The Problem: Client Reports That Don't Land
You spend hours pulling numbers, screenshots, and notes into something you can send to a client — and they still don't get the story. A raw PageSpeed screenshot tells a developer everything but tells a client nothing. A "your site is fast" email tells them nothing useful either. The result: wasted time and clients who don't see the value of performance work.
The solution: A report structure that translates metrics into business language, shows trends, and recommends specific next steps. This template gives you that — an outline you can use in Notion, Google Docs, PDF, or any format your clients prefer.
The best client reports do three things:
Translate technical metrics into business language
Show trends, not just snapshots
Recommend specific next steps
Copy the outline below, brand it, and start delivering reports that build client confidence — without manual data assembly. For performance budget setup, see The Complete Guide to Performance Budgets; for a monitoring checklist, see Core Web Vitals Monitoring Checklist for Agencies.
The Report Template
Page 1: Executive Summary
// [AGENCY NAME] Performance Report
// Prepared for: [CLIENT NAME]
// Period: [START DATE] – [END DATE]
// Prepared by: [ACCOUNT MANAGER]
OVERALL STATUS: [HEALTHY / NEEDS ATTENTION / CRITICAL]
Key Highlights:
[1-3 bullet points summarizing the most important findings]
Example: "Homepage performance improved by 15% this month after
image optimisation. Product pages remain stable. One new issue
detected on the checkout page (layout shift) — fix in progress."
Sites Monitored: [NUMBER]
Pages Monitored: [NUMBER]
Tests Run This Period: [NUMBER]
Alerts Triggered: [NUMBER]
Alerts Resolved: [NUMBER]
Design notes: Keep this to one page. The executive summary should be scannable in 30 seconds. Use the status indicator (Healthy/Needs Attention/Critical) as a visual anchor — green/orange/red colour coding works well.
Page 2: Core Web Vitals Scorecard
For a full overview of what is Core Web Vitals, see our practical guide. The scorecard below summarises the key metrics for clients.
// Core Web Vitals Scorecard — [SITE DOMAIN]
MOBILE DESKTOP
Metric Current Target Status Current Target Status
─────────────────────────────────────────────────────────────────
LCP [val]s 2.5s [OK/!] [val]s 2.0s [OK/!]
INP [val]ms 200ms [OK/!] [val]ms 150ms [OK/!]
CLS [val] 0.10 [OK/!] [val] 0.10 [OK/!]
Perf Score [val] 90 [OK/!] [val] 90 [OK/!]
Period Change:
LCP: [↑/↓/→] [change value] vs previous period
INP: [↑/↓/→] [change value] vs previous period
CLS: [↑/↓/→] [change value] vs previous period
Score: [↑/↓/→] [change value] vs previous period
Legend:
✓ Within target (Good)
! Needs attention (over target)
✗ Critical (significantly over target)
How to explain metrics to clients:
Metric | Client-Friendly Explanation |
|---|
LCP | "How long it takes for the main content of your page to become visible. Think of it as the moment your page looks 'loaded' to a visitor." |
INP | "How quickly your page responds when someone clicks a button, taps a link, or types in a form. Lower is better — it should feel instant." |
CLS | "How much your page content jumps around while loading. A low score means your page stays stable. A high score means elements shift unexpectedly, which frustrates visitors." |
Performance Score | "An overall grade from 0-100 based on Google's analysis. 90+ is good. Below 50 needs immediate attention." |
Page 3: Page-by-Page Breakdown
// Page Performance Breakdown
Page Mobile Score Desktop Score Status Notes
────────────────────────────────────────────────────────────────
Homepage [score] [score] [status] [notes]
/pricing [score] [score] [status] [notes]
/contact [score] [score] [status] [notes]
/blog [score] [score] [status] [notes]
/products [score] [score] [status] [notes]
/checkout [score] [score] [status] [notes]
Top Performers:
> [Page] — Score [X], consistently above target
Needs Attention:
> [Page] — Score [X], LCP exceeds target by [Y]ms
> [Page] — Score [X], CLS at [Y] (target: 0.10)
Page 4: Trend Analysis
// Performance Trends — Last [3/6/12] Months
[Include a simple line chart or sparkline showing score trends over time]
Month Avg Mobile Score Avg Desktop Score Alerts
────────────────────────────────────────────────────────────
[Month 1] [score] [score] [count]
[Month 2] [score] [score] [count]
[Month 3] [score] [score] [count]
Trend Summary:
> Overall direction: [IMPROVING / STABLE / DECLINING]
> Biggest improvement: [Page/Metric] improved by [X]
> Area of concern: [Page/Metric] has declined [X]% over [period]
Why trends matter for clients: A snapshot tells them where they are. A trend tells them where they're heading. Clients appreciate knowing their investment in optimisation is paying off — or that a new issue needs attention before it gets worse.
Page 5: Issues and Actions
// Issues Detected This Period
RESOLVED ISSUES:
[Issue description — what was wrong]
Impact: [How it affected the site]
Fix: [What was done to resolve it]
Result: [Improvement achieved — before/after metrics]
[Next resolved issue...]
OPEN ISSUES:
[Issue description]
Impact: [Business impact in plain language]
Priority: [High / Medium / Low]
Plan: [What will be done and when]
ETA: [Expected resolution date]
[Next open issue...]
NO ISSUES DETECTED:
[If everything is within budget, state that clearly]
"All monitored pages are performing within target thresholds.
No issues were detected during this reporting period."
