What I Look for First When Reviewing a Business Website
When I review a business website, I’m not looking for trends.
I’m not judging colors, fonts, or whether the design feels “modern enough.”
What I’m looking for — immediately — is whether the website is set up to support real decisions.
Because a website can look polished and still quietly fail. And the reasons are usually visible within the first minute.
First: Can I Understand What You Do Without Thinking?
Before anything else, I look for clarity.
Within the first few seconds, it should be obvious:
what you do
who it’s for
and why someone would choose you
If I have to read closely, interpret language, or scroll to understand the basics, the website is already working too hard.
Clear messaging reduces friction. Reduced friction increases trust.
Second: Does the Website Feel Confident or Careful?
Next, I pay attention to tone.
Does the website sound certain about what it offers?
Or does it sound hesitant, overly flexible, or cautious?
This isn’t about being aggressive. It’s about presence.
Clients who are ready to invest are drawn to clarity and confidence. A website that feels careful tends to attract people who need reassurance instead of direction.
Third: Is There a Clear Path Forward?
A lot of websites provide information but don’t offer guidance.
I look for:
a clear primary call-to-action
a sense of flow from section to section
and an obvious next step for someone who’s interested
If the website leaves the visitor to decide what to do on their own, most won’t.
Fourth: Does the Messaging Match the Level of the Offer?
This one matters more than most people realize.
If the website language sounds entry-level but the services are premium, there’s a disconnect. That mismatch often leads to misaligned inquiries or no inquiries at all.
The website should reflect the level you operate at — not the level you’re trying to move away from.
Fifth: Is the Website Doing the Filtering Upfront?
I look closely at whether the website sets expectations early.
That includes:
who the services are for
what kind of investment is required
and what working together actually involves
When expectations are clear, the right people lean in and the wrong people quietly opt out.
Finally: Does the Website Support a Decision — or Delay It?
At the end of the day, this is the real question.
A high-performing website doesn’t try to please everyone. It helps the right people decide.
If a site feels informative but neutral, polished but passive, it usually isn’t doing enough strategic work.
And that’s fixable.
Want a Strategic Review of Your Website?
If you’re not sure why your website isn’t converting — or you suspect it could be doing more — a strategic review is often the fastest way to get clarity.
I work with established business owners to identify what’s helping, what’s hurting, and what needs to change first so their website attracts clients who understand the value of the work.
👉 Book a free website strategy consultation to walk through your site together and see whether we’re a good fit to work together.
