Website UX and Usability
12 Website Usability Mistakes That Hurt Sales
Even minor errors in layout, text, or images can undermine trust and drag down conversion. Here are the 12 most common ones and how to fix each.
By Emma Pugsley, Co-founder
Why agencies use it
Win and keep retainers
Put a recurring audit on retainer. Each report shows what changed since the last one, so the value of staying engaged is on the page.
Deliver in minutes, not weeks
Skip designing studies and recruiting testers. Run an audit, get a ranked report, and spend your hours on the fixes instead of the analysis.
Speak to every stakeholder
Every finding splits into Marketing, Design, and Technical views, so you can assign work straight from the report.
Recommendations that land as evidence
Findings are scored and backed by recognised standards (WCAG 2.2 accessibility, Google Core Web Vitals), so your advice reads as data, not opinion.
In practice
How a small studio uses it on every project
A three-person web studio runs a you x you i audit at the start of each engagement. Before the kickoff call they already have a scored report covering speed, accessibility, copy clarity, and conversion blockers.
- Audit the prospect's current site and bring the report to the pitch.
- Use the ranked fix list to scope the project and set a realistic quote.
- Re-audit after launch to show the before-and-after in numbers.
- Put a quarterly audit on retainer so the client keeps seeing progress.
The report does the convincing. Clients see ranked issues with revenue impact instead of a list of opinions, which makes both the initial sale and the retainer renewal easier.
How to upsell clients
Turn one audit into a scoped project, and a scoped project into ongoing work.
1
Lead with the report
Run an audit and walk the client through the highest-impact findings. The ranked list makes the case for paid work without a hard sell.
2
Scope fixes into a package
Group findings into a fixed-price sprint: speed, accessibility, copy, conversion. The severity and revenue-impact scores justify the price.
3
Re-audit to prove the result
After the work ships, run the audit again. The score change is the proof you bill against and the reason to book the next round.
4
Sell the quarterly check-up
Sites drift as content and code change. A recurring audit on retainer catches regressions early and keeps you in front of the client.
How the check-up works
No code, no calls, ready in minutes, and the best bit? It's easy to understand!
1
Paste your URL
Enter the page you want to audit
2
We run the automated audit
Our system analyzes your page
3
See your issues and fixes
View results in the dashboard
4
See the impact of changes
See improvements in traffic, search, clicks, and more.
Find out more about Google Search Console integrationWhat other teams are saying
Endorsement
“Excited about the opportunity for our community of small business DTC founders to jump into using you x you i. It's a game-changer for small brands that don't have the budget or team resources of bigger brands, but who need the optimisations and tweaks to grow their revenues. I am absolutely excited about using this tool inside our community.”
Lisa Jones
Founder of SHE-com
“As a non-tech person, it makes it easy to know the impact of the problem and what to do about it.”
Frances Maloney
Founder of BunLuv
“I love that it brings so much awareness to issues that you would not find just by looking at the website or inspecting elements.”
Adeline Xie
Owner of Rupahaus
Agency FAQs
Do I need a separate account for each client?
No. Run audits for any number of client sites from one account. Each audit is its own report that you can share individually.
Can clients see the report without logging in?
Yes. Every completed audit has a shareable link that opens the report without an account, so you can drop it straight into a deliverable.
Can I audit a site before the client signs?
Yes, as long as the page is publicly reachable. Many agencies audit a prospect site so they can bring concrete findings to the pitch.
How long does an audit take?
Most single-page audits finish in a few minutes. You get an email when the report is ready.
Is there a volume discount?
Monthly tiers include an audit quota that works out cheaper per audit than pay-as-you-go. See the pricing page for current tiers.
Pricing that fits your stage
Start with a single $5 audit, or choose a monthly plan to monitor your key pages over time.
See pricing & plansMore for client work
Audits, teardowns, and UX guides you can adapt for client engagements.
Website UX and Usability
Website UX Basics for Small E-commerce Teams
Website UX (user experience) is the part of your site that decides whether visitors feel confident enough to buy. This guide keeps the basics simple. The goal is to show what matters most on a small store and where to focus first.
By Emma Pugsley, Co-founder
AI Search and AEO
LLM SEO: What SMB Brands Need to Know
AI tools don't rank your website; they either cite it or ignore it. That single shift is what "LLM SEO" is about, and small brands can win at it without an enterprise budget.
By Emma Pugsley, Co-founder
Compatible with ALL Website Platforms
Supports all websites — no matter your platform or setup.
See also
Compare the alternatives
What you get from us versus the tools you might reach for instead, side by side.
See what an audit costs
What a single-page and a full-site audit cost, so you know before you buy.
For e-commerce and D2C
Product pages, cart and checkout: where we look first when you sell online.
For small businesses
Turn the visitors you already have into calls, bookings and enquiries.