Below is a real sample of our 20-point conversion audit — same format, same depth you get for your own site. We changed the business name; nothing else.
Summary: Solid foundation, but leaking leads at three specific points — the phone number is hard to find on mobile, the headline doesn't say what you do or who for, and there's no reason to act now. All three are fast, cheap fixes.
Visitors land on a stock photo and a slogan ("Smiles for Life"). Within 5 seconds they can't tell what services you offer or whether you take new patients. The hero should state the service + location + a clear next step.
On mobile, the phone number is buried in the footer. ~60% of local-service traffic is mobile and wants to tap to call. A sticky "Call now" button alone typically lifts calls 10–30%.
"Smiles for Life" is a slogan, not a value proposition. It doesn't say gentle family + emergency dentistry in [Town], accepting new patients. Visitors decide in seconds whether they're in the right place.
You have 140+ Google reviews at 4.8★ — but none appear on the homepage. Surfacing the star rating + 2–3 quotes near the top is one of the highest-impact trust additions available.
Layout reflows cleanly and tap targets are sized well. No major mobile issues beyond the buried phone number noted above.
Nothing gives a reason to act today — no "same-day appointments," "new-patient offer," or "free first consult." A single time-bound or risk-reversing line near the CTA reliably increases bookings.
The contact form asks for 8 fields including date of birth before a first contact. Cut to name + phone + "what do you need?" — every extra field drops completion.
Load-speed signals, local SEO (GBP/NAP), navigation friction, service clarity, social-proof placement, imagery, visual hierarchy, accessibility quick-wins, analytics/tracking gaps, competitor angle, and your prioritized quick-win checklist.
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