How we score
Getting in touch or buying
A visitor who is ready to act should never have to hunt for how. Every extra step loses some of them.
What we look at
- How easy it is to do the thing you want visitors to do: call, book, ask or buy.
- How many steps it takes, and whether the way in is on every page.
- Whether a phone number, form or booking can be found and used on a phone.
What the ratings mean
- Good (70 to 100)
- The main action is easy to find on every page and takes few steps.
- Needs work (50 to 69)
- The way in is there, but takes some finding or more steps than it needs.
- Poor (0 to 49)
- A visitor ready to get in touch or buy would have to work hard to find how.
What we can’t check
- Whether your phone is answered, or your forms reach you: we can see the way in, not what happens after.
A score is a judgement from your site’s own pages and screenshots. It is not a promise of rankings, visitors, calls or sales.