See what people and search engines find on your website with PLUTO

What you will build

A simple website visibility routine built around PLUTO, the website checker I built and run. You scan your site, understand the six checks in plain words, pick one fix, use AI to draft it from your real business facts, get it approved and published, log the change, and scan again later.

The point is not a perfect score. It is one real improvement at a time, written down, so you can see what you changed and when.

Before you start

Your website address.
Someone who can edit the website: you, a staff member or your web person.
Your business facts in one place: what you do, areas you serve, opening hours, how to contact you. The resource Put your price list in a shape AI can read correctly shows the same "facts in one file" idea for prices.
Claude, ChatGPT or Gemini, for drafting fixes.
A change log: a simple document or spreadsheet.
About 30 minutes for the first scan and plan.

How it works

Customers, search engines and AI assistants all read your website. If the site does not clearly say what you do, where, and how to contact you, all three struggle. PLUTO reads up to 12 of your public pages and scores six areas, from whether AI crawlers can reach your pages to whether your business and contact details are easy to find. The PLUTO page states it plainly: a scan is a diagnosis, not a ranking or revenue promise.

The routine is the Desk pattern applied to your website. The scan finds the gap. AI drafts a fix using only your facts. A person approves anything that goes public. A change log is your known-good record. Search results take time to move, so a written log is the only honest way to connect a change with what happens later.

Write down what your website must tell people.
Run the free PLUTO scan and save the result.
Understand the six checks in plain words.
Pick one fix for this week.
Draft the fix with AI from your own facts.
Approve, publish and log the change.
Scan again later and compare.

Step 1: Write down what your website must tell people

Before scanning, write the facts your site should make obvious. This becomes the source for every fix.

TEXT

WEBSITE FACTS
Business name (exactly as on signboard and Google profile):
What we do, in one sentence:
Main services (list):
Areas we serve:
Opening hours:
How customers contact us: [WhatsApp, phone, email, form]
Address (if customers visit):
What makes our work different (only things we can show):
The one action we want visitors to take: [e.g. WhatsApp us with a photo]

Keep "what makes our work different" honest. "Measurement visit before every quote" is a fact. "Best in town" is not.

Check

The name and contact details match your Google Business Profile exactly.
Every line is something you can show or prove.
There is one main action for visitors.

Step 2: Run the free PLUTO scan and save the result

Open PLUTO, enter your public website address and run the free scan. The page says it reads up to 12 public pages and shows your score on screen with the findings.

Save what you see before you change anything: a screenshot or a copy of the findings, with today's date. This is your "before" record.

TEXT

SCAN RECORD
Date:
Website:
Overall result shown:
Six checks, in the order shown, with a note on each:
Top findings (copy the wording):

The on-screen result is enough for this guide. Any further report or service on the page is optional and separate.

Check

The scan ran on your real public address.
The result is saved with a date.
You copied the findings in PLUTO's own words.

Step 3: Understand the six checks in plain words

PLUTO scores six areas. Here they are in plain language, using the labels on the page.

Can AI crawlers reach your pages: whether automated readers, including those behind AI tools, are allowed and able to read your pages.
Are your pages built as answers: whether your pages answer the questions customers really ask, in a clear structure.
Does your page say what you do: whether a stranger can tell, quickly and specifically, what you offer and where.
Business details a machine can read: whether your key details are marked up in a structured way that search tools can read, not only shown as text or images.
Technical health: whether pages load and work properly.
Reasons to trust and contact you: whether contact details, location and proof of real work are easy to find.

Some fixes are writing jobs you can do yourself. Others, like crawler access, structured data or technical health, usually need whoever manages the site.

Check

You can explain each check in one sentence.
You marked which checks are writing jobs and which need your web person.
You did not change anything yet.

Step 4: Pick one fix for this week

Pick one fix. Not five. One change at a time is the only way to know what made a difference.

A simple rule: choose the weakest check that you or your web person can fix this week. If two are close, choose the one closest to customers, such as "Does your page say what you do" or "Reasons to trust and contact you".

TEXT

THIS WEEK'S FIX
Check it improves:
Finding from the scan (copied):
Page(s) affected:
What exactly will change:
Who will make the change:
Who approves before it goes live:

Check

Only one fix is planned.
The fix is tied to a specific finding.
The approver is named.

Step 5: Draft the fix with AI from your own facts

For writing fixes, AI can draft quickly, as long as it only uses your facts. Here is a prompt for the most common fix, a clearer page introduction.

