Being clear-eyed about the real capabilities and limits of AI-based evaluation makes the results more useful, not less.
Evaluating whether messaging is clear, whether trust signals are well-placed, whether a page's structure supports its commercial goal — genuine judgement, not just rule-matching.
Whether specific claims on a page are factually true, or whether a business's actual product quality matches its marketing — these require real-world verification outside what any website evaluation can assess.
Findings backed by concrete evidence (a missing element, a specific piece of unclear copy) are more trustworthy than vague, unsupported judgements — the same standard that should apply to human consultants too.
Like any evaluation, it's most useful combined with your own judgement about your specific business context, not as an unquestionable final answer.
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