Open your site on a phone and a laptop, then work through each section as if you were a first-time patient. Check every item you can honestly say is true today. Be strict, a "sort of" is a no.

1. Trust and credibility

Real photography of the team or space, not generic stock
Provider names, credentials, and licensing are visible
Genuine reviews or outcomes appear on the page
The design feels calm, current, and consistent
Affiliations or certifications are shown where relevant
The site loads fast and runs on HTTPS
It looks and behaves flawlessly on a phone
Contact details and location are easy to find

2. Clarity and messaging

Within seconds, a visitor can tell what you do and who it is for
The homepage leads with specifics, not a vague slogan
Services are named in plain language, not jargon
Each meaningful service has its own page
Pricing or "what to expect" is addressed honestly
The location and service area are stated on the page

3. Conversion and booking path

A clear primary action appears in the header
The next step is repeated after key sections and at the bottom
Booking or contacting takes one obvious tap, no hunting
Forms are short and ask only for what you need
Buttons are easy to tap on mobile
There is a clear path for both "book now" and "just asking"

4. Local visibility

A complete, claimed Google Business Profile
Name, address, and phone match everywhere they appear
Page titles and descriptions are specific and local
Dedicated pages exist for each location you serve
Service pages answer the questions patients actually search
A steady, genuine review flow is in place

5. Follow-up and systems

Submitting a form triggers an instant confirmation
Every inquiry is captured somewhere durable, not just an inbox
A named person is responsible for responding
There is a written response-time target
A follow-up sequence runs even on busy weeks
You can see how many inquiries became appointments

Reading your score

0–20 — Leaking

Real inquiries are being lost
Trust and follow-up are the fastest wins
A rebuild or Foundation likely pays for itself

21–32 — Solid

The basics are working
Targeted fixes can lift conversion
Focus on the lowest-scoring section first

33–40 — Strong

Your site is doing its job
Refine and protect what works
A Growth System can compound results

The Website Trust & Conversion Audit Checklist

How to use this checklist

1. Trust and credibility

2. Clarity and messaging

3. Conversion and booking path

4. Local visibility

5. Follow-up and systems

Reading your score

Want this looked at for your own site?

Keep reading