SHEPHERD has built real sector credibility from Dalby, with RACAS® used by 100+ councils and 150,000 km of road data and a demonstrable DRFA record. That credibility is visible in your messaging, but it is not converting because buyers cannot find approval-ready evidence or a clear decision path when they are shortlisting. With a Google rating of 4.2 from six reviews and an Authority Score of 12, much of the verification buyers need happens offline rather than where procurement teams choose.
Your online reputation
4.2
Google star rating
6
Verified reviews
Medium
Reputation strength
Google Business Profile
Your online presence — what the data reveals
AI Visibility
Low
Authority Score
12
out of 100
Organic traffic
185
est. monthly visits
Traffic Trend
+120
%
past 12 months
Organic Keywords
42
ranking terms
Keyword Trend
-25
%
past 12 months
Backlinks
293
total
Paid traffic
0
0 paid campaigns
Digital maturity
Level 2
out of 5
Your two hardest-to-copy assets are obvious: a proprietary RACAS® footprint used by 100+ councils and a dataset covering about 150,000 km of road, and a strong DRFA delivery record with 90%+ approval outcomes on the pages we reviewed. Those assets represent deep institutional knowledge and proof points that competitors cannot easily reproduce. If these facts are presented as approval-ready case evidence and decision-ready artefacts, councils will shortlist and approve faster.
How your website scores
TECH STACK
UX OBSERVATIONS
Credibility metrics (150,000+ km, DRFA approval rate) exist but are not presented with procurement‑grade weight, so buyers will not treat them as actionable proof and will delay shortlisting.
Primary decision path is muddled: the hero CTA is small and the clear 'Book A Demo' control sits lower in the page, producing friction that reduces demo requests and lead conversion.
Hero headline phrasing and an intrusive widget over the main message reduce first‑impression clarity, creating immediate doubt about professionalism among risk‑averse council procurement officers.
Because claims about 100+ council users and 150,000 km of data are not clearly verifiable online, procurement teams treat the value as unproven and skip SHEPHERD when compiling shortlists. A small public footprint, for example six Google reviews and low authority online, makes approval processes longer and hands advantage to suppliers who publish audit-ready evidence and clear approval outcomes.
The three gaps holding you back
What's possible when these gaps are closed
Turn the RACAS® claim into a source of immediate shortlists by publishing named or anonymised council references, clear km figures and project summaries that match your 100+ council footprint and 150,000 km of data. That kind of visible proof converts sceptical procurement officers into callers and shortlisting decisions.
Lead with downloadable case summaries, approval artefacts and contactable project references tied to your 90%+ DRFA approval claims so approvals happen faster. When councils can download the documents their auditors expect, internal sign-off time drops and your win rate improves.
Simplify how RACAS®, DRFA and asset services are presented so buyers find the one story they need, rather than sifting through deep navigation that dilutes your message. Improving clarity will help reverse the falling keyword trend (48 keywords today) and turn recent traffic gains into more qualified, procurement-ready enquiries.
This report was prepared by Redfox Digital using publicly available SEO, UX and reputation data.
