an A/B test would need on your numbers, and whether fixes or an audit should come first.
Technical SEO audit checklist
The crawl, rendering, architecture, structured data and migration checks behind a technical audit.
Planning tools for AI projects
Interactive planners inside our guides, for deciding where to start with AI and what it would cost.
Training, audit or implementation?
Choose the statement that matches your problem and see which starting point fits.
First-year AI cost scenario
Put in the figures from your own proposal and see the whole first-year cost.
Reporting automation worked example
Try a synthetic report and see when a useful report should stop and ask.
Browser extensions for SEO
Chrome extensions we built for our own search work.
Learning and other utilities
Useful, but not connected to a service we sell.
Git Learning Game (opens in a new tab)
An interactive terminal simulator with ten hands-on lessons and a live graph of your repository.
Strava Auto Kudos (opens in a new tab)
A Chrome extension for runners and cyclists. Nothing to do with marketing; we made it for ourselves.
Want the numbers checked against your own site?
The tools show the size of a question. A conversion audit or a technical SEO audit answers it with your real data.
Tell us what you want to improve