Real exampleA real German company’s website, checked with the free quick check on 24 Oct 2026. Name and address removed.
Poor overall: 23 things to improve, with Conversion scoring lowest. Start with comfortable body text. Quick audit: only the code-measured checks ran, so design and copy judgement is still missing. 4 checks need a person to confirm.
Small text, long lines and tight line spacing tire readers quickly, especially on phones.
FixSet body text to at least 16 px, line length to 45–75 characters (max-width around 65ch) and line height to 1.4–1.6.
Screen readers announce controls by their name. A button without one is announced as just “button”.
FixGive icon-only buttons and links an aria-label, connect form fields to their <label>, and make sure the accessible name contains the visible text.
Moving content can make some people dizzy or unable to focus, and flashing can trigger seizures.
FixAdd a pause button to anything that moves for more than five seconds, avoid flashing, and turn off non-essential animation under prefers-reduced-motion.
UI is where visitors struggle most. I'd start with "comfortable body text".
Body text: ≈80 characters per line, line height 1.75 (outside comfortable range). Small text, long lines and tight line spacing tire readers quickly, especially on phones.
FixSet body text to at least 16 px, line length to 45–75 characters (max-width around 65ch) and line height to 1.4–1.6.
Matthew Butterick: Practical Typography — line length, point size, line spacing
24 buttons in 7 distinct styles. When buttons come in many styles, visitors can’t tell which action matters most or even what’s clickable.
FixReduce buttons to three styles (primary, secondary, text) and use each one for the same kind of action everywhere.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
0% of tested controls respond the moment they're pressed. Buttons that react a moment late feel unresponsive, even if the site is fast.
FixShow a pressed state immediately (:active), open menus from the element that triggered them, and use CSS transitions so animations can be interrupted.
Apple: Designing Fluid Interfaces (WWDC 2018)
1 font family, 10 sizes, 90% on a consistent scale. Too many font sizes and families make a page feel unplanned and blur the difference between a heading and body text.
FixPick two families at most and a scale of six to eight sizes (for example 14, 16, 20, 25, 31, 39 px), then map every text style onto it.
Adam Wathan & Steve Schoger: Refactoring UI — hierarchy, spacing systems, limited palettes
57% of spacing values sit on a 5 px grid; text aligns to 16 left edges. Random spacing makes a layout feel slightly off even when visitors can’t say why.
FixChoose a spacing base (4 or 8 px), define a short set of steps (8, 16, 24, 32, 48, 64), and replace one-off values with the nearest step.
Adam Wathan & Steve Schoger: Refactoring UI — hierarchy, spacing systems, limited palettes
Accessibility is where visitors struggle most. I'd start with "controls announce what they are".
2 controls without a usable accessible name or valid ARIA (label-content-name-mismatch). Screen readers announce controls by their name. A button without one is announced as just “button”.
FixGive icon-only buttons and links an aria-label, connect form fields to their <label>, and make sure the accessible name contains the visible text.
WCAG 2.2 SC 4.1.2, 2.5.3
Content moves on its own (1 element) with no pause or stop control. Moving content can make some people dizzy or unable to focus, and flashing can trigger seizures.
FixAdd a pause button to anything that moves for more than five seconds, avoid flashing, and turn off non-essential animation under prefers-reduced-motion.
WCAG 2.2 SC 2.2.2, 2.3.1
40 interactive elements are not reachable with the keyboard. People who can’t use a mouse rely on the keyboard. Anything they can’t reach is something they can’t use.
FixUse real <button> and <a href> elements for anything clickable, don’t remove them from the tab order, and add a “Skip to content” link.
WCAG 2.2 SC 2.1.1, 2.1.2
No main landmark; screen-reader users can't jump to the content. Screen reader users jump by headings and landmarks. A page without real structure is one long stream.
FixUse one <h1>, nest headings in order (h2 under h1, h3 under h2), and wrap the page in <header>, <nav>, <main> and <footer>.
WCAG 2.2 SC 1.3.1, 1.3.2
6 tap target(s) smaller than 24×24 px and crowded by neighbours. Small, tightly packed targets are hard to hit for people with limited dexterity and for everyone on a phone.
FixMake every clickable target at least 24 × 24 px (44 px for main actions), or leave enough space around smaller ones.
WCAG 2.2 SC 2.5.8, 2.5.1
5 field(s) labelled only for screen readers, with no visible label; 4 personal-data field(s) without autocomplete. Error handling needs the judge stage. Forms are where accessibility problems cost you leads and sales directly.
