Digital Presence Audit · Lynfield Chainsaws & Mowers

01 · Overview

A great business the internet barely notices

Let's start with what's genuinely working, because there's a lot of it. Lynfield is a real, established, well-loved local business. The problems in this report are about the website's age and setup, not about the shop, the people, or the service.

🟢 Established local specialist

Lynfield Chainsaws & Mowers

I. A. & G. A. Lurman Ltd · New Lynn, Auckland

LocationUnit 2/5 Portage Road, New Lynn, Auckland 0600

Managing DirectorMichael Lurman

In business~25 to 30 years

Phone09 626 3444

Google reputation4.7 ★ · 161 reviews

WorkshopFull service ("we service what we sell")

Brand range carried

Digital Health Score

48/100 Needs Work

A composite of eight signals below. Not "critical", nothing is fully down, but well below where a business with your reputation should sit.

Eight signals, scored 0 to 100

Your reputation leads. Your website drags the rest down.

Reputation (Google reviews)82 · Good

Accessibility (can everyone use it)70

Content Quality40

Modern Website & Tech38

Findability (SEO / search)35

Conversion & UX (turning visits into calls)33

Social & Brand signals32

AI Visibility (ChatGPT, Gemini, etc.)30

🎯

The gap, in one line

Your business scores where it counts with customers. Your website scores where it counts with Google, AI, and first-time visitors, and that is exactly the gap we close.

02 · The Old Engine

Fast on desktop. Slow on mobile. Old underneath.

This is where most audits would exaggerate. We won't. Your desktop speed is genuinely good; your mobile speed does need work, but it still isn't the main event. The real issue is what the site is built from, and that is what holds you back.

✅

Let's be honest about speed, because it builds trust

On a desktop your site is genuinely fast (Google scores it 96 out of 100). But most of your customers arrive on a phone, and there Google scores it 69, with your main content taking 6.4 seconds to appear (Google's target is under 2.5). So mobile speed is worth fixing, but it still is not your biggest problem. The bigger issues are what the old build does to being found and being readable.

Google PageSpeed · Mobile

69Performance

6.4s

Main content load (LCP)

2.9s

First paint (FCP)

Layout shift (CLS)

Google PageSpeed · Desktop

96Performance

1.2s

Main content load (LCP)

0.7s

First paint (FCP)

0.05

Layout shift (CLS)

Google PageSpeed Insights mobile result showing a 69 performance score

Live Google PageSpeed result · Mobile 2 Jul 2026

The authentic Google result: a 69 score and a 6.4-second content load on a phone.

Source: pagespeed.web.dev · 2 Jul 2026

Google PageSpeed Insights desktop result showing a 96 performance score

Live Google PageSpeed result · Desktop 2 Jul 2026

On desktop, a 96 score with a 1.2-second load. The server itself is fast.

Source: pagespeed.web.dev · 2 Jul 2026

So if the server is fast, what's the problem?

The problem is what's under the bonnet. The site is a static export from a design tool that hasn't shipped a modern feature in over a decade, and that single fact is what blocks search, AI, booking, and accessibility all at once.

🧱

Built on dead technology

The site is a Xara Web Designer export using roughly 2013-era tooling, running jQuery 1.11.1 (from 2014, now flagged for security) and an unmaintained slideshow plugin. Modern search and AI expect modern, structured web pages; this is the opposite.

🖼️

Your text is actually pictures

85 sliced PNG images render your menus, headings, and the entire service price list. To a person it looks like text; to Google, a screen reader, or an AI assistant it is a blank picture. That is the single biggest reason you're hard to find.

📉

Analytics have been dead since July 2023

The site still carries the old Universal Analytics tag (UA-) that Google switched off in July 2023. It has collected nothing for about three years, so there is no data on visitors, phone taps, or where enquiries come from.

Lynfield homepage where navigation and headings are image files, not text

The homepage · menus and headings are image files 2 Jul 2026

Every menu item and heading you see here is a separate picture, not readable text. That's why search engines struggle to index it.

Source: site inspection · lynfieldmowersallpower.co.nz

Lynfield service page with the price list baked into an image

The service page · price list is one big image 2 Jul 2026

Your whole pricing table is a picture. It can't be searched, copied, updated easily, or read aloud by assistive tech.

Source: site inspection

What Google and AI tools read first (and why it hurts)

No favicon the little tab icon returns a 404. A small but visible sign of neglect.

No LocalBusiness schema the code that tells Google your hours, address, and rating is missing entirely.

www and non-www both load two copies of the site with no canonical, so search value is split (duplicate content).

