Methodology
How we audit a page
We publish exactly what we check and how we score it, so you can trust the number and argue with it if you disagree.
1. We load the page like a visitor
A real Chromium browser opens your page at desktop (1440px) and mobile (390px) sizes. We record the first screen as a visitor sees it (cookie banners included), then hide banners and chat widgets and capture the whole page screen by screen as we scroll, so animated sections appear as they really do.
2. Measured checks
Code measures what can be measured: around 90 automated WCAG 2.2 accessibility tests (axe-core), tap-target sizes on mobile, text size, sideways scrolling, whether there's a call to action in the first screen, reading ease, tap-to-call phone numbers, form length, typefaces, broken links, HTTPS, load speed, layout shift, page weight, and search basics like titles and descriptions. Where Google has data from real Chrome visitors to your site, we include how fast it is for them too. These give the same answer every time.
3. Expert review against published rules
An AI reviewer looks at the screenshots and a map of every element on the page, and gives a pass or fail on every rule below that applies to its type (a shop's product page gets different rules from a plumber's homepage). Each rule says what to look for and what passing looks like. The reviewer must point to the exact element and quote the actual copy, and it may not invent statistics. Two reviewers work independently, and a rule only counts as failed when both agree. That's what makes the same page get the same result: in our first test, three scans of the same page landed within 2 points of each other.
4. Every finding is checked twice
We confirm the cited element exists and that quoted copy really is on the page. Then a second reviewer looks at a crop of that element and rejects anything wrong, unsupported or generic. Findings that describe the same problem are merged, so nothing is said twice. If your page hasn't changed since it was last checked, you get the same result rather than a fresh opinion.
5. How the score works
Each category starts at 100. Every confirmed issue takes away a share of what's left, so the tenth small issue costs less than the first and scores never go below zero. The share depends on each rule's published severity, scaled by how confident we are. Free-form observations that no rule covers are shown in the report but don't change the score.
| critical | −30% of what's left |
| high | −15% of what's left |
| medium | −7% of what's left |
| low | −3% of what's left |
| Easy to use | 25% |
| Your words | 20% |
| Look and feel | 15% |
| Trust | 15% |
| Accessibility | 15% |
| Speed | 10% |
Every rule both expert reviews marked as failed counts, whether or not it made the report, so the free check and the full audit give the same score for the same page. The site is scored on its home page; a full audit's extra pages add findings, not penalties. An automated accessibility failure on only one or two elements counts in part. A category we couldn't check is shown as not checked and left out of the overall score. 85 and above is good, 60 to 84 needs work, below 60 is poor.
Every rule we check
181 rules, version 2.2.1. Rules marked “Coming soon” need us to click and type on the page, which we're adding next.
Easy to use 57 rules
People can't see what to do nextExpert review
People ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.
Homepage usability research
Too many buttons, so people don't know which oneExpert review
When everything looks equally important, people hesitate. Fewer of them get in touch.
Established usability heuristics #8 (minimalist design) · Hick's law
On long pages, your button is out of reachExpert review
People make up their minds at different points. If the button isn't nearby when they do, some won't bother.
Grid Design audit practice
People must do too much before getting anything backExpert review
Every extra step or question loses some people before they get in touch.
Form design research · Checkout usability research
Your menu has too many links to scan easilyExpert review
A long menu is hard to read quickly, so people miss the pages that matter most.
Navigation and menu research
Your menu doesn't link to services, prices or contactExpert review
Most visitors look for what you do, what it costs and how to reach you. If they can't find them, they leave.
Homepage usability research · Navigation and menu research
People can't easily search your siteExpert review
On sites with lots of products or articles, many people go straight to search. If it's hidden, some give up.
Navigation and menu research · Product listing and filtering research
People get lost on pages deep in your siteExpert review
Without a trail showing where they are, people struggle to get back and may leave instead.
Navigation and menu research
Your main message changes before people can read itExpert review
Most people only see the first slide. Anything on the others is likely missed.
Homepage usability research
A pop-up blocks your page the moment it opensExpert review
A pop-up before people have seen anything is annoying. Some will close your page, not the pop-up.
Established usability heuristics · Google Search Central (intrusive interstitials)
The cookie notice covers your pageExpert review
People's first look at your business is a cookie message. It hides what you offer and how to get in touch.
