Most reports bury the useful figures under dozens of charts. For a small business, three figures do most of the work.
Enquiries
How many people asked for a quote or contact. This is the number that matters most, because it is closest to revenue.
Calls
How many people tapped the phone number on the site. Some customers would rather phone than fill in a form, so leaving calls out hides part of the picture.
Visits from search
How many people found the site through a search. It tells you whether your local listings and page titles are doing their job.
Say what you do not know
A good monthly summary reports only what was measured. If a figure was not recorded, it should say so plainly. It should not promise rankings or a number of enquiries, because nobody can honestly do that.
What to do with the numbers
Compare this month with last month, note one thing that changed, and decide on one thing to try next. Small, written, repeated reviews beat a large report that nobody reads.