Six things every business website needs
A padlock in the browser, and old http:// links sending people to the secure version.
Whether phones show the page properly, how quickly your server responds, and Google's full mobile speed test.
Your page title, description and main heading, and that nothing is hiding the page from Google.
Google Analytics, the Meta Pixel and Google Ads tags, including ones set up inside Google Tag Manager.
The title and image people see when your link is shared on Facebook, LinkedIn or in a text.
Business details Google and AI tools can read, and a phone number mobile visitors can tap to call.
What does a website speed test measure?
Our speed test runs Google's PageSpeed Insights on your page as a phone would load it. You get a performance score out of 100 and Google's three Core Web Vitals, each rated good, needs work or poor on Google's own thresholds:
- Largest Contentful Paint (LCP): how long until the main content, usually the big image or heading, shows. 2.5 seconds or less is good.
- Cumulative Layout Shift (CLS): how much the page jumps around while it loads, the kind of shift that makes people tap the wrong button. 0.1 or less is good.
- Interaction to Next Paint (INP): how quickly the page reacts when someone taps or clicks. 200 milliseconds or less is good.
When Google has enough real Chrome visitors to your site, these numbers come from them. When it doesn't, you get lab numbers from a simulated phone, with Total Blocking Time standing in for INP. You also see how much the page weighs and the three changes Google expects to save the most time.
Why it matters for enquiries and ad costs: every extra second on a phone gives someone a chance to hit back and call the next business on Google. With ads you pay for the click either way, and Google Ads counts landing page experience, which includes mobile speed, when it decides where your ad shows and what you pay. If your fixes go deeper than images and plugins, our web design team builds fast, mobile-ready websites.
Running ads without tracking is guessing
If your Meta Pixel or Google Ads tag is missing, the ad platforms can't see who enquires or buys. They can't learn which people to show your ads to, they can't retarget visitors, and you can't tell which ads are making money.
We often find tracking that was installed once and then broken by a website update, a new theme or a moved Google Tag Manager container. A quick check after any website change saves weeks of wasted ad spend.
The problems we see most often
- No tap-to-call link. The phone number is written as plain text, so mobile visitors have to copy it by hand.
- Titles that just say "Home". A wasted chance to tell Google and searchers what you do and where.
- Pixel missing after a rebuild. The new site launched and nobody moved the tracking across.
- A "Not secure" copy of the site still loading. The secure version works, but the old http:// address was never redirected.
- No business details for Google. Missing LocalBusiness schema makes it harder for Google and AI assistants to confirm your location and hours.
What this check doesn't cover
This is a fast first check of one page, usually your homepage. The speed test loads it as a phone would, so it doesn't measure desktop speed, and lab scores can change a little from one test to the next, so compare a few runs before acting on a small difference. It also doesn't test every page, or confirm that your tracking fires the right events when someone enquires or buys. Those need a proper audit, which we're happy to do for free.