UK GDPR and PECR (ICO guidance) · Mobile usability research
On phones, bars and chat bubbles cover your pageExpert review
Every bar that stays on screen leaves less room for your content, and can hide buttons people need to tap.
Mobile usability research · Mobile e-commerce research
On phones, everything useful is hidden behind the menuExpert review
Fewer people open a hidden menu. If your main button is in there, you're likely losing enquiries.
Mobile usability research · Navigation and menu research
On phones, your headline is pushed out of sightExpert review
A phone screen is small. If a big image or awkward layout fills it, people don't see what you do.
Mobile usability research · Mobile e-commerce research
People on phones can't call you with one tapExpert review
Local customers on phones often want to ring straight away. If they can't, some will call someone else.
Mobile usability research · Grid Design audit practice
Parts of your page look broken on phonesExpert review
Overlapping or cut-off content makes your business look careless, and people may struggle to use the page.
Mobile usability research
People don't realise they can swipe for moreExpert review
If nothing hints at more off to the side, people don't swipe and miss what's there.
Mobile usability research
Your form asks for more than it needsExpert review
Every extra question puts some people off finishing. Fewer finished forms means fewer enquiries.
Form design research · Checkout usability research
People forget what each form box is forExpert review
The grey hint text vanishes as people type, so they lose track and can't check their answers. Some give up.
Form design research · WCAG 2.2 success criterion 3.3.2 Labels or Instructions
Your form is hard to followExpert review
A muddled form takes longer and causes mistakes, so fewer people finish it.
Form design research · Checkout usability research
People can't tell which form boxes they can skipExpert review
If people don't know what they can leave blank, they fill in everything or give up.
Form design research · Public-sector design and content standards
A puzzle on your form puts people offExpert review
Picture puzzles and wobbly text annoy real customers, and some people with poor eyesight can't do them at all.
WCAG 2.2 success criterion 1.1.1 Non-text Content · Form design research
People can't tell which plan to chooseExpert review
Without a clear recommendation, undecided buyers take longer to choose, and some don't choose at all.
Grid Design audit practice
It's hard to tell your plans apartExpert review
If the difference isn't obvious, people put off deciding or just pick the cheapest.
Grid Design audit practice
People can't see what they save by paying yearlyExpert review
If paying yearly is cheaper but the saving isn't shown, fewer people are likely to pick it.
Grid Design audit practice
Your add to basket button is easy to missExpert review
If buying isn't the most obvious thing on the page, you're likely losing sales.
Product page usability research
Choosing a size or colour is confusingExpert review
Confusing options lead to wrong orders, returns and people giving up before they buy.
Product page usability research
Your photos don't show enough of the productExpert review
Photos are how shoppers check what they're buying. One small picture leaves too many questions, so fewer buy.
Product page usability research
There are no reviews on your product pagesExpert review
Shoppers check reviews before they buy. If they're missing, people go elsewhere to look and may buy there.
Product page usability research
Shoppers can't see stock or delivery timesExpert review
People want to know they can get it, and when, before they pay. Not knowing makes some wait or go elsewhere.
Product page usability research
Shoppers can't see how they can payExpert review
People who want Apple Pay, PayPal or pay later check before they start. If they can't see it, some leave.
Checkout usability research
On phones, the buy button disappears as people scrollExpert review
Shoppers scroll through photos and details. If buying means scrolling all the way back up, some won't bother.
Mobile e-commerce research
Your product lists leave out prices or key detailsExpert review
Shoppers compare products in the list. If prices or details are missing, they must open each one, and many won't.
Product listing and filtering research
People can't easily narrow down your productsExpert review
With a big range, filters are how people find what they want. Without them, they scroll endlessly or leave.
Product listing and filtering research
Your basket hides the total or the next stepExpert review
The basket is where people check the total. If the cost or next step is unclear, they leave without buying.
Checkout usability research
Shoppers have to create an account to buyExpert review
Being forced to sign up is one of the most common reasons people give up on a purchase.
Checkout usability research
People can't tell how many steps are leftExpert review
People are more likely to finish when they know how much is left. Not knowing makes some give up.
Checkout usability research · Established usability heuristics #1 (visibility of system status)
Form mistakes only show up after people press sendComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Fixing a form mistake wipes everything people typedComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
People can't tell if their message was sentComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Password rules only appear after people get it wrongComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Your search gives up on typos and dead endsComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Filters reset when people change page or sort orderComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
The back button loses people's placeComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Scrolling your page feels jumpy or out of controlComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Some menus only open with a mouse, not a tapComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Videos or sound start playing on their ownComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
People get asked for permissions the moment they arriveComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
On phones, form boxes bring up the wrong keyboardComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Browsers can't fill in your forms automaticallyComing soon
We find this by trying out the page, which our check can't do yet.
