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The 10-point website self-audit.
These are the same checks we run first in every professional UX conversion audit. Answer honestly — as a stranger would, on a phone — and you'll know in five minutes where your website is losing enquiries.
Could a stranger say what you do within 5 seconds of landing?
The most common conversion killer is a vague headline. If visitors can't repeat back what you sell, nothing else on the page gets a chance.
Is there one clear call to action visible without scrolling?
One page, one job, one prominent next step. Buried or competing CTAs mean motivated visitors leave without acting.
Does your site become usable within ~3 seconds on a phone?
Every extra second of load time measurably increases abandonment — and speed is part of how you rank.
Is your enquiry form four fields or fewer?
Every extra field is a tax on enquiries. Ask for the minimum you need to reply; collect the rest on the call.
Do you show specific proof — named testimonials, case studies, credentials?
Claims without evidence read as marketing. Specific, attributed proof beats adjectives every time.
Does every page end with an obvious next step?
Pages that dead-end leak visitors. Blog posts, service pages and thank-you pages should all answer: what now?
Is the mobile enquiry journey genuinely easy — big tap targets, readable text, no pinching?
For most UK service businesses, over half of visits are on phones. A fiddly mobile form silently drains enquiries.
Do you explain your pricing, or at least how pricing works?
You don't need a price list — but 'from' figures or a fixed-quote promise reduce the anxiety that stops people enquiring.
Is the design consistent — one button style, one palette, steady spacing?
Visitors can't name inconsistency, but they feel it — and it reads as 'unprofessional' at the moment of decision.
Have you watched a real user try to complete your enquiry journey?
Five minutes watching a real stranger attempt the journey is worth fifty internal opinions. It's the root fix behind everything above.
What a professional audit adds
This checklist catches the visible problems. A professional UX conversion audit adds the two things you can't self-serve: pattern recognition — a senior reviewer who has seen hundreds of underperforming sites and knows which issue is costing you 30% of enquiries versus the ten cosmetic niggles costing nothing — and prioritisation, so your budget is spent in the right order. It takes one week, and you get a video walkthrough your whole team can act on.