Your 30-minute conversion self-audit

This is a hands-on checklist. Set a timer, open your website on a computer and a phone, and work through it in order. You'll come out with a short, prioritized list of fixes. You don't need any special tools beyond your phone, your website and, ideally, access to Google Analytics.

Before you start

Have these ready:

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Your phone, on mobile data rather than Wi-Fi.
A computer with a private or incognito browser window, so you see the site as a stranger would.
A list of your two or three most important pages: usually the homepage, your main service or product page, and your contact or checkout page.
A notepad or document to write down problems.

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Block 1: Is anything broken? (5 minutes)

Fix anything that fails here before doing anything else.

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Submit your contact form with a personal email address. Did the success message appear?
Did the notification email arrive in the business inbox, and not in spam?
Did the visitor confirmation email arrive (if you send one)?
On your phone, tap your phone number. Does it start a call?
Tap your email link. Does it open with the right address?
If you have booking, chat or a shop, complete one real action (book a test slot, send a chat, go as far as the payment step).
Are there any broken links or error messages on your key pages?

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If a form fails, see My forms aren't working.

Block 2: Is it instantly clear? (5 minutes)

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Open your homepage. Without scrolling, does the headline say what you do?
Is it clear who it's for, and where you work (if location matters)?
Does the headline use your customers' words, not internal jargon or a slogan?
Do the same checks on your main service or product page.
Bonus: show the homepage to someone outside your business for five seconds, then ask what you do. Did they get it right?

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See The anatomy of a homepage that converts.

Block 3: Is the next step obvious? (4 minutes)

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Is there a clear primary button visible without scrolling on each key page?
Does the button text say what happens ("Book a free call") rather than "Submit" or "Learn more"?
Is there only one primary action per page, visually stronger than everything else?
Is there a lighter option for people not ready yet (see examples, read pricing)?
Is the call to action repeated further down long pages?
Is there a button in the header or menu?
Does the contact form ask only what you need for a first reply?

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See Writing headlines and calls to action and Contact forms: how many fields is too many?.

Block 4: Is there a reason to trust you? (4 minutes)

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Is there at least one piece of proof (reviews, client logos, a testimonial) near the top of the homepage?
Is there proof close to each main call to action?
Do testimonials include real names and context?
Can visitors see real people: names, photos of the team?
Is your address or service area, phone number and hours easy to find?
Does anything look out of date (old copyright year, old news, expired offers)?
Is there any sense of what you cost, or how pricing works?

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See Trust signals and Pricing pages.

Block 5: Does it work on a phone? (5 minutes)

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Can you read text without zooming?
Can you tap every button easily with your thumb?
Do pop-ups, cookie banners and chat widgets leave enough of the screen for content?
Can you close any pop-up easily?
Is the form easy to fill in on the phone, with the right keyboards appearing?
Does anything jump around as the page loads?

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Block 6: Is it fast enough? (3 minutes)

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On your phone, on mobile data, how long until you can read the headline? If you notice the wait, it's too long.
Run your homepage and main service page through PageSpeed Insights. Note whether the Core Web Vitals assessment passes for mobile.
Is there a huge image or video at the top of the page that loads slowly?

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See Speed, mobile and conversions.

Block 7: What does the data say? (4 minutes)

If you have Google Analytics access:

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Are form submissions, calls or purchases set up as key events? If not, that's your first fix. See Conversions & goals explained.
Which pages do most visitors land on? Do those pages have a clear call to action?
Which traffic sources bring visitors who convert, and which bring visitors who don't?
Is most traffic from your actual service area?

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Turning the list into a plan

You'll probably have more problems than you can fix at once. Sort them:

Broken things (forms, links, tracking): fix this week.

Clarity and calls to action on your top two or three pages: fix next. These are usually quick text changes.

Proof and pricing information: gather and add over the next few weeks.

Speed and mobile improvements: often need your developer or host.

Note the date of each change, so you can compare results over the following weeks. See A/B testing for small businesses for how to judge whether changes worked when you don't have huge traffic.

An automated second opinion

If you'd like a quick cross-check, Chykalophia's free Conversion Leak Scorecard scores seven conversion signals on a page automatically, with no sign-up. It's a useful complement to the manual checks above, which catch things no automated tool can, like whether your headline makes sense to a stranger.

Your 30-minute conversion self-audit

Before you start

Block 1: Is anything broken? (5 minutes)

Block 2: Is it instantly clear? (5 minutes)

Block 3: Is the next step obvious? (4 minutes)

Block 4: Is there a reason to trust you? (4 minutes)

Block 5: Does it work on a phone? (5 minutes)

Block 6: Is it fast enough? (3 minutes)

Block 7: What does the data say? (4 minutes)

Turning the list into a plan

An automated second opinion

Learn more

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Want a second pair of eyes on this?