Form design research · Checkout usability research
Buttons are too small to tap on phonesMeasured
Small or crowded buttons cause mis-taps, which frustrates everyone and shuts out people with shaky hands.
WCAG 2.2 success criterion 2.5.8 Target Size (Minimum)
Your page shows up tiny on phonesMeasured
Phones show a shrunken version of your desktop page, so people have to pinch and zoom. Many will leave instead.
Google Search Central
Your page slides sideways on phonesMeasured
When the page is wider than the screen it feels broken, and people may lose trust or leave.
Google Search Central
There's no button at the top of your pageMeasured
People ready to get in touch need something to tap straight away. Without it, some will leave.
Homepage usability research
People on phones can't call you with one tapMeasured
For many service businesses a call is the best enquiry. If people have to copy your number, some won't bother.
Mobile usability research · Mobile e-commerce research
Your form asks for too muchMeasured
Every extra box to fill in is another reason to give up before sending you an enquiry.
Form design research · Baymard Institute: form usability
Some links lead to missing pagesMeasured
Dead ends frustrate people and make your business look neglected.
Established usability heuristics
Your words 40 rules
People can't tell what you do at a glanceExpert review
People decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.
Homepage usability research · Established usability heuristics #2 (match with the real world)
Visitors can't tell if you're for themExpert review
People look for signs they're in the right place. If you don't say who you help, the right customers may not stay.
Homepage usability research · Grid Design audit practice
The line under your headline doesn't tell people moreExpert review
This line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.
Writing-for-the-web research
Your headline is too long to take in quicklyExpert review
People only glance at headlines. A long one gets skimmed and your main point gets lost.
Writing-for-the-web research
The top of your page doesn't tell people anythingExpert review
If people only see a picture or a slogan, they have to work out whether to stay. Many won't bother.
Homepage usability research
Your page lists features, not what customers getExpert review
People pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.
Writing-for-the-web research · Grid Design audit practice
Your page doesn't say why someone should pick youExpert review
If your page could belong to any competitor, people have no reason to choose you over the next search result.
Grid Design audit practice
Buzzwords make your claims harder to believeExpert review
Words like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.
Writing-for-the-web research · Plain-English writing guidance
Your page talks about you, not your customersExpert review
People care about their own problem. If every line starts with 'we', they have to work out what it means for them.
Writing-for-the-web research · Public-sector design and content standards
Your claims are too vague to convince peopleExpert review
People believe specific claims more than vague ones. 'Lots of happy customers' says less than a real number.
Writing-for-the-web research · Web credibility research
Your numbers don't say where they come fromExpert review
Numbers without a source can look made up. Saying where they come from makes people trust them.
Web credibility research
People's usual questions and worries aren't answeredExpert review
Unanswered worries about cost, timing or fit are a common reason people don't get in touch.
Homepage usability research · Grid Design audit practice
Your FAQ skips the questions buyers really askExpert review
An FAQ only helps if it covers what people want to know before buying, like price, refunds and timings.
Grid Design audit practice
Your product names mean nothing to newcomersExpert review
New visitors don't know your own product names. If they can't tell what something does, they skip it.
Established usability heuristics #2
Big blocks of text are hard to skimExpert review
Most people skim web pages. Long paragraphs get skipped, so your best points may never be read.
Writing-for-the-web research
Your words are harder to follow than neededExpert review
Plain words are understood faster by everyone. If people have to work at it, many will give up.
Plain-English writing guidance · Writing-for-the-web research
Your section headings don't tell people anythingExpert review
People skim headings to decide what to read. Headings like 'Why us' give them nothing to go on.
Writing-for-the-web research
Your lists are long and hard to skimExpert review
Lists only help people skim when each point is short and written the same way.
Writing-for-the-web research
Capitals and exclamation marks feel like shoutingExpert review
Text in capitals is slower to read, and lots of exclamation marks can come across as pushy.
Public-sector design and content standards
Spelling mistakes make your business look carelessExpert review
Mistakes make people wonder how careful you'll be with their job or order.
