Updated 28 July 2026. Every number on this page is measured, not estimated, and we state the source next to it. We will update this page as the numbers change.
Whito tells UK businesses to publish proof instead of claims. This page is us taking our own advice: the operating numbers behind the site, including the ones that are unflattering.
What we have published
| Pages in our sitemap | 806 (Google Search Console, 28 July 2026) |
| Posts and guides | 457 (post sitemap, 27 July 2026) |
| Pages indexed by Google | 726 (Search Console, 24 July 2026) |
| Original industry cost studies | 15, each built from checked vendor pricing, not other blogs |
| Marketing leaderboards | 31 industries, 155 brands scored manually across 7 channels |
| Industry hubs | 28, carrying 164+ crawlable links to their guides |
What AI search does with it
| Microsoft Copilot citations of Whito pages | 7,100 across 73 pages, April to July 2026 (Bing Webmaster Tools, 23 July 2026) |
| Bing web search clicks in the same period | 56 |
| Citations per click | 127. AI engines quote our work far more often than they send us visitors, and we think that trade is the future of being found |
What our checking has found
| Tradespeople checked against Companies House in one study | 64, of which 19 could not be verified as real registered companies |
| Directory listings checked in one study | 100, of which 29 were dead |
| Identical questions asked of AI engines in our recommendation study | 30, which returned 51 different plumbers |
| How often AI engines agreed on the best tradesperson | 8% |
The unflattering ones
We ran Whito through our own AI Visibility Scorecard and scored 48 out of 100. We published the result and what we are fixing, because that is the standard we hold other businesses to.
Our Bing search clicks, 56 in four months, are small. We publish them anyway, because the citation number beside them is the one that matters and you cannot trust one without seeing the other.
The rules this site runs on
Every directory listing is checked against Companies House. Paid placement is always labelled. Reviews are never invented. Opinion is labelled as opinion and kept separate from research. Where we use numbers, we link them, and where a number is not published by a company, we say “not published” rather than guessing.
Hold your own business to the same standard
The free Whito AI Visibility Scorecard checks how findable and trusted your business looks to customers and AI search in about two minutes.