Start with one real customer task
Choose a task such as requesting a roofing estimate, asking about an event date, or booking an introductory conversation. Open the site on your phone and follow the same path a new customer would take. Write down each point requiring a guess.
1. Confirm the offer before changing the design
The first screen should answer what you offer, who the service fits, and what the visitor should do next. A broad slogan often needs a specific sentence underneath. Use the words your customers use when describing the job.
2. Check the service page
Look for the service area, a useful description of the work, real examples where available, and the next action. Keep meaningful differences between services. A visitor should not need to open every page to learn whether you handle their job.
3. Test the form and its recovery path
Use an authorized test request marked TEST. Record the time you submit, the screen shown afterward, the inbox or CRM receiving the request, and the assigned owner. Also test an invalid email, missing required field, and a disconnected network. The page should preserve the visitor’s entries and explain a failed or uncertain submission.
4. Follow the request beyond the website
A working form is only one step. Check who sees the inquiry, how quickly someone replies, and what happens after a quote goes out. A confirmation screen proves less than an end-to-end record connecting the inquiry, owner, and next action.
5. Record a baseline
Track total requests, qualified requests, time to first response, and booked conversations. Define a qualified request before comparing results. For example: a real person asking for an offered service in an area you serve. Compare equivalent periods and record changes to traffic, offer, and budget.
Fix the first broken step
If the form does not reach you, repair that path first. If inquiries arrive but wait unanswered, assign ownership and follow-up. If visitors never reach the page, review visibility. Start with the earliest useful repair, then repeat the journey.