IS YOUR WEBSITE ACTUALLY SELLING? AUDIT YOUR WEBSITE FOR FREE

Tick where you consider:

1. ☐ Your value proposition is clear and visible from the first second

Within 5 seconds, any visitor should understand what you offer, who it's for, and why you're different. If they need to scroll to figure it out, you've already lost them.

How to check it:

Ask someone outside your industry to look at your homepage for 5 seconds and explain what you do. If they can't, your main message needs rewriting.

2. ☐ Your website loads fast — in under 3 seconds

Google penalises slow websites and users leave if a page takes too long to load. This isn't a technical issue — it's a business issue. Every extra second of loading time costs you customers.

How to check it:

Go to PageSpeed Insights (Google's free tool), enter your URL and check your score. Below 70 points means it's time to act.

3. ☐ Every page has a clear, specific call to action

Every page should have one goal and one button or link that tells the visitor exactly what to do next. "Get a free quote" converts far better than "Submit" or "Learn more".

How to check it:

Open your homepage and ask yourself: what's the one thing I want the visitor to do? If the button doesn't say exactly that, change it.

4. ☐ Navigation is simple and users don't get lost

Users need to know where they are, where they can go, and how to find what they're looking for. A clean menu, no dead ends, a logical path to contact or purchase.

How to check it:

Check that any important page on your site can be reached within 3 clicks from the homepage. If it takes more, your structure is too complex.

5. ☐ You have social proof and credibility on display

Testimonials, case studies, client logos, reviews, certifications, real numbers. People don't trust what you say about yourself — they trust what others say about you.

How to check it:

Count how many real testimonials — with a name, company, and ideally a photo — are visible on your site. If there are none, or they're anonymous and generic, add real ones today.

6. ☐ Your contact forms are short and easy to complete

Every extra field on a form reduces conversion. You don't need their phone number, budget range, company size and industry just to make first contact. Ask for the minimum.

How to check it:

Count the fields on your main contact form. If there are more than 4, remove any that aren't essential for taking that first step.

7. ☐ Your content talks about the customer, not about you

Most websites talk about the company: "We are industry leaders", "We have 20 years of experience". Your customer doesn't care about that — they want to know how you can help them specifically.

How to check it:

Count how many times "we / our" appears versus "you / your / your business". If the first wins by a large margin, rewrite from the customer's perspective.

8. ☐ Your website shows up on Google when people search for you

A perfect website is useless without relevant traffic. You need to check what words your ideal customer uses when they search for your product or service — and make sure your site appears for those searches.

How to check it:

Open Google Search Console (free) and see which search terms are currently bringing people to your site. If you haven't set it up yet, that's the very first thing to do.

9. ☐ You know what people actually do on your website

Without data, you can't make decisions. You need to know how many people visit, which pages they look at, where they click, and at which point they leave without contacting you.

How to check it:

Make sure Google Analytics 4 is installed and properly configured. As a free complement, Microsoft Clarity gives you heatmaps and real session recordings — with no cost.

10. ☐ Your website works properly on mobile — actually works

Over 60% of web traffic comes from mobile devices. It's not enough for your site to look okay on a small screen. Buttons need to be easy to tap, text needs to be readable without zooming, and forms need to work smoothly.

How to check it:

Complete the entire journey — from first visit to contact or purchase — on your own phone, right now. Any friction you feel is friction your customers experience every day.

How many did you tick?

If you ticked all 10, your website has a solid foundation for converting visitors into clients. If you ticked fewer than 6, there's significant room for improvement — and you're likely losing customers without realising it.

The good news is that most of these points can be fixed without rebuilding your entire website. Sometimes all it takes is rewriting a headline, shortening a form, or adding a real testimonial.

If you'd like help reviewing your website and identifying exactly where you're losing opportunities, get in touch. At 22 Digits we help SMEs and freelancers improve their digital presence in a practical, jargon-free way.

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