Weak page titles sub-pages are named just "Contact" or "About Us", wasting prime ranking space.

Sitemap defects one URL contains a literal space and pages use the old "/index.htm" format.

Footer on every page still reads "Another DruidMasta Website", branding for the builder, not for you.

💡

None of this is visible to you as the owner

Your site looks fine when you open it. But everything above is exactly what Google and every AI tool read first, and it's the reason a 4.7-star business ends up ranked #9. Good news: it's all fixable in a rebuild.

03 · Findability

You win "repair near me." You lose everything else.

We ran the four searches your customers actually type. The pattern is clear and it's fixable: you own the narrow, hyper-local search, but you're invisible for the high-value ones where the money is.

Search a customer types

Where you land

What's happening

Best lawnmower & chainsaw shops Aucklandthe big "who should I buy from" search

#9 / 10

No rating shown. Go-to Gardening, Kumeu, Lawn Heat and STIHL all sit above you.

Lawnmower repair New Lynn / West Aucklandyour home turf

#2 · your best

Your name literally matches the suburb, so this one works. This is the exception, not the rule.

Buy Echo / Shindaiwa Aucklandhigh-intent buyer, ready to spend

Absent

Cranford and Briggs own these searches with dedicated brand pages. You carry the brands but never say so in a way Google reads.

Chainsaw servicing Aucklanda service you're excellent at

Bottom, via directory

You appear only through an old Yellow directory listing, not your own site.

Source: Google searches run 2 Jul 2026 from Auckland · positions vary by location and over time

The hard numbers behind it

What an independent SEO tool (Ahrefs) sees when it looks at your website.

0.5

Domain Rating (out of 100)

Organic keywords ranked

~23

Visits / month from Google

206

Referring domains (sites linking to you)

AI answers citing your site

Ahrefs AI index: ChatGPT 0 · Gemini 0 · Perplexity 0 · Copilot 0. Source: Ahrefs, 2 Jul 2026.

Ahrefs overview for lynfieldmowersallpower.co.nz showing Domain Rating 0.5

Ahrefs · lynfieldmowersallpower.co.nz 2 Jul 2026

Domain Rating 0.5, four keywords, 206 referring domains: real authority the site can't currently use.

Source: ahrefs.com · 2 Jul 2026

💡

You are not starting from zero

206 other websites already link to you, which is real latent authority. The problem is your site ranks for just 4 search terms and pulls around 23 visits a month, because Google cannot read a site built out of pictures. Fix the site and that existing authority finally starts working for you.

Why the high-value searches pass you by

No LocalBusiness schema, so Google can't confidently show your rating or details.

No brand or service landing pages (no Echo page, no "chainsaw servicing" page).

Thin content, because the words are locked inside images.

Weak titles like "Contact" waste your ranking signals.

Dead analytics, so you can't even measure what you're losing.

🧭

The reframe

You already own the narrow "repair in my suburb" search. The high-value "best shop" and "buy [brand]" searches, where the real money is, currently go to competitors purely because your site doesn't speak Google's language yet. Give it the right words and structure, and you compete for all four.

04 · AI Visibility

Your reviews get you in the door. Your website loses the sale.

More people ask ChatGPT, Gemini, and Perplexity for recommendations instead of scrolling Google. We asked the two questions that matter most, and they tell a sharp two-part story.

Part 1: Ask AI for the best shop, and your reviews carry you

💬 A customer asks an AI assistant

"Who are the best lawnmower and chainsaw shops in Auckland?"

Perplexity answer ranking Lynfield first for best Auckland mower shops

Perplexity ranks you #1

Puts Lynfield first, on the strength of your 4.7-star Google reviews.

Source: perplexity.ai · 2 Jul 2026

ChatGPT answer listing Lynfield third for best Auckland mower shops

ChatGPT lists you 3rd

Third, with a generic line, below Go-to Gardening and STIHL Shop Botany.

Source: chatgpt.com · 2 Jul 2026

Gemini answer burying Lynfield as a servicing option

Gemini buries you

Tucks you into a shared bullet as a "blade sharpening / servicing" option, not a place to buy.

Source: gemini.google.com · 2 Jul 2026

💡

Good news, with a catch

The AI only knows you because of your 4.7-star Google reviews, and that's genuinely working for you. The catch: even when it names you, it under-sells you as a repair shop rather than the full Echo, Shindaiwa, and Cub Cadet dealer you actually are.

Part 2: Ask AI where to BUY the brands you sell, and you disappear

💬 A ready-to-buy customer asks an AI assistant

"Best place to buy Echo or Shindaiwa outdoor power equipment in Auckland?"

