Is My Website Losing Leads? A 12-Point Checklist

How to use this checklist

Run through the four groups below against your own site. Each item is something you can check yourself in a few minutes, mostly with free tools: PageSpeed Insights, your own phone, and Google Search Console if you already have it connected. A site does not need to fail all twelve to be losing leads; three or four failures in the same group is usually enough to explain a quiet enquiry form.

Speed and technical health

For comparison, the catalogue site MAJ Atlas built for IT World Trading scored 100 out of 100 on every Lighthouse category on mobile, read from PageSpeed Insights on 2026-09-03. That is the ceiling, not a typical result, but it is a real, checkable number to compare your own score against rather than a vague sense that a site "should be fast."

• Run your homepage through PageSpeed Insights. A mobile performance score under 70 is a real drop-off risk, not a cosmetic number: slow pages lose visitors before the pitch is even read.
• Check whether your site is indexed at all in Google Search Console. A site with pages missing from the index cannot be found for the searches it should be answering.
• Submit your own contact form from a phone and confirm the enquiry actually arrives somewhere.
• Check for HTTPS. A browser warning on an insecure page is one of the fastest ways to lose trust before a visitor reads a word.

Mobile and trust

• Open your own site on your phone, on mobile data, not office wifi. Most UAE traffic to a small-business site is mobile; a desktop-only test misses the experience most visitors actually have.
• Check that a phone number or WhatsApp button is tappable, not just visible, within one thumb-reach of the top of the page.
• Look for a real address, a real way to contact the business, and a working privacy policy link. Their absence is a trust signal buyers notice even if they cannot name why they hesitated.
• Check whether the site names who is behind it. An anonymous-feeling site asks a visitor to trust a business that will not say who it is.

Tracking and measurement

• Confirm GA4 is actually installed and recording events, not just present in the page source from a template that was never configured.
• Check whether a form submission or WhatsApp click is tracked as a measurable event, not just something that happens silently. Without this, there is no way to know which page or campaign actually produces enquiries.
• If you run ads, confirm conversion tracking exists before spend, covered in our tracking setup guide. Ads without tracking cannot tell you what to change.

SEO and conversion paths

• Search your own business name and main service in Google. If a competitor outranks you for your own name, something structural is wrong.
• Count how many clicks it takes from your homepage to your contact form. More than two is worth questioning.
• Check whether your site's content answers the specific questions a buyer asks before they call, not just what the business wants to say about itself, covered in our guide to what's included in an SEO package.
• If you sell through the site, check whether the path from a product or service page to enquiry or checkout is short and obvious, or buried behind navigation.

What to do with a failing checklist

A site that fails several items in the same group usually has one root cause, not twelve separate problems: a slow, unindexed site with no tracking is usually a build issue, not a content issue, and is worth fixing with a rebuild before spending on ads or content that a broken foundation cannot convert.

A fast, indexed, tracked site that still is not producing enquiries is a different, better problem: the foundation works, and the fix is usually SEO or ads bringing the right visitors, not a rebuild.

A site passing speed and trust but failing tracking specifically is the easiest of the four groups to fix without touching anything visitors see: GA4, Tag Manager and event tracking can usually be added to an existing site without a redesign, covered in our tracking setup guide. It is worth fixing that group first regardless of what else is failing, since every other fix on this list is harder to prove worked without it.