The short version
- Open your site on your phone and answer 25 yes or no questions.
- Give yourself one point for every yes. The total is out of 25.
- Your lowest section is where you lose the most customers. Fix that first.
How to score
Pretend you are a new customer who has never heard of you. Open your homepage on your phone. Be honest with each answer. "Kind of" counts as no.
1. Your message
- Can a stranger tell what you do within five seconds?
- Does the headline say who you help?
- Does the page say why someone should pick you over others?
- Is there a clear offer, like a free quote or free audit?
- Is the copy about the customer's result instead of your history?
2. Your call to action
- Is there one main button on the first screen of your phone?
- Does that same button show up again further down the page?
- Is your form five fields or fewer?
- Is there an easy step for people not ready to buy today?
- Do you answer the top questions people ask before they buy?
3. Your design
- Does the site look like it costs what you charge?
- Do you use two fonts or fewer?
- Is the body text easy to read on a phone without zooming?
- Are the photos real photos of your work, team or place?
- Do your colors stay the same from top to bottom?
4. Your tech
- Does the page load in about three seconds on your phone?
- Does the menu open and work on your phone?
- Does your site show the lock icon in the address bar?
- Do all the buttons and links work?
- Do you know how many people visit and contact you each month?
5. Your proof
- Do you show at least one review with a real name?
- Do you show a real result, like a number or a before and after?
- Do you say how fast the customer gets their result?
- Do you make it clear what the customer has to do next?
- Do you take away risk with a guarantee or a free first step?
What your score means
| Score | What it means | What to do |
|---|---|---|
| 21 to 25 | Strong site | Fine-tune your lowest section. |
| 15 to 20 | Leaking customers in a few spots | Fix your lowest section this week. |
| Under 15 | The site works against you | Rebuild the homepage before you spend on ads. |
From my work
This is a short version of the 100-point audit I run for clients. My own old homepage scored 71 out of 100. Its weakest spot was a phone screen with no button to ask for the audit. The rebuild scored 81.