Input preparation Each audit begins by defining the target materials. These typically include selected webpages, internal tone of voice or EVP documents, and competitor URLs for comparative analysis. The client may also specify which tone profile best reflects their brand’s intended voice, or use an existing profile template adapted to their sector.

Structured extraction UliraTorch uses a custom-built scraper to extract content from websites in a structured format. Instead of pulling raw text, it identifies content roles—such as headlines, body copy, subheadings, or calls to action—and preserves the visual sequence in which they appear. This structure allows for more precise role-weighted evaluation during scoring.

Tone mapping Each tone profile used in the audit includes examples of strong copy and rule-based expectations for different content types. These are mapped across six tone dimensions: clarity, empathy, authority, vision, co-creation, and persuasiveness. Role-specific weighting ensures that, for example, headlines are evaluated more heavily on clarity and vision, while body copy may emphasise empathy or authority.

Semantic scoring UliraTorch applies a combination of rule-based analysis and sentence embedding similarity to calculate scores for each content block. This process does not rely on keyword matching alone but instead assesses how closely a given text resembles the tone, structure, and intent of the target profile. Role weights and tone weights are then applied to generate a final alignment score.Each content block is also assessed for its relevance, navigational purpose, and overall distinctiveness within its competitive context. This allows the system to flag not only misaligned or inconsistent tone, but also areas where the messaging may be clear but undifferentiated.

Insight generation The output includes a page-level overview of alignment, with visual indicators of strong and weak areas. Each audit delivers a structured set of insights, including high-performing examples, flagged content, and actionable next steps.