The 5-Minute Website Health Check
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Websites don't fail loudly. With every outdated piece of content and expired plugin, they quietly underperform, and you never see the leads that walked away. Your website won’t shout at you to say you’re neglecting it, and most agencies or web developers won’t know your business or your customers - so they could feel like it looks and seems all fantastic as it is.
So, before you spend another penny on ads pushing traffic that doesn’t want to go to it, it's worth spending five minutes checking whether the site itself is pulling its weight.
Here are five questions to ask about your own website.
1. Does every page have one job?
Open your homepage and ask: if a visitor only read the headline and looked at one button, would they know exactly what to do next? Or would they even know what you do as a business?
A lot of websites try to do everything at once: sell a product, explain the company history, list every service, recruit staff, and grab an email address, all on the same page. When a page tries to do five jobs, it usually does none of them well. Just like you! Spread yourself too thin, and all of sudden you’re doing a bang average job at everything. Visitors don't know where to look, so they don't look anywhere and they leave.
What to check: count the calls to action on your key pages. If you've got multiple competing on the same page, pick the one job that page should actually do and cut the rest back, or make them lighter touch content.
2. Does it load in under three seconds?
Three seconds is a measurable stat from Google - not just a whimsical number people throw at you because they want you to think your website is rubbish! If page load time goes from 1 to 3 seconds, the chance of a visitor bouncing rises sharply, and it keeps climbing the slower you get.
What to check: run your homepage and one or two key inner pages through PageSpeed Insights (https://pagespeed.web.dev). Look specifically at both mobile and desktop, taking into consideration where your real users are viewing your site.
Common culprits if it's slow: unoptimised images, too many third-party scripts (chat widgets, tracking pixels, plugins), and no caching or CDN in place.
If all of this sounds far too technical and scary, don’t worry - this is where we come in! These are usually part of a broader picture of improvements that may be required.
3. Does it work on a phone, not just your laptop?
Websites get built and marketed from people sat at their desktops because they need the bigger screens to make everything look fancy. Meanwhile, buyers are more likely to search on their phone, because, well, it’s attached to our hands these days! We are all consumers and customers, and none of us are safe from the mobile phone dependence!
If you’re thinking “my business is B2B, so they will be on their desktops” yes, the final decision may still happen on desktop, but mobile often plays a crucial role in the initial research.
What to check: right now, on your actual phone, try to fill in your own contact form (surely, it’s on your homepage… no? Oh no…). Try to tap your main call-to-action button without zooming in first.
If you find yourself pinching to read text, hunting for a tiny "submit" button, or fighting a menu that doesn't quite work, your visitors are hitting the exact same wall. That’s not mentioning the images that force you to scroll sideways to see them, or break completely, making your site look amateur at best.
4. Is the next step obvious?
Having a Contact Us page in your navigation bar is not a call to action, it's a place a visitor looks for once they’ve already decided to act. Like with question one, you need to know what you want out of each page and where you want the visitors to go next. This is called a “Customer Journey”. Think about it, we all make journeys across webpages, “surfing” from page to page. If the surf is easy, the journey quick, and the destination safely landed on with no issues - boom!
What to check: on each important page look for one clear, low-effort next step. It doesn’t always need to be a contact form but a visible button with a specific label rather than a vague Learn More tag.
If someone lands on that page cold, would they immediately know what to click, and would clicking it feel like a small ask rather than a big commitment?
5. Where's the proof?
Anyone can write "we're the best in the industry" on their homepage. Nobody believes it because there's nothing behind it. Buyers trust other buyers, and they’ll subconsciously (or VERY consciously) be looking for evidence while scrolling.
This can often be described as “Social Proof”. In the modern world of everyone having every answer to every question at their finger tips, we’re more and more interested in human opinion. When was the last time you made a major purchase, or booked something big like a holiday, and DIDN’T check the reviews? Yeah, thought so…
What to check: do you have real client names and logos, testimonials with actual names and companies attached, specific results with numbers to back things up, or case studies users can click into and find out more?
If not, you’re missing a huge trick - people will LOVE to see if people just like them have worked with you. It’ll probably seal the deal!
So, how did you score?
If you went through all five and came out clean, well done, you can leave now. Bravo, enjoy your riches and swim through your locked cave full of money like Scrooge McDuck!
But if you found yourself wincing at even one or two of these, then your website may be having a bigger impact on your users than you think. And in turn, it may be having a bigger impact on your business!
Each one of those is a point where a visitor who was ready to enquire quietly decides not to, and you never find out it happened. Gone, lost forever, you can’t run after them and ask why. A potential sale, walking out the proverbial shop, having potentially been in the exact right place for what they need and want…scandalous!
That's exactly why we offer a free website audit. Our audit goes deep! We'll go through your site page by page against checks like these (and a few more technical ones too) and hand you back a straightforward, no-obligation report.
Want a free audit? It’s all yours. Just fill your details in.
