The Self-Guided
Homepage Audit

You have seconds before a visitor decides whether to stay or leave. If they can't tell what you do, they won't stick around to find out.

• Can a stranger tell what you sell or do within 5 seconds, without scrolling?
• Is your headline about them — their problem or desire — rather than just your business name or a vague tagline?
• Is there a subheading that adds real clarity, or does it just repeat the headline in different words?
• Would someone unfamiliar with your industry understand your language, or is it full of internal jargon?

A confused visitor doesn't convert — they leave. Every homepage needs one obvious path forward.

• Is there one clear, primary call-to-action above the fold?
• Are there too many competing links or buttons pulling attention in different directions?
• Is your navigation menu simple and easy to scan, or overloaded with pages?
• If someone wanted to buy, enquire, or book right now, could they find how in under 10 seconds?

Inconsistency quietly erodes trust, even when a visitor can't quite articulate why.

• Do your fonts, colours, and photography feel like one consistent brand throughout the page — not just at the top?
• Do your images look intentional and high quality, or like filler / stock?
• Is there enough white space, or does the page feel cluttered and heavy?
• Does the page feel like you — reflective of the actual business and its tone?

Good design can't save unclear or generic copy — and copy is often the first thing to go stale.

• Does your copy speak to a specific type of customer, or could it apply to any business in your industry?
• Are you leading with benefits — what they get — rather than just features?
• When did you last update your homepage copy? Be honest — 12+ months is a signal.
• Does your copy sound like a real person, or like it was written to fill space?

People buy from businesses they trust — and trust needs visible proof, not just claims.

• Is there a testimonial, review, or social proof visible without scrolling far?
• Do you show any credibility markers — press, client logos, years in business, results?
• Is there a real photo of you or your team, or does the business feel faceless?
• Does your positioning show up on the homepage itself, or is it hidden on a separate page?

Most visitors are on their phone. If it breaks down there, none of the rest matters.

• Open your site on your phone right now — does it feel just as strong as desktop?
• Is text readable without zooming in?
• Are buttons and links easy to tap without missing or double-tapping?
• Does anything overlap, cut off, or look broken on a smaller screen?

A beautiful homepage no one can find isn't doing its job either.

• Does your homepage have a clear, descriptive page title — the one visible in the browser tab and in Google results?
• Do your headings reflect what the page is actually about, using words your customers would realistically search?
• Do your images have alt text describing what they show?
• If you search your business name in Google, does your homepage show up with an accurate, enticing title and description?

A slow homepage loses visitors before they ever see how good it looks.

• Does your homepage load in a couple of seconds on both desktop and mobile, without noticeable lag?
• Are your images compressed and optimized, or large, unedited files straight from a camera or phone?
• Have you ever tested your site speed with a free tool, like Google PageSpeed Insights?
• Do you notice any flickering, delayed image loading, or jumping content when the page first opens?