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Open your own homepage on your phone, on mobile data, and work down this list while looking at it. Tick what genuinely passes. Whatever you leave unticked becomes three priorities — not eleven, because nobody fixes eleven things. Three minutes, and nothing to sign up for.
Ticks stay on this device.
All fifteen checks passed, which is uncommon. Run it again on your busiest service page — those usually fail the trust and call-to-action checks even when the homepage does not. After that, the useful question stops being "does this page convert?" and becomes "is anyone arriving at it?"
Why this is separate from SEO
An audit asks whether people can find you. This asks what happens in the ten seconds after they do — and it is entirely possible to fix the first while the second quietly wastes every visitor you worked to earn.
The pattern is consistent. A business gets its rankings sorted, traffic climbs, and enquiries do not move. The page is doing its job in search and failing it on arrival: a headline that describes an ambition rather than a service, testimonials sitting on a separate page nobody clicks, a contact form asking for eight fields before anyone has decided they trust you.
None of that shows up in an SEO report, because none of it is an SEO problem. It is why this checklist asks you to look at your page as a stranger would, on the device most people will actually use, rather than from memory at a desktop screen you have seen a thousand times.
If you have already run the readiness scorecard, this is the natural companion: that one covers whether anybody arrives, this one covers whether arriving does you any good.
Better still, hand your phone to someone who has never seen the site and watch where they hesitate.
Questions
Because a list of eleven gets read once and actioned never. Three is roughly what a small business genuinely changes in a fortnight, and the three you get are the heaviest checks you left unticked — the ones holding back the others.
Start with whichever page gets the most visits, usually the homepage. Then run it again on your busiest service page: those routinely fail the trust and call-to-action checks even when the homepage passes.
Then hand your phone to someone outside your industry and ask them what you sell and who for. Owners consistently over-rate their own clarity, because they already know the answer before they look.
Much less than people expect. Plain pages that answer the right questions out-convert beautiful pages that do not. Every check here is about information and friction, and none is about taste.
No. There is no server behind this page. Your ticks are kept in your own browser so you can come back to them, and clearing your site data removes them.
Most of them are text edits anyone can make in an afternoon. If the same structural three keep coming back, that is usually a site built around what the business wanted to say — which is a roadmap or a rebuild, not a copy tweak.
Other free tools
Whether anyone can find you at all — in Google and in AI assistants. Twenty questions, scored out of 100.
What unanswered and slow-answered enquiries cost you each month, using your own figures.