01 · First impression When did the site last have real work done on it?
Years ago, and it shows It has been patched, never revisited Within the last two years It is maintained deliberately, against a plan
02 · First impression Can a stranger tell what you do and who it is for, from the first screen?
Not really — it opens with a slogan Roughly, if they read a while Yes, though it takes a scroll Yes, in one sentence, above the fold
03 · Whether it sells what earns Does the site push the work you actually want more of?
Everything gets the same amount of room There is a rough order, inherited from the old site The main service leads and the rest follow The structure follows the margin, and somebody decided that on purpose
04 · Whether it sells what earns Could whoever wrote the site say which service earns the most?
No — it was written from the service list Roughly, though it never changed any of the pages Yes, and it shaped the first screen Yes, and it decides what gets built next
05 · Whether it answers the objection What do people say just before they decide not to buy?
We have never written it down We know exactly what it is, and it appears nowhere on the site It is addressed somewhere, probably in an FAQ It is answered on the page where it comes up
06 · Whether it answers the objection When somebody doubts you can do this, what does the site show them?
A logo strip, or nothing General claims about experience Examples a stranger could go and check Examples they can check, chosen to match whoever is reading
07 · What it records Does it record what visitors actually do, or only which pages loaded?
Pageviews only, if that Pageviews, and we can see the form was submitted Named events on the actions that matter Every meaningful action, joined to what happened afterwards
08 · What it records When an enquiry arrives, do you know where it came from?
No — it arrives as an email and the trail ends there Sometimes, if the person mentions it Usually, from campaign tags Yes — source, campaign and page, attached to the record
09 · What it does What happens to an enquiry between arriving and being answered?
It sits in a shared inbox until somebody notices One person forwards it on by hand It routes automatically, then a person qualifies it It arrives qualified, routed, and already in the CRM
10 · What it does Does anything happen on the site outside working hours?
Nothing — it waits for us An auto-reply saying we will be in touch Booking or payment goes through on its own Booking, follow-up and the common questions all handled
11 · Whether it is yours Whose name are the hosting, domain and analytics accounts in?
An agency's, or we are not sure Mixed — some ours, some theirs Ours, transferred at some point Ours, from the beginning, with the repository too
12 · Whether it is yours If you left your current platform tomorrow, what would you take?
Nothing usable — it only exists inside the platform An export we would have to rebuild from The content, and the design would be redone The whole thing — it is files in a repository we own
13 · Whether it keeps up Who can change the text on a page without calling anyone?
Nobody here One technical person, when they have time Marketing can, for most pages Anyone who should be able to, for everything that changes
14 · Whether it keeps up What decides the next change to the site?
Nothing — changes happen when something breaks Whoever asks loudest A plan, made once a year What the measurement says is losing people
Where to send the written version Your result is already on this page and stays there whether or not you fill this in. This gets you the written one — the gap explained, what we would do about it, and what that costs.
Name Work email Organisation Anything the questions missed
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