You can get through the list below in half an hour, ideally on a phone and in a private window, the way someone sees the site on their first visit.
1. The first screen: five seconds
Show the home page to someone outside the company for five seconds and ask: what does this company do, for whom, and what can I do next? If the answer is “something with technology” or “no idea”, the first screen isn’t working. The headline should say what you do and for whom, and the button what the next step is.
2. The contact form
Send an inquiry through your own form. Check:
- whether the message arrives at all, and to whom,
- whether it lands in spam,
- whether the sender gets a confirmation saying when you’ll reply,
- how many fields there are. Every extra required field is a reason to give up. Name, email and a short message are usually enough to start.
Forms stop working silently: after a change of mailbox, plugin or hosting. It’s worth checking them every month.
3. A phone in hand
Walk through the whole path on a phone. Can you tap the phone number and email address? Is the contact button easy to reach, not just in the footer? Can the form be filled in without zooming? For many B2B companies, a good share of first visits happen on a phone, even if the decision is made later at a desk.
4. Speed
Check the site in PageSpeed Insights, starting with the data from real users if the report shows it. The usual culprits on company websites are oversized images, background videos loaded in full quality and scripts from third-party tools nobody uses anymore.
5. Prices or ranges
Does the site answer the question of what it costs? It doesn’t need a price list, but starting prices or sample ranges mean you hear from people for whom the budget makes sense. No price information at all often means some visitors leave, assuming it’s too expensive.
6. Proof
Customer testimonials with a name and company, case studies, client logos with their permission. Anonymous quotes like “Highly recommend, great to work with” prove nothing. We wrote more about trust signals in E-E-A-T in practice.
7. Do you even know how many inquiries there are
Check whether analytics counts submitted forms, taps on the phone number and email address, and booked calls. Without that, you don’t know whether changes help. We described how to put these numbers into one simple sheet in the article on the marketing report.
A half-hour plan
| Minutes | What you check |
|---|---|
| 0–5 | The first screen and the five-second test |
| 5–10 | Submitting the form and the confirmation |
| 10–15 | The whole path on a phone |
| 15–20 | PageSpeed Insights |
| 20–25 | Prices and proof |
| 25–30 | Conversions in analytics |
What next
If this list turns up one or two technical errors, fix them right away: they’re the cheapest inquiries you’ll ever get. If everything works and inquiries are still few, the problem lies deeper, in the site’s structure and content. Then it’s worth talking to customers before you start A/B testing or a rebuild. Read how we work on websites that are meant to bring in inquiries on our websites service.
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