The 5 Leaks Checklist — check your website in 10 minutes

Leak 1

The first five seconds say nothing

Open your homepage on your phone. Start a timer.

• ☐Within 5 seconds, a stranger can say what you do, who it's for, and what to do next — without scrolling.
• ☐Your headline names the customer's outcome, not your company name or “Welcome.”
• ☐One clear button or action is visible immediately.

Fix first if leaking — Rewrite the headline as: [What you do] for [who] — so they [outcome]. Clarity beats cleverness every time.

Leak 2

The site talks about you, not them

Skim your homepage and count.

• ☐“You / your” appears more often than “We / our.”
• ☐Headings describe the visitor's problem or result, not your features and history.
• ☐No paragraph starts with your company name.

Fix first if leaking — Take your longest “about us” paragraph and rewrite it starting with the customer's problem.

Leak 3

There's no single next step

Look at one service or product page.

• ☐There is ONE obvious main action (book, buy, message) — repeated, in the same words.
• ☐No competing crowd: multiple different buttons, popups and banners asking for different things.
• ☐The action is still visible after scrolling (sticky button or repeated section).

Fix first if leaking — Pick the one action that makes you money and remove or demote everything that competes with it on that page.

Leak 4

No proof near the decision

Go to the page where money changes hands (checkout, pricing, contact).

• ☐A review, testimonial, result or real photo sits on that page — not only on an About page.
• ☐Your business looks real: real photos, a name, a face, a location, working hours.
• ☐The page loads fast on a phone (under ~3 seconds on mobile data).

Fix first if leaking — Move your best review to the decision page today. Slow and thin reads as untrustworthy before a single word is read.

Leak 5

The 97% are allowed to vanish

Most visitors won't buy on the first visit. Check what happens to them.

• ☐There's a reason to stay connected: a checklist, a guide, a useful email — something worth an email address.
• ☐Your WhatsApp or contact option is one tap away on mobile.
• ☐You have any way to re-reach past visitors (email list, retargeting, social follow with real content).

Fix first if leaking — Add one simple capture offer. Even a one-page checklist like this one outperforms “subscribe to our newsletter.”

Your score

Want a second pair of eyes? The free website audit walks the same list with you. And the full system — clarity, converting pages, traffic, capture, follow-up — is in my book, Website to Customers.