TEXT

Rewrite the opening section of my homepage so a stranger understands in a few seconds what we do, where, and how to contact us.

Use ONLY my WEBSITE FACTS. Do not add awards, years of experience, customer numbers, ratings or claims that are not in my facts.
Keep it under 80 words. Plain English. Add one short BM line only if my facts say we serve BM-speaking customers.
Then list any fact you wished you had but did not, so I can decide whether to add it.

WEBSITE FACTS:
[paste]

CURRENT OPENING SECTION:
[paste]

PLUTO FINDING:
[paste]

For question-and-answer content, ask the AI to draft answers to your five most common customer questions using only your facts. For technical items like structured data, you can ask the AI to draft something for your web person, but the web person decides and checks it with the tools they normally use.

Check

The draft uses only your facts.
The AI listed missing facts instead of inventing them.
Technical drafts go to your web person, not straight to the site.

Step 6: Approve, publish and log the change

A website change is public, so it needs a person's approval. Read the draft on the page preview if your website tool has one, check every claim against your facts, then publish.

Write it down straight away:

TEXT

CHANGE LOG
Date | page | what changed (before / after) | check it targets | who made it | who approved

Keep the old wording in the log too. If the change causes a problem, you can put the old version back.

Check

A named person approved the change before it went live.
The log has before and after wording.
Only one change went live this week.

Step 7: Scan again later and compare

Search tools and AI assistants do not read your site again instantly, and results take time to move. Give it time, then scan again with PLUTO and compare with your saved "before" record.

TEXT

RE-SCAN NOTE
Date:
Change being checked: [from change log]
Before (from scan record):
After:
Did the targeted check change? yes / no / unclear
Next fix:

If the targeted check did not move, look again at the finding. Maybe the fix did not address it directly. Do not stack more changes on top until you understand why.

Check

The re-scan used the same website address.
Before and after are written side by side.
The next fix is chosen from the new result.

Worked example

This example is made up for teaching. The business and its website are not real.

A kitchen cabinet maker in Seremban had a homepage that opened with "Welcome to our website. Quality you can trust." Its phone number appeared only inside a banner image. The owner ran the PLUTO scan and saved the result. The two weakest checks were "Does your page say what you do" and "Reasons to trust and contact you".

The owner picked one fix: the homepage opening. The website facts said the business designs and builds kitchen cabinets for homes in Seremban and Nilai, does a measurement visit before every quote, builds in its own workshop, and prefers customers to WhatsApp a photo of their kitchen first.

The AI draft:

TEXT

We design, build and install kitchen cabinets for homes in Seremban and Nilai. Every job starts with a measurement visit, and every cabinet is built in our own workshop. WhatsApp us a photo of your kitchen and your area, and we will arrange the next step.

Facts I did not have: opening hours, workshop address.

The owner checked every line against the facts, added the opening hours, and asked the web person to put the WhatsApp contact in normal text under the new opening, not only in the image. The owner approved the preview, the web person published it, and the change log recorded the old and new wording.

A few weeks later the owner re-scanned. The owner compared the two targeted checks with the saved record, wrote the result in the re-scan note, and picked the next fix: answering the five most common customer questions on the services page.

Common mistakes and fixes

Changing ten things at once → one fix per week, logged, so you know what worked.
AI adds "15 years of experience" or "award-winning" → use only your website facts and ask for a list of missing facts instead.
Contact details only in images → put them in normal text on the page as well.
Business name differs between site and Google profile → use the exact same name everywhere.
Publishing without a preview → check the change on the page preview and get approval first.
Expecting instant results → give it time before re-scanning, and compare against your saved record.
Treating the score as a promise → a scan is a diagnosis, not a ranking or revenue promise.

Take it further

Google profile: pair the website routine with A month of Google Business Profile posts from jobs you really did.
Business facts in a Project: keep your website facts in a Project so every writing fix starts from the same source. See Set up a Claude Project as your business brain.
Monthly habit: one fix, one log line, one re-scan note per month.
Related: Check the AI's answer before a customer sees it and The five things AI should never do without you.

Quick checklist

Website facts written, matching your Google profile.
PLUTO scan saved with a date.
Six checks understood in plain words.
One fix chosen, tied to a finding.
AI draft uses only your facts.
A named person approved before publishing.
Change log with before and after.
Re-scan compared with the saved record.