01Audience

Can you describe the customer situation, the triggering problem and the reason they act now?

  • The target group is specific enough to recognise itself
  • Customer language appears in key pages
  • The offer matches the customer’s level of urgency

02Message

Can a new visitor understand what you do, who it is for and what to do next within a few seconds?

  • The homepage has a direct explanation
  • Service pages describe outcomes and process
  • Claims are supported by appropriate evidence

03Journey and measurement

Follow the path from discovery to enquiry. Note every unanswered question, competing action and tracking gap.

  • Each page has one primary action
  • Contact methods work on mobile
  • Enquiry sources are recorded consistently