Web credibility research
Unfinished or template text is showingExpert review
Template text and 'coming soon' sections make a business look unfinished or closed. That puts people off getting in touch.
Web credibility research
Your site looks out of dateExpert review
Old dates can make people think you've stopped trading. Some will go elsewhere rather than check.
Web credibility research
Prices, numbers and dates are written in different waysExpert review
Mixed formats slow people down and can make prices look unclear or unprofessional.
Public-sector design and content standards
Your buttons don't say what happens nextExpert review
People are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.
Writing-for-the-web research · Form design research
Nothing near your main button puts people at easeExpert review
A short reassurance by the button can be what makes someone go ahead and get in touch.
Grid Design audit practice
Links say 'read more' but not what aboutExpert review
Vague links are harder to skim, and people using screen readers can't tell where each link goes.
WCAG 2.2 success criterion 2.4.4 Link Purpose · Writing-for-the-web research
Your menu uses words customers wouldn't useExpert review
People look for words that match what they want. Vague menu labels make them guess, and some give up.
Navigation and menu research · Established usability heuristics #2
People can't see what you chargeExpert review
Many people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.
Website credibility research · Grid Design audit practice
Plan names don't help people chooseExpert review
Names like Basic, Pro and Enterprise don't tell people which plan suits them, so some won't pick one at all.
Grid Design audit practice
Shoppers can't find the product details they needExpert review
Shoppers can't pick up your product. If the page doesn't answer their questions, they may buy elsewhere.
Product page usability research
Shoppers can't see delivery cost or timingExpert review
Surprise delivery costs are a common reason people give up at the checkout.
Checkout usability research · Product page usability research
People don't know when you'll replyExpert review
People are more likely to get in touch when they know how quickly they'll hear back.
Form design research
People can't tell if you cover their areaExpert review
Local customers check first whether you cover them. If they can't tell quickly, they'll call someone else.
Grid Design audit practice · Google Search Central
Readers can't tell how old your articles areExpert review
Without a date, readers can't tell if your advice is still current, so they may trust it less.
Website credibility research
Your articles don't say who wrote themExpert review
Readers trust advice more from a named, experienced person, and Google looks for it too.
Google Search Central · Website credibility research
Your forms don't explain what they need or whyExpert review
A short hint stops people getting stuck, and saying why you need their details helps them trust you.
Form design research
Broken links lead people to a dead endComing soon
Broken links happen. A helpful 'page not found' page keeps people on your site instead of leaving.
Established usability heuristics #9
Your page doesn't have one clear main headingMeasured
One main heading tells Google, and people using screen readers, what the page is about. None, or several, makes that unclear.
WCAG 2.2 success criterion 2.4.6 Headings and Labels · Google Search Central
Your words are hard work to readMeasured
Visitors skim. Long sentences and long words get skipped, so your key points may be missed.
Plain-English writing guidance · Flesch reading ease
Links don't say where they goMeasured
Links like "Read more" don't tell people what they'll get. People using screen readers hear them out of context and get lost.
WCAG 2.2 success criterion 2.4.4 Link Purpose · Public-sector design and content standards
Look and feel 28 rules
Nothing on your page stands out firstExpert review
When everything looks equally important, people don't know where to look. They skim, miss your main point and may leave.
Established usability heuristics #8 (aesthetic and minimalist design)
Your main button is easy to missExpert review
If people can't spot the button to get in touch or buy, fewer of them will. Some will leave without doing anything.
Established usability heuristics #8
People can't tell what they can clickExpert review
If buttons and links look like plain text, people miss them. Some click things that do nothing and give up.
Established usability heuristics #4 (consistency and standards)
Your page feels squashed togetherExpert review
Crowded pages look cheap and are harder to read, especially on a phone. People struggle to spot what they need.
Gestalt principle of proximity
Big blank spaces make your page look brokenExpert review
Empty gaps make people think the page has finished or failed to load, so they stop scrolling before the rest.
Grid Design audit practice
It's hard to tell where one section endsExpert review
When your page reads as one long block, people lose their place and miss the parts that matter.
Gestalt principle of common region
Things on your page don't line upExpert review
Uneven edges make a page look careless and slower to read, which can make people trust your business less.
Grid Design audit practice
Your page is too long to take inExpert review
When several sections say the same thing, people get tired and miss the parts that would win them over.
Homepage usability research
Parts of your page look brokenExpert review
Overlapping text, broken images or cut-off buttons make people doubt your business straight away.
