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baldwin.com, read 1 day ago. Back to the report

90 to 100 in 6 steps

Do them in this order. Each step says what to change, on which pages, and what it adds. Hand the whole plan to your agent, or work through it yourself.

9090 nownow961top 5%9929939949951006full marks

Now #26,041 of 264,159Step 1 top 5%Step 6 full marks

Worked out from this read, with every step before it done. A score says pages are well formed. It does not say an assistant cites the site.

The steps

Each is one change across the pages named. When one is live, read the site again and mttr marks it done.

  1. 1

    Add a tap-to-call link

    +6 points, to 96, and #3,199, 22,842 places up, and into the top 5%

    Add a tap-to-call phone link.

    93 pages, 67 of them under /insights/

    See the pages
    • /
    • /2x-vwo-test-page
    • /2x-vwo-test-thank-you
    • /business-insurance/industries/real-estate/commercial-real-estate
    • /business-insurance/industries/real-estate/habitational-and-condo
    • /business-insurance/industries/real-estate/multifamily
    • /business-insurance/industries/real-estate/quote
    • /business-insurance/quote
    • /business-insurance/solutions/captive-solutions/azimuth-re-construction
    • /careers/advisors/financial-services
    • and 83 more in the copied plan
  2. 2

    Describe images

    +3 points, to 99

    Describe every content image in its alt text.

    92 pages, 74 of them under /insights/

    See the pages
    • /
    • /business-insurance/industries/real-estate/commercial-real-estate
    • /business-insurance/industries/real-estate/habitational-and-condo
    • /business-insurance/industries/real-estate/multifamily
    • /business-insurance/solutions/captive-solutions/azimuth-re-construction
    • /careers/advisors/financial-services
    • /careers/advisors/financial-services/partnerships
    • /employee-benefits/brcc/baldwin-bulletin-january-2026
    • /employee-benefits/brcc/baldwin-bulletin-july-august-2026
    • /employee-benefits/brcc/baldwin-bulletin-march-2026
    • and 82 more in the copied plan
  3. 3

    List your profiles in your structured data

    Under a point

    Add sameAs to the Organization, Person or LocalBusiness on your home page, listing the address of each profile: Instagram, TikTok, YouTube, Twitch, Facebook, X, LinkedIn. It is how assistants tie your site to you elsewhere.

    Once, for the whole site

  4. 4

    Add an llms.txt

    Under a point

    Add /llms.txt: a short plain text map of the site for assistants. Its effect is unproven, so treat it as cheap insurance.

    Once, for the whole site

  5. 5

    Use one main heading

    Under a point

    Give the page exactly one h1 that says what it is about.

    8 pages

    See the pages
    • /2x-vwo-test-page
    • /2x-vwo-test-thank-you
    • /business-insurance/industries/real-estate/quote
    • /business-insurance/quote
    • /rogersgray/appointment/appointment-thank-you-page
    • /specialty-quote
    • /wealth-retirement/quote
    • /wealth-retirement/thank-you
  6. 6

    Fix title lengths

    +1 point, to 100, and full marks

    Write a title of 15 to 65 characters that leads with what the page covers.

    10 pages, 8 of them under /insights/

    See the pages
    • /business-insurance/industries/real-estate/multifamily
    • /insights/four-grids-four-realities-risk-insights-for-an-evolving-u-s-energy-system
    • /insights/health-insurance-and-pre-existing-conditions-what-you-need-to-know
    • /insights/managing-pickleball-noise-complaints-how-associations-are-responding
    • /insights/newly-diagnosed-you-may-not-have-to-wait-until-medicare-open-enrollment
    • /insights/paid-family-medical-leave-what-government-contractors-need-to-know
    • /insights/what-happens-if-you-miss-a-health-insurance-payment-under-the-aca
    • /insights/what-happens-to-your-mortgage-if-your-home-insurance-is-cancelled
    • /insights/yacht-insurance-explained-coverage-types-costs-and-what-owners-need-to-know
    • /unstoppable
2 more, to tidy up after 100
  1. 7

    Fix description lengths

    Under a point

    Write a meta description of 70 to 165 characters that summarizes the page.

    10 pages

    See the pages
    • /2x-vwo-test-page
    • /business-insurance/industries/real-estate/quote
    • /business-insurance/quote
    • /insights/commercial-state-of-the-market
    • /insights/employee-benefits-state-of-the-market
    • /insights/private-risk-state-of-the-market
    • /private-client/high-value-home-insurance
    • /private-client/luxury-car-insurance
    • /specialty-quote
    • /wealth-retirement/quote
  2. 8

    Bring deep pages closer to home

    Under a point

    Link to the page from a hub or a related page so it sits within three clicks of the home page.

    2 pages

    See the pages
    • /insights/find-the-right-balance-between-emergency-and-retirement-savings
    • /insights/take-control-of-your-401k-asset-allocation-explained

What else the read found

Half its pages start answering within 31 ms, inside the 800 ms a crawler is patient with. One fetch a page, the way a crawler sees it.

  • /business-insurance/quote942 ms
  • /business-insurance/industries/real-estate/quote732 ms
  • /2x-vwo-test-page697 ms
  • /wealth-retirement/quote682 ms
  • /specialty-quote599 ms

Fastest: /employee-benefits/brcc/baldwin-bulletin-may-june-2026, 19 ms. Heaviest: /insights/commercial-state-of-the-market, 133 KB.

Read from its home page’s code and the headers its server sent. A tool that loads later, or only on other pages, is not seen here.

  • WordPressPlatform
  • FastlyHosting
  • nginxServer
  • Google Tag ManagerAnalytics
  • Google reCAPTCHALibrary
  • jQueryLibrary

From the structured data on its home page, as the site says it: an Organization named The Baldwin Group. mttr does not check the profiles it names.

pages with strong signs
2
hidden characters
10
chat, markdown or placeholders left in
0
dashes per 1,000 words
4.2
  • /privacy-policy/u-s-multistate-privacy-notice hidden characters a reader cannot see
  • /insights/directors-and-officers-benchmarking-report hidden characters a reader cannot see

A sign is not proof. Hidden characters can carry a watermark or instructions meant for an AI, and they come off with a clean copy of the text.

  • / fails 2: Add a tap-to-call link and Describe images1 page
  • /2x-vwo-test-page fails 3: Use one main heading, Add a tap-to-call link and Fix description lengths1 page
  • /specialty-quote fails 3: Use one main heading, Add a tap-to-call link and Fix description lengths1 page
  • /unstoppable fails 3: Add a tap-to-call link, Describe images and Fix title lengths1 page
  • /2x-vwo-test-thank-you fails 2: Use one main heading and Add a tap-to-call link1 page
  • /state-of-the-market fails 2: Add a tap-to-call link and Describe images1 page
  • /insights/ 74 fail a rule. Worst: /insights/commercial-state-of-the-market, 3 rules74 pages
  • /business-insurance/ 6 fail a rule. Worst: /business-insurance/industries/real-estate/multifamily, 3 rules6 pages
  • /employee-benefits/ 5 fail a rule. Worst: /employee-benefits/brcc/baldwin-bulletin-january-2026, 2 rules5 pages
  • /private-client/ 3 fail a rule. Worst: /private-client/high-value-home-insurance, 3 rules3 pages
  • /careers/ 2 fail a rule. Worst: /careers/advisors/financial-services, 2 rules2 pages
  • /wealth-retirement/ 2 fail a rule. Worst: /wealth-retirement/quote, 3 rules2 pages

And 2 more parts of the site.

The read stopped at its page limit, so pages no link leads to cannot be told from pages it did not reach, and neither is reported.

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