CHAPTER 016 min
Audit the current site
Website Analyzer reads your site the way a first-time visitor would. Start there.
DO THIS
- Run the full-site audit
- Note the three biggest issues
- Screenshot the current homepage for the before/after
TIP
The audit will find twenty issues. Fix three.
NEXT CHAPTER
02 · Pick the one job the homepage does
CHAPTER 024 min
Pick the one job the homepage does
The homepage cannot do everything. Pick the single next step you want a stranger to take.
DO THIS
- Write it in one sentence
- Confirm it matches your actual sales motion
TIP
“Learn more” is not a job. “Book a 20-minute consultation” is.
NEXT CHAPTER
03 · Rewrite the hero
CHAPTER 038 min
Rewrite the hero
The hero must state what you do, who it's for, and the next step — above the fold.
DO THIS
- Headline: what you do, in seven words or fewer
- Sub: who it's for and the outcome
- Primary CTA: the one job
TIP
If the hero uses the word “innovative,” rewrite it.
NEXT CHAPTER
04 · Cut half the sections
CHAPTER 045 min
Cut half the sections
Fewer sections, better conversion. Kill anything that isn't earning its scroll.
DO THIS
- List every section
- Score each: helps decide? distracts?
- Delete the distractors
TIP
The section you're most proud of is usually the one to cut first.
NEXT CHAPTER
05 · Add proof where it matters
CHAPTER 055 min
Add proof where it matters
Proof works next to the decision, not on a separate page.
DO THIS
- Add one testimonial next to the CTA
- Add a client logo strip below the hero
- Link the results page from the nav
TIP
One specific testimonial beats a wall of generic ones.
NEXT CHAPTER
06 · Fix the primary CTA path
CHAPTER 066 min
Fix the primary CTA path
The CTA should be the fastest, most obvious action on every screen. Make it so.
DO THIS
- Repeat the CTA in the middle and bottom of the page
- Match the CTA copy across the site
- Remove competing links from the header
TIP
A page with three CTAs has none.
NEXT CHAPTER
07 · Instrument conversion
CHAPTER 075 min
Instrument conversion
You can't fix what you can't see. Wire Analytics so you know what's working.
DO THIS
- Add a conversion event on the CTA
- Set up a weekly Analytics view
- Define the target conversion rate
TIP
Track the ratio, not the raw number.
NEXT CHAPTER
08 · Ship and watch
CHAPTER 086 min
Ship and watch
Deploy the changes and let Growth Opportunities watch for the impact.
DO THIS
- Publish the new page
- Set up a Growth Opportunities watcher on the conversion event
- Review after 7 days
TIP
Don't touch anything for a week. Then read what the data says.
WRAP UP
You've reached the outcome.
A page structure that a stranger can understand — and act on — in under a minute.