A few months ago, I was talking to a coach who had just spent $3,000 on Instagram ads.

‍

The ads were performing well. Good click-through rate. Decent impressions. Her marketing agency was pleased.

‍

But she wasn't getting any clients.

‍

When I looked at her website, the problem was obvious. The homepage took nine seconds to load. There was no clear headline. The call to action was buried at the bottom of the page. On mobile, where most of her traffic was coming from, the layout was completely broken.

‍

She didn't need better ads. She needed a website audit.

‍

Those are two very different problems, and fixing the wrong one is an expensive mistake.

What a website audit actually is

A website audit is a systematic review of everything on your site that affects whether visitors stay, trust you, and take action. It's not about redesigning your logo or picking new fonts. It's about identifying the specific reasons your site isn't converting, so you can fix them.

‍

Before you run another ad, launch another campaign, or post another piece of content, do this audit. It takes about 20 minutes and it could save you thousands.

The 10-Point Website Audit

1. Load speed

Go to PageSpeed Insights (it's free, just Google it) and run your URL. If your site scores below 70 on mobile, that's your first problem. Slow sites lose visitors before they've read a single word. Google also uses speed as a ranking factor, so a slow site is hurting your search visibility too.

‍

2. The 5-second test

Open your homepage and ask yourself: within 5 seconds, can a stranger understand what you do, who you help, and why they should care? If you need to scroll to find the answer, or if the answer isn't there at all, your headline needs work.

The job of your homepage headline isn't to be clever. It's to be clear.

‍

3. Mobile experience

Pull up your site on your actual phone. Is the text readable? Do buttons work? Does anything overlap or break? More than half of all web traffic comes from mobile. If your site is frustrating on a phone, you're losing the majority of your visitors before they've seen anything.

‍

4. Your call to action

What do you want visitors to do? Book a call? Fill out a form? Buy something? Is that action obvious? Is there a button visible before scrolling? Is it repeated throughout the page?

If someone has to hunt for how to contact you, most of them won't bother.

‍

5. Visual consistency

Does your website look and feel like the rest of your presence, your Instagram, your LinkedIn, your business cards? Inconsistency creates subconscious distrust. Visitors who don't recognise your brand across touchpoints are less likely to take action.

‍

6. Social proof

Do you have testimonials, reviews, or logos of companies you've worked with? Social proof is one of the most powerful conversion tools available and one of the most commonly missing. Even one strong testimonial in the right place can meaningfully move the needle.

‍

7. Clarity of your offer

Your website might explain what you do, but does it clearly explain what someone gets when they work with you? There's a difference between "I offer coaching services" and "I help first-time managers become the kind of leader their team actually respects in 90 days."

Specificity converts. Vagueness doesn't.

‍

8. SEO basics

Check that each page has a unique title tag and meta description. Make sure your images have alt text. Confirm that your URL structure is clean. These basics take an hour to fix and they matter more than most people realise.

‍

9. Contact options

How many ways can someone reach you? Is your email visible? Is there a contact form? Is there a booking link? The easier you make it to get in touch, the more people will. Friction kills conversions.

‍

10. Analytics

Do you know what's actually happening on your website? If you don't have Google Analytics set up, you're flying blind. You can't fix what you can't measure. Install it today, it's free and takes 15 minutes.

What to do with your results

Go through this list honestly. If you score 8 out of 10, you're in good shape. If you're flagging 5 or more issues, your website is likely costing you clients every single week.

‍

Most of these problems are fixable. Some you can handle yourself. Some are worth bringing in a professional for, especially the structural ones around conversion and copywriting.

‍

Either way, do the audit before you spend another dollar sending people to your site.

‍

If you'd like a second set of eyes, I offer a free 20-minute call where I'll tell you honestly what's working and what isn't. No pitch, no pressure, just a real conversation. Book a call here.