Free Website Conversion Audit
The question here is not whether your website is nice. It is whether the page asks a visitor to do something, gives them an obvious way to do it, and gives them a reason to believe you first. Paste the address of any page and this reads it the way a ready-to-buy stranger does.
What this checks
The ask on the first screen whether the opening slice of the page carries a button, a styled call to action or a link to a contact, quote or booking page.
How often the page asks the number of action-phrased calls to action across the whole page, because people decide at different points and most sites ask once.
What the buttons say: every link and button label, sorted into instructions and filler such as "read more", "learn more", "click here" and "submit".
Routes into a conversation forms on the page itself, tel: links a thumb can dial, mailto: links, and whether a phone number is written as plain text nobody can tap.
Form length the visible field count of the largest contact form, with the site search left out of it so a search box is never mistaken for an enquiry route.
Reasons to believe you testimonials, reviews, case studies, star ratings, client logos, review schema, and the proof numbers that turn a claim into a fact.
Signs of a real business: a physical address, company or VAT registration, and trade accreditations — the three things a cautious buyer looks for before parting with money.
Price and clarity: whether cost is addressed anywhere, whether the headline names the service, and how many top-level choices the menu puts in front of someone.
What a phone visitor gets: tap-to-call links, sticky or floating actions, tap target sizes, text below the readable floor and anything that blocks pinch zoom.
Speed, as a conversion cost server response time, page weight, request count, render-blocking files and compression — everything a visitor waits through before the page can persuade them of anything.
What a conversion audit looks at that an SEO audit does not
An SEO audit is about who arrives. It cares about the title tag, the canonical, the heading structure, whether Google can crawl the page. All of that decides how many people land on it, and none of it decides what happens next. You can win the ranking and lose every visitor it sends you.
This audit starts where that one stops. It reads the page the way a stranger who is already interested reads it: is there something to press before I have to scroll, does the button tell me what happens if I press it, is there a phone number I can dial with my thumb, is there any evidence that other people have paid these people and been glad they did. Those are structural facts about the page, and they can be measured from the markup.
Which is why the findings read differently. An SEO report tells you a meta description is 34 characters. This one tells you the page has 0 forms, 0 tel: links and 0 mailto: links, so there is no way to contact you from the page at all — and that is the kind of fault that has been quietly costing money for as long as the page has existed, on every single visit.
The five places enquiries leak
Sites that get traffic and no enquiries usually fail in the same handful of ways. None of them is exotic and none of them needs a redesign to test. If the report flags any of these, fix them before you spend another pound on advertising the page. What they have in common is that each one costs you somebody who had already decided they were interested. That is the expensive kind of loss: the traffic was bought, the page did its persuading, and the visitor was let down at the last step by something that takes an afternoon to put right.
- Nothing to press on the first screen the visitor arrives ready to act, finds a headline and a photograph, scrolls looking for the ask, and leaves. This is the most expensive fault on the list.
- No obvious way to make contact the form lives on a separate contact page and the visitor is expected to find it. Every extra click loses a measurable share of the people who were willing.
- A form that asks for too much eleven fields, half of them required, budget and company size among them. People abandon forms in the middle far more often than they abandon them at the start.
- No reason to trust a stranger no testimonials, no reviews, no case studies, no address, no company number. The visitor has only your word for it, and so does every competitor they look at next.
- A phone number that is not tappable the number is typed as text, so a visitor on a phone has to memorise it or copy it across to the dialler. Some of them will. Most will not bother.
How to write a call to action that is actually an instruction
Most calls to action are not calls to action. "Learn more" is a description of a link. "Submit" is a description of what the server does. "Read more" asks the visitor to work out what they will be reading. A real call to action is an instruction phrased as the thing the visitor gets: "Get my free quote", "Book a survey", "Download the price guide", "See our kitchen projects".
The test is whether the label still makes sense read out on its own, with no surrounding paragraph. "Learn more" fails it. "See the Hartley Road case study" passes. That test happens to be the same one a screen reader user applies when they pull up a list of every link on the page, which is why fixing this helps three things at once — conversion, accessibility and the anchor text signal that search engines read.
Two more rules that survive contact with reality. Write the label in the visitor's voice where you can, because "Get my free quote" has beaten "Contact us" in more tests than anyone has bothered to count. And repeat the same wording after each major section rather than inventing a new phrase each time, so the page reads as one offer made several times rather than three different offers competing. Three or four asks on a long page is normal, not pushy.
Speed is a conversion problem before it is an SEO one
Speed gets filed under SEO because that is where the tools put it, and then it gets deprioritised because rankings are a slow game. That is the wrong way round. A visitor waiting for your hero image is not waiting patiently — they are deciding, and a good share of them decide on the back button. Nothing else on this page matters to someone who never saw it.