Web credibility research
Your text is hard to readExpert review
Small, pale or cramped text tires people out. They skim, miss details or leave.
Writing-for-the-web research · WCAG 2.2 success criterion 1.4.12 Text Spacing
Text styles change all over your pageExpert review
When headings and text keep changing size and style, it's harder to see what matters and your business looks less polished.
Grid Design audit practice
Too many colours make your buttons hard to spotExpert review
When your button colour is used everywhere, or lots of colours compete, people struggle to see where to click.
Grid Design audit practice
Busy backgrounds make your text hard to readExpert review
Patterns and strong colour blends behind words make them harder to read and pull attention away from your message.
WCAG 2.2 success criterion 1.4.3 Contrast (Minimum)
Your main photo doesn't show what you doExpert review
The photo at the top of your page is the first thing people see. A generic image wastes the chance to show what you offer.
Homepage usability research
Some photos look blurry or badly croppedExpert review
Fuzzy, stretched or awkwardly cropped photos make a business look careless, and people may trust you less.
Web credibility research
Moving backgrounds distract from your messageExpert review
Video or animation behind your headline competes with your words and can slow your page down.
WCAG 2.2 success criterion 2.2.2 Pause, Stop, Hide
The same things look different around your siteExpert review
When buttons, boxes or icons change style from place to place, your site feels unfinished and harder to find your way around.
Established usability heuristics #4 (consistency and standards)
Each box tries to say too muchExpert review
When every box is packed with text, tags and buttons, people struggle to compare options and may give up choosing.
Grid Design audit practice
Your site looks out of dateExpert review
People judge a business by its website within moments. An old-fashioned look can suggest an old-fashioned business.
Web credibility research · Website credibility research
Your logo is too big or too smallExpert review
A huge logo pushes your message down the page. A tiny one is hard to read and weakens your brand.
Grid Design audit practice
Contact details are hard to find at the bottomExpert review
Many people scroll to the bottom of a page for contact details. A wall of links makes them hard to find.
Navigation and menu research
Buttons on phones are small and fiddly to tapExpert review
Small buttons are easy to miss with a thumb. People who mis-tap may give up instead of trying again.
Mobile usability research · Mobile e-commerce research
No hover feedback on clickable elementsComing soon
We find this by trying out the page, which our check can't do yet.
Established usability heuristics #1 (visibility of system status)
Slow actions give no loading feedbackComing soon
We find this by trying out the page, which our check can't do yet.
Established usability heuristics #1 (visibility of system status)
Disabled buttons don't explain whyComing soon
We find this by trying out the page, which our check can't do yet.
Established usability heuristics #1 (visibility of system status)
The site breaks in dark modeComing soon
We find this by trying out the page, which our check can't do yet.
Established usability heuristics #1 (visibility of system status)
Your text is too small on phonesMeasured
Tiny text is tiring to read on a phone, so people skim or leave.
Google Search Central
Too many different fonts on your pageMeasured
Mixing more than two or three fonts makes a page look unplanned, so your business may seem less professional.
Typography and visual design practice
Trust 38 rules
There are no reviews or recommendations on your pageExpert review
People want to see that others chose you and were happy. Without that, many will pick someone who shows it.
Website credibility research · Web credibility research
Your reviews are hidden far down the pageExpert review
People have doubts just before they get in touch or buy. Reviews tucked away at the bottom won't reassure them then.
Website credibility research
Your reviews don't say who wrote themExpert review
A quote from 'J.S.' could have been written by anyone, so people are less likely to believe it.
Website credibility research · UK DMCC Act 2024 (drip pricing, fake reviews)
Your reviews are too vague to convince anyoneExpert review
'Great service!' tells people nothing. Reviews that mention a real job or result are far more convincing.
Website credibility research
Your reviews look too perfect to be realExpert review
When every review is five stars and sounds the same, people suspect they're fake and trust you less.
UK DMCC Act 2024 (drip pricing, fake reviews) · Website credibility research
There's no Google or Trustpilot rating on your pageExpert review
People trust a rating from Google or Trustpilot more than reviews you picked yourself. Without one, your praise is easier to doubt.
Website credibility research
Your client logos don't say what you didExpert review
Logos only help if people recognise them and know how you worked together. Otherwise they're just decoration.
Grid Design audit practice
There are no examples of your work or resultsExpert review
People want to see what you've done for someone like them before they get in touch. Without examples, many won't.
