Go in order. The first section is the one strangers judge you on in five seconds. The last one is the one that quietly loses you leads.
01
Positioning
The five-second test
0 / 5
✓
A stranger can tell what you do from the headline aloneNot your name. Not a vibe. The actual thing you do and who it's for.
✓
Your headline names who it's for"I help consultants" beats "welcome to my website" every single time.
✓
One clear next step above the foldA single button. And you've clicked it this month to check it goes where it should.
✓
Your face is on the homepageA real photo of you. Not stock. People buy from people, not from laptops on desks.
✓
Zero jargon in the heroIf a 10-year-old can't repeat back what you do, neither can a referral.
02
The Funnel
Does traffic go anywhere?
0 / 5
✓
You have a lead magnet worth an email addressSomething specific and useful. "Subscribe to my newsletter" is not a lead magnet.
✓
Email capture sits on every key pageHomepage, about, blog. Not buried in the footer where nobody scrolls.
✓
New subscribers get a welcome email automaticallyWithin minutes, not whenever you remember. Test it with your own email.
✓
There's a clear path from free to paidSomeone who downloads your freebie can find your offer without hunting for it.
✓
You can name each page's one jobEvery page exists to move someone one step. If you can't name the step, the page is decoration.
03
Trust
Would you buy from you?
0 / 5
✓
Testimonials with real names and faces"J.S., Melbourne" convinces nobody. Full names, photos, specifics.
✓
Your about page tells a story, not a résuméWhy you do this work. What you believe. The CV bit comes second.
✓
Credentials are visible without being the whole pitchAwards, features, logos. Present but not shouting.
✓
Something on your site is dated this yearA post, a win, an update. A site frozen in 2023 says "maybe not in business anymore".
✓
Contact is one obvious stepA form or an email that's easy to find. Not a scavenger hunt.
04
Content & SEO
Can anyone find you?
0 / 5
✓
Your blog or content hub was updated in the last 60 daysFresh content signals a living business to both Google and humans.
✓
Each post targets something people actually searchWrite for a question someone types, not just a thought you had.
✓
Old embarrassing content is gone or redirectedThat 2021 listicle that doesn't sound like you? It's hurting more than helping.
✓
Posts link to your offers, not dead endsEvery article should hand the reader somewhere to go next. Yours, not away.
✓
Page titles and descriptions are written on purposeNot auto-generated. Written for humans, set for search.
05
Tech Health
The silent lead killers
0 / 5
✓
Your site loads fast on your phoneOpen it on mobile data right now. Slow to load means gone before they read a word.
✓
Every button goes where it says it goesClick all of them. Broken CTAs are the most common fail we find in audits.
✓
Mobile looks rightNo cut-off text, no buttons too small to tap. Most of your traffic is on a phone.
✓
You own your own loginsDomain, hosting, site admin. You, not your old developer or a VA who moved on.
✓
Your forms actually deliverSubmit a test entry. Check the email arrives. Broken forms lose leads silently.