Is Your Website a Brochure or a Salesperson? A 10-Point Check

Pull up your website on your phone and answer these honestly. Score yourself a point for every yes.

1. Can a stranger tell what you do, who it’s for and what to do next — in five seconds, without scrolling?
2. Does your headline describe the customer’s outcome rather than your company name?
3. Is there real proof (reviews, results, photos of actual work) within one scroll of your biggest claim?
4. Does the primary button say something specific ("Get my quote") instead of "Submit" or "Learn more"?
5. Does your key page fully load on a mid-range phone over 4G in under 2.5 seconds?
6. Can a person finish your main form using one thumb, without pinching or squinting?
7. If they call instead, does tap-to-call work — and do you track it?
8. Do your service pages address one audience with one offer, or is everything bolted onto the homepage?
9. When a form arrives, does a human respond within an hour during business hours?
10. Do you know, to the source, where your last five enquiries came from?

Scoring

8–10: You have a salesperson; invest in traffic. 5–7: You have a brochure with ambitions — a conversion pass pays back fast. 0–4: You have an expensive PDF. Stop sending paid traffic to it before anything else.

The three highest-return fixes

If you change nothing else, change these: (1) rewrite the hero for the five-second test; (2) put your strongest real review next to your biggest claim; (3) fix speed-to-lead — instant acknowledgement plus a human within the hour. Individually modest, together they routinely double what the same traffic produces. Traffic you already have converting better is the cheapest growth you will ever buy.