Website credibility research · Grid Design audit practice
Your awards and memberships aren't shownExpert review
Badges from trade bodies, awards or the press are quick proof you're the real deal, especially for trades and professional services.
Web credibility research
People can't see who's behind your businessExpert review
Faces and names make a business feel real. Without them, people are less sure who they'd be dealing with.
Website credibility research · Web credibility research
Your photos look like stock imagesExpert review
People spot stock photos and trust them less. They make your business look generic rather than real.
Website credibility research
Your about page doesn't say who you really areExpert review
People choosing who to hire check who you are. Vague statements don't tell them, so they may move on.
Website credibility research
It's hard to find how to contact youExpert review
If people can't quickly see how to reach you, they may contact someone else. Visible details also reassure people who never use them.
Website credibility research · Web credibility research
People can only reach you through a formExpert review
Many people would rather call or email. A form on its own can feel like messages go nowhere, so some won't bother.
Website credibility research
Your contact email is a Gmail or Hotmail addressMeasured
A free email address makes a business look less established, and it's easier for scammers to copy.
Web credibility research
Your address and opening hours are missingExpert review
Local customers check where you are and when you're open before calling or visiting. Missing details can also hurt how you show up on Google.
Google Search Central · Website credibility research
People can't check you're registered or insuredExpert review
People often look for Gas Safe, NICEIC or TrustMark before calling a tradesperson. The law also requires gas work to be done by a Gas Safe engineer.
Web credibility research · Gas Safe Register · Grid Design audit practice
Your reviews look old or have no datesExpert review
Recent reviews show you're still trading and still good. Old or undated ones make people wonder.
UK DMCC Act 2024 (drip pricing, fake reviews) · Web credibility research
Your company details are missing from the footerExpert review
The law requires UK limited companies to show their registered name, number and office on their website. Careful customers look for them too.
UK Companies Act: trading disclosures
There's no privacy policy or terms pageExpert review
Missing legal pages put careful customers off. If you collect people's details, the law requires a privacy policy and you could be fined.
UK GDPR and PECR (ICO guidance)
People can't see a guarantee or returns promiseExpert review
A clear guarantee or returns promise takes the risk out of buying. Without one, some people will hold back.
Product page usability research · UK Consumer Contracts Regulations
People may pay more than the price shownExpert review
The law requires prices to include any fees people can't avoid, and you could be fined. Surprise costs also lose sales and trust.
UK DMCC Act 2024 (drip pricing, fake reviews) · Checkout usability research
People can't see how billing or cancelling worksExpert review
People hold back if they're unsure when they'll be charged or how to stop. The law also requires you to tell them before they sign up.
UK DMCC Act 2024 (drip pricing, fake reviews) · UK Consumer Contracts Regulations
Nothing at payment says it's safe to payExpert review
People worry most when they type in their card details. With no reassurance, some will leave without paying.
Checkout usability research
Pressure messages like 'only 2 left' look fakeExpert review
Fake-looking urgency puts people off. The law treats misleading urgency as unfair, and you could be fined.
UK CMA guidance on online choice architecture (dark patterns) · UK DMCC Act 2024 (drip pricing, fake reviews)
People can't easily say no to cookies or marketingExpert review
The law requires an equally clear way to say no, and pre-ticked boxes don't count as consent. You could be fined, and it feels sneaky.
UK GDPR and PECR (ICO guidance) · UK CMA guidance on online choice architecture (dark patterns)
Your 'no thanks' wording makes people feel guiltyExpert review
Buttons like 'No, I don't like saving money' annoy people and make your business look pushy.
UK CMA guidance on online choice architecture (dark patterns)
People can't see what your software looks likeExpert review
People want to see what they're getting before they sign up. Drawings and graphics don't show them.
Grid Design audit practice
People can only try it by booking a demoExpert review
Many people want to look around before talking to sales. If a demo call is the only option, you'll lose some of them.
Grid Design audit practice
There's no information on how you keep data safeExpert review
Business customers often need security answers before they can buy. Without them, deals slow down or stall.
Grid Design audit practice
People can't see what your software works withExpert review
'Does it work with what we already use?' is one of the first questions buyers ask. If you don't answer it, they may look elsewhere.
Grid Design audit practice
Nothing helps people compare you with competitorsExpert review
People compare options anyway. If you don't help, they'll read a competitor's comparison instead.