FixGive every field a visible label, mark required fields in text, link error messages to their field, and use the right autocomplete attributes.
WCAG 2.2 SC 3.3.1, 3.3.2
SEO needs some love. I'd start with "core web vitals in the green".
Lab data: LCP 4569 ms, CLS 0.00, Total Blocking Time 9 ms. Slow, jumpy pages rank lower and lose visitors before they load.
FixShrink and preload the largest above-the-fold image, defer non-critical JavaScript, and reserve space for images and embeds to stop layout shift.
web.dev: Core Web Vitals thresholds (LCP 2.5 s, INP 200 ms, CLS 0.1)
No structured data found; search engines have to guess what the business is. Structured data tells search engines what your business is and can earn richer search results.
FixAdd JSON-LD for your business type (Organization, LocalBusiness, Product or Article) with name, logo, contact details and links, and validate it in Google’s Rich Results Test.
Google Search Central: Structured data general guidelines
Missing og:title, og:description, og:image; shared links will look bare. Links shared without a preview image and description get far fewer clicks.
FixAdd og:title, og:description and a 1200 × 630 px og:image to every key page, and check them with a link preview tool.
Google Search Central: SEO Starter Guide
Image delivery can improve: Improve image delivery (Est savings of 676 KiB). Heavy images slow every page, especially on mobile data.
FixServe images as WebP or AVIF at the size they are shown, set width and height, and add loading="lazy" to images below the fold.
Google Search Central: SEO Starter Guide
Copy is solid with a few rough edges. I'd start with "c3 · about the reader, not the company".
Homepage says "you" 15× and "we" 21×. Visitors care about their problem, not your company. Copy full of “we” reads like it’s about you.
FixRewrite key sections from the visitor’s side: lead with “you” and what they get, then say what you do.
Government Digital Service: GOV.UK content design: writing for the web
Harder to read than needed: Amstad 28 (aim ≥ 60). Long sentences and difficult words lose readers, including experts reading on a phone.
FixAim for sentences under 20 words, prefer everyday words, write in the active voice, and explain any jargon the first time it appears.
plainlanguage.gov: Federal Plain Language Guidelines
Conversion is where visitors struggle most. I'd start with "fast on a phone".
Landing page: LCP 4.6 s, 4.8 MB on mobile. Later funnel steps are measured by the funnel walk. On phones, every extra second of loading costs conversions.
FixGet mobile LCP under 2.5 s and pages under 2 MB: compress images, cut unused scripts and fonts, and lazy-load what’s below the fold.
web.dev: Core Web Vitals thresholds (LCP 2.5 s, INP 200 ms, CLS 0.1)
No analytics found, so conversions cannot be measured or improved. Without measurement you can’t tell which changes help, so improvements become guesswork.
FixInstall privacy-friendly analytics and track your key actions (button clicks, form submissions, bookings) as conversion events.
Corey Haines (marketingskills): cro, signup, popups and offers skills
contact form asks for 8 fields; 8 field(s) without the right keyboard type. Every extra form field lowers completion, and wrong field types make phones show the wrong keyboard.
FixAsk only for what you need now (five fields or fewer for a lead form), mark optional fields, and use type="email"/"tel" with autocomplete.
Baymard Institute: Checkout usability research (guest checkout, form field count)
UX needs some love. I'd start with "you always know where you are".
No consistent way back to the homepage. Without a “you are here” cue, visitors who arrive from search or a shared link can’t tell where they are or how to get back.
FixMark the current page in the menu (and add aria-current="page"), link the logo to the homepage on every page, and add breadcrumbs on pages three or more levels deep.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
1 element(s) change on their own; whether visitors can pause them, and how overlays close, needs the judge stage. Content that moves on its own, or overlays that are hard to close, take control away from visitors. They read more slowly than carousels advance.
FixLet visitors pause or stop anything that changes by itself, make overlays closable with a close button, Escape and a click outside, and keep the Back button working.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
First action 0.1 screens down; 2 key button(s) under 44px tall. Most visits are on phones. Small tap targets and actions pushed far down make the mobile site feel second-class.
FixMake primary buttons at least 44 px tall, bring the main action into the first screen on mobile, and check that nothing overflows sideways.
NN/g: Mobile UX guidelines (touch targets, content priority)
Small fixes with a big pay-off. Tick them off as you go.