Fresh Eyes.
Forty questions. Four categories. One honest diagnosis — so you stop guessing and know exactly what to fix on your website.
How this works
- Answer all 40 questions below with your first instinct — Yes or No.
- Tally your "No" answers within each of the four categories.
- Your highest-scoring category (or top two, if close) is your real diagnosis.
- Jump to that result at the bottom for what it means and what to do next.
Clarity
Can people tell what you do, who it's for, and why it matters — fast?
- Could a stranger explain what you do after five seconds on your homepage, without scrolling?☐ Yes ☐ No
- Does your homepage make one clear promise, rather than several competing ones?☐ Yes ☐ No
- Is your headline specific to your business, or could it belong to almost anyone in your field?☐ Yes ☐ No
- Would a stranger know immediately who this site is for?☐ Yes ☐ No
- Is it obvious what someone should do first when they land on your homepage?☐ Yes ☐ No
- Do you avoid industry jargon that only makes sense to you?☐ Yes ☐ No
- If someone only read your homepage headline and subhead, would they understand your offer?☐ Yes ☐ No
- Is your value clearly different from what a competitor might say?☐ Yes ☐ No
- Does your site say what makes your approach unique, not just what you do?☐ Yes ☐ No
- Could you remove any section of your homepage and lose nothing important?☐ Yes ☐ No
Trust
Do visitors believe you can actually deliver?
- Does your site show real proof — testimonials, results, credentials, or work samples — without someone having to dig?☐ Yes ☐ No
- Is your About page about why someone should trust you, not just a résumé of facts?☐ Yes ☐ No
- Do you have real photos of yourself or your work, rather than generic stock imagery?☐ Yes ☐ No
- Are your credentials, experience, or years in business easy to find?☐ Yes ☐ No
- Do you show specific results or outcomes, not just vague claims like "great service"?☐ Yes ☐ No
- If someone Googled you separately, would what they find match what your site says?☐ Yes ☐ No
- Does your site feel current — updated within the last year or so?☐ Yes ☐ No
- Do you address common doubts or hesitations somewhere on your site?☐ Yes ☐ No
- Is there a clear, easy way to contact you or ask a question?☐ Yes ☐ No
- Would a first-time visitor feel confident enough to buy or inquire without needing more reassurance elsewhere?☐ Yes ☐ No
Structure
Can people find what they need without getting lost?
- Can a visitor find your main offer in one or two clicks from the homepage?☐ Yes ☐ No
- Does your navigation have seven or fewer main links, not ten or more?☐ Yes ☐ No
- Is it clear which page to go to for pricing, services, or booking?☐ Yes ☐ No
- Do your page titles and labels make sense to a first-time visitor, not just to you?☐ Yes ☐ No
- Is there a single clear next step — a button or a form — on every key page?☐ Yes ☐ No
- Does your site work well and load properly on mobile?☐ Yes ☐ No
- Can you personally update your own site without help, if you needed to?☐ Yes ☐ No
- If you have multiple offers, is it clear which one to start with?☐ Yes ☐ No
- Are there any dead ends — pages with no way to move forward?☐ Yes ☐ No
- If someone wanted to buy or contact you right now, could they do it in under a minute?☐ Yes ☐ No
Visuals
Does your site look like it matches the quality of your actual work?
- Does your site's look match the price point of what you sell?☐ Yes ☐ No
- Are your fonts, colors, and spacing consistent across every page?☐ Yes ☐ No
- Do your images feel current and high-quality, not outdated or low-res?☐ Yes ☐ No
- Is there enough white space, or does the site feel cluttered?☐ Yes ☐ No
- Does your logo feel intentional, not like a placeholder?☐ Yes ☐ No
- If you compared your site to a competitor you admire, would yours hold up visually?☐ Yes ☐ No
- Do your visuals feel like you, not like a generic template anyone could have?☐ Yes ☐ No
- Are your photos — product, team, or work samples — well-lit and professional?☐ Yes ☐ No
- Does your site feel cohesive, or like it was built in pieces over time?☐ Yes ☐ No
- Would you be proud to send this site to someone you respect, right now, without a caveat?☐ Yes ☐ No
Find your result
Look at your four category scores. Find your highest-scoring category below — or, if two are close, read the combination.
If one category scored clearly highest
Clarity +
Your biggest issue is clarity.
People land on your site and can't quickly tell what you do or who it's for — so they leave before reaching anything else. This is good news: it's usually fixable without touching your design or rebuilding anything. Start with your homepage headline and the first two sentences underneath it.
- Fix first
- Homepage headline, subhead, and above-the-fold copy.
- Who to hire
- A copywriter or messaging strategist — not a designer or developer.
- Ask for
- A clear one-sentence value proposition and a homepage structure that leads with it.
- Timeline
- Often fixable in 1–2 weeks.
Trust +
Your biggest issue is trust.
Visitors may understand what you do, but they're not yet convinced you can deliver it. This is rarely a "you" problem — it's usually a "we forgot to show the proof" problem.
