Check the first screen
Can a new visitor tell what you do, who it is for and what to do next? A large image and a slogan cannot carry that job on their own.
Follow the enquiry path
Try the journey on a phone. Read a service page, find evidence, use the CTA and complete the form. Look for unclear labels, unnecessary fields, slow pages and links that send people elsewhere.
Measure the right signals
Traffic is useful context. Better signals include qualified enquiries, completed forms, service page engagement and the questions people still ask after visiting.
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