A 10-minute first-impression check for your business website

You see your website through years of familiarity. A new customer sees it once, usually on a phone, often while doing something else. That first look decides whether they call you or tap back to the search results.

Here’s a check you can do in ten minutes. You’ll need your phone, a timer, and ideally a friend who’s never seen your site.

Before you start

Open your website on your phone using mobile data, not Wi-Fi. That’s closer to how many customers will see it. Start the timer when you tap the link.

The ten checks

1. Does anything appear within two or three seconds?

If you’re staring at a blank screen, many visitors are already gone. Slow sites are often caused by huge images, too many plugins or old hosting.

2. Can you tell what the business does, immediately?

Without scrolling, the top of the page should say what you do and where. “Welcome to our website” doesn’t count.

3. Is there one obvious next step?

A visible button or link to call, book, get a quote or get in touch. If there are five competing buttons, there’s effectively none.

4. Can you read it without zooming?

Text should be comfortable to read at arm’s length. If you’re pinching to zoom, so is everyone else.

5. Can you tap things easily?

Buttons and links shouldn’t be so small or close together that you hit the wrong one.

6. Are your hours and contact details easy to find?

Try to find your phone number and opening hours in under ten seconds. Then check they’re correct.

7. Do the photos look like your business today?

Old, blurry or generic stock photos undercut a good reputation. Real, recent photos of your work, your team or your space do the opposite.

8. Does it match your reviews?

If customers describe you as friendly, careful and local, does your website feel that way? Or does it feel like a template?

9. Search for your business name

Look at how your site appears in the results. Is the title clear? Is the short description underneath accurate and inviting, or is it random text from your footer?

10. Ask your friend one question

“What would you do next?” If they hesitate, your site needs a clearer path.

Scoring it

Count how many checks your site passed cleanly.

• 9–10: You’re in good shape. Keep the content fresh and the details accurate.
• 6–8: A few fixes will make a real difference. Start with speed and the top of the homepage.
• 5 or fewer: Your website is probably costing you customers. It’s likely time for a rebuild.

What to fix first

Speed, clarity and contact. A fast page that says what you do and makes it easy to reach you beats a slow, beautiful page every time.

If you’d like a second opinion, send us your website. We look at every site we receive.