Website Teardown Prep Questionnaire

Before I can teardown your website, I need to understand how you intend for it to work.

Answering the following questions will give me the context I need to offer useful feedback.

1. Traffic & Acquisition

• Where are most of your current visitors coming from? (e.g., organic search, social media, referrals, ads, email)
• Which channels do you actively invest in to drive traffic?
• Do you have analytics set up? If yes, what’s your average monthly visitor count?
• Are visitors generally arriving on the homepage, or on specific landing pages/blog posts?

2. Audience & Target Market

• Who are your ideal visitors? (e.g., demographics, industry, location, psychographics)
• Are the majority of your current visitors similar to your ideal visitors or different?
• Are there audience segments you don’t want to attract?
• What is the most common problem or goal your ideal visitor has when they land on your site?

3. Goals & Desired Actions

• What’s the most important thing you want an ideal visitor to do on your site? (e.g., book a call, buy a product, sign up for a newsletter)
• What are secondary actions you’d like them to take? (e.g., download a resource, follow on social media)
• If your ideal visitor only visited one page, which one would you want it to be, and why?
• Do you have an existing lead capture or conversion process you’re happy with?

4. Messaging & Value Proposition

• What’s the main message you want visitors to take away within the first 10 seconds?
• How do you describe your offer/value to potential customers in one sentence?
• Are there common objections visitors might have before buying/contacting you?
• Do you want the site to sound more formal, casual, or something else?

5. Current Performance

• How well do you think your current site is performing in terms of converting visitors?
• Are there specific pages or features you think work really well?
• Are there parts of the site you’re not happy with or that you think confuse visitors?
• Have you tested any changes in the past? What happened?