About
Good businesses lose work to businesses that are simply easier to find
EMBR was built because the gap between the quality of someone's workmanship and what a customer can see online is usually invisible to the person who owns the business.
The problem we're solving
A customer choosing a trade rarely sees your work first. They see a search result, a Google listing, a handful of reviews, a website on a phone, and increasingly an answer from an AI assistant. Any one of those can quietly cost you the job — and nobody tells you which one did.
There is no shortage of people willing to sell a trades business marketing. There is a shortage of anyone willing to look at the evidence first and say, plainly, what is actually wrong and what to do about it. That is what EMBR is.
Trades first
EMBR is launching with UK trades businesses. That focus is deliberate: the standards that matter, the language customers use and the way people choose a tradesperson are specific, and a generic tool applied to everyone gets all three wrong. The approach extends beyond trades over time — but a sector is only claimed as live when it genuinely is.
What we hold to
Evidence before opinion
Anyone can tell a business owner their website is bad. EMBR shows what it observed, where, and why it matters — and says so plainly when it cannot see something.
Practical improvement, not theory
A finding is only worth reporting if there is something you could actually do about it. Priority is based on impact and effort, not on what is interesting to talk about.
The diagnosis doesn't sell
What EMBR recommends is produced from the evidence, independent of what EMBR could be paid to implement. You can fix anything yourself, or use anyone you like.
Plain English
You should not have to learn an industry's vocabulary to understand why you are losing enquiries.
See where your business actually stands
The Business Score is free, and it shows you what customers, Google and AI assistants can see about your business right now.