Sample deliverable
Sample Lost Customer Audit
This is the type of one-page public-page audit a buyer receives. No login, no account access, no private data, no revenue guarantee.
Business: Example Phoenix HVAC company
Scope: Public website/contact path only
Output: 3 visible drop-off points + 3 fixes
Finding 1
FactThe contact page says “fill out the form,” but the request path is embedded in a widget with no visible fallback.
Drop-off hypothesisIf the widget loads slowly, is blocked, or is missed on mobile, visitors who prefer not to call may stall.
Fix priorityKeep the widget, but add a plain fallback request path with ZIP, issue, urgency, and preferred time.
Finding 2
FactThe homepage has strong trust claims, but the response-time expectation near the request CTA is unclear.
Drop-off hypothesisUrgent service visitors may compare another provider if they do not know how fast someone will respond.
Fix priorityAdd “we reply within X minutes during business hours” beside the request CTA.
Finding 3
FactThe site serves both residential and commercial customers, but the request path starts generically.
Drop-off hypothesisHomeowners and facility managers need different first questions; a generic path can slow both down.
Fix prioritySplit the first step into “Home service” and “Commercial service,” then ask only the next critical question.
This week’s fix order
- Add a fallback request path under the embedded form.
- Add a response-time expectation near the CTA.
- Split residential vs commercial intent before the form.