Paid plans, Starter and above
Conversion, trust and customer journey
This category follows the route a prospect actually takes and looks for the points where intent leaks away.
What we check
- Presence, clarity and consistency of primary calls to action
- Trust signals: proof, credentials, guarantees and named people
- Friction in forms, enquiry paths and checkout
- Whether the journey matches the promise the messaging makes
- Objection handling: pricing clarity, FAQs and next-step guidance
Why it matters commercially
Traffic without a path is a cost. Weak journeys are usually the cheapest thing to fix and the fastest to show a commercial result.
Example findings
- Five competing CTAs on the homepage with no visual hierarchy between them.
- No proof of any kind above the fold on the highest-intent service page.
The checklist we run
8 fixed checks. Each one is graded pass, needs attention, failed or not applicable, with the fact we observed printed beside the verdict. The category score is the weighted pass rate of these checks — nothing is invented.
One clear primary call to action
A single, obvious next step appears above the fold.
high impact · low effort
CTA repeats through the page
The same action is offered again at natural decision points.
medium impact · low effort
Proof near the decision point
Logos, testimonials or results sit close to the CTA.
high impact · medium effort
Pricing or cost signal exists
The site gives a price, range or a reason it varies.
medium impact · medium effort
Enquiry form is short
The form asks only for what is needed to reply.
medium impact · low effort
Trust signals present
Credentials, guarantees, policies or named people build confidence.
medium impact · low effort
Easy to contact
Contact route is reachable from every page in one click.
high impact · low effort
The next step is explained
The visitor knows what happens after they enquire.
medium impact · low effort
Where the evidence comes from
Google PageSpeed Insights
Measured performance, accessibility, technical SEO and best-practice scores on mobile, plus Largest Contentful Paint, layout shift and blocking time.
If a source is unreachable we mark it unavailable and exclude it. A blocked source lowers data coverage, never your score.
What the deep dive adds
On any paid plan you can run this category on its own. The deep dive re-reads the pages we retrieved with only these 8 checks in front of it, returns a verdict page by page, prints the measured data behind each finding, and orders the fixes by impact and effort. It uses one audit from your monthly allowance.
What you need to provide
Nothing beyond your website address. This category is scored from public data we can retrieve ourselves.
Industry brand audits
See how this section is scored for your sector: professional services brand audit, accounting & bookkeeping firms brand audit, architecture & design studios brand audit, automotive brand audit. Browse all industries.
Read more on this
How We Audit Conversion Experience: Checks, Scans, and Scoring
Discover how the Brand Health Audit scans and scores your website conversion experience, identifying CTA friction, form barriers, and value proposition gaps.
High Overall Score, Low Trust Signals: Reading the Discrepancy
Discover how to read the discrepancy between a high composite Brand Health Audit score and low trust signals, and why trust deficits create critical conversion risks.
How We Assign Severity: Critical, High, Medium, and Low
Learn how the Brand Health Audit categorises issues into Critical, High, Medium, and Low severity based on commercial risk and conversion leakage rather than generic error counts.
The other scored categories
Brand foundation
Reputation & social
Website experience
Paid media
Local presence
Editorial policy
Questions
Conversion & customer journey: common questions
Do you test our conversion rate?
No. We have no access to your analytics. We evaluate the journey a visitor is offered: clarity of the next step, friction in forms, proof placement, and whether the promise made earlier is honoured on the page that asks for the action.
Will the report tell us what to change on our pages?
It names the specific page and the specific problem, with the standard it failed. Implementation and testing are yours or ours to do together.
Which plan includes this category?
It is scored on paid plans from Starter upward. On the free scan it is shown locked, with the number of checks behind it, rather than partially guessed at.
What does the deep dive add over the overview report?
The overview scores this category in one pass over your site. The deep dive re-reads the same pages against all 8 checks on their own, returns a page-by-page verdict, prints the measured data behind each finding, and orders the fixes by impact and effort. It uses one audit from your monthly allowance.
Want it done for you?
The audit tells you what to fix. If you'd rather not do the fixing, The Branded Agency can take it from here.
Audit-holder rate
Copywriting rewrite
We take the findings from your audit and rewrite the messaging across your site: one clear promise, consistent supporting messages, and copy that search and answer systems can quote correctly.
Start the rewrite
Work with us directly
Strategic brand engagement
A strategist-led engagement that fixes the brand underneath the copy: positioning, story, personality and the message architecture every channel runs on.
Book your strategy call
The report identifies the signals. We find the causes.
Diagnosis is free. Fixing the cause is what our brand strategy and marketing services are for — see the results across our client work.