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UX Audit

What This Is

Before we can make meaningful recommendations about your website, what to change, what to prioritize, and how to improve the experience for the people you are trying to reach, we need to understand how your pages are actually performing for a first-time visitor.

The UX Audit evaluates that question at the page level.

We examine each page as someone who has never encountered your company before: no prior knowledge, no internal context, no assumptions. We assess whether the page is doing the specific job it is designed to do, orienting a new visitor, informing a potential buyer, or converting a targeted prospect, and identify where it falls short.

 

Why This Matters

Most page problems are invisible from the inside. Teams that build and manage a website develop familiarity with their own content, they know what every headline means, they understand every product name, they know the company's history and positioning. First-time visitors have none of that.

What reads as clear and compelling internally often reads as confusing, generic, or unmotivating to someone encountering the company for the first time. Common examples we find:

  • Hero headlines that lead with aspirational language rather than answering the most basic visitor question: what does this company do? Visitors who cannot place a company within a few seconds leave.
  • Pages that describe what a company offers without ever explaining why a visitor should choose it over alternatives. Most buyers are doing research. The page needs to help them make that comparison.
  • Homepages that assume the visitor already knows the product line, using internal product names, abbreviations, or category language that means nothing to a first-time visitor.
  • No meaningful conversion path for visitors who are not yet ready to act. A "Contact Us" button is not a conversion strategy for a visitor on their first visit.
  • Product or service pages that send visitors away to find basic information, specs, use cases, proof points, rather than providing everything needed to make a decision on that page.

These are not edge cases. They appear on nearly every site we audit. And because they affect first-time visitors most, they are exactly the problems that cost companies the most in leads, trust, and conversion.

 

What We Examine

Every page we audit is evaluated in the context of its specific purpose. A homepage, a product page, and a campaign landing page have fundamentally different jobs, and failure means something different for each.

Homepages
The homepage's job is to orient first-time visitors, build understanding, and route them toward the right place. We evaluate whether a visitor can understand what the company does within the first five seconds, whether the page builds knowledge as they scroll, whether multiple audiences can self-identify and find their path, and whether the page offers both a primary conversion path and a transitional option for visitors who are not yet ready to act.

Product and Service Pages
These pages are conversion-focused. The job is to give a potential buyer everything they need to make a decision on that page, without sending them elsewhere. We evaluate whether the offering is immediately clear, whether the page makes a specific case for why this product or service is the right choice, and whether the conversion path is appropriate for the complexity of the purchase.

Landing Pages
Landing pages are designed for a specific audience arriving from a specific source, paid search, paid social, or a direct campaign. We evaluate whether the page delivers on the promise of the ad or link that brought the visitor there, whether it contains everything needed to convert on a single page, and whether it avoids the distractions that undermine focused conversion.

Across all page types, we evaluate the same underlying questions: Is the messaging clear? Does it speak to the right audience? Does it make a specific and credible case? Does it give visitors a reason to act and a path to do so?

 

How This Connects to the Broader Project

The UX Audit is not a standalone exercise. It is one input into a larger body of discovery work that informs how the site should be redesigned, reorganized, and rewritten.

It connects directly to:

  • Content strategy: which pages need new messaging, new structure, or new copy, and which need to be reconceived entirely
  • Information architecture: how users are currently being directed and where the routing fails
  • Conversion strategy: where the current experience loses visitors it should be retaining, and what conversion infrastructure is missing
  • Redesign prioritization: which page types have the most significant structural problems, and which improvements will have the highest impact

You cannot design a better page experience without understanding how the current one fails the people it is supposed to serve. The UX Audit is where that understanding begins.

 

What You Get

Each page audit produces two deliverables.

A detailed findings report covers each issue identified on the page, what was observed, why it matters to the business, and a specific recommendation for what should change. For copy-related issues, we provide a rewritten version of the headline, CTA, or section copy that demonstrates the direction. The document also includes a brief summary of what the page does well.

An audit log provides the same findings in a structured, concise format suitable for working sessions, prioritization, and tracking. It feeds directly into the broader discovery audit log compiled across all audit types during the project.