Real exampleA real German company’s website, checked with the free quick check on 24 Oct 2026. Name and address removed.
Poor overall: 21 things to improve, with Conversion scoring lowest. Start with one action, one name. Quick audit: only the code-measured checks ran, so design and copy judgement is still missing. 5 checks need a person to confirm.
When one destination has several names, or one name leads to different places, visitors stop trusting the navigation and second-guess every click.
FixGive every destination one label and use it everywhere: menu, buttons, footer and page title. Rename or remove the duplicates the audit found.
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.
Pages search engines can’t crawl or index simply don’t show up in results.
FixMake sure key pages return 200, have no noindex, point their canonical to themselves and are listed in an XML sitemap referenced from robots.txt.
SEO is where visitors struggle most. I'd start with "pages can be crawled and indexed".
2 page(s) tell search engines not to index them and 0 return an error. Pages search engines can’t crawl or index simply don’t show up in results.
FixMake sure key pages return 200, have no noindex, point their canonical to themselves and are listed in an XML sitemap referenced from robots.txt.
Google Search Central: SEO Starter Guide
Lab data: LCP 7465 ms, CLS 0.00, Total Blocking Time 1 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)
1 page(s) without a meta description. The title and description are your ad in search results. Missing or duplicate ones get fewer clicks.
FixWrite a unique title per page (main topic first, brand last, under about 60 characters) and a 120–160 character description that makes people want to click.
Google Search Central: Influencing title links in search results
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 523 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
UI is where visitors struggle most. I'd start with "comfortable body text".
Body text: body 14px (desktop), body 12px (mobile), ≈89 characters per line (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
5 font families and 7 different sizes: the type has no clear system. 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
6 transition(s) over 500 ms, 0 movement(s) with linear easing. Slow or linear animations make an interface feel sluggish; the right timing makes it feel responsive.
FixUse 100–200 ms for small interactions and 200–400 ms for panels, ease-out for things entering, and nothing over 500 ms on a click path.
Emil Kowalski: Design engineering & animation decision framework
33% 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)
82% of spacing values sit on a 5 px grid; text aligns to 7 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
Copy is where visitors struggle most. I'd start with "c6 · buttons and links say what happens".
6 vague button/link label(s); "mehr erfahren" leads to 3 different places. Labels like “Learn more” or “Click here” don’t say what happens, so people hesitate or skip them.
FixWrite every button and link as a verb plus what the visitor gets: “Book a call”, “See pricing”, “Download the guide”.
WCAG 2.2 SC 2.4.4
Harder to read than needed: Amstad 39 (aim ≥ 60); sentences average 22 words. 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
Accessibility is where visitors struggle most. I'd start with "everything works with a keyboard".
8 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
0 focus stop(s) without a visible indicator, 58 hidden behind other elements, out of 122. Keyboard users need to see where they are. Without a visible focus outline they are navigating blind.
FixNever remove the focus outline without a replacement. Add a clear :focus-visible style (for example a 2 px outline with 3:1 contrast) to every interactive element.
WCAG 2.2 SC 2.4.7, 2.4.11
With "reduce motion" switched on, 8 of 8 animations still run. 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
4 text element(s) get cut off when people increase letter, word or line spacing. Many people zoom or enlarge text. If the layout breaks, content and buttons disappear for them.
FixUse relative units and flexible layouts so the page works at 400% zoom and with larger letter and line spacing, without content being cut off.
WCAG 2.2 SC 1.4.4, 1.4.10
Navigation order differs on 15 of 15 pages. When navigation moves around between pages, people relying on memory or assistive tech lose their way.
FixKeep navigation in the same place and order on every page, and don’t change context automatically when a field gets focus or input.
WCAG 2.2 SC 3.2.1, 3.2.2
1 skipped heading level(s). 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
Conversion is where visitors struggle most. I'd start with "fast on a phone".
Landing page: LCP 7.5 s, 44.8 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)
UX is where visitors struggle most. I'd start with "one action, one name".
37 page(s) reached under different names; 8 label(s) leading to different pages. When one destination has several names, or one name leads to different places, visitors stop trusting the navigation and second-guess every click.
FixGive every destination one label and use it everywhere: menu, buttons, footer and page title. Rename or remove the duplicates the audit found.
Jakob Nielsen, NN/g: 10 Usability Heuristics for User Interface Design
First action 0.8 screens down; 4 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.