Illustrative example
Idris Kellaway
Co-founder and CEO, Fieldloft
A climate data founder preparing a Series A, less visible online than his own company.
The person and the company are invented for this example. The numbers follow the same arithmetic as a real audit: closing a gap adds exactly the points the report assigned to it.
Where they started
Fieldloft collects and verifies emissions data for mid-sized manufacturers. It closed a seed round the year before and planned to raise a Series A within twelve months.
The investors he was meeting all did the same thing before the first call: they searched his name. What they found first was someone else. Once they reached the right person, the only material was a short team-page bio and two articles about the round that quoted the press release.
The audit put him at 44. Five gaps, two of them urgent, and both urgent ones about the same problem: the record did not say who he was.
What we did
Website & Digital Presence
Months 1 to 2
A personal site built around his research background and the problem Fieldloft works on, with one bio written once and reused on every profile. It gave search engines an authoritative page for the name, which moved it above the namesake.
Gaps closed
- +15A namesake surfaces first
- +13No page of his own
Score 44 to 72
Feature Interviews
Months 2 to 4
Two features in climate and data publications, each built on one argument he makes about how emissions data is collected and checked. Both are editorial pieces about his thinking, not about the round.
Gaps closed
- +11Coverage names the company, not the founder
Score 72 to 83
Where they ended up
A search for his name now opens with his own site, followed by the two features and then the company page. The namesake sits further down.
Two gaps were left open by choice. He decided to rewrite his LinkedIn profile and restart posting himself once the site was live, so neither was part of the work.
Duration Four months
Still open
Not part of the work. These points are still available.
- LinkedIn still describes the previous role9 pts
- Posting stopped after the funding announcement8 pts
Illustrative example · The audit before the work
Faint signal
Overall visibility: 44 / 100
5 gaps2 urgent+56 to gain
The company is findable. The founder behind it is not.
A reader who looks you up finds very little, and nothing that speaks in your voice.
What this means
Fieldloft has a clean site and a funding announcement that ranks well. Idris Kellaway, the person investors are backing, is harder to place: search opens with somebody else, there is no page of his own, and the coverage that exists quotes the company rather than him.
Your three priorities
The three gaps worth closing first, in the order that recovers the most points.
Priority 1
UrgentClosing this gap takes the score from 44 to 59.A namesake surfaces first
The first results for the name belong to a different person in an unrelated field.
Priority 2
UrgentClosing this gap takes the score from 59 to 72.No page of his own
The only biography is three lines on the company team page.
Priority 3
NotableClosing this gap takes the score from 72 to 83.Coverage names the company, not the founder
The seed round was reported by two trade outlets, but both articles follow the press release and mention him only as the contact.
Where the points are
Where the missing points sit
Each bar is that dimension's share of the points you are missing.
- Discoverability15 pts
- LinkedIn9 pts
- Owned presence13 pts
- Third-party validation11 pts
- Consistency8 pts
- Thought leadershipNo gap flagged
What closing each gap is worth
Each segment is one gap, highest priority first, stacked on today's score.
Overall visibility: 44. Closing every gap in this order reaches 100.
- +15A namesake surfaces first
- +13No page of his own
- +11Coverage names the company, not the founder
- +9LinkedIn still describes the previous role
- +8Posting stopped after the funding announcement
The other findings
Everything else the audit flagged, in priority order. Open any line for the detail.
LinkedIn still describes the previous roleNotable+9
The headline and summary describe his research post at the institute he left two years ago. The company appears only further down, in the experience list.
Closing this gap takes the score from 83 to 92.
Posting stopped after the funding announcementMinor+8
Activity was steady in the months before the round and has been silent since, so the most recent public signal from him is already eight months old.
Closing this gap takes the score from 92 to 100.