Website Score Guide

How WebPulse evaluates websites — and what you can do to improve your score.

Understanding the 0–100 Risk Score

0–30
✅ Low Risk

Strong trust signals, transparent, well-structured website.

31–60
⚠️ Medium Risk

Some trust gaps — missing pages or signals that need attention.

61–100
🚨 High Risk

Multiple risk signals — immediate action recommended.

How the Score Is Built

Your score combines two independent analysis layers:

Rule Engine (0–60 points)

Fast, deterministic checks that run on every scan. Each issue detected adds points to your score.

  • No HTTPS/SSL +10
  • New domain (<30 days) +15
  • Missing contact info +8
  • No About page +5
  • No Privacy Policy +6
  • No Terms of Service +4
  • Scam-like language (per pattern) +5
  • Aggressive monetisation +5
AI Layer (0–40 points)

Deep content analysis using our AI model. Evaluates intent, patterns, and overall site presentation.

  • Manipulation and urgency language
  • Misleading or exaggerated claims
  • Hidden or obfuscated links
  • Inconsistent business identity
  • Lack of verifiable information
  • Suspicious site classification
  • Poor content quality signals
  • Link intent analysis

✅ What Improves Your Score

These signals reduce your risk score. Each one we detect adds trust.

HTTPS Certificate
Use HTTPS across your entire site. HTTP generates an immediate +10 penalty. Get a free certificate via Let's Encrypt.
Contact Information
Provide a clearly visible email address, phone number, or physical address. A dedicated Contact page is ideal.
Privacy Policy
Required by law in most countries. Clearly explain what data you collect and how you use it.
Terms of Service
Outline user rights and responsibilities. Protects both you and your users.
About Page
Tell visitors who you are, what your business does, and why you exist. Builds immediate credibility.
Established Domain
Older domains score better. A domain registered years ago carries less risk than one registered last week.
Clear, Honest Copy
Write straightforward content. Avoid urgency manipulation, impossible promises, and pressure tactics.
Transparent Links
Label affiliate links clearly (e.g., using rel="sponsored"). Hidden referral chains flag as suspicious.
Verifiable Email
Use a domain email address (you@yourdomain.com) rather than a free provider address.
Social Presence
Verifiable business presence on LinkedIn or similar platforms adds legitimacy signals.

🤖 What the AI Looks For

The AI layer reads your page content and evaluates intent and quality. Unlike the rule engine, it can't be gamed with a checklist — it understands context.

Writing Style
Accurate, measured claims with evidence ("Our tool reduces X by 30% in our testing")
Exaggerated or unprovable claims ("Guaranteed to make you rich!" / "100% success rate")
Call to Action
Clear, pressure-free CTAs ("Try free for 14 days")
Urgency and scarcity manipulation ("Only 3 spots left! Offer expires in 10 minutes!")
Business Identity
Consistent branding, named team, verifiable company details
Anonymous operator, no company name, no named founders or team
Link Behaviour
Outbound links to reputable, relevant sources with clear labels
Hidden redirects, cloaked affiliate links, or large volumes of undisclosed referral links
Content Purpose
Genuinely useful content that matches the stated purpose of the site
Content that exists purely to drive clicks or collect emails with no real value
💡 Note: A better WebPulse score usually means a better Google ranking too

The trust signals WebPulse looks for — HTTPS, contact info, legal pages, honest content, clear identity — are the same signals Google's quality guidelines prioritise. Improving your score here improves your discoverability everywhere.

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