- Fix first
- Testimonials, real results, and a more personal About page.
- Who to hire
- A copywriter for your About/testimonials section, or a photographer if your current photos feel generic.
- Ask for
- Specific, outcome-focused testimonials — not just "great to work with!" — and a more personal founder story.
- Timeline
- 2–4 weeks, depending on how much proof you need to gather.
Structure +
Your biggest issue is structure.
People can't easily find what they need, so they give up. This is rarely about not having enough on your site — it's usually about having too much, organized in a way that makes sense to you but not to a first-time visitor.
- Fix first
- Simplify your navigation and make your main offer findable in one click.
- Who to hire
- A web designer or developer, or a UX-savvy site builder consultant.
- Ask for
- A simplified sitemap and navigation, with one clear primary call-to-action per page.
- Timeline
- 2–6 weeks, depending on site size.
Visuals +
Your biggest issue is visuals.
Your site doesn't yet look like it matches the level of work you actually do. This is the one people usually assume is the whole problem — but it's often the last thing to fix, not the first.
- Fix first
- Update photography, tighten your color and font consistency, and clean up spacing.
- Who to hire
- A designer and/or photographer.
- Ask for
- A simple style guide — colors, fonts, spacing rules — so future updates stay consistent.
- Timeline
- 3–6 weeks, longer if new photography is involved.
If two categories are close together
Clarity + Trust +
People don't understand what you do and aren't sure they can trust you yet — a rough combination, but very common for growing businesses. Start with clarity first, then layer in proof once the message is sharp. Fixing clarity alone often makes the trust gap feel smaller too.
Clarity + Structure +
Visitors don't understand your offer, and they can't navigate to find out more even if they wanted to. Fix your homepage message first — it's pointless to make things easier to find if what they find still doesn't make sense.
Clarity + Visuals +
The site doesn't clearly say what you do, and it doesn't look like it should either. Good news: fixing the words often reveals exactly what the visuals need to support — do clarity first, then visuals will have clearer direction.
Trust + Structure +
People might believe you eventually, but they get lost before they find the proof that would convince them. Reorganize so your proof — testimonials, results — is easy to find early, not buried three clicks deep.
Trust + Visuals +
The site doesn't look premium enough to build confidence, and there's not enough proof to back it up either. This pairing often means new photography and testimonials, together, will move the needle fast.
Structure + Visuals +
The site is hard to navigate and doesn't look polished — this often signals the site was built in pieces over time. This is the closest thing to "needs a real redesign," but even here, it's usually about reorganizing what exists, not starting over.
Fresh Eyes Diagnostic — Full Draft
Ford Field Guide No. 01
Scope note: This is intentionally bounded — 4 categories, ~10 questions each (40 total), and 10 possible results (4 single-category + 6 two-category combinations). No infinite branching. This is the whole thing. If it feels too small once it's built, that's a good sign, not a problem — you can always add depth later. Right now, the job is to finish it.
How It Works (intro copy for the guide)
Answer all 40 questions honestly — first instinct, not overthinking. Tally your "No" answers in each of the four categories. Your top one or two categories (whichever have the most "No" answers) are your real diagnosis. Skip to that result below.
CATEGORY 1: CLARITY
Can people tell what you do, who it's for, and why it matters — fast?
Could a stranger explain what you do after five seconds on your homepage, without scrolling?
Does your homepage make one clear promise, rather than several competing ones?
Is your headline specific to your business, or could it belong to almost anyone in your field?
Would a stranger know immediately who this site is for?
Is it obvious what someone should do first when they land on your homepage?
Do you avoid industry jargon that only makes sense to you?
If someone only read your homepage headline and subhead, would they understand your offer?
Is your value clearly different from what a competitor might say?
Does your site say what makes your approach unique, not just what you do?
Could you remove any section of your homepage and lose nothing important? (Yes = good; extra/unclear sections hurt clarity — score "No" if you're unsure/there's clutter)
Clarity score: ___ / 10 "No" answers
CATEGORY 2: TRUST
Do visitors believe you can actually deliver?
Does your site show real proof — testimonials, results, credentials, or work samples — without someone having to dig?
Is your About page about why someone should trust you, not just a résumé of facts?
Do you have real photos of yourself or your work, rather than generic stock imagery?
Are your credentials, experience, or years in business easy to find?
Do you show specific results or outcomes, not just vague claims ("great service")?
If someone Googled you separately, would what they find match what your site says?
Does your site feel current — updated within the last year or so?
Do you address common doubts or hesitations somewhere on your site?
Is there a clear, easy way to contact you or ask a question?
Would a first-time visitor feel confident enough to buy or inquire without needing more reassurance elsewhere?
Trust score: ___ / 10 "No" answers
CATEGORY 3: STRUCTURE
Can people find what they need without getting lost?
Can a visitor find your main offer in one or two clicks from the homepage?
Does your navigation have 7 or fewer main links (not 10+)?
