# HeyAda SME Website Review

Produce an honest, evidence-backed review of a small-business website and turn it into a
short, personal outreach message — the way a good web studio would if it actually sat on
the site, on a phone, and tried to do what a customer does. Built for Singapore SMEs where
the website is the shopfront (clinics, dental, aesthetic, physio, TCM, vet, eye, law,
eldercare, accounting, tuition, F&B, trades-with-a-storefront).

**Core principle: never over-claim.** Every statement must be something you actually
observed. If you did not see it, do not say it. A review that invents a flaw destroys trust
faster than no review at all.

## When to use
- Qualifying a cold-outreach prospect and writing the first-touch message.
- Giving an existing client an honest "here is what I'd fix first" summary.
- Any time you need a defensible, specific critique of a live SME website.

## Inputs
- One public website URL.
- Optional: the business name and industry (improves the framing).

## Method (follow in order)

### 1. Qualify — is this even worth a review?
Only proceed if the business is one where a website genuinely drives revenue (a considered,
searched-for purchase) AND it is a real SME you could win. SKIP and say so if it is: a
hospital, university, government body, a global chain/MNC, a directory/aggregator, or a
competitor (a web/marketing agency). For these the honest output is "not a fit", not a review.

### 2. Look — capture what a visitor actually sees
- View the site on **mobile first**, then desktop. The mobile first-impression (what is
  above the fold before any scrolling) is the single most important thing.
- Walk the real customer journey: try to do the core task (book, enquire, find the address,
  get a price). Note how many taps/scrolls it takes and where it breaks.
- Record only what is visible: dated template, broken/blank/cut-off layout, a generic stock
  hero that is not the real business, clutter, low trust, a buried or confusing call-to-action.
- If the page is modern, clean and current, say that honestly — then lead with SEO/AEO or
  conversion instead, and NEVER imply a good-looking site is ugly.

### 3. Verify every claim — especially SEO/AEO
Do not assert a technical gap from a stale scan. Fetch the **raw HTML** (not rendered
markdown — markdown viewers silently drop structured data and give false negatives) and
check what is really there: JSON-LD structured data (+types), a meta description, Open Graph
tags, headings, FAQ markup, a sitemap. Score GEO/AEO readiness across eight weighted
dimensions (see `references/aeo-dimensions.md`): AI access (15), content & coverage (10),
entity clarity (12), answerability (15), evidence & citation readiness (16), authority &
trust (12), structure & extractability (12), freshness (8). Only claim a gap you confirmed;
name exactly what is missing. If the basics are solid, say so and pitch the honest next step
(AEO — being recommended by AI assistants), do not fake a gap.

### 4. Pick the ONE major issue
A long list of flaws is lazy and overwhelming. Choose the single biggest problem for THIS
site — the one most likely costing enquiries — and lead with it. Keep two smaller points as
quick support. Depth lives in the finding, not the volume.

### 5. Write the output — lean, honest, self-contained
- Address the business by name ("Hi [Business] team,"), never "Hi there".
- One plain-English intro: that you looked at their site on a phone, the way their customer
  (patient / client / family / parent) does.
- The **one major issue**, in words, and what it costs them.
- A couple of smaller points as short bullets.
- A short SEO/AEO note — only the verified reality (gap named, or "basics solid + AEO next").
- A soft, no-obligation close.
- Plain English. No em dashes. No hype, no vanity percentages. Warm, not salesy. First person
  plural ("we"). No external link in a cold message (reads as risky); let the content carry it.

## Output contract
Return: `{ qualified: bool, skip_reason, major_issue, smaller_points: [..], seo_aeo: {overall,
verdict, note}, message: "<the ready-to-send text>" }`.

## Boundaries
- Public pages only. No authenticated areas, no site modification.
- Never guess a contact email — use only a domain-matched address actually published on the site.
- Company/business data only (not individuals' personal data).
- If you could not load the site, say so; never call a site broken when you simply could not see it.