How we think about the work.
A website that converts makes the value obvious, presents a compelling offer, guides visitors toward action, and gives you evidence of what is performing. When any of those fail, leads stop coming in.
Every audit and ongoing performance report includes these scores so you can see exactly where your site stands and what to improve.
SignalMessaging
Is your message reaching the right people?
Most websites lead with what the business does rather than the problem the buyer is experiencing. When visitors have to work to understand why it matters to them, they leave.
What we check
- ◆Whether the headline connects with the buyer's situation
- ◆Whether the language resonates with buyers or sounds like internal jargon
- ◆Whether visitors can quickly tell if this is for them
What we measure
SEO structure scoreAverage search positionSearch impressionsOrganic traffic share
GravityOffer
Is your offer converting visitors into leads?
An unclear offer creates hesitation. If visitors cannot quickly understand what they are buying, how long it takes, or what the outcome is, they will not move forward.
What we check
- ◆Whether the offer has a defined scope and deliverable
- ◆Whether pricing or next steps are visible
- ◆Whether visitors understand the value before being asked to act
What we measure
Engagement rateBounce rateSearch click-through rateConversion rate
OrbitPath to Action
Is your site guiding visitors toward action?
Multiple navigation paths and competing calls to action dilute momentum. The site should make it easy to take the next step, not force visitors to figure out what to do.
What we check
- ◆Whether each page has one clear call to action
- ◆Whether the site reduces friction at decision points
- ◆Whether there is a low-commitment entry point for visitors who are not ready to buy
What we measure
Accessibility scoreLayout stability (CLS)Page load speed (LCP)Responsiveness (TBT)
ThrustVisibility
Can you see what is working?
After launch, most businesses lose sight of what their website is doing. Without visibility, decisions are based on guesswork instead of evidence.
What we check
- ◆Whether leads are being captured and tracked
- ◆Whether you know where inquiries are coming from
- ◆Whether you can tell which pages are driving results
What we measure
Performance scoreUptime and response timeAnalytics connectedTraffic trend
