Clarity
Can a new visitor explain what you do, for whom, and why it matters after one screen? Look for vague headlines, competing actions, internal language, and important information buried in navigation.
Trust
List every meaningful claim and the evidence beside it. Real work, a visible process, specific expertise, accurate credentials, and clear contact details are stronger than unsupported superlatives.
Journey
Trace the path for each priority visitor. Note every point where they must guess what to do next, repeat information, or switch channels. The most important conversion improvements are often structural.
Continuity
Compare the website, search appearance, social profiles, sales material, and post-inquiry experience. A strong presence feels like one company across every touchpoint, even when the formats change.