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Website Conversion Audit Template for Professional Services

The same 28-point audit we run on every client website. Check your site against the benchmarks that matter for lead generation in professional services.

Richard Creavalle

— 3 min read

This is the exact 28-point audit we run on every client website. Each item has specific pass/fail criteria and the tool you need to check it. Work through this with your site open.

First Impression (Tools: your eyes + a phone)

  1. Headline clarity | Open homepage. Can a stranger identify your service and city in 5 seconds? | Fail: Generic headline like "Welcome" or "Excellence in Service"
  2. Visual currency | Does the design look like it was made in the last 2 years? | Fail: Dated stock photos, gradients from 2015, or cluttered layout
  3. Above-fold CTA | Without scrolling, is there a visible button or phone number? | Fail: First CTA is below the fold
  4. Load speed | Run pagespeed.web.dev. Mobile score? | Pass: 70+ | Fail: Under 50
  5. Mobile test | Open site on phone. Is everything readable and tappable? | Fail: Text too small, buttons too close, horizontal scroll
  1. Menu clarity | Can you reach any service page in 1 click from the menu? | Fail: Nested menus more than 2 levels deep
  2. Service pages | Does each primary service have its own dedicated page? | Fail: All services listed on one page as bullets
  3. Contact access | Is phone/email/form accessible from every page? | Fail: Contact info only on the contact page
  4. Search function | For sites with 10+ pages: can visitors search? | Fail: No search on a large site

Content Quality (Tools: your site + a fresh pair of eyes)

  1. Problem-first copy | Does your homepage lead with the client's problem or your credentials? | Fail: First paragraph is about your firm's history
  2. Specificity | Are descriptions specific (numbers, locations, client types) or vague? | Fail: "We serve clients in various industries"
  3. Social proof | Testimonials or results visible on homepage? | Fail: No social proof on the homepage
  4. Team pages | Professional photos with personal bios? | Fail: No photos, or bios that read like resumes
  5. Content freshness | Is the newest content less than 30 days old? | Fail: Last blog post is from 6+ months ago

Conversion Architecture (Tools: your site)

  1. CTA per page | Does every page have at least one call to action? | Fail: Any page with no next step for the visitor
  2. Form simplicity | Contact form has 4 or fewer fields? | Fail: 6+ fields, or asks for detailed case info
  3. Phone prominence | Clickable phone number in the header on mobile? | Fail: Phone number is text only or in the footer
  4. Scheduling option | Can prospects book without emailing? | Fail: Only option is "fill out the form and wait"
  5. Thank you page | After submission, does the confirmation set response time expectations? | Fail: Generic "Thank you, we'll be in touch"

Technical SEO (Tools: listed per item)

  1. Page titles | Check with Screaming Frog (free version) or view page source. Each key page has a unique, descriptive title? | Fail: Duplicate titles or missing titles
  2. Meta descriptions | Each key page has a compelling description under 160 characters? | Fail: Missing or duplicate meta descriptions
  3. Header hierarchy | One H1 per page, H2s for sections, H3s for subsections? | Fail: Multiple H1s or skipped heading levels
  4. Schema markup | Check with search.google.com/test/rich-results. LocalBusiness or ProfessionalService schema present? | Fail: No structured data
  5. SSL certificate | Site loads as https:// with a valid certificate? | Fail: Any page loads as http:// or shows a security warning

Analytics (Tools: Google Analytics + Search Console)

  1. GA4 installed | Check for active GA4 property with data flowing | Fail: No analytics or still using Universal Analytics
  2. Goal tracking | Form submissions and phone clicks tracked as conversions? | Fail: No conversion events configured
  3. Search Console | Connected and showing data? Check for errors | Fail: Not set up or not monitored
  4. Heatmap/recording | Using Hotjar, Microsoft Clarity, or similar? | Fail: No behavioral data on how visitors use your site. (Microsoft Clarity is free, no excuse.)

Priority Matrix

Fix these first (highest impact): Items 1, 3, 4, 16, 17

Fix next (high impact, moderate effort): Items 5, 10, 11, 12, 20, 21, 23

Fix when you can (ongoing): Items 14, 25, 26, 27, 28

Passing 22+ out of 28? Your site is competitive. Focus on content and conversion optimization.

Passing 15-21? Significant gaps. The fails are your roadmap.

Below 15? Your website is actively sending leads to competitors. Let's fix it.

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