A white label seo scan is a short, branded check of a prospect website. It looks at the seven things that decide whether a business site can rank: indexation, titles, speed, mobile, local profile, on page basics, and links. The scan takes about 30 minutes, fits on one page, and gives an agency a reason to call the prospect back. This post shows the seven checks, the 30 minute process, and how the scan turns into a signed client.
A scan is not a full audit. A full audit takes days and covers every page. A scan answers one question: is this site worth a sales call? You can see what a full audit covers on our page about the white label seo audit. The scan is the step before it: fast, cheap to run, and built to start a conversation instead of ending one.
Quick answer. Run seven checks in 30 minutes, score each one, and send a one page scorecard under your brand. Name the top three gaps and the next step. Keep the full fix list for the paid work.
What a white label seo scan is
A white label seo scan is a one page summary of a website health check, written under the agency brand. The prospect sees the agency name and logo only. No tool name appears, and no fulfillment partner is named. The agency runs the checks, writes the summary in plain words, and sends it to the prospect as the reason for a call.
The scan has three parts. First, the checks: seven areas, each scored pass or fail, with one line of evidence. Second, the score: a simple count, such as 4 of 7 passed, that the prospect can grasp in seconds. Third, the next step: the top three gaps and one sentence on what fixing them would take. Nothing else goes on the page.
The scan is a sales tool, not a delivery document. Its job is to show the prospect a gap they did not know they had, in words they can repeat to a partner. A scan that reads like a tool export fails at that job. A scan that reads like a short note from an expert passes it.
The 7 checks in every white label seo scan
Judge a site on the same seven checks every time. The same checks make scans comparable, and a comparable scan lets the agency say which prospect needs help most. The table below lists each check, what to look at, the tool, and the pass mark.
| Check | What to look at | Tool | Pass mark |
|---|---|---|---|
| Indexation | Are the money pages in Google at all | Google Search Console | Every money page indexed, none missing |
| Titles and meta | One clear title per page, under 60 characters | Search Console, page source | Each money page has a unique title |
| Speed | Largest Contentful Paint and mobile load | PageSpeed Insights | LCP under 2.5 seconds |
| Mobile | Text, buttons, and layout on a phone | PageSpeed Insights, phone check | Text readable, buttons tappable, no sideways scroll |
| Local profile | Business Profile claimed and correct | Google Business Profile, Maps | Profile claimed, details match the site |
| On page basics | One H1 per page, headings in order, internal links | Page source | One H1, headings in order, key pages linked |
| Links | Real sites linking to the business | Ahrefs, Semrush, Search Console | A few real referring domains, no spam pattern |
Indexation comes first because nothing else matters if the page is not in Google. Check the money pages by name: home, services, and contact at least. A service page that Google never indexed is a gap the prospect feels at once, because that page brings in no calls. For how Search Console reports clicks and positions, see the Google Search Console performance report help.
Speed and mobile come next because they are the checks a prospect can see for themselves. Open the site on a phone in front of them and the problem is visible without any jargon. PageSpeed Insights gives the numbers behind what they see. Run it at PageSpeed Insights and keep the LCP figure for the scorecard.
How to run a scan in 30 minutes
The scan runs in four timed blocks. Keep the clock visible and stop each block on time. A scan that takes two hours costs more than the lead is worth at this stage.
Minutes 0 to 5. Gather. Open the site, note the business name, the services, and the city it serves. List the money pages: home, each service page, and contact. Write down the Google Business Profile name if the business has one. Do not start checking until this list is done.
Minutes 5 to 15. Check. Run the seven checks in the table order. Write one line of evidence per check, such as "service page missing from Google" or "LCP 4.1 seconds on mobile". Do not fix anything. Do not open more tools than the table lists.
Minutes 15 to 25. Score. Mark each check pass or fail. Count the passes. Pick the top three gaps by one rule: which gap costs the prospect the most calls. A missing service page beats a slow blog page, because the service page is the one that should bring in work.
Minutes 25 to 30. Write. Fill the one page scorecard: business name, date, the seven scores, the top three gaps in plain words, and the next step. Send it under the agency brand, with the agency logo on top and no tool name anywhere. For background on how Google reads a site, see the Google SEO starter guide.
