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WEBSITE & CONVERSION
Website Performance Diagnostic
An independent website review for a local service business, identifying customer journey friction and practical opportunities to improve the existing website.
Organization: Canadian residential service business
Period: 2026
Role: Independent Digital Marketing Consultant
4
Pages reviewed
5
Customer journey stages
2
Priority improvements
The Challenge
A local residential service business had an established website with useful service information and clear contact options. However, some elements of the customer journey created unnecessary friction for visitors looking for specific services.
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The opportunity was to assess the website from a potential customer's perspective, understand what was working and identify where targeted improvements could make the experience clearer.
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Rather than assume the website needed a redesign, the objective was to identify practical, evidence-based priorities that could strengthen the existing foundation.
Approach
01
Website & Performance Review
Reviewed four key pages across desktop and mobile, assessing website structure, usability, messaging, calls to action and supporting performance signals.
Documented existing strengths and opportunities to improve the residential customer experience.
02
Customer Journey Analysis
Mapped the five-stage residential customer journey, from initial interest through to contact.
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Identified friction where service links directed visitors to unexpected pages, interrupting access to relevant information.
03
Priorities & Recommendations
Consolidated the findings into a focused diagnostic report with two priorities: correcting misleading service links and improving local business structured data.
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Developed a practical roadmap outlining the recommended sequence and next steps.
Results & Impact
The diagnostic identified two practical opportunities to strengthen an otherwise functional website: improving the links visitors follow to find service information and providing clearer local business information to search engines.
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The completed report brought these findings together with supporting evidence and a prioritised action roadmap, giving the business owner a clear basis for deciding what to improve first without committing to an unnecessary redesign.
Tools & Expertise
Website UX
Customer Journey Mapping
Conversion Review
PageSpeed Insights
Search Visibility
Website Diagnostics