Days of manual work
Screenshotting competitors, hand-building spreadsheets, assembling decks. Every engagement rebuilds the same deliverable from scratch.
Back to work
Artifact's own product · AI SaaS
The audit isn'tthe product.
BenchBot audits a website against its real competitors — UX, accessibility, content, conversion and AI visibility — and turns what it finds into client-ready reports, prioritized tasks, and progress tracked over time. We built it for ourselves, because we were tired of the alternative.
BenchBot auditing our own site. It scored us 68 and told us our CTAs were weak, our navigation needed search, and we should add trust signals. This case study exists partly because it was right.
Competitive research is slow, manual, and disposable.
A snapshot that's stale on arrival
The output is a PDF that's out of date the week it ships. Nothing tracks whether anything actually improved.
Observations, not work
Findings arrive as a list of problems rather than prioritized tasks with effort and impact attached. So they don't get done.
The reframe
A report is a transaction.Improvement is a subscription.
The strategic move wasn't a feature. It was realising the audit isn't the product — it's the entry point. A one-off report is something you buy once and file. Continuous improvement, tracked over time, is something you keep. That single reframe changed the positioning from "website audit tool" to "AI website improvement platform," and everything downstream followed from it.
So the free tier gives you two complete audits — not a crippled trial. The value has to land before the ask. If the thing is good, two real audits will prove it; if it isn't, no amount of paywalling will save it.
Under the hood it's a full pipeline: crawl the site, capture real screenshots at desktop and mobile with Playwright, run structured AI analysis, and assemble a branded report and deck. Competitive audits seed a real-time collaborative canvas, so findings become something a team works on rather than something they read.
What it delivered.
- 01
A full audit in under a minute
Crawl, real screenshots, AI analysis, report and deck — measured, for a small competitor set.
- 02
Real competitors, not guesses
Live web-search discovery returns genuine rivals: Stripe → Adyen, Square, PayPal. Notion → Trello, Asana, Todoist.
- 03
DOM-level accessibility findings
Run against live sites: stripe.com scored 62/100 with 28 unnamed icon-buttons; github.com scored 87/100.
- 04
Client-ready output
A 10-slide branded deck plus PDF, and a Miro-style canvas seeded from the audit.