Guide
The Website Growth Guide
The eight signals Insight Audit measures, why each one matters, and what a good version looks like.
01
Homepage messaging
A visitor should understand who you help, what you do and what to do next within a few seconds. Lead with the outcome they want, not your company history. If your headline could belong to a competitor, it isn't specific enough.
02
Conversion paths
Every page should have one obvious next step. Count the number of decisions a visitor has to make before they can enquire or buy — then remove as many as you can.
03
Calls-to-action
One primary action, repeated. Put it in the header, after the value proposition and at the end of each major section. Use verbs that describe the outcome, not 'Submit'.
04
Trust signals
Reviews, named case studies, client logos, guarantees, policies and real contact details. Cautious buyers look for evidence before they look at price.
05
User experience
Clear hierarchy, predictable navigation, readable type and generous spacing. If a visitor has to hunt for information, they usually leave instead.
06
Speed
Compress images, defer what isn't visible, and keep third-party scripts to a minimum. Speed is a conversion feature, not just a technical score.
07
Mobile experience
Most traffic is mobile. Check tap target sizes, form usability, sticky CTAs and how long the page feels when scrolled on a phone.
08
SEO fundamentals
Descriptive titles and meta descriptions, one clear H1 per page, sensible internal links, indexable pages and a sitemap. Fundamentals first, tactics later.
See which signals your website is failing.
An audit tells you which of these eight chapters to read first.