Lead with the decision
Start with the most useful conclusion the evidence supports. A client needs to understand what should happen next, why it matters, and what must be resolved first. A large score on a cover page does not answer those questions.
Summarize the scope in plain language: the products, regions, questions, and search experiences reviewed. Make it possible to see the boundaries without reading the appendix. If an important source was unavailable, say so in the opening context.
THE WORKING SEQUENCE
- 01Show the evidence
- 02Agree on the action
- 03Name the owner
Write findings that can be checked
Each finding should name the affected page or observation, describe the issue, and link to evidence. Explain the practical consequence without assuming a causal relationship you have not established. “The product page omits integration requirements” is more actionable than “the brand lacks AI authority.”
Use screenshots and charts only when they help the reader inspect the evidence. Include captions, readable labels, and a date. Keep the original query and source URLs available so another team member can repeat the check.
Give recommendations an owner
For each recommendation, record the proposed change, responsible team, dependencies, relative effort, and completion check. Group related work into a manageable sequence. Resolve access and factual accuracy issues before proposing an extensive content program.
Distinguish the work included in the current project from optional implementation. A client should be able to approve a next phase without guessing which parts of the report are recommendations and which are already delivered.
Keep the limitations useful
Explain that observations come from a defined sample and may change. State when the data were collected and whether the comparison used the same method. Avoid treating a composite score as a provider-endorsed ranking model.
End with the implementation backlog, open questions, and proposed recheck window. The goal is a report the client can use in a working meeting, not a document that looks impressive but cannot guide a decision.
Put the method to work. Explore the client delivery templates in the Stems Agency Vault.
