When Was the Last Time You Really Looked at Your Website?

I mean really looked at it—not just glanced at it while approving a minor update or quickly pulling up a phone number. When was the last time you experienced your website the way a first-time visitor would? If you're like most business owners, the answer is probably "it's been a while."

Yet your website is often the first impression potential customers have of your business. It's worth taking a step back occasionally to see it with fresh eyes.

The Familiarity Trap

When you look at something every day, you stop really seeing it. Psychologists call this "familiarity blindness"—our brains are wired to stop noticing things we're repeatedly exposed to. That's why you might not notice a picture hanging crooked in your home until someone points it out, despite walking past it countless times.

The same principle applies to your website. You become blind to outdated information, confusing navigation, or messaging that no longer aligns with your current business goals. What feels familiar to you might be confusing or off-putting to a new visitor.

Your 30-Minute Website Audit

Set aside half an hour to look at your website with fresh eyes. Here's how to make the most of this time:

• Use a different device than usual (if you typically view on desktop, try mobile instead)
• Use an incognito browser window to see the default experience
• Try to forget what you know about your own navigation structure
• Time how long it takes to complete common tasks (like finding your contact information)

As you explore, ask yourself these critical questions:

First Impressions Matter: What Does Your Site Say in 5 Seconds?

Research shows visitors form first impressions of websites in as little as 50 milliseconds. Within 5 seconds, they've already decided whether your site is worth their time.

Look at your homepage and ask:

• Is it immediately clear what my business does?
• Does the visual design reflect the quality of my products or services?
• Would a stranger understand my value proposition?
• Does anything look outdated, broken, or unprofessional?

Those first few seconds are crucial—if visitors are confused or unimpressed, they'll likely hit the back button without exploring further.

Is Your Most Important Information Buried?

We often organize websites based on what makes sense to us internally rather than what visitors are looking for. During your audit, notice if you have to click through multiple pages to find information that customers frequently request.

Common information that should be easy to find includes:

• Business hours and location(s)
• Contact methods (phone, email, form)
• Pricing or price ranges (if applicable)
• Your most popular products or services

If finding this information feels like a scavenger hunt, it's time to reconsider your information architecture.

Does Your Content Pass the "So What?" Test

Read through your website copy and after each paragraph ask, "So what? Why should the customer care?" Content that focuses on features rather than benefits often fails this test.

For example, saying "We have 20 years of experience" doesn't pass the "So what?" test on its own. Adding "...which means we've solved every problem in the industry at least once and can handle your project with confidence" turns a feature into a customer benefit.

Mobile Matters: How's the Small Screen Experience?

More than half of web traffic now comes from mobile devices, yet many business owners rarely check their own mobile site. Common mobile issues include:

• Text that's too small to read without zooming
• Buttons or links placed too close together to tap accurately
• Forms that are frustrating to complete on a touchscreen
• Images that slow down page loading on cellular connections