Website UX audit: where your enquiries get lost

Instead of answering the visitor's question, it carries a slogan about passion and years of experience. The person has nothing to base the decision that they've landed in the right place on, so they go back to the search results and open the next company on the list.

Every extra field costs you some of the people who give up. At twelve fields, a form stops being an enquiry and becomes a survey, and the only people who still fill it in are the ones who would have called anyway.

On desktop everything works, but on mobile the contact button hides behind the consent banner and the phone number isn't clickable. Half your traffic sees that second version, and it's the one with the fewest enquiries.

A website UX audit is an analysis of the user's path from arrival to submitting the form, based on data from your own site rather than opinions about how it looks. It shows where visitors stop, what they click instead of the contact button, and at what point they leave. It ends with a list of recommendations rated by impact on enquiry volume, so you can start with fixes that cost a day of work, not a site rebuild.

What does a UX audit of a company website include?

• ✓ The path from landing to the form, tracked separately for search traffic and campaign traffic, because these two groups arrive with different knowledge of your company
• ✓ Session recordings and click maps on your most-visited pages, flagging where people turn back
• ✓ The contact form: number of fields, error message wording, behaviour after a failed submission, and how it works on mobile
• ✓ Offer clarity: whether the first screen shows what the company does, for whom, and what happens after sending an enquiry
• ✓ Navigation and information architecture: whether menu labels come from the customer's language or from the company's internal department structure
• ✓ Mobile version and basic accessibility: contrast, tap target sizes, keyboard operability and load time on mobile
• ✓ A list of recommendations rated by impact on enquiry volume and by effort, so you can start with the fixes that take hours, not weeks

Three different pieces of work sit side by side on a single website, and it's worth knowing which one you're buying. An SEO audit asks whether people are coming at all. This audit asks what the people who already arrived are doing, and why they leave without an enquiry. Web analytics asks whether the numbers we're reading from are actually telling the truth, and it's a precondition for the other two.

The audit ends with a list of fixes ranked by impact on enquiry volume, not a new design. If a redesign decision follows, that's separate work with a separate quote, and the list becomes its brief.

• Traffic is growing, but form enquiries aren't.
• Mobile converts much worse than desktop.
• Before a rebuild, you want to know what to carry over and what to fix.

• There's barely any traffic: start with an SEO audit or SEO positioning.
• The site takes several seconds to load: start with speed optimisation.
• You're after a new look without the data: that's website design, and the audit becomes its brief.

It's very easy to reduce a UX audit to a list of things someone doesn't like. That's why we start with the data you already have: paths in your analytics, click maps and session recordings. Only against that backdrop does an expert review make sense, because it shows whether the problem affects two percent of visitors or half of them.

Most enquiries get lost in three places, and we always check them. On the first screen, where it's decided whether the site answers the visitor's question. At the moment of moving to the form. And in the form itself, where the number of fields and how errors are shown can cut off more people than the rest of the site put together.

The report ends with a list of changes, an effort estimate, and a note on which ones fit the existing template and which need a view redesign. It's written so it can be handed to any contractor: your own team, JustIdea, or someone else entirely. Without that split, an audit turns into an argument for a new website, and that's rarely the cheapest route to more enquiries.

Six mistakes that keep coming back in most audits

None of them are exotic, and that's exactly why they cost you. We've seen every one of them on sites that looked fine in a screenshot.

Websites: what clients say

What we hear before a UX audit

Three of the most common lines, and answers you can check before signing anything.

„Our site just needs a rebuild”

Possibly, but a rebuild without knowing where people currently get lost usually just ends up as a new site with the same problems in a nicer wrapper. The audit costs a fraction of a new site and tells you what to carry over, what to fix, and what to drop.

„We know what's wrong, we just need to fix it”

Then the audit answers not the question of WHERE, but WHY and WHAT TO CHANGE, and that second part is exactly where in-house attempts usually stumble. Tell us that at the brief and we'll go deeper on that one view instead of spreading attention across the whole site.

„We don't have recordings or data”

Setting up the tool takes a day and we do it as part of the audit. You just need to expect that data only starts collecting from that point, so the first conclusions appear after a week or two, and the price stays the same.

Website UX audit: questions before you decide

Website UX audit: what's worth knowing