Website Design
Your website is your best salesperson — or your worst. Rarely in between.
A ten-point diagnostic to test whether your site is closing business or quietly costing it. Most fail on points three and seven.
Executive summary
A website is either a compounding sales asset or a recurring cost. Ten diagnostic dimensions — from clarity of promise to closing the analytics loop — tell you which one you own.
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
Score each honestly out of ten. Under 70 and your site is a cost centre. Above 85 and it becomes a compounding asset.
- 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
Frequently asked questions
How often should a business website be rebuilt?
Rebuild when the positioning, product or commercial model changes — not on a calendar. Between rebuilds, improve continuously against the ten diagnostic points.
Key takeaways
- Most sites fail on ease of decision and SEO depth, not aesthetics.
- Speed is a conversion feature, not an engineering vanity metric.
- If analytics does not close the loop, you cannot improve deliberately.