Your website is your best salesperson — or your worst. Rarely in between.
May 2026·7 min read
A ten-point diagnostic to test whether your site is closing business or quietly costing it. Most fail on points three and seven.
A well-built website in 2026 is not a brochure. It is a 24/7 sales team that never sleeps, never argues, and scales without new hires. Most websites fail this test — and their owners have no framework to see why.
The ten points
Clarity of promise. Proof of capability. Ease of decision. Speed of load. Coherence with brand. Depth of content. Sharpness of SEO. Trust signals. Conversion friction. Analytics closing the loop.
Score each honestly out of ten. Under 70 and your site is a cost centre. Above 85 and it becomes a compounding asset.