Find where your homepage loses enquiries
A hero that doesn't say what you do, competing buttons, copy any competitor could reuse. This lens scores exactly that, with the evidence quoted.
What the lens checks
Does this page turn visitors into enquiries? Every check below scores a piece of that answer, with the evidence quoted.
Value proposition
Does the hero say what you do and who it's for, on its own? If a stranger can't answer that without scrolling, the finding quotes the headline that failed.
Call to action
One primary action that says what happens next. Competing buttons, buried contact details, and vague labels get flagged with the label quoted.
Social proof
Proof a real person would trust: named clients, specific results, testimonials that say something a competitor's couldn't.
Friction
What stands between interest and enquiry: forms that ask too much too early, and steps that don't need to exist.
Generic copy
Whether the copy says anything a competitor couldn't paste onto their own hero. A sentence that could sell anyone's business sells nobody's.
How it's scored
- 35 of the 100 points. The biggest single lever in the score, tied with Trust & Credibility.
- Deterministic rules do as much of the work as rules can do. The model is only used where a rule can't be written, like judging whether a sentence is specific or generic.
- When the model is used, it has to quote the evidence it found on your page. A finding you can't trace back to the screen isn't a finding.
35 / 100
- Conversion35 pts
- Trust & Credibility35 pts
- Page Speed10 pts
- AI & Search Visibility20 pts
What is conversion optimisation? Turning visitors into action
Conversion optimisation is the work of getting more of your existing visitors to act, without buying more traffic. What a converting page does, where pages leak, and how to fix it.
Frequently asked questions
Is this just an opinion about my copy?
No. Deterministic rules run first, and where the model judges, it has to quote the exact copy or element it's judging. Every finding carries its evidence and its fix.
What do I get back?
A score out of 35 inside the overall 100, findings ranked by severity with the evidence attached, and the single strongest rewrite of your hero headline or primary call to action.
Does it check more than the homepage?
The free audit scores your homepage, desktop and mobile. When we take on a rebuild, we work through every key page and the path an enquiry actually takes.
The other lenses
See your own score on this lens
Conversion is worth 35 of the 100 points. The free audit scores all four lenses and ranks what to fix first.