FunnelLens Homepage audit Homepage Audit · USD 49
Five conversion leaks, ranked by what they cost
One homepage reviewed against clarity, proof, friction and call-to-action hierarchy, with the fix order that matters.
Your homepage does one thing badly and four things adequately, and the one is worth more than the four combined. Eleven seconds into the page a visitor still cannot tell whether you are software, an agency or a marketplace, and everything downstream of that is being measured against the wrong expectation.
The headline does not say what the product is. Fix that before touching anything else on this list, because four of the five remaining findings are downstream of it and two may disappear on their own.
Findings
The five, ranked
| # | Leak | What a visitor experiences | Severity |
|---|---|---|---|
| L1 | Headline describes an outcome, not a product. Operations, simplified. | Eleven seconds of scrolling before the second section reveals it is scheduling software. Most visitors decide in under five. | Critical |
| L2 | Two competing primary buttons above the fold | Book a demo and Start free trial, same size, same weight, 40 px apart. The visitor picks neither. | High |
| L3 | No indication of who it is for | A four person plumbing firm and a 200 van utility both bounce, because neither can tell whether this is aimed at them. | High |
| L4 | Proof is three unnamed logos and a rating with no source | Unattributed proof reads as decoration. There are two real case studies elsewhere on the site. | Medium |
| L5 | Pricing not linked from the homepage | Visitors leave to search for it. Some do not come back. | Medium |
L2, L3 and L5 are each worth fixing. L1 is worth fixing first, because a visitor who does not know what the product is will not be helped by a clearer button.
The first fix
What the headline has to do
Your own customers describe the product in three consistent words that do not appear anywhere above the fold. They are in your case studies, your reviews and your sales call notes.
| Source | How they describe it |
|---|---|
| Case study 1 | Scheduling software for engineers in the field |
| Case study 2 | We use it to plan the week and dispatch jobs |
| Review, March | Job scheduling that actually handles cancellations |
| Your sales deck, slide 3 | Field service scheduling and dispatch |
| Your homepage headline | Operations, simplified |
Four independent sources, including your own sales deck, say scheduling and dispatch for field engineers. The homepage is the only place that does not. The fix is not creative work, it is copying what already exists.
Job scheduling and dispatch for field service teams
Plain, searchable, immediately disqualifying for the wrong visitor, which is a feature. Pairs with a subhead naming the team size you serve.
Plan the week, dispatch the jobs, handle the cancellations
Uses the customer's own language from the March review. Warmer, slightly slower to parse, likely stronger with smaller firms.
Keep an outcome headline
Operations, simplified could describe forty products. It tests well with people who already know what you do, which is why it survived internal review.
Priority
Fix now, next, later
| Effort | Expected effect | When | |
|---|---|---|---|
| L1 Headline and subhead | 2 hours | Large | Now |
| L2 Single primary button | 30 min | Moderate | Now |
| L5 Link pricing | 10 min | Moderate | Now |
| L3 Name the customer | 1 hour | Moderate | Next |
| L4 Attribute the proof | 3 hours | Small | Next |
| Redesign the hero section | 2 weeks | Unknown | Later, if at all |
The three Now items total two hours and forty minutes of work. That is the whole recommendation. A hero redesign is on the list only because you asked, and it is the wrong response to a copy problem.
Measure
How to tell whether it worked
- Before changing anything
Record the baseline
Bounce rate, scroll depth past the fold, and clicks on each of the two buttons separately. You need the two button numbers apart, which currently you do not have.
- Week 1
Ship the three Now items together
Not one at a time. At 4,100 visits a month you do not have the traffic to attribute three small changes individually, and waiting for significance on each would take a quarter.
- Weeks 2 to 5
Watch scroll depth, not conversion
Conversion at your volume is too noisy to read in a month. Scroll depth past the fold moves first and tells you whether the headline is working.
- Week 6
Then look at trials started
Six weeks and roughly 6,000 visits is enough to see a real change. Judging it at day four is how good changes get reverted.