So this audit measures the same things the speed test does — how long the server takes to answer, how heavy the document is, how many files have to arrive before anything renders, whether compression is on — but it reads them as a conversion cost. A 4MB hero image is four seconds on a phone on mobile data, and four seconds is the whole first impression. The usual culprits are the same every time: uncompressed images straight off a camera, a slider nobody looks at, half a dozen tracking scripts, and no caching.
Fix them in that order. Compress and resize the images first, because it is the biggest win and the least risky. Then turn on caching and compression at the server or with a caching plugin, because that is one job that applies to every page at once. Then take the third-party scripts you are not using out of the head. You are not chasing a score here; you are trying to have the page on screen before the visitor changes their mind.
What this conversion audit cannot see
This reads structure, not behaviour. It is not analytics and it never touches your analytics. It cannot see how many people visited, where they came from, what they did, where they left, or how many of them became customers. Nobody can read that from the outside of a website, and any tool that offers you a conversion rate without access to your data is making it up.
Some of what it does report is a reasoned estimate rather than a measurement, and it is labelled that way. Nothing can know where the fold falls without rendering the page at a real screen size, so "the first screen" here means the opening slice of the document — the part a visitor meets first on any screen. The page is read as it is served, so content that only appears after JavaScript runs is invisible to this, as it partly is to search engines. Whether your headline is any good is a judgement, and it says so when it makes one.
The honest limit is bigger than any of that. A page can pass every check on this list and still convert badly, because the offer is wrong, the price is wrong, the photographs make the work look ordinary, or the people arriving were never going to buy. Structure is the floor, not the ceiling. What this does is find the faults that are costing you enquiries on every visit regardless of any of that — and those are worth clearing before you start guessing about the rest.
Questions people ask
What is a good conversion rate?
There is no honest universal answer, and anyone who quotes you one is guessing. It depends enormously on the industry, on what you are asking for, and above all on where the traffic came from. A page of brand searches for a firm someone was recommended converts many times better than the same page fed by a cold display campaign, with no change to the page at all.
The number worth watching is your own, measured against itself over time and split by traffic source. A page that went from 1.4 per cent to 2.6 per cent after the form was shortened has told you something true. A benchmark from a blog post about "average industry conversion rates" has not.
Will more traffic fix this?
Usually not, and it is the most expensive mistake on this page. If the page takes one enquiry in every two hundred visits because there is no call to action above the fold and the form asks for eleven things, doubling the traffic doubles the cost of running the page and leaves the leak exactly where it was. You are paying twice to lose twice as many people.
Fix the structural faults first. They are cheap, they are one-off, and they apply to every visitor you have ever paid for and every one you will pay for next. Then buy traffic, when the page can hold it.
Is this conversion audit free?
Yes, and on as many pages as you like, within a fair-use limit that stops the tool being used as a bulk scanning service. There is no account to create and nothing to install.
Do I have to give you my email address?
You see the score, the breakdown and the first few findings without giving us anything. The rest of the fix list sits behind an email address, because that is how a free tool pays for itself. You are never asked twice.
Does running this change anything on my website?
No. It requests the page the way any visitor does and reads what comes back. It never submits your contact form, never sends a test enquiry, never writes anything and never logs in. Nothing arrives in your inbox because of this.
How many fields should my contact form have?
Name, email, phone, and message are four, and four is almost always enough to start a conversation. The report flags a form once it goes past seven visible fields, which leaves room for a service dropdown and one qualifying question before it starts reading as an application form.
The fields that cost the most are the ones that feel intrusive before any trust has been built — budget, company size, postal address. Ask those on the call instead. If sales genuinely need one on the form, make it optional and put it last.
My page passed every check but still gets no enquiries. What now?
Then the problem is not structural, and this tool has done what it can. The usual causes from there are the offer, the price, the proof or the traffic: you are asking for a commitment that is too big for a first visit, you are more expensive than the visitor expected and nothing on the page explains why, the testimonials are anonymous and read as invented, or the people arriving were looking for something adjacent to what you sell.
That is where analytics, a heatmap and five conversations with recent customers earn their keep. Start with the conversations — they are free, and they usually name the problem in the first ten minutes.
How often should I run this?
Run it on every page that is meant to generate enquiries, not just the homepage — service pages and landing pages are usually where the leaks are, because they get built in a hurry and reviewed less often. After that, once after every redesign, every builder migration and every change to the form.
Forms are the thing to watch. They break quietly, and a form plugin update that silently stops sending mail is the most common reason a site goes from steady enquiries to none with no visible symptom at all.
Want more enquiries from the traffic you already have?
We rebuild pages that get visitors but not enquiries — sometimes a new hero and a shorter form, sometimes the whole site. Send us the address and we will tell you which one it is, what we would change first, and what it would cost.
