Run this against the current system.
- State what you do, who it is for, where you serve, and the primary next step in the first screen.
- Make phone, form, booking, and quote actions easy on mobile.
- Use proof near decisions: real work, outcomes, process, credentials, and honest reviews.
- Reduce form fields to what is needed for the next conversation.
- Answer price, timing, service-area, process, and fit objections.
- Track each important action as a conversion event.
- Review actual lead quality—not just traffic or button clicks.
How to prioritize what fails
Fix anything that blocks access, breaks a lead path, exposes risk, creates false information, or prevents measurement before polishing lower-impact details. Then rank the remaining gaps by expected business impact, effort, confidence, and dependency.
Document the baseline
Record the date, current URLs or tools, screenshots, traffic or lead baseline, and the exact change. Without a baseline, improvement becomes a memory contest instead of a business decision.