This is an actual report. Yours will look like this — about you.
The thesis
Strong positioning, fragmenting execution: nine findings trace to one decision nobody made.
One finding, in full
Ferrow promises “payroll without the paperwork” in six load-bearing placements, and asks new customers to complete an 11-field onboarding form — nine fields required — before showing them the product.
The promise, and the door.
“Payroll without the paperwork.”
homepage, hero — verbatim
onboarding form — detail
Create your Ferrow account
Step 1 of 4 — Company details
SOC 2 Type II256-bit encryptionGDPR ready
Legal company name *
Work email *
Your full name *
Password *
Company size *Select…
Industry *Select…
EIN / Tax ID *12-34567Enter a valid 9-digit EIN
Business phone *
Current payroll provider *Select…
Company website (optional)
How did you hear about us? (optional)
ContinueAlready have an account?
11 fields9 required before the product
From the Ferrow report, Act 2 — “The paperwork promise.” Onboarding form captured 1440 px, signed-out, 2026-06-28. form-xray v1.2
11 fields
archetype median: 6
9 required
archetype median: 4
0 explained
no field states why it is needed
BI-3.5
High
We’re sure
Nº 2 of 19
Effort M
From the Week One list
Consolidate your four shades of primary blue into one.
Your developer, ~an hour
Done when: one primary blue, everywhere.
The method
How can a machine do this honestly?
Measure
First we measure — 200+ objective checks, the same way an engineer would.
Judge
Then we judge — the way a strategist would, with every opinion pinned to evidence from your actual pages.
Synthesize
Then we synthesize — one diagnosis, one plan.
Yes, there’s AI inside. It’s held to a rule most consultants aren’t: no claim without evidence, or the claim is deleted.
If something can’t be assessed, we’ll tell you rather than guess.
The gallery
Does it hold for a business like yours?
Strong positioning, fragmenting execution: nine findings trace to one decision nobody made.
SaaS64 · DevelopingAudited June 2026Real report, published with permission
The promise is real in the product and broken at the door.
SaaS · payroll61 · DevelopingAudited June 2026Real report, published with permission
Your positioning is stronger than your site lets on.
E-commerce72 · StrongAudited May 2026Real report, published with permission
The terms
What it costs, plainly.
FreeTwo audits a month, five pages deep — the summary, the top findings, a shareable link.$0
Deep ReportFor the single big moment: one full audit, every deep-dive, the competitor comparison, the PDF.$79 once
ProFor ongoing work: ten audits a month, full reports, re-audit diffs, PDF export.$49/mo
StudioFor teams: thirty audits, three seats, scheduled monitoring, five competitor tracks.$149/mo
AgencyFor agencies: a hundred audits, ten seats, white-label reports, client workspaces.$399/mo
A manual audit of this depth is a $5,000 engagement.