Free Website Audit Checklist: 21 Things Losing You Customers Right Now

If you’ve ever wondered why your website traffic looks healthy but your enquiries… not so much, you’re not alone. Most businesses have no idea how many silent deal-killers are hiding on their website. And the worst part? These issues silently repel customers before you ever know that they visited.
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Here’s a brutally honest, real-world checklist to help you spot what might be costing you leads right now.

1. Your homepage takes more than 3 seconds to load. If your site makes people wait, they won’t. It’s that simple.

2. You talk about yourself before you talk about the customer. Open any small business website, and you'll be hit with "We are… we do…" People don't care yet. Show you understand their pain first.

3. No above-the-fold call-to-action. If I have to scroll to find how to contact you, you’re already losing them.

4. Your copy sounds like a robot wrote it. Overly polished, vague, corporate-y wording kills trust instantly.

5. Confusing navigation. If visitors need a treasure map to find basic information, they’re gone.

6. You have a beautiful hero image… that means nothing. Pretty pictures aren’t clarity. People want instant “Here’s what we do”.

7. Your contact button hides in the corner like it’s shy. Make it loud. Make it obvious and impossible to miss.

8. You’re relying on a single generic contact form. Nobody wants to just “submit a form”. Offer options: WhatsApp, call, email.

9. No proof you’re trustworthy. Reviews, testimonials, photos, case studies are important. People buy what they can see and believe.

10. Outdated branding that makes you look unreliable. If your site looks older than your business, it’s working against you.

11. No mobile optimisation. Most visitors are on their phones. If it pinches, zooms or breaks… bye!

12. Your site still uses stock photos from 2012. People can spot fake smiles and staged handshakes instantly.

13. Walls of text with no breathing room. People skim. If your site doesn’t allow that, they leave.

14. Your “About” page doesn’t actually tell your story. It’s your most visited page; use it to connect, not to brag.

15. Broken links and outdated information. Few things kill trust faster than a 404 or a " last updated 2019".

16. No real offer or incentive. Why should they contact you right now instead of later? Give them a reason.

17. You sound exactly like your competitors. If your copy could be pasted onto any similar business… that’s a problem.

18. Hidden pricing or unclear packages. You don’t need full price lists, but at least give direction.

19. No FAQs to handle objections. Customers have questions. If you don’t answer them, your competitor will.

20. Conflicting fonts, colours, styles. Visual chaos = subconscious “this business is messy”.

21. You’ve never done a proper audit. Most websites aren't designed; they just… happen over time.
A yearly audit is the easiest way to catch issues before they cost you leads.

Final thought
Consider your website the first salesperson your customer meets. However, unlike a real salesperson, it can't improvise, adjust, or recover if something feels off. It must get it right the first time. Fix the basics, tighten the experience and you’ll be shocked at how quickly the leads start flowing again.

Need help with sorting out your website? Our website health check services, might just be what your looking for. 
 

Call 01708 578 015