Website Performance Reports: How to Create and Deliver Them Professionally

Learn how to create and deliver website performance reports for clients. Use analytics, speed tests, SEO metrics, and actionable insights to show real value.

🧠 Introduction

You built the website. It looks great. But how do you prove to your client that it’s performing?

This is where Website Performance Reports come in.

In 2025, businesses demand more than design — they want data, insights, and results. Whether you’re a freelancer, web agency, or SEO specialist, delivering clear and actionable performance reports is essential for showing value, building trust, and retaining clients.

In this blog post, we’ll break down what goes into a great website performance report, what tools to use, and how to deliver reports that keep clients informed and impressed.

✅ What Is a Website Performance Report?

A Website Performance Report is a detailed document or dashboard that shows how a website is functioning in terms of speed, traffic, SEO, user behavior, and conversions.

It answers critical questions like:

• Is the site loading fast?

• How much traffic is it getting?

• Where are users coming from?

• Are visitors taking action?

• Are there technical issues that need fixing?

🔍 Why You Should Provide Performance Reports

Providing regular reports helps you:

• Show value to your clients

• Justify your services or retainer

• Identify issues early

• Improve website strategy

• Boost client retention and upsell opportunities

📊 What to Include in a Website Performance Report

Here’s a breakdown of what every professional website performance report should cover:

1. Website Traffic Metrics

Use tools like Google Analytics 4 (GA4) to show:

• Total visitors

• Pageviews

• Bounce rate

• Session duration

• Traffic sources (organic, direct, referral, social)

• New vs returning visitors

• Devices used (mobile, desktop, tablet)

Tip: Include comparisons to the previous month or quarter to show progress or trends.

2. Page Speed & Performance Scores

Use tools like:

• Google PageSpeed Insights

• GTmetrix

• Lighthouse

• Pingdom

Report on:

• Overall performance score

• Core Web Vitals (LCP, FID, CLS)

• Load time

• Page size

• Requests

• Speed issues and recommendations

3. SEO Performance

If you’re offering SEO services, include:

• Organic search traffic

• Top-performing pages

• Keyword rankings

• Impressions and clicks (from Google Search Console)

• Backlink growth

• Technical SEO issues (404s, redirects, sitemap errors)

Use tools like:

• Google Search Console

• Ahrefs / SEMrush / Ubersuggest

• Rank Math / Yoast SEO data

• Screaming Frog (for audits)

4. User Behavior Insights

Use:

• Microsoft Clarity

• Hotjar

• GA4 Engagement reports

Include:

• Heatmaps

• Scroll depth

• Click maps

• Session recordings

• Navigation flow

5. Conversion Tracking

Track and report:

• Leads captured

• Contact form submissions

• Product purchases

• Goal completions

• Funnel drop-offs

Use:

• GA4 goals and events

• CRM data integration (if applicable)

• Facebook Pixel / Ads Manager

6. Site Health & Technical Checks

Perform a basic site audit and list:

• Broken links

• 404 errors

• Redirect chains

• Security issues (SSL, outdated plugins)

• Mobile-friendliness

Tools:

• Ahrefs Site Audit

• Screaming Frog

• Sitechecker

• WordPress Health Check

7. Recommendations and Next Steps

Always include a short section that provides:

• Analysis summary

• Key insights

• Actionable suggestions (e.g., “compress images on homepage”, “improve CTA visibility”)

• Next month’s goals or roadmap

This helps your client understand the data and see a path forward.

📁 How to Structure Your Report

Here’s a simple structure to follow:

📝 Sample Website Performance Report Template

1. Cover Page

   • Logo

   • Client name

   • Reporting period (e.g., April 2025)

   • Your branding

2. Executive Summary

   • 1–2 paragraph overview

   • Highlight wins and issues

3. Traffic Overview

   • Top metrics with graphs

   • Monthly trends

4. Speed & Performance

   • PageSpeed scores

   • Core Web Vitals snapshot

   • Mobile vs desktop speed

5. SEO Performance

   • Keyword changes

   • Top pages

   • Organic traffic chart

6. User Behavior

   • Heatmap screenshots

   • Session recordings (link)

   • Navigation paths

7. Conversions

   • Conversion rate

   • Goal tracking summary

8. Technical Health

   • Site audit summary

   • Errors or warnings

9. Recommendations

   • What to fix

   • What to improve

   • Priorities for next period

10. Appendix

• Raw data or tool screenshots

• Notes on implementation

⚙️ Tools to Create Website Performance Reports

Here are some recommended tools to help you gather data and generate clean reports:

📦 Report Delivery Methods

Choose the format that suits your client best:

• PDF Reports – Best for monthly summaries

• Live Dashboards – Great for real-time visibility (via Looker Studio)

• Email Summaries – Quick updates with a few key stats

• Video Recaps – Personalized walkthroughs via Loom

• Client Portal Access – For agencies with client dashboards

🧩 Tips for Effective Reporting

• Keep it visual – Use graphs, icons, and colors

• Simplify metrics – Avoid jargon; explain in plain English

• Be honest – Share both wins and areas for improvement

• Offer solutions – Don’t just present problems

• Be consistent – Send reports at the same time each month

• Customize per client – Tailor data based on business goals

🙋 FAQs

❓ How often should I send website performance reports?

Monthly is standard. High-traffic or eCommerce sites may need weekly or biweekly reports.

❓ Can I automate these reports?

Yes! Tools like Looker Studio, SE Ranking, or AgencyAnalytics let you create automated, branded dashboards.

❓ What’s the best format for reports?

PDFs are great for formal reports. Dashboards work best for ongoing monitoring. Loom videos help explain results in a friendly way.

❓ Should I include technical data?

Only if it’s actionable or relevant to your client. Always explain in non-technical terms.

❓ What if performance declines?

Be honest and proactive. Show you’ve identified the issue and have a plan to fix it. Clients value transparency.

🎯 Final Thoughts

Delivering regular Website Performance Reports isn’t just a checkbox—it’s how you prove your value, build trust, and keep clients long-term.

Whether you’re doing SEO, web design, or digital marketing, a clear and well-explained report transforms your service from a deliverable into a strategic partnership.