Grid Design audit practice
No status page or list of recent updatesComing soon
A status page and list of updates show your software is looked after. Without them, people may worry it's been left behind.
Grid Design audit practice
Cancelling is harder than signing upComing soon
If people can sign up online, they expect to cancel online. Making it hard annoys customers, and the law is moving to require it.
UK DMCC Act 2024 (drip pricing, fake reviews)
Your copyright year is out of dateMeasured
An old year makes people wonder if you're still trading, and some may go elsewhere.
Web credibility research
Browsers warn people your site is not secureMeasured
Browsers label your site "Not secure". Many people will leave rather than get in touch or pay.
Google Chrome security indicators
No small logo in the browser tabMeasured
Without one, a blank or generic icon shows in the tab, which makes your site look unfinished.
Web credibility research
Tracking starts before visitors agree to cookiesMeasured
UK law says you need consent before using analytics or advertising cookies. Setting them early risks breaking it.
UK GDPR and PECR (ICO guidance)
Accessibility 7 rules
Words on your photos are hard to readExpert review
Parts of the text get lost against the photo, so people with poor eyesight may not be able to read your message.
WCAG 2.2 success criterion 1.4.3 Contrast (Minimum) · WCAG 2.2 success criterion 1.4.11 Non-text Contrast
Colour-blind people may miss links and warningsExpert review
About 1 in 12 men has some colour blindness. If colour is the only clue, they can miss links, errors or key details.
WCAG 2.2 success criterion 1.4.1 Use of Color
People with poor eyesight struggle with faint textExpert review
Pale grey text and faint outlines on buttons and form fields are hard for many people to see.
WCAG 2.2 success criterion 1.4.3 Contrast (Minimum) · WCAG 2.2 success criterion 1.4.11 Non-text Contrast
Your accessibility add-on may get in the wayExpert review
These add-ons don't fix the real problems, and they often clash with the tools disabled people already use to browse.
Overlay Fact Sheet (overlayfactsheet.com)
People with disabilities may struggle to use your pageMeasured
We run around 90 automated tests for problems that shut out people who use screen readers or keyboards, or have poor eyesight.
axe-core (Deque) · WCAG 2.2 success criterion 2.2 A and AA
People using a keyboard can't see where they areMeasured
People who can't use a mouse move around with the keyboard. If they can't see what's selected, they can't use your page.
WCAG 2.2 success criterion 2.4.7 Focus Visible
Keyboard visitors must tab through your menu every timeMeasured
People who use a keyboard instead of a mouse have to step through every menu link on every page before reaching your content.
WCAG 2.2 success criterion 2.4.1 Bypass Blocks
Speed 11 rules
Your Google headline is missing or the wrong lengthMeasured
This is the headline people see in Google and on the browser tab. A missing or cut-off one can cost you clicks.
Google Search Central
No summary for Google to show under your linkMeasured
The short summary under your link in Google is your chance to get people to click. Without it, Google guesses.
Google Search Central
Links to your page share without a pictureMeasured
When people share your page on social media or in messages, links without a picture tend to get fewer clicks.
Open Graph protocol
Your page is slow to appearMeasured
Slow pages lose visitors, especially on phones. Some will give up before they see what you offer.
Google Core Web Vitals
Your page jumps about while it loadsMeasured
When things move as the page loads, people tap the wrong thing and get frustrated.
Google Core Web Vitals
Your page is slow for real visitors on phonesMeasured
This comes from Google's data on real visitors' phones, so it's what your customers actually experience. Slow pages lose people.
Google Core Web Vitals · Chrome UX Report
Google has been told to hide this pageMeasured
A leftover setting tells Google not to list this page, so people can't find it in search.
Google Search Central
Google is pointed to a different website insteadMeasured
A setting on your page tells Google the main version lives on another website, so Google may list that one instead of yours.
Google Search Central
Google can't easily show your business details in searchMeasured
Without this behind-the-scenes information, Google is less likely to show your name, logo, opening hours, reviews or prices in search.
Google Search Central
Your photos are too big and slow the pageMeasured
Photos much bigger than they appear are the usual reason small business pages are slow, especially on phones.
Google Core Web Vitals · HTTP Archive Web Almanac
Your page takes a lot of data to loadMeasured
Heavy pages are slow on mobile data and eat into people's data allowance, so some will leave.
HTTP Archive Web Almanac