01
Five-second clarity
Can a stranger identify the service, location or coverage area and the intended next action within five seconds?
Free practical guide
Ten checks that reveal whether your website is helping—or losing—the enquiry.
Open the website on your phone and work through these checks as a customer would. Every item should produce a clear yes or no.
Use it honestly
Do not judge the website as its owner. Judge it as a hurried stranger.
A customer may be comparing several businesses on a phone. If the service, proof or next action needs explaining, the website is creating work instead of removing it. Record every failed check before deciding what to change.
The 10-point check
Clarity first. Proof second. Action third.
Passing a check means it works immediately for a first-time visitor—not that the information exists somewhere on the site.
02
Phone-first layout
Does the mobile page avoid tiny text, sideways scrolling, overlapping sections and hard-to-tap buttons?
03
Visible next step
Is a clear call, quote, booking or enquiry action visible near the top without searching through the menu?
04
Working enquiry route
Do forms reach the right inbox, phone links dial correctly and email links open the correct address?
05
Genuine proof
Are real projects, verified reviews, qualifications or useful examples visible without invented numbers or vague claims?
06
Consistent facts
Do the business name, telephone, email, coverage, services and opening details agree across every important page?
07
Fast first view
Does the useful content appear promptly on an ordinary mobile connection without a huge image or animation blocking it?
08
Focused page titles
Does each important page have a specific title and main heading that explain its subject rather than repeating “Home” or the company name?
09
Search access
Can search engines reach the useful pages through working links, a valid sitemap and indexable page settings?
10
Measurable source
Can the business tell which campaign, listing or referral produced an enquiry without relying on guesswork?
Read the result
Fix the failures in commercial order.
A long cosmetic wish list is a distraction. Start with faults that can stop contact, then trust, then visibility.
- Broken forms, calls and booking routes
- Unclear service, coverage or next step
- Missing or unreliable proof
- Serious mobile and speed problems
- Search access and page-focus faults
- Visual polish after the journey works
What next?
Turn the failed checks into one controlled job.
White Direction can review the public website and identify the clearest starting point without creating a fictional list of urgent work.
Does every failed check need a rebuild?+
No. Many faults can be corrected through a focused refresh. A rebuild only makes sense when the existing structure prevents a reliable repair.
Can White Direction check the form itself?+
Yes, with permission. A proper test should prove that a real submission reaches the intended destination rather than stopping at a success message.
Does passing this guarantee more leads?+
No. It removes avoidable website friction. Demand, competition, reputation and the quality of traffic still affect results.
FAILED A CHECK?