Perplexity answer for where to buy Echo or Shindaiwa, not naming Lynfield

Perplexity you're absent

Names Total Mowers, Albany Mowers, Glenfield Mowers and others. Not you, even though you're a dealer.

Source: perplexity.ai · 2 Jul 2026

Gemini answer for where to buy Echo or Shindaiwa, not naming Lynfield

Gemini you're absent

Sends buyers to FDF Mowers, North Harbour Hire, Hauraki and Kumeu instead.

Source: gemini.google.com · 2 Jul 2026

💸

This is the expensive one

You are an Echo, Shindaiwa, and Cub Cadet dealer. But because your website has no product or brand pages, the AI doesn't know it, so buyers with money in hand get sent straight to your competitors. That's the highest-value customer, lost at the last step.

🔎

Why it happens, confirmed by the data

Ahrefs confirms it: your website is cited as a source in 0 AI answers. The mentions you do get come from Google's listing, not from your site. A modern site with real brand and product pages is what turns those mentions into "you are the answer".

05 · Reputation

A 4.7-star reputation, hidden from your own website

This is your biggest asset and your most wasted one. The trust is real and it's substantial. It's just parked entirely on Google, invisible on the site where it would win you customers.

4.7

★★★★★

161 reviews

🟢 Genuine strength

For an independent shop this size, 161 reviews at 4.7 stars is excellent. It's the kind of proof most competitors would pay a lot to have.

What your customers keep saying

💯 Honest, no upselling 💰 Fair upfront pricing 🔧 Deep knowledge ⚡ Fast turnaround 🤝 Loyal contractors

A recurring theme: "fixed my mower for around $100 rather than push a $500 replacement." That honesty is your brand, and it's completely absent from your website.

Google reviews panel for Lynfield showing 4.7 stars and 161 reviews

Google Business Profile · Lynfield 2 Jul 2026

The live review panel: 4.7 stars from 161 reviews. Proof that lives on Google but never appears on your own site.

Source: Google · google.com/maps

Review count vs local rivals

Among the rivals benchmarked here, you're #2 by review volume

Go-to Gardening

217 · 4.8★

Lynfield (you)

161 · 4.7★

STIHL Shop Mt Albert

134 · 4.2★

Avondale Mowers

110 · 4.1★

Lawnheat & Leisure

78 · 4.2★

Hauraki Mowers

57 · 4.3★

Source: Google review counts, verified 2 Jul 2026.

Google reviews for Go-to Gardening, 4.8 stars from 217 reviews

Go-to Gardening 2 Jul 2026

4.8 ★ · 217 reviews. The one local rival ahead of you on volume.

Source: Google · 2 Jul 2026

Hauraki Mowers 2 Jul 2026

4.3 ★ · 57 reviews. A fraction of your review base.

Source: Google · 2 Jul 2026

Lawnheat & Leisure 2 Jul 2026

4.2 ★ · 78 reviews. Well behind you on both count and rating.

Source: Google · 2 Jul 2026

🙈

Two problems, said kindly

One: not a single review appears on your website; all that trust is parked on Google. Two: Go-to Gardening is simply out-asking you for reviews. You're one systematic review push from the top of this group, and one website away from showing it all off.

Reputation scorecard

✓

Strong 4.7-star rating

✓

161 reviews, second-highest locally

Zero reviews surfaced on your own site

Website not linked to your reviews

No system to generate new reviews

06 · Competitors

They're not better shops. They're better websites.

We compared your online setup against the local field. On reputation you hold your own or lead. On the website itself, the gap is wide, and it's the part customers judge first.

Business	Google	Online shop	Online booking	Site feel
STIHL SHOP stihlshop.co.nz	3057 site reviews	✓ Full store	Click & collect	Modern, transactional, Afterpay
Go-to Gardening gotogardening.co.nz	4.8 ★ · 217	✓ Shopify	✓ Yes	Modern, shop + booking
OMC Power Equipment omcpowerequipment.co.nz	Strong	✓ Store + enquiry	✕ No	Modern; enquiry + Shopify checkout
Lynfield (you) lynfieldmowersallpower.co.nz	4.7 ★ · 161	Parts only (bolt-on)	✕ No	Dated (2013 build)

The modern standard your customers are used to

These aren't big-city outliers; they're your direct local competitors. Notice what they all share: mobile-first design, clear ways to buy, and in Go-to Gardening's case, online service booking.

STIHL Shop website, a full transactional store

STIHL SHOP standard-setter

Full transactional store, store selector, a guided product finder, and Afterpay. This is the online standard.

