SECTION 1 · CLARITY & FIRST IMPRESSION
Can a stranger get it in 5 seconds?
A first-time visitor gets what you do — and who it's for — in 5 seconds.
Fix: rewrite your headline as "[Outcome] for [who]" — test it on a friend.
Exactly ONE primary call-to-action above the fold.
Fix: pick one winner; demote the rest to text links.
Your headline promises a clear outcome — not "Welcome to [Business]".
Fix: lead with the result, e.g. "More booked calls, every week."
A 12-year-old could explain your offer back to you.
Fix: delete every jargon word; read it out loud.
Your hero visually shows the product, service, or result (photo, video, demo).
Fix: add one strong visual — people believe what they see.
Main navigation has 5 or fewer items.
Fix: every menu item is an exit ramp — cut ruthlessly.
SECTION 2 · TRUST & CREDIBILITY
Why should they believe you?
Testimonials show real names, photos, or company names.
Fix: anonymous praise reads as fake — ask 3 clients this week.
Proof (reviews, logos, "trusted by") sits right next to your main CTA.
Fix: move one proof element within eyeshot of every CTA.
Real photos of you, your team, or your work — not just stock.
Fix: a phone photo of the real thing beats perfect stock.
Pricing — or at least a starting price — is visible before any contact form.
Fix: "Projects start at $X" filters tire-kickers and builds trust.
An About page or founder story makes you human.
Fix: 3 short paragraphs — who you are, why this, who you help.
Trust signals are displayed: guarantees, certifications, awards, press.
Fix: even a simple satisfaction guarantee counts.
SECTION 3 · CALLS-TO-ACTION
Is the next step obvious everywhere?
Every major section ends with a clear next step — no dead ends.
Fix: scroll your whole page; anywhere you stall, add a CTA.
On long pages, your primary CTA appears at least 3 times.
Fix: top, middle, bottom — minimum.
Buttons say "Book my free call" — not "Submit".
Fix: first-person, action verbs. "Submit" converts nothing.
A low-friction offer exists for not-ready buyers (guide, quiz, audit).
Fix: not everyone buys today — give the rest a smaller yes.
Your CTA visually dominates — contrasting color, breathing room.
Fix: if your CTA blends in, it's decoration, not a CTA.
The CTA stays visible while scrolling (sticky header or floating button).
Fix: don't make people hunt for how to buy.
SECTION 4 · LEAD CAPTURE & FORMS
Are you catching the maybes?
You offer a lead magnet — not just "contact us".
Fix: one irresistible freebie, delivered instantly by email.
Forms have 5 fields or fewer.
Fix: every extra field costs you ~10% of completions.
There's a compelling reason to fill the form (what they get + how fast).
Fix: "Get your free audit in 24 hours" beats "Contact us".
After submitting, visitors see a clear confirmation + next step.
Fix: never leave them staring at the same form wondering.
Click-to-call (or click-to-text) is prominent for mobile visitors.
Fix: half your traffic is on a phone — let them tap to talk.
An exit-intent or timed offer catches abandoning visitors.
Fix: a last-second "wait — take this free" recovers 5–10%.
SECTION 5 · MOBILE EXPERIENCE
Does it work with one thumb?
Your primary CTA is reachable on a phone without scrolling.
Fix: open your site on your phone right now and look.
Buttons and links are big enough to tap — no mis-taps.
Fix: minimum ~44px touch targets, generous spacing.
Forms work flawlessly on mobile (right keyboards, autofill, no sideways scroll).
Fix: test with a real phone, not just dev tools.
All text is readable on a phone — no zooming or pinching.
Fix: body text at least 16px.
The CTA is one tap away in the mobile menu.
Fix: burying the CTA in a menu buries your revenue.
SECTION 6 · SPEED & TECHNICAL HEALTH
Is the engine sound?
Your site loads in under 3 seconds on mobile.
Fix: compress images, defer scripts — test with PageSpeed Insights.
Fully secure: https with zero "not secure" warnings.
Fix: free with any modern host — non-negotiable.
Zero broken links or error pages on the conversion path.
Fix: click every link a buyer would touch, monthly.
Form submissions and calls are tracked as conversion events.
Fix: if you can't measure it, you can't improve it.
No JavaScript errors breaking buttons or forms.
Fix: open dev tools (F12) → Console → red text = lost money.
SECTION 7 · AI & AUTOMATION READINESS
Is your site working while you sleep?
An AI chatbot answers visitor questions 24/7.
Fix: the highest-ROI add-on for most service sites.
Visitors can book, get a quote, or buy without waiting for a human.
Fix: every "email us and wait" step leaks buyers.
Automated follow-up exists for abandoned forms or bookings.
Fix: a 3-email "you left something behind" sequence.
Content or offers adapt to visitor behavior or source.
Fix: even simple "welcome back" messaging counts.
Visitors get a response in under 5 minutes during business hours.
Fix: speed-to-lead wins — automate the first reply.
SECTION 8 · FOLLOW-UP & NURTURE
What happens after they leave?
Email capture triggers an automated welcome or nurture sequence.
Fix: 5 emails, written once, selling forever.
A retargeting pixel is installed so you can re-reach visitors.
Fix: 97% of visitors leave — pixel them before they go.
Fresh proof of activity in the last 90 days (reviews, posts, updates).
Fix: a stale site whispers "are they still in business?"
Past visitors get re-engaged (newsletter, offers, remarketing).
Fix: your cheapest leads are the ones who already visited.
A referral or review-request system turns customers into promoters.
Fix: ask at the moment of peak happiness — right after delivery.
YOUR SCORE
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