Website Audit Api

A fast, practical website audit that shows why inquiries aren't coming in and what to fix first. Identifies lead capture leaks, conversion blockers, and revenue/time leaks with industry-specific, goal-oriented recommendations.

Overview

This API performs a comprehensive website audit focused on lead generation and conversion optimization. It analyzes:

1. Overall Health Score - 0-100% score with breakdown and potential improvement estimate
2. Homepage Clarity - Is your value proposition clear? Are CTAs visible? (Industry & goal-aware)
3. Lead Capture - Are forms and booking links properly placed? (Consequence-focused issues)
4. Conversion Blockers - What's preventing visitors from converting? (Impact quantified)
5. Revenue & Time Leaks - Automation opportunities with detailed impact analysis
6. Cost Estimate - What these issues are costing you in missed opportunities

Input

{
  "url": "https://example.com",
  "industry": "service",
  "goal": "get more inquiries"
}

Parameters

• url (required): The website URL to audit
• industry (optional): Industry type (service, ecommerce, saas, consulting, healthcare, legal, real-estate, other)
• goal (optional): Primary business goal (get more inquiries, increase bookings, generate leads, improve conversions, reduce bounce rate)
• useAI (optional): Enable AI-powered analysis for enhanced copy insights and contextual recommendations (default: false)

Output

The audit returns a comprehensive report showing both issues to fix and strengths (what's working well). Here's a complete example:

{
  "url": "https://example.com",
  "overall_health": {
    "score": 65,
    "score_breakdown": [
      "Homepage clarity (7/10): -15%",
      "Lead capture issues (1): -8%",
      "Conversion blockers (1): -6%",
      "Automation gaps (2): -6%"
    ],
    "explanation": "Score calculated based on homepage clarity, lead capture effectiveness, conversion blockers, and automation gaps.",
    "potential_improvement": "Fixing the top 3 issues could realistically improve this score to ~82%"
  },
  "homepage_clarity": {
    "score": 7,
    "issues": [
      "Target audience not clearly stated — visitors may not realize this is for them, causing them to leave"
    ],
    "strengths": [
      "✓ Homepage clarity is good — value proposition is clear",
      "✓ Clear CTA above the fold — visitors know what action to take"
    ],
    "summary": "Value proposition is clear"
  },
  "lead_capture": {
    "issues": [
      "Contact form is below the fold — visitors may leave before finding it, reducing conversion opportunities"
    ],
    "strengths": [
      "✓ Contact form detected — visitors can reach out directly",
      "✓ Booking/contact links are visible — easy for visitors to find",
      "✓ Booking flow is streamlined — no unnecessary clicks required",
      "✓ Mobile usability is good — no major mobile issues detected"
    ]
  },
  "conversion_blockers": {
    "issues": [
      "Page load time is 4.2s (slower than ideal) — 53% of visitors abandon sites that take over 3 seconds to load, directly costing conversions"
    ],
    "strengths": [
      "✓ Testimonials/reviews found — social proof builds trust and increases conversions",
      "✓ Social proof detected — client logos or social proof signals credibility",
      "✓ Forms are well-optimized — reasonable number of fields for better completion rates"
    ]
  },
  "revenue_time_leaks": {
    "opportunities": [
      "No instant response after form submission — leads wait hours/days for follow-up, reducing conversion by 50-70%",
      "No CRM or lead routing system detected — leads may fall through cracks, manual tracking increases admin work"
    ],
    "strengths": [
      "✓ Form handler detected — forms are processed automatically",
      "✓ Analytics/tracking detected — enables abandoned lead recovery",
      "✓ Booking system detected — automated scheduling reduces manual work"
    ]
  },
  "top_fixes": [
    "Optimize page load speed (target: under 3 seconds) — slow sites lose 53% of visitors before they can convert",
    "Move contact form above the fold — visitors may leave before finding it, reducing conversion opportunities",
    "Automate instant lead follow-up via email or SMS after form submission — immediate response increases conversion by 50-70%"
  ],
  "cost_estimate": {
    "monthly_visitors_estimate": "Unknown (requires analytics)",
    "conversion_rate_estimate": "2-5% (typical for service businesses)",
    "potential_missed_enquiries": "5-10 per month (estimated)",
    "explanation": "With 1 critical issue, a service site getting ~500 visitors/month could be losing 5-10 qualified enquiries monthly. Each enquiry is worth $X in potential revenue (adjust based on your average customer value)."
  },
  "audit_timestamp": "2026-02-06T21:20:00.000Z"
}

Understanding the Results

Each section shows:

• Issues (❌): Problems to fix with consequence-focused explanations
• Strengths (✓): What's already working well

Example interpretation:

• Homepage Clarity: Score 7/10 is good, but could improve audience clarity
• Lead Capture: Form exists and works well, but placement could be better
• Conversion Blockers: Great trust signals, but page speed needs optimization
• Revenue & Time Leaks: Some automation in place, but missing instant follow-up

This balanced view helps you:

1. See what's working (don't break what's good)
2. Prioritize fixes (focus on high-impact issues)
3. Track progress (compare strengths over time)

Output Structure

Every audit result includes:

• Overall Health Score: 0-100% with breakdown and improvement potential
• Homepage Clarity: Score (0-10), issues, strengths, and summary
• Lead Capture: Issues and strengths for forms, booking links, and mobile usability
• Conversion Blockers: Issues and strengths for speed, trust signals, and friction
• Revenue & Time Leaks: Opportunities (what's missing) and strengths (what's automated)
• Top 3 Fixes: Prioritized actionable recommendations
• Cost Estimate: Potential missed opportunities based on industry benchmarks

Key Feature: Every section shows both issues AND strengths, giving you a complete picture of what needs fixing and what's already working well.

