You know that feeling when you walk into a store and everything just feels right? The layout makes sense, you can find what you’re looking for, and the staff is helpful but not pushy. That same instant judgment happens with websites – and believe me, your visitors are making these snap decisions about your site right now. It’s always a good idea to do a website evaluation from time to time so you can get an idea of what your visitors see, read, and experience.

Why 10 minutes is all you need

Here’s the truth that most web developers won’t tell you: the major problems with any website are usually obvious within the first few seconds. If you have to hunt for information, your visitors won’t bother. If you’re confused about what action to take next, your visitors already clicked away. It’s that simple.

The “at first glance” website evaluation

Let’s break this down into five easy-to-follow chunks. Grab your phone or open your laptop, pull up your website, and let’s get started.

First 2 minutes: the “stranger test”

Open your website like you’ve never seen it before. Better yet, ask someone nearby to look at it for 30 seconds and tell you:
– What does this business do?
– Who is it for?
– What should I do next?

If they hesitate on any of these questions, you’ve just spotted your first improvement opportunity. Your website should answer these questions as clearly as seeing a “Fresh Hot Pizza” sign on a restaurant.

Next 2 minutes: the “impatient customer” check

Pretend you’re in a hurry (we all are these days). Try to:
– Find your contact information
– Get to your most important service/product
– Figure out your prices
– Locate customer reviews or proof that you’re legitimate

Counting the clicks? If it’s more than two for any of these, you’re making your visitors work too hard.

Middle 2 minutes: the “does this feel right?” assessment

This is where we trust our gut:
– Are the colors easy on the eyes?
– Do images look professional (not like they’re from 2005)?
– Is the text easy to read without squinting?
– Does the site load quickly, or are you tapping your fingers waiting?

Next 2 minutes: the “mobile phone reality”

Pull out your phone for this part of the website evaluation – this is where most of your visitors will see you:
– Does everything look good on mobile?
– Can you click buttons easily with your thumb?
– Is the text readable without zooming?
– Do forms work smoothly on mobile?

Final 2 minutes: the “make it happen” test

This is where we check if your website actually helps you make money:
– Is it obvious how to buy/contact/sign up?
– Are there clear next steps for interested visitors?
– Do you have answers to common questions?
– Is there a compelling reason to act now?

What to do with what you found

Don’t panic if you’ve spotted issues – this is good news! You’ve just identified exactly what needs fixing. Here’s your action plan:

Fix these today

– Unclear message about what you do
– Missing or hard-to-find contact information
– Broken links or forms
– Slow loading pages

Fix these this week

– Update old-looking images
– Add missing calls-to-action
– Fill in gaps in your service/product information
– Add or update testimonials

Plan these for next month

– Mobile-friendly redesign if needed
– Content updates and reorganization
– New photography or graphics
– Feature additions

The simple truth about great websites

The best websites aren’t always the most expensive or the most sophisticated. They’re the ones that make life easy for their visitors. They’re clear, helpful, and straightforward. Most importantly, they respect their visitors’ time by making information and next steps obvious. I’m a huge fan of Tonic’s Showit templates. Click here for 15% off with my affiliate code (yep, I’ll get a little something if you make a purchase, but hey, you get a little something too). If you love their templates enough to consider a purchase, you may be interested in my Template Tailoring service to get a new site up and running in a fraction of the time of a custom website.

Your next steps after the website evaluation

Take this 10-minute audit and do it right now. Actually set a timer. Write down what you find. Then pick the three biggest issues that jumped out at you – these are probably the same things jumping out at your visitors.

Need help figuring out what to tackle first? Drop me a line. I help businesses turn their websites from confusing into converting every day. Sometimes the smallest changes make the biggest difference.

Remember: if it’s obvious to you now, it’s been obvious to your visitors all along. The good news? Now you know exactly what to fix.

Related:

• The power of brand perception
• 11 Home page essentials for a high converting website