Paid advertising sends people to your website. If the website does not turn them into enquiries, you are paying to fill a leaking bucket. Before you increase ad budgets, run through this checklist. Record the evidence for each check and identify any item you cannot verify.
Search and discovery
1. Every important page has a clear title and description. A descriptive page title helps explain the page; Google may generate a different title link in search results. Say what the page offers and where, for example “Interior Fit-Out in Doha | Company Name”, rather than using only your brand name.
2. There is one main heading (H1) per page. It should match what the visitor searched for, not a slogan.
3. Search engines are allowed to index the page. Check that important pages do not carry a “noindex” tag and that a sitemap is submitted in Google Search Console. It is free, and it is the most useful search tool a business can set up.
4. Your business details match everywhere. Name, phone number and location should be identical on your website, Google Business Profile and social profiles. Inconsistent details weaken local visibility.
Speed and mobile
5. The page loads well on a phone. Check your own device data where available. Test the page with Google PageSpeed Insights and review mobile and desktop results, distinguishing lab measurements from field data when available.
6. Images are compressed and sized correctly. Oversized images can slow pages. Check measured evidence before deciding whether images, scripts, hosting or another issue needs attention.
7. The layout works at phone width. Buttons should be easy to tap, text readable without zooming, and nothing should scroll sideways.
Trust
8. A new visitor can quickly understand what you do. Read your homepage headline aloud. If a stranger could not repeat what you sell and who it is for, rewrite it.
9. There is real evidence. Photos of your actual work, team or premises, clear service descriptions and genuine credentials build more trust than stock images and generic claims.
10. The site is secure. The address should start with https:// and show no browser warnings.
The enquiry path
11. Contacting you is straightforward. Use contact options that suit your customers, such as a phone number, WhatsApp and a concise form. Ask only for what you need to reply.
12. Enquiries actually reach someone. Send a clearly identified internal test through each contact route. Check that it arrives and who receives it. Record the follow-up outcome as well as successful delivery; a working form alone does not prove the sales process works. Exclude test records from lead reporting.
What to do with the results
Do not try to fix everything at once. Sort what you found into three groups:
- Blocking: broken forms, pages hidden from search, a site that fails on mobile. Fix these first.
- Leaking: slow pages, unclear headlines, too many form fields. These quietly reduce enquiries.
- Improving: better proof, more content, stronger calls to action.
Then make the blocking fixes before you spend on ads.
Get an automated head start
Our Website Audit Beta reviews one public webpage and reports available checks and limitations. Speed measurements can be unavailable. It does not crawl the whole site, verify every contact route or replace a human review of your offer and sales process.
For website structure, content and enquiry-path improvements, explore our Websites & e-commerce service and discuss your requirements. If the evidence points to the offer or sales process, we can agree the appropriate diagnostic scope instead.