Source: stihlshop.co.nz · 2 Jul 2026

Go-to Gardening website with online service booking

Go-to Gardening has booking

Shopify store plus online service booking, the one feature no local rival except them offers. 4.8★ / 217.

Source: gotogardening.co.nz · 2 Jul 2026

OMC Power Equipment

A clean, modern catalogue that pairs an enquiry model for large machines with a real Shopify checkout for parts and accessories. Still miles ahead in feel.

Source: omcpowerequipment.co.nz · 2 Jul 2026

Lynfield current homepage for comparison

Your site today dated

Same great shop, a decade behind on the wrapper. This is the first impression a new customer gets.

Source: lynfieldmowersallpower.co.nz · 2 Jul 2026

The gap, stated plainly

To be accurate, you already have a bolted-on parts webshop (parts, engines, trailers, 1 to 2 day NZ shipping). Credit where it's due. The real gap is three things:

Online service booking, the feature only Go-to Gardening has locally.

First-party machine browsing with brand filtering (not just parts).

A modern, mobile-first wrapper that matches your reputation.

🛣️

The open lane nobody local owns

No competitor has claimed "West Auckland's honest, we-service-what-we-sell outdoor power specialist: buy it, book a service, get it fixed right." That's already exactly what Lynfield is. The site just never says it. Claim that lane and the reputation does the rest.

08 · What's Broken

Nothing links to your Facebook, and the accessibility score (70) and small text make the site harder to use for some visitors.

Medium

🛠️

Every one of these is fixable

Most are solved in a single rebuild, and none of them exist because your business is lacking. They exist because the website is a decade old. That's the easiest kind of problem to fix.

09 · Your New Website

Four workstreams that close the gap

Here's the plan. Four focused workstreams, each with a plain-English outcome. Together they turn a hidden 4.7-star business into one the internet can finally see, trust, and buy from.

WORKSTREAM A

A modern, mobile-first rebuild

A fast, accessible site rebuilt on the newest web technology (not a 2013 page builder), with real text instead of pictures, branded to match your reputation and easy to use on a phone.

Built on a modern framework: fast, secure and easy to update (no more 2013 Xara or jQuery)
Real, selectable text and headings (WCAG AA accessible)
Sticky click-to-call and a clean, single enquiry form
Your branding, your photos, your workshop story front and centre

OutcomeA site that looks as good as your 4.7-star reputation and turns visitors into calls.

WORKSTREAM B

Get found, in Google and AI

The structure and content built for all three ways people now search: SEO (classic Google), AEO (answer engines) and GEO (generative AI like ChatGPT, Gemini and Perplexity).

LocalBusiness schema + consistent name, address, phone (NAP)
Brand & service landing pages (Echo, Shindaiwa, Stiga, Cub Cadet, "mower repair West Auckland")
Engineered for SEO, AEO and GEO: clean semantic code, GA4 analytics, and crawler rules that let ChatGPT, Gemini and Perplexity read and cite you

OutcomeShow up for "best shop" and "buy [brand]", not just "repair near me", in Google and in AI answers.

WORKSTREAM C

Sell & book online

The commerce features your competitors use, built around what makes you different: service.

First-party machine catalogue with stock and brand filtering
Online service booking (the feature only Go-to Gardening has)
Fold in and upgrade your existing parts store

OutcomeCapture the STIHL and Go-to online demand, and smooth out the spring service rush.

WORKSTREAM D

Show the proof

Put your hidden reputation to work and set up a system so it keeps growing.

Surface your 4.7 / 161 reviews across the site
A simple review-generation system to overtake Go-to Gardening
Link and grow Facebook and Instagram

OutcomeTurn a hidden reputation into visible, compounding trust.

🚀

The whole point, in one sentence

You've already done the hard part: 25 years of building a business people genuinely trust. This just makes the internet finally reflect it.

10 · Glossary

Plain-English glossary

Every technical term from this report, explained simply, with a Lynfield example. Tap any row to expand.

A hidden block of code that spells out your business details (name, address, hours, rating) in a format Google and AI can read directly.

Lynfield: yours is missing, so Google has to guess your details instead of being told them, which is one reason your rating doesn't show in searches.

The general term for any code that labels what's on a page ("this is a price", "this is a review") so machines understand it, not just display it.

Lynfield: because your content is images, there's nothing structured for search or AI to grab onto.

PageSpeed is Google's 0 to 100 speed score. LCP (Largest Contentful Paint) is how long the main content takes to appear.

Lynfield: 96 on desktop (fast) but only 69 on mobile, with a mobile LCP of 6.4s against Google's 2.5s target. Desktop is a strength; mobile needs work.

