Send Me Your Website. What I Actually Look For

This is how I diagnose a website that is not working

When someone sends me their website, I do not just glance at it and say "looks nice" or "needs work." I run through a specific process. Every time.

This is what I actually check, in the order I check it.

1. First impression on mobile

I open the site on my phone first. Not desktop. Most of your visitors are on mobile, especially for local businesses in Nantwich and Crewe.

I am looking at:

How long it takes to load
What appears above the fold
Whether I can tell what the business does within three seconds

If the page is slow or the first thing I see is a stock image and a vague tagline, that is the first problem.

2. Page speed

I check the actual load time. Not what it feels like. What the numbers say.

When I rebuilt my own site, load time dropped from 14.2 seconds to 1.8 seconds. That is not unusual. Most small business websites are slower than their owners realise.

A slow site loses visitors before they read a single word. If your page takes more than three seconds to load on mobile, that is costing you enquiries.

3. Messaging clarity

I read the homepage headline. Then I ask: does this tell me what the business does, who it is for, and why I should care?

Most websites fail here. They use vague language that could apply to any business. "Quality solutions" and "trusted partner" do not tell anyone anything.

The fix is usually simple. Say what you do, who you do it for, and where you are. Be specific.

4. Call to action

Is there a clear next step? Can I see it without scrolling?

A surprising number of websites bury their contact information. Or they have multiple competing calls to action that confuse the visitor.

One clear action per page. That is the goal.

5. Structure and flow

I look at how the page is organised. Does it follow a logical flow? Problem, solution, proof, action?

Or is it a random collection of sections that do not lead anywhere?

Good structure guides the visitor. Bad structure leaves them guessing. Most websites that "feel like they should work but don't" have a structure problem. I cover this in detail here: why your website feels like it should work but doesn't.

6. Trust signals

Does the site show evidence that this business is real and credible? That could be:

Real photos of work
Specific results or case studies
Clear information about who runs the business
A physical location or service area

For local businesses around Nantwich and Crewe, being specific about your area and your experience builds trust faster than generic claims.

7. Technical health

I check the site's technical foundation. Broken links, missing meta descriptions, poor mobile responsiveness, slow server response times.

When I improved my own site's Ahrefs Health Score from 71 to 91, it was by fixing exactly these kinds of issues. They are invisible to most business owners but they affect how Google sees your site and how visitors experience it.

8. Google Ads alignment

If the business is running Google Ads, I check whether the landing page matches the ad. This is one of the most common reasons ads get clicks but no leads.

The ad promises something. The page needs to deliver on that promise. If there is a disconnect, the money is wasted. I explain this in more detail here: why your Google Ads get clicks but no leads.

What I send back

After checking all of this, I send a clear summary. Not a 30-page report. A focused list of what is not working and what to fix first.

No jargon. No upsell. Just a diagnosis.

If the site needs small fixes, I will say that. If it needs rebuilding, I will say that too. The goal is to give you a clear picture so you can make a decision.

What to do next

Send me your website. I will run through this process and tell you exactly what I would fix.

If you are getting traffic but no enquiries, start here: getting website traffic but no enquiries.

If you are not sure whether the problem is traffic or the site itself: do you need more traffic or a better website?

FAQ

What do you check in a website audit?

Mobile experience, page speed, messaging clarity, call to action visibility, site structure, trust signals, technical health, and Google Ads alignment if applicable.

How long does a website review take?

I typically send feedback within a few days. The review itself is focused and practical, not a lengthy report.

Do I need to pay for a website audit?

Send me your website first. I will tell you what I see and whether it makes sense to go deeper. No obligation.