Read it as a first-time visitor
Can someone tell what you offer, who it is for and how to take the next step? Replace broad claims with specific scope and genuine evidence. Remove sample testimonials, unfinished cards and anything that implies a result you have not measured.
Follow the whole journey
Open the menu, follow service links and try the form on a small screen. Check keyboard access, visible focus, text contrast and error messages. A form’s success message is only part of the check: the record and notification need to reach their intended destination.
Confirm the business details
Check the real domain in page metadata, working contact details, page titles and the sitemap. Review recurring costs, ownership and how you will edit the site. Make sure an admin or preview area is not being presented as public customer content.
Improve in useful slices
Choose one important journey, fix its clear problems and verify the change. Keep a record of what changed. With appropriate measurement, look at qualified enquiries or sales as well as clicks. Avoid treating a small traffic sample as proof of a lasting uplift.