The enquiries you never hear about
A local business usually finds out its website is underperforming from the bank balance rather than
from the website. Nobody rings up to say they could not find your number, or that your form asked
for their postcode and budget before they had decided anything. They go back to the search results
and try whoever is next.
That is what makes these faults so durable. They do not look like faults. The page loads, the words
are spelled correctly, the design is fine. What is missing is the small number of things a stranger
needs in the first few seconds: what you do, where you are, why they should believe you, and one
obvious way to act on it.
This tool exists because those things are checkable. Not opinion, not a design critique. Either
there is a tel: link near the top of your page or there is not. Either your form asks for four
things or it asks for nine. Either your main heading promises an outcome or it says
"Welcome to Our Website".
How the score is worked out
Ten checks, each carrying a fixed weight out of 100. The heaviest are the ones that decide whether
a ready visitor acts: a tappable phone number, one clear action, an outcome-led headline and proof
other people have used you, at 12 points each. Form length and a location signal carry 10. A second
contact route, mobile setup, load speed and something scannable carry 8.
A check that cannot be run reliably is reported as not assessed and taken out of both sides of the
sum, so it can neither pass you nor fail you. If your page is built entirely by JavaScript, most of
it cannot be read from the code and you are told that plainly instead of being handed a low score
you did not earn. When too little of a page can be assessed, no score is shown at all, because a
number built on three checks is not a score.
The weights are published in the code and the evidence behind every finding is shown to you, so any
judgement here is one you can check rather than one you have to take on trust.
What it checks
- A tappable phone number near the top12 points
- One clear action in the opening section12 points
- A headline that promises rather than describes12 points
- Proof other people have used you12 points
- A form that asks for four things or fewer10 points
- The town or city you work in, in your own words10 points
- At least two ways to get in touch8 points
- Mobile viewport and tap target sizes8 points
- Opening section on screen inside 2.5 seconds8 points
- Something near the top that can be skimmed8 points
Frequently asked questions
What does the page score actually check?
Ten things, each weighted. A tappable phone number near the top, one clear action in the opening
section, a headline that promises an outcome rather than describing the business, how many fields
your form asks for, whether there is proof other people have used you, whether the page says which
town you are in, whether there is a second way to get in touch, whether the page is set up for
phones with big enough tap targets, how long the opening section takes to appear on a phone, and
whether anything near the top can be skimmed.
Is it free, and do I need an account?
It is free and there is no sign-up, no login and no password. Enter a web address and you get the
score and every failed check straight away. An email address is only needed if you want the written
prioritised report, which is optional.
How accurate is the score?
The definitive parts are exact: how many fields your form has, whether a tel: link exists, your
viewport setting and your mobile load speed. The judgement calls are the positional ones. The
scanner reads your page's code rather than looking at it on a screen, so it works out where your
opening section is from the order things appear in and where your main heading sits, not from
pixels. Anything it cannot measure reliably is reported as not assessed and left out of the score
entirely, rather than counted against you.
Does it tell me my conversion rate?
No, and it never will. A page scan cannot support a claim like that, and any tool that gives you
one has made it up. You get a score out of 100 and specific findings with the evidence behind each
one, so you can check every judgement yourself.
What should I fix first?
Start with anything stopping people getting in touch at all, because nothing else on the page
matters to someone who cannot reach you. After that the heaviest failed checks are usually the
headline and the main call to action. If you want it in order with what each one is worth, ask for
the written report.
Do you fix it for me?
This tool diagnoses, it does not rewrite. It will tell you your headline opens with a greeting and
what a working headline does instead, but it will not write the replacement. If you would rather it
was just handled, that is what the Visibility Tune-Up is for.
Does it work for Google Ads landing pages?
Yes, and that is where it usually finds the most expensive problems, because every fault sits on the
page you are paying to send clicks to. Enter your monthly ad spend and the report says what that
spend is buying in plain terms. It will not predict what fixing anything would return, because
nothing about a page scan could support that.