Warning signals
- Traffic reaches the site but qualified actions remain low
- The primary promise sits below the fold
- Mobile visitors face friction
- Trust evidence is generic or absent
- Pages have no intentional next decision
Self-audit questions
- What must the visitor understand above the fold?
- Which proof reduces the buyer’s greatest perceived risk?
- Is there one clear conversion action per page?
- Does the site answer the questions asked before a sales conversation?
- Can search engines discover and interpret the important pages?
The 30/60/90 repair sequence
Days 1–30 · Establish truth
- Audit promise clarity, mobile behavior and conversion paths
- Confirm indexing, sitemap, canonicals and technical health
- Choose one primary action for each high-intent page
- Inventory proof, objections and missing decision content
Days 31–60 · Repair the mechanism
- Rewrite the homepage and service promise paths
- Build proof and objection-handling sections
- Repair navigation and internal linking
- Instrument meaningful conversion events
Days 61–90 · Prove and operationalize
- Review search visibility and conversion behavior
- Publish supporting decision content
- Run message and CTA tests with real prospects
- Establish a monthly website decision review
Measures that matter
- Qualified conversion rate
- Indexed priority pages
- Mobile completion rate
- Organic high-intent entrances
Decision gate
Do not add volume until the mechanism is becoming more reliable.
At day 90, continue only what has a named owner, a visible measure and evidence that the constraint is weakening.
Work through the constraint