Every website is different. Their problems are not. These seven turn up in the large majority of audits I run, so it is worth checking your own site first.
1. The hero image is lazy-loaded
Your most important image, deliberately delayed. It damages LCP and takes one attribute to fix. If your theme lazy-loads everything by default, exempt the first screen.
2. Titles and descriptions are duplicated or left on defaults
"Home | Company Name" tells a search engine nothing and earns no clicks. Every page needs a title naming the actual offer and the actual place, and a description written the way you would write an ad, because that is effectively what it is.
3. JavaScript nobody uses any more
Old chat widgets, A/B tools from a test that finished in 2022, a tag manager full of dead pixels, two animation libraries doing similar things. Each one costs main-thread time on every visit. Audit your tags twice a year and delete without sentiment.
4. Adjectives where facts should be
Pages full of excellence and passion, and nowhere a plain sentence saying what you sell, to whom, where, and roughly at what price. Human visitors skim past this. AI assistants cannot quote it at all. Specifics convert and vagueness does not, which has been true since long before anyone worried about answer engines.
5. Images several times larger than they display
A 4000px photograph rendered in a 400px card, as a JPEG, over mobile data. A resize-and-convert pipeline usually removes most of a page's weight in an afternoon.
6. Forms that ask far too much
Eleven required fields before someone can request a quote. Every field costs you enquiries. Name, one contact method, one question. Earn the rest on the call. In India a WhatsApp link with the message pre-filled will often outperform the form entirely, and it costs nothing to add.
7. Proof kept away from the promise
Claims live on the homepage, testimonials sit on a page nobody visits, case studies are three clicks deep. Proof belongs next to the claim it supports. Client logos on the service page, results beside pricing, reviews at the moment someone hesitates.
How did you do
Five or more of these and a structured audit will pay for itself quickly, whether you get it from me or someone else. The value is not the list of problems. It is knowing which two to fix first, because that ordering is where most of the return sits.
Web consultant and developer, working since 2010 on search, performance, custom builds and AI product media.