Page 6: Recommendations
// Recommendations for Next Period
PRIORITY ACTIONS:
[Specific, actionable recommendation]
Expected Impact: [What improvement to expect]
Effort: [Low / Medium / High]
Timeline: [When it should be done]
[Next recommendation...]
OPTIMIZATION OPPORTUNITIES:
> [Optional improvements that could further boost performance]
> [These aren't urgent but would provide incremental gains]
UPCOMING CONSIDERATIONS:
> [Any upcoming changes that could affect performance]
> Examples: planned redesign, new feature launch, holiday traffic
Page 7: Appendix (Optional)
// Technical Details (for clients who want the raw data)
Test Configuration:
Tool: Apogee Watcher (PageSpeed Insights API v5)
Test Frequency: [Daily / Weekly]
Strategies: Mobile + Desktop
Pages Monitored: [List of URLs]
Budget Configuration:
LCP: ≤ [value] (mobile) / ≤ [value] (desktop)
INP: ≤ [value] (mobile) / ≤ [value] (desktop)
CLS: ≤ [value] (mobile) / ≤ [value] (desktop)
Score: ≥ [value] (mobile) / ≥ [value] (desktop)
Raw Data:
[Link to full test results in monitoring dashboard]
[Or: "Available upon request"]
Report Delivery Guide
Frequency Options
Frequency | Best For | Content Depth |
|---|
Weekly | Active optimisation projects, post-launch monitoring | Scorecard + issues only (2 pages) |
Monthly | Standard retainer clients | Full report (all sections, 5-7 pages) |
Quarterly | Strategic review clients, low-change sites | Full report + trend analysis + strategy recommendations |
Delivery Format
Format | Pros | Cons |
|---|
PDF | Professional, branded, shareable | Static, not interactive |
Notion | Interactive, easy to update | Requires client Notion access |
Google Docs | Collaborative, easy to share | Less polished visually |
Email Summary | Low-friction, quick to consume | Limited depth |
Dashboard Link | Real-time, always current | Client must log in |
Recommended approach: Send a 2-3 paragraph email summary with the key highlights, attach the full PDF report, and include a link to the live dashboard for clients who want to explore further.
Email Template for Report Delivery
Subject: [CLIENT NAME] — Monthly Performance Report ([MONTH YEAR])
Hi [CLIENT NAME],
Here's your monthly performance report for [DOMAIN].
Quick summary:
Overall status: [HEALTHY / NEEDS ATTENTION]
Average mobile performance score: [SCORE] ([↑/↓] [CHANGE] vs last month)
[1 key highlight or achievement]
[1 item to note, if applicable]
The full report is attached. [If applicable: We've also included
recommendations for [SPECIFIC AREA] that could improve [SPECIFIC METRIC].]
Let me know if you'd like to discuss any of the findings.
Best,
[YOUR NAME]
[AGENCY NAME]
Customization Tips
When All Metrics Are Red
If every metric is over budget, don't bury the lead. In the executive summary, state clearly: "Performance needs immediate attention. All Core Web Vitals are currently over target." Then prioritise: list the single biggest issue (usually LCP or overall score) and the one fix that would have the most impact. Avoid overwhelming the client with a long list — give them one clear next step. Offer a call to discuss a remediation plan.
For Non-Technical Clients
Remove the appendix section entirely
Use the client-friendly metric explanations (from Page 2)
Focus on the "so what?" — not what the numbers are, but what they mean for the business
Replace metric names with plain language: "loading speed" instead of "LCP"
For Technical Clients
Include the appendix with raw data
Add Lighthouse audit screenshots for context
Reference specific recommendations from PageSpeed Insights diagnostics
Include code-level suggestions for fixes
For Enterprise Clients
Add a "Compliance" section showing SLA adherence
Include uptime and availability alongside performance
Add year-over-year comparisons
Include competitive benchmarking if data is available
Generating Reports Automatically
Building these reports manually for every client every month doesn't scale. The checklist:
[ ] Use a monitoring tool that stores historical test data
[ ] Export or pull data via API for each client
[ ] Automate the scorecard section (current values, status, trends)
[ ] Manually write the executive summary, issues, and recommendations (this is where your expertise adds value)
[ ] Generate the PDF with your agency branding
Apogee Watcher is building automated report generation with white-label branding — so the data assembly is handled automatically and you focus on the analysis and recommendations.
FAQ
How often should I send performance reports to clients?Weekly for active optimisation projects or post-launch monitoring. Monthly for standard retainer clients. Quarterly for strategic reviews or low-change sites. Match frequency to client expectations and how often performance changes.
What format works best for client reports?Most agencies send a 2–3 paragraph email summary with key highlights, attach a full PDF report, and include a link to the live dashboard. PDF is professional and shareable; the dashboard gives clients real-time access when they want it.
How do I explain Core Web Vitals to non-technical clients?Use client-friendly language: LCP = "how long until the main content is visible"; INP = "how fast the page responds when you click"; CLS = "how much the page jumps around while loading"; Performance Score = "an overall grade from 0–100." Focus on the business impact — SEO, conversion, user experience.
Should I include raw PageSpeed data or just the summary?For non-technical clients, stick to the scorecard, trends, and recommendations. Add an optional appendix with raw data for technical clients who want it. Never lead with raw data — lead with status (Healthy/Needs Attention) and key highlights.
What you can achieve: You can send client-ready CWV reports without spending hours in spreadsheets — status, scorecard, trends, and next steps in one place. Reports that reinforce your expertise and give clients a clear picture of where they stand.
Want to automate client performance reports with your agency branding? Apogee Watcher is building automated report generation so you can focus on insights, not data assembly. Join the waitlist for early access.