Designing for Decisions

Website Conversion Audit

A psychology-driven audit for service-based businesses to uncover where your website may be creating friction, eroding trust, losing leads or making it harder for people to make a buying decision.

Be honest and answer based on how your website is performing now, not what you intended it to do. The more accurate your answers are, the easier it is to uncover the gaps and see where the biggest opportunities to improve conversions are.

24 questions · About 10 minutes · Results at the end
97%
Research shows

of clients' purchasing decisions are influenced by websites.

Source: HubSpot

If you're posting on socials, sending emails, running ads, networking, doing SEO... and still not getting as many (quality) leads as you know you should... it's probably not your offer.

And pouring more time or money into those things won't help either. Because that is just pouring more leads into a leaky bucket.

When 97% of purchasing decisions are influenced by your website, your website must:

This audit helps you find exactly where your website is leaking the leads you're working so hard to get.

01
Section One · The Decision-Making Journey

Content Structure + Strategy

This is where you assess whether your page includes everything needed to guide someone through a decision, speak to different buyer types, and ensure each section is doing its job.

How to answer
Pick the answer that matches how your page works today. "Kind of" is where most people sit, and where the biggest opportunities usually are.
Yes: it's doing this well Kind of: it's there but not landing No: this is missing or unclear
Hero / Positioning
Does this clearly communicate who this is for, what you do, and why it actually matters to them?
Desires
Does this reflect what your audience actually wants, in a way that feels specific and relevant to them?
Pain / Current Situation
Does this clearly describe their current struggles in a way that makes them feel seen?
Introduction to Solution
Does this clearly connect their problem to your specific approach or solution?
Offer Details / Packages
Is your offer clearly explained so it feels both valuable and easy to understand?
Process
Does this make it feel clear, simple, and easy to work with you?
FAQs
Are key objections and questions clearly addressed?
Social Proof
Is proof of your work included in a way that builds trust at key decision points?
About / Credibility
Does this build trust in you and your expertise?
CTA
Is it clear what to do next, and does it feel easy and genuinely exciting to take action?
0
Yes
0
Kind of
0
No
Content Structure Score
Complete the questions above
Work through each section of your service page to see your result.
02
Section Two · Your Message

Offer + Message Positioning

This is where you assess whether your messaging is actually landing, and making your offer feel like the obvious choice.

Are you describing their current situation or pain in a way that feels accurate to them?
Does your messaging feel specific enough that someone instantly thinks "this is for me"?
Are you speaking to what they actually want, not just what they need?
Does your offer actually feel desirable, or does it just make sense on paper?
Does your offer or approach clearly stand out compared to other options available?
Does your messaging make your difference clear, and position you as the obvious choice if someone compares you to others?
0
Yes
0
Kind of
0
No
Messaging Score
Complete the questions above
Work through each question to see your result.
03
Section Three · The Experience

User Experience + Design

This is where you assess whether your website looks polished, feels engaging, and is easy to move through, so people trust it and take action.

Does your website feel polished, intentional, and credible at a glance?
Does your design feel aligned with your brand and audience at first glance, and position you how you want to be perceived?
Would someone want to keep scrolling based on what they see alone?
Can someone quickly find exactly what they're looking for, or where to go next, without having to think?
Is your layout guiding them naturally from one section to the next, with clear hierarchy that makes the page feel easy to follow?
Is your page structured in a way that makes it easy to skim and still understand what you do and why it matters?
Is it always clear what someone should do next through strong, visible CTAs?
Would someone trust your level of expertise based on your design alone?
0
Yes
0
Kind of
0
No
UX Design Score
Complete the questions above
Work through each question to see your result.
Final Reflection

Your Results

This is how well your website is currently guiding someone toward a confident decision to work with you, and where the opportunities are to strengthen that journey.

01Structure
—
Not started
02Messaging
—
Not started
03Experience
—
Not started
Your total website score · all 24 questions
Complete all three sections

Work through Parts 1–3 above to see your full picture.

Your starting point

Where to focus next

Once all three parts are done, your lowest-scoring section shows here. That's usually where the biggest opportunities for improving conversions are hiding.

Here's your roadmap to a
conversion-optimised website

Based on your results, here's where to focus next to strengthen your page and make it easier for the right people to say yes.

01
Content Structure
—

Complete Part 1 to see your roadmap for this area.

02
Messaging
—

Complete Part 2 to see your roadmap for this area.

03
User Experience + Design
—

Complete Part 3 to see your roadmap for this area.

What happens next

Ready for a website built to convert?

You've identified the gaps.

Now imagine having a website where the strategy, messaging, structure, and user experience are intentionally designed to work together from day one.

That's exactly what we create inside our Website in a Week.

Book a Website Clarity Call to see if it's the right fit and learn how we can help you build a website that makes it easier for the right people to say yes.

Book my clarity call