File 05 — Website-Design Audit
Ten competitor websites graded on five dimensions — modernness, attractiveness, coherence, UI clarity, accessibility — plus a self-audit of the Elitez site, and a gap analysis of the services and capabilities each rival sells. The finding: pricing is invisible everywhere, accessibility fails everywhere, hero copy hides the service — and the field is split between security-only agencies and FM-only providers.
10
Competitor sites graded
7.5
Elitez self-audit
6.5
Best competitor
0
Rivals showing a price
The Ranking
Equal-weighted mean of the five dimensions, scored at a 1440×900 canonical viewport. The Elitez site self-audits above every competitor; the field median sits around 5.5.
The Self-Audit
Coherence and attractiveness lead the category. The one real defect is accessibility — styles.css ships outline:none with no focus-visible replacement.
Coherence
9/10
A 7-word hero states the service in plain language — best in the field.
Attractiveness
8/10
A coherent institutional steel-blue / Barlow system, well composed.
UI Clarity
8/10
Fast findability — pricing 4s, demo 6s, contact 3s; labelled drawer nav.
Modernness
7/10
Clean but template-adjacent — no signature motion of its own yet.
Accessibility
6/10
Invisible keyboard focus (WCAG 2.4.7). No competitor beat 6 either.
Weighted rating 7.5 / 10 — above every competitor (next best Aspectus 6.5). All seven in-body photos carry descriptive alt-text; hero text contrast ≈12:1, CTA ≈10.8:1. Accessibility is "least-bad", not good — the focus-ring fix is one CSS rule and would lift it to 8.
The Field
| Website | Modern | Attract | Coherent | UI Clarity | Access | Overall |
|---|
AETOS returned HTTP 403 on every URL and Soverus timed out on every load — both scored conservatively from public knowledge. Accessibility graded from observable markup and computed contrast; a tool-backed WAVE/axe re-run is advised. Research 2026-05-19.
Easy Wins
styles.css ships outline:none. Add a 2px :focus-visible ring in brand blue on all links, buttons and the nav toggle. Closes the one real defect — lifts accessibility 6→8.
Every competitor scored pricing-findability null. A real "from S$X/site/month" or tier table on the ROI page converts a tie into a category-unique transparency advantage.
Steel #5a6b85 on white is ~4.9:1 — an AA pass, but on the #eef1f5 paper background it drops below 4.5:1. Darken to ~#4a5a73 where it sits on paper.
The page already uses <main>. Add a visually-hidden skip link and verify header/nav/footer landmarks to clear the structural axe rules the rest of the category fails.
The hero runs three live CTAs (Explore Services, Calculate Savings, Request a Walkthrough). Keep the primary/secondary weighting unambiguous so buyer intent is never split.
10× Aspirations
Modernness
Modernness caps at 7 because the site is clean but template-adjacent. Build one restrained signature system — a faint live watch-ticker in the utility bar, a data-grid backdrop that animates once on load — so the site reads as its own command-centre brand. Target Modernness 9.
Coherence
Every competitor — Elitez included — routes "demo" through a contact form. A self-serve mini-demo, a clickable mock video-wall that flags an event and fires a dispatch, would make Elitez the only site where a prospect experiences the product before talking to sales.
Accessibility
Not one competitor cleared 6 on accessibility — alt-text gaps and missing focus states are universal. A genuine clean axe run lets Elitez claim an accessibility and compliance posture that regulator-facing dormitory and facilities buyers visibly value.
UI Clarity
Pricing-null across all eight competitors is the biggest shared weakness. A fully public ROI calculator that outputs a real monthly figure and a manpower-cost comparison turns the existing ROI tool into the category's only honest buying surface.
Beyond the Website
The 10-competitor pass looked past presentation to what each rival actually sells. The field splits cleanly — security-only agencies with no FM, FM-only providers with no command centre — and exposes offering gaps Elitez should close.
Service gaps — what rivals offer that Elitez should add
Evidence — ISS markets catering + M&E + a branded Pure Space cleaning family; CBM runs 11 divisions incl. engineering, car-park, laundry.
Action — name M&E maintenance, cleaning, landscaping and pest control as explicit IFM lines, not a vague bundle.
Evidence — Oneberry (Invisiron), Soverus and Secura (post-Onesecure) all sell cyber alongside physical monitoring.
Action — add a network / cyber-defence attachment — a natural bundle for a business selling AI analytics over networks.
Evidence — Aspectus sells security audits, risk assessments and red-teaming; Secura sells risk advisory and TSCM.
Action — offer a low-cost site-security audit as a frictionless wedge into a monitoring contract.
Evidence — AETOS's command centre already triages lift breakdowns and water leaks as detected events; Certis fuses FM into one operations centre.
Action — build and advertise FM-fault triage — the most credible proof of the CCaaS-into-IFM thesis.
Evidence — Secura runs a SkillsFuture-approved WSQ academy — revenue plus a recruiting moat.
Action — roadmap a 'command-centre operator' certification track; fits the SG-government register.
Capability gaps — what the field shows that Elitez lacks or under-sells
Evidence — Ademco displays ISO 22301 / 27001 / SS558 / SPF CAMS / SCDF DECAMS; SECOM is CAMS-licensed. Elitez shows none.
Action — surface every licence and standard already held — a copy/badge change, decisive for regulator-facing buyers.
Evidence — Ademco '8,000 institutions', SECOM '2,000+ customers', Secura '800+', ISS '50,000+ sites'.
Action — state an honest officer / site / camera / stream count to anchor credibility.
Evidence — Ademco's VERIFSUITE (Video / Ops / Enterprise / Robo) is the field's only real SKU ladder.
Action — put the four pricing tiers — Sentinel / Garrison / Command Partner / Group Cost-Allocation — on the public site.
Evidence — Certis (humanoid + autonomous robots), AETOS (drones, 5G control), Aspectus, Oneberry, Soverus all advertise physical automation.
Action — advertise partner-sourced robot integration — no capex needed, but stop being the only one silent on it.
Evidence — Oneberry spells out 80% robot / 50% cyber grant eligibility as a buying incentive.
Action — put the EDG / PSG / WDG-JR+ / CCP pathways on the public site as a 'what you'll actually pay' panel.
Website — adopt from the best sites
Uncontested whitespace — what no competitor does
Top-10 website audit — Certis, Aspectus, AETOS, SECOM SG, Ademco, Oneberry, ISS, CBM, Soverus, Secura Group. Live WebFetch, research 2026-05-19.
The Category Verdict
Blind spot 01
Pricing-findability was null for all ten competitors — no tier, no band, not even a clear "contact for pricing" within 30 seconds. Uniformly sales-led. Elitez's clearest wedge.
Blind spot 02
Not one competitor scored above 6. Alt-text absent across Certis, Aspectus, SECOM, CBM, ISS and Oneberry; focus states and skip links nowhere visible.
Blind spot 03
Certis, SECOM and ISS lead with slogans a first-time buyer cannot decode into a service. Aspectus and Ademco are the only competitors that name what they sell.
Elitez self-audits at 7.5, above every competitor (next best Aspectus 6.5; field median ~5.5), winning decisively on coherence and attractiveness. Its one real defect — an invisible focus ring — is a trivial fix that, combined with a public price band, would convert two category-wide blind spots into Elitez advantages.