What It Checks

1. Overall Health Score (0-100%)

• Calculated from all audit factors
• Score breakdown showing deductions
• Potential improvement estimate: "Fixing top 3 issues could improve score to ~X%"
• Creates urgency and shows clear path to improvement

2. Homepage Clarity (5-Second Test)

• Primary value proposition clarity (industry & goal-aware)
• Target audience identification
• CTA visibility and placement
• Copy intent analysis (outcome vs feature-focused)
• Industry-specific: Checks for relevant keywords (e.g., "consult", "advice" for consulting)
• Goal-specific: Validates goal-relevant language (e.g., "book", "schedule" for bookings)

3. Lead Capture Leaks

• Contact form presence and placement (consequence-focused)
• Booking link visibility (including embedded widgets like Cal.com)
• Mobile usability issues (impact quantified, accounts for hamburger menus)
• Form complexity
• All issues explain impact: "No contact form — visitors who aren't ready to book have no way to convert, likely costing leads daily"
• Detects forms in tabs/accordions: Automatically clicks tabs to find hidden forms
• Detects embedded booking widgets: Recognizes Cal.com, Calendly, Acuity embedded on page
• Mobile-aware: Understands hamburger menus are normal, only flags real usability issues
• Shows strengths: "✓ Contact form detected — visitors can reach out directly"

4. Conversion Blockers

• Page load speed (with abandonment stats: "53% of visitors abandon sites over 3s")
• Trust signals (testimonials, reviews, logos) - Comprehensive detection:
  • Trustpilot widgets and integrations
  • Google Reviews, Yelp, G2, Capterra widgets
  • Testimonial sections (flexible detection)
  • Client/customer images
  • JSON-LD schema (AggregateRating, Review)
  • Star ratings in text
• Friction points (popups, long forms)
• Impact quantified: Each issue explains the conversion cost
• Shows strengths: "✓ Testimonials/reviews found — social proof builds trust"

5. Revenue & Time Leaks (Automation)

• Comprehensive automation detection: Checks for specific services (SendGrid, Mailchimp, Twilio, Zapier, HubSpot, etc.)
• Automated follow-up after form submission (conversion impact: 50-70% reduction)
• Missed follow-ups (10x less likely to convert)
• Booking confirmation automation (no-show rates: 20-30%)
• Manual admin work (time waste quantified)
• CRM/lead routing integration
• Abandoned lead recovery
• Shows strengths: "✓ Email automation detected — leads receive automated follow-up"

6. Top 3 Fixes

• Industry & goal-aware: Recommendations tailored to your industry and primary goal
• Prioritized by impact: Most impactful fixes first
• Actionable: Specific, implementable recommendations

7. Cost Estimate

• Industry-specific conversion rate estimates
• Potential missed opportunities per month
• Explanation of impact based on traffic assumptions
• Helps prioritize fixes by showing real cost

Use Cases

• Marketing Agencies: Quick audits for clients to identify conversion issues
• Business Owners: Understand why leads aren't converting
• Automation Consultants: Identify automation opportunities
• Web Developers: Get actionable feedback on website performance

Industry & Goal Customization

The audit automatically adapts to your industry and primary goal:

Industry-Specific Analysis

• Service/Consulting: Emphasizes booking flows, trust signals, and lead capture
• E-commerce: Focuses on product reviews, conversion optimization, and checkout flow
• SaaS: Highlights problem-solution clarity, trial signups, and feature communication
• Healthcare/Legal: Emphasizes compliance, trust, and appointment booking
• Real Estate: Focuses on property listings, contact forms, and inquiry generation

Goal-Specific Recommendations

• "Increase Bookings": Prioritizes booking flow optimization, confirmation automation, and no-show reduction
• "Generate Leads": Emphasizes form placement, instant follow-up, and lead routing
• "Improve Conversions": Focuses on conversion blockers, trust signals, and friction reduction

Industry-Specific Conversion Rates

The cost estimate uses industry benchmarks:

• Service: 2-5%
• Consulting: 3-7%
• Healthcare: 5-10%
• Legal: 3-8%
• Real Estate: 1-3%
• E-commerce: 1-3%
• SaaS: 2-5%

AI Enhancement

Enable useAI: true for enhanced analysis:

• Better Copy Analysis: Semantic understanding of value propositions with industry context
• Contextual Recommendations: Industry-specific, goal-oriented fixes with deeper insights
• Smarter Prioritization: AI ranks fixes by impact based on your specific situation

AI Safety: AI mode is constrained to only enhance existing findings:

• AI clarity scores are validated against standard analysis (within 2 points)
• AI recommendations are validated against actual detected issues
• AI cannot add new issues that weren't detected
• Always falls back to standard analysis if AI output is invalid
• Standard analysis is always the source of truth

The audit works great without AI (industry & goal awareness is built-in), but AI provides more nuanced insights for complex copy analysis while maintaining accuracy.

Key Features

• Balanced Reporting: Shows both issues to fix AND strengths (what's working well)
• Comprehensive Detection: Finds forms in tabs, embedded booking widgets, testimonials in various formats
• Mobile-Aware: Understands hamburger menus, only flags real mobile usability issues
• Actionable Fixes: Each issue includes specific fix instructions (e.g., "Add CSS: min-width: 44px...")
• Industry & Goal Customization: Adapts recommendations based on your business type and goals
• AI-Safe: AI mode only enhances existing findings, never adds irrelevant information

Notes

• The audit focuses on lead generation and conversion optimization
• Results are designed to be skimmable and actionable
• Automation opportunities are highlighted to identify growth potential
• Positive confirmations (strengths) help you see what's already working well