Websites & CRO
A website audit that tells you exactly what to fix and why.
Most website audits produce a list of issues sorted by severity with no commercial context. You get a spreadsheet of 80 items with no indication of which three will move your conversion rate. Our audit is structured differently: every finding is mapped to a commercial impact, every recommendation is actionable in under two weeks, and the output is a prioritised plan, not a report that gathers dust.
What goes wrong when websites are not audited systematically.
Most companies make website changes based on internal opinion, not buyer behaviour data. The result is a series of changes that look good in stakeholder reviews and do nothing for conversion.
Changes are made without a baseline.
If you do not know your current conversion rate, form fill rate, and scroll depth by page, every change you make is a guess. You cannot improve what you cannot measure. Most Indian growth-stage companies do not have GA4 configured with meaningful conversion events, which means every website decision is driven by gut feeling rather than data.
The biggest leaks are invisible without a structured review.
The most common conversion killers: a CTA above the fold with no supporting copy, a form with seven required fields, a pricing page that never mentions the outcome, a mobile layout that hides the primary CTA below the fourth scroll. These issues do not show up in a design review because they require a buyer-perspective walk-through, not a stakeholder review.
Technical issues silently kill conversion.
A page that loads in 4.8 seconds on mobile India is losing 40% of its visitors before they see the first screen. Core Web Vitals failures, uncompressed images, render-blocking scripts, and missing HTTPS redirects are all technical problems with direct commercial consequences. They are invisible to a buyer but visible to every audit tool.
SEO and conversion are treated as separate problems.
A page that ranks for a high-intent keyword but has a 0.8% conversion rate is generating traffic that does not convert. A page with a 4% conversion rate that gets no organic traffic is not being found. Both problems need to be addressed in the same audit, because the fix for one often affects the other.
How we conduct a website audit.
We review the website from the buyer's perspective first and from the data second. Every finding is categorised by impact and effort so you know exactly where to start.
Data and analytics review
- GA4 configuration audit: confirm conversion events are firing correctly and data is reliable
- Traffic source analysis: identify which channels are sending the most and least qualified traffic
- Page-level conversion rate audit: form fill rate, CTA click rate, and scroll depth for all primary pages
- Funnel analysis: where in the page sequence buyers are dropping off
- Heatmap and session recording review if Hotjar or Clarity is already installed
- Mobile vs. desktop conversion rate gap analysis
Conversion and copy review
- Buyer perspective walk-through: review the homepage, product pages, and pricing page as a first-time visitor
- Message hierarchy audit: does the hero communicate the problem and outcome within eight seconds?
- CTA audit: number, placement, copy, and sequence across every primary page
- Social proof audit: specificity, placement, and qualification of testimonials and case studies
- Objection mapping: identify the buyer questions that are not being answered on the site
- Form friction analysis: field count, required fields, error handling, and mobile usability
Technical and SEO review
- Core Web Vitals measurement: LCP, INP, and CLS for mobile and desktop
- Page load speed on Indian 4G connections (using simulated throttle)
- Mobile usability: tap targets, font sizes, layout shifts, and form usability on small screens
- Technical SEO: missing meta titles, duplicate content, broken internal links, missing alt tags
- Schema markup review: are structured data types correctly implemented?
- Security: HTTPS, mixed content warnings, and CSP headers
Prioritised recommendations and roadmap
- Findings mapped to impact (high, medium, low) and effort (quick win, one week, one month)
- Top six priority changes with specific copy, design, or code recommendations
- Quick wins list: changes that can be implemented in under 48 hours
- A/B test roadmap: which hypotheses to test first based on expected impact
- Presentation call to walk through findings with your team and answer questions
What is included in a website audit.
Analytics and data
- GA4 configuration and event tracking review
- Page-level conversion rate and traffic source analysis
- Funnel drop-off analysis
- Mobile vs. desktop performance gap report
- Heatmap review (if tool is installed)
Conversion and copy
- Message hierarchy and hero audit
- CTA placement and copy audit
- Social proof quality and placement review
- Objection and gap analysis
- Form friction scorecard
Technical and SEO
- Core Web Vitals and mobile speed report
- Technical SEO checklist with issue log
- Mobile usability and layout review
- Schema and structured data check
- Security and HTTPS audit
Output and recommendations
- Prioritised finding register with impact and effort ratings
- Top six high-impact change recommendations with specific guidance
- Quick wins list for immediate implementation
- A/B test roadmap
- Walkthrough call with your team
This is right for you if:
- Your website generates traffic but conversion rates are below industry benchmarks and you do not know why
- You are about to invest in a website redesign and want to base the brief on data rather than opinion
- You have made multiple changes to the website over the past year and cannot tell which ones worked
- Your sales team says prospects arrive on calls confused about what you do or how you price
- You are running paid campaigns and the landing page conversion rate is limiting your ability to scale spend
Not the right fit if:
- You have a website live for under 60 days with less than 1,000 total visits: there is insufficient data to make reliable conversion rate conclusions
- You are looking for a general "website review" with no intention of implementing changes: the audit is only valuable if the findings are acted on within 30 days
Frequently asked questions.
What access do you need to run the audit?
Read access to Google Analytics 4 (viewer role), access to Google Search Console if it is set up, and the URL of the website. If you have Hotjar or Microsoft Clarity installed, we will need view access to session recordings and heatmaps. We do not need CMS or hosting credentials.
How is this different from an automated audit tool like SEMrush or Screaming Frog?
Automated tools identify technical issues. They do not evaluate whether your hero copy addresses the buyer's problem, whether your CTA sequence makes sense for a first-time visitor, or whether your social proof is positioned to handle the objection a buyer has at that point in the page. The conversion and copy review is the part that moves the needle most, and it requires a human with buyer psychology expertise, not a crawler.
Do you implement the recommendations or just deliver the report?
The audit is a standalone deliverable. If you want us to implement the recommendations, that is a separate engagement: either a landing page design project, a website redesign, or a CRO retainer. Many clients use the audit output as the brief for their internal team.
How long does the audit take?
Five business days from receipt of access credentials and the completed onboarding questionnaire. The final deliverable is a written report plus a 60-minute presentation call with your team.
Ready to find out what your website is actually doing to conversion?
Book a 20-minute scoping call. We will confirm whether your site is the right fit for an audit, clarify what access we need, and give you a clear timeline.
Book a call