Is it clear which page to go to for pricing, services, or booking?
Do your page titles/labels make sense to a first-time visitor (not just to you)?
Is there a single clear next step (a button, a form) on every key page?
Does your site work well and load properly on mobile?
Can you personally update your own site without help, if you needed to?
If you have multiple offers, is it clear which one to start with?
Are there any dead ends — pages with no way to move forward?
If someone wanted to buy or contact you right now, could they do it in under a minute?
Structure score: ___ / 10 "No" answers
CATEGORY 4: VISUALS
Does your site look like it matches the quality of your actual work?
Does your site's look match the price point of what you sell?
Are your fonts, colors, and spacing consistent across every page?
Do your images feel current and high-quality, not outdated or low-res?
Is there enough white space, or does the site feel cluttered?
Does your logo feel intentional, not like a placeholder?
If you compared your site to a competitor you admire, would yours hold up visually?
Do your visuals feel like you — not like a generic template anyone could have?
Are your photos (product, team, or work samples) well-lit and professional?
Does your site feel cohesive, or like it was built in pieces over time (a little "Frankenstein")?
Would you be proud to send this site to someone you respect, right now, without a caveat?
Visuals score: ___ / 10 "No" answers
RESULTS
Find your highest-scoring category (or top two, if close) below.
If CLARITY is your top result:
Your biggest issue is clarity.
People land on your site and can't quickly tell what you do or who it's for — so they leave before reaching anything else. This is good news: it's usually fixable without touching your design or rebuilding anything. Start with your homepage headline and the first two sentences underneath it.
Fix first: Homepage headline, subhead, and above-the-fold copy. Who to hire: A copywriter or messaging strategist — not a designer or developer. What to ask them for: A clear one-sentence value proposition and a homepage structure that leads with it. Timeline: Often fixable in 1-2 weeks.
If TRUST is your top result:
Your biggest issue is trust.
Visitors may understand what you do, but they're not yet convinced you can deliver it. This is rarely a "you" problem — it's usually a "we forgot to show the proof" problem.
Fix first: Testimonials, real results, and a more personal About page. Who to hire: A copywriter for your About/testimonials section, or a photographer if your current photos feel generic. What to ask them for: Specific, outcome-focused testimonials (not just "great to work with!") and a more personal founder story. Timeline: 2-4 weeks, depending on how much proof you need to gather.
If STRUCTURE is your top result:
Your biggest issue is structure.
People can't easily find what they need, so they give up. This is rarely about not having enough on your site — it's usually about having too much, organized in a way that makes sense to you but not to a first-time visitor.
Fix first: Simplify your navigation and make your main offer findable in one click. Who to hire: A web designer or developer, or a UX-savvy site builder consultant. What to ask them for: A simplified sitemap and navigation, with one clear primary call-to-action per page. Timeline: 2-6 weeks depending on site size.
If VISUALS is your top result:
Your biggest issue is visuals.
Your site doesn't yet look like it matches the level of work you actually do. This is the one people usually assume is the whole problem — but it's often the last thing to fix, not the first.
Fix first: Update photography, tighten your color/font consistency, and clean up spacing. Who to hire: A designer and/or photographer. What to ask them for: A simple style guide (colors, fonts, spacing rules) so future updates stay consistent.Timeline: 3-6 weeks, longer if new photography is involved.
TWO-CATEGORY COMBINATIONS
Clarity + Trust
People don't understand what you do and aren't sure they can trust you yet — a rough combination, but very common for growing businesses. Start with clarity first (fix the headline/promise), then layer in proof once the message is sharp. Fixing clarity alone often makes the trust gap feel smaller too.
Clarity + Structure
Visitors don't understand your offer, and they can't navigate to find out more even if they wanted to. Fix your homepage message first — it's pointless to make things easier to find if what they find still doesn't make sense.
Clarity + Visuals
The site doesn't clearly say what you do, and it doesn't look like it should either. Good news: fixing the words often reveals exactly what the visuals need to support — do clarity first, then visuals will have clearer direction.
Trust + Structure
People might believe you eventually, but they get lost before they find the proof that would convince them. Reorganize so your proof (testimonials, results) is easy to find early, not buried three clicks deep.
Trust + Visuals
The site doesn't look premium enough to build confidence, and there's not enough proof to back it up either. This pairing often means: new photography + testimonials, together, will move the needle fast.
Structure + Visuals
The site is hard to navigate and doesn't look polished — this often signals the site was built in pieces over time. This is the closest thing to "needs a real redesign," but even here, it's usually about reorganizing what exists, not starting over.
Notes for finishing this
This is a complete, working draft — every question, all 4 category scores, and all 10 results are written. Nothing left conceptual.
If a question ever feels off once you re-read it fresh, swap the wording — the structure (10 questions x 4 categories) doesn't need to change even if individual questions do.
Resist the urge to add a 5th category or more granular scoring right now. Ship this version first; you can always build "Field Guide No. 02: Fresh Eyes, Deeper Cut" later if people want more.