Analytics tools that count your visitors. Universal Analytics is the old version Google switched off in July 2023; GA4 is its replacement.

Lynfield: your site still has the dead UA tag and no GA4, so it's recorded nothing for about three years.

Whether AI assistants like ChatGPT and Gemini mention your business when someone asks for a recommendation. Sometimes called Generative Engine Optimisation.

Lynfield: your reviews get you named for "best shop", but for "where to buy Echo" you vanish, because your site has no product pages the AI can read. Ahrefs shows your site cited in 0 AI answers.

The three ways people find a business today. SEO is classic Google ranking. AEO (Answer Engine Optimisation) is being picked as the direct answer in search and voice results. GEO (Generative Engine Optimisation) is being named by AI tools like ChatGPT, Gemini and Perplexity.

Lynfield: your current site is built for none of the three. A modern rebuild is engineered for all of them, so you show up whether a customer Googles, asks a voice assistant, or asks an AI.

An Ahrefs score from 0 to 100 that estimates how strong and trusted your website is in Google's eyes, based mainly on the other sites linking to you.

Lynfield: your DR is 0.5 out of 100, very low, even though 206 other sites link to you. The links exist; the site just can't convert them into ranking strength yet.

The number of separate other websites that link to yours. Each one is a vote of confidence that helps Google trust and rank you.

Lynfield: 206 different websites already link to you, real latent authority most new sites would envy. A modern, readable site is what lets that authority finally pay off.

A canonical tag tells Google which version of a page is the "official" one. Without it, two identical pages compete against each other and dilute your ranking.

Lynfield: both www and non-www versions of your site load with no canonical, so your search value is split in two.

Alt text is a written description attached to an image so search engines and screen readers know what it shows. "Text as images" means words saved as pictures, which can't be read by either.

Lynfield: 85 of your images are text, so a large share of your site is invisible to Google and to visually impaired visitors.

A phone number that's a tappable link on mobile, so a customer rings you with one tap instead of copying digits.

Lynfield: your number isn't tappable, adding friction at the exact moment someone wants to call.

Designing for phones first, since that's where most local searches happen, then scaling up to desktop.

Lynfield: your site was built desktop-first in an era before this mattered; a rebuild flips that.

Keeping your Name, Address, and Phone number identical everywhere online. Mismatches make Google less confident about your business.

Lynfield: a clean, consistent NAP in your schema and listings strengthens every local search you appear in.

The share of visitors who take the action you want (call, book, enquire) rather than just leaving.

Lynfield: with no form, no booking, and no tappable phone, your site gives visitors almost no way to convert.

Letting customers book a service slot on your website, any time, without phoning during opening hours.

Lynfield: only Go-to Gardening has this locally. Adding it is a clear way to win service work and smooth the spring rush.

A great business the internet barely notices

Lynfield Chainsaws & Mowers

Eight signals, scored 0 to 100

The gap, in one line

Fast on desktop. Slow on mobile. Old underneath.

Let's be honest about speed, because it builds trust

So if the server is fast, what's the problem?

Built on dead technology

Your text is actually pictures

Analytics have been dead since July 2023

What Google and AI tools read first (and why it hurts)

None of this is visible to you as the owner

You win "repair near me." You lose everything else.

The hard numbers behind it

You are not starting from zero

Why the high-value searches pass you by

The reframe

Your reviews get you in the door. Your website loses the sale.

Part 1: Ask AI for the best shop, and your reviews carry you

Good news, with a catch

Part 2: Ask AI where to BUY the brands you sell, and you disappear

This is the expensive one

Why it happens, confirmed by the data

A 4.7-star reputation, hidden from your own website

Review count vs local rivals

Two problems, said kindly

Reputation scorecard

They're not better shops. They're better websites.

The modern standard your customers are used to

The gap, stated plainly

The open lane nobody local owns

One quiet Facebook page, invisible from your own site

The most damning part is also the cheapest to fix

📣 What competitors do

✅ What we'll set up for Lynfield

The honest, ranked list

Text baked into 85 images

No website analytics for 3 years

No booking, enquiry form, or click-to-call

No LocalBusiness schema

4.7 / 161 reviews not shown on-site

Dated design + "Another DruidMasta Website" footer

www / non-www duplicate, no canonical

Weak titles, no favicon, sitemap defects

"Learn More" buttons leak traffic to suppliers

No social links + accessibility gaps

Every one of these is fixable

Four workstreams that close the gap

A modern, mobile-first rebuild

Get found, in Google and AI

Sell & book online

Show the proof

The whole point, in one sentence

Plain-English glossary