Website CRO Self-Audit Workbook

Website CRO Self-Audit Workbook

Find Out Why Visitors Are Not Becoming Leads, Calls, Appointments, or Customers

A practical mobile-friendly self-assessment for small business owners. Open your website on your phone, work through each section, score honestly, and choose your top three improvements.

1

Open your website on your phone

Most visitors are mobile, so audit the mobile experience first.

2

Work section by section

Answer the questions, read examples, and write what you notice.

3

Score honestly

A low score is not failure. It is a fix-it list.

4

Pick your Top 3

Three meaningful changes this month beat thirty someday.

What Your Scores Mean

4-5: Working well - protect it and keep it updated.

3: Average - visitors tolerate it, but it is not winning you business.

1-2: Likely costing you leads - make this a priority this month.

1

Section 1

Can a Stranger Understand My Business in 5 Seconds?

What to Check
  • Can visitors immediately tell what I do?
  • Can visitors tell who I serve?
  • Can visitors tell where I serve?
  • Is my main message clear at the very top of the page?
Why It Matters
Visitors decide in seconds whether to stay or leave. If someone has to guess what you do, who you serve, or where you work, they hit the back button and call a competitor whose website made it obvious.
Examples
Common MistakeWelcome to ABC Company
Better ExampleRoof Repair & Replacement for Homeowners in San Antonio
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

2

Section 2

Is My Headline About Me or My Customer?

What to Check
  • Does my headline focus on customer problems?
  • Does it communicate a clear benefit?
  • Does it answer "What is in it for me?"
Why It Matters
Your visitor is not researching your history. They have a problem and want it solved. A headline that leads with their problem and your benefit answers the question they care about most.
Examples
Common MistakeWe Have Been Serving Customers Since 1985
Better ExampleGet Fast, Reliable Air Conditioning Repair Before the Texas Heat Gets Worse
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

3

Section 3

Am I Making Visitors Work Too Hard?

What to Check
  • Can people easily find my phone number?
  • Can people easily find my services?
  • Can people easily contact me by form, call, or text?
  • Is my navigation simple and predictable?
Why It Matters
Confused visitors do not dig for answers. Every extra click, buried phone number, and crowded menu quietly filters out people who were ready to contact you.
Examples
Common Mistake12+ menu items, multi-level dropdowns, vague labels, and phone number hidden on the Contact page.
Better ExampleHome, Services, About, Reviews, Contact - with a tap-to-call phone number visible.
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

4

Section 4

Have I Earned Trust?

What to Check
  • Do I show reviews?
  • Do I show testimonials?
  • Do I show real photos, not just stock images?
  • Do I show certifications, licenses, or awards?
  • Do I explain why customers choose me?
Why It Matters
People buy from businesses they trust, and on a website, proof beats promises. Reviews, real photos, and credentials answer the silent question: Can I trust these people?
Examples
Common MistakeGeneric stock photos, zero reviews, no faces, no address, and empty claims.
Better ExampleGoogle reviews, real team photos, credentials, awards, and a short Why Customers Choose Us list.
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

5

Section 5

Do I Clearly Explain What Makes Me Different?

What to Check
  • Why should someone choose me over the next result on Google?
  • What do I offer that competitors do not?
  • Is my value proposition stated in plain words on my homepage?
Why It Matters
If you sound exactly like every competitor, visitors choose on price alone. A specific reason to choose you turns comparison shoppers into callers.
Examples
Common MistakeQuality Service at Affordable Prices
Better ExampleSame-Day Service, 5-Year Warranty, Family-Owned in San Antonio Since 2005
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

6

Section 6

Am I Asking People to Take Action?

What to Check
  • Do I have clear call-to-action buttons?
  • Do visitors always know what to do next?
  • Is there a CTA on every page, not just the homepage?
Why It Matters
Visitors rarely take the next step unless you ask. A clear, visible call-to-action tells people exactly what to do next.
Examples
Common MistakeNo buttons, or a vague Learn More link that leads nowhere specific.
Better ExampleRequest Your Free Quote - It Takes 60 Seconds.
Action Items
Score Yourself

1 = Not at all · 5 = Absolutely

7

Section 7

Would I Contact Myself?

This is the honesty test. Open your website on your phone, pretend you have never seen this business before, and answer each question as a real customer would.

Would I trust this company?
Would I understand the offer?
Would I know what to do next?
Would I actually contact this business?
Score Yourself
8

Section 8

Homepage Reality Test

Give yourself one point for each statement that is honestly true.

My Total: 0 / 6

5-6: Strong - your homepage is working for you.
3-4: Needs improvement - pick the weakest areas first.
0-2: Likely losing leads - make this month’s Top 3 from this list.

✓

Final Step

Top 3 Improvements to Make This Month

Look back at your lowest scores. Choose the three changes that would most directly bring you more calls, leads, or appointments.

Priority #1

Priority #2

Priority #3

30

Wrap-Up

Action Plan, Notes & Next Steps

Next Steps
  • Fix your Priority #1 this week - small and done beats perfect and pending.
  • Ask one customer or friend to do the 5-second test on your homepage.
  • Re-take the Homepage Reality Test in 30 days and compare your score.
  • Bring this workbook to your next workshop or coaching session for review.
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