Turning scan results into a signed client
The scorecard is the whole sales document. A prospect who reads it should know three things: where the site stands, what hurts most, and what happens next. The sample below shows the shape. Scores are pass or fail, and each gap gets one plain sentence.
| Area | Score | What it means |
|---|---|---|
| Indexation | Fail | Two service pages are not in Google, so they bring in no calls |
| Titles and meta | Pass | Titles are clear and unique on the money pages |
| Speed | Fail | Mobile LCP is 4.1 seconds, past the 2.5 second mark |
| Mobile | Pass | Text and buttons read cleanly on a phone |
| Local profile | Fail | Profile is unclaimed and the hours are wrong |
| On page basics | Pass | One H1 per page and the key pages link to each other |
| Links | Fail | Only two real referring domains, both directories |
Send the scorecard with a short note, not a pitch. Name the top three gaps, say what each one costs in plain words, and offer a 15 minute call to walk through them. The call is where the sale happens, not the email. Our guide to white label seo audit tools shows which tools produce the numbers behind the scorecard, and our guide to the white label seo audit report shows what the deeper report looks like once a prospect signs.
Do not send the full fix list. Do not send raw tool exports. Do not send a 20 page PDF. A prospect who gets the whole fix list for free has no reason to hire the agency. A prospect who gets only a score has no reason to trust it. The scorecard plus the top three gaps is the middle ground, and it is the only thing that has to leave the agency.
Worked example: from scan to margin
Take a local plumbing company with a five page site. The scan finds 3 of 7 checks passed: titles, mobile, and on page basics. Four checks fail: two service pages are not indexed, mobile LCP is 4.1 seconds, the Business Profile is unclaimed, and the site has two real referring domains. The agency sends the scorecard, the owner takes the call, and the fix becomes a monthly plan.
The math on that plan is simple. Our Growth plan costs the agency $1,500 a month. Sold at $3,200 a month, the agency keeps $1,700 a month in margin. Over 12 months that is $20,400 from one scan that cost 30 minutes of agency time. The scan did not do the work. It found the work and gave the agency the reason to ask for it. See the full price list on our pricing page.
Mistakes that kill a scan
Most bad scans fail in the same five ways. Each one is easy to avoid once it is named.
- Sending a tool export. Raw exports are full of jargon and warnings the prospect cannot read. Rewrite every finding in one plain sentence before it leaves the agency.
- Checking everything. A scan that covers 40 issues is an audit with no price on it. Seven checks is the limit. More than that and the prospect stops reading.
- No score. A list of findings with no score gives the prospect nothing to hold on to. Pass or fail, plus a count, is what makes the page stick.
- Branding gaps. A tool name in the footer or a screenshot with another logo tells the prospect the work is not yours. Check every part of the scorecard before it sends.
- No next step. A scan with no call to action ends the conversation. Every scorecard ends with one next step: a 15 minute call on a named day.
Who a scan fits and who it does not fit
Who it fits
A scan fits an agency that sells SEO to local businesses and needs a reason to call. It fits best when the agency has a fixed seven check process, a one page scorecard template, and someone who can spend 30 minutes per prospect. If your agency sells white label seo services to several clients at once, one scan process covers all of them.
Who it does not fit
A scan does not fit a prospect who already has an agency and a full audit in hand. It also does not fit a site with no money pages to check, such as a brand new domain with no content yet. In that case a short call about the build is the better next step, because there is nothing to scan.
Frequently asked questions
What is a white label seo scan?
A white label seo scan is a short, branded check of a prospect website. It covers seven areas: indexation, titles, speed, mobile, local profile, on page basics, and links. The result fits on one page under the agency brand, and the agency uses it to start a sales conversation. It is not a full audit, which takes days and covers every page.
How long does a white label seo scan take?
About 30 minutes per site once the process is set. Five minutes to gather the site details, ten minutes to run the seven checks, ten minutes to score the results, and five minutes to write the one page summary. The first few scans take longer while the agency builds its checklist and scorecard template.
Is a scan the same as an SEO audit?
No. A scan is a fast pass over seven areas that shows whether a site is worth a sales call. An audit goes deep: every page, every technical issue, a full content review, and a fix list with priorities. The scan finds the gaps. The audit prices the fix. Most agencies give the scan away and sell the audit or the monthly plan that follows it.
What tools do I need to run a scan?
Google Search Console for indexation and titles, PageSpeed Insights for speed and mobile, Google Business Profile and Maps for the local check, and a link tool such as Ahrefs or Semrush for the links check. The page source in the browser covers the on page basics. No paid tool is required for the first five checks.
Should I send the full scan results to the prospect?
Send the one page scorecard, not the raw results. Show the scores, the top three gaps, and the next step. Keep the full fix list for the paid work. A prospect who gets the whole fix list for free has no reason to hire the agency, and a prospect who gets only a score has no reason to trust it. The scorecard plus the top three gaps is the middle ground.
Seven checks, 30 minutes, one page. That is the whole scan. Run it the same way every time, score it the same way, and send it under your brand. The scan finds the gaps, the call sells the fix, and the monthly plan pays for both. If you want the scans run and the fixes delivered under your brand, book a 30 minute call. We sign the NDA on the call and can start your first job within 48 hours of the brief.