What we found in 60 seconds on a $20M company's website
A real diagnostic run of a real company's homepage. Five findings any visitor could verify. Five reasons inbound was leaking.
We do a free 60-second site diagnostic before every sales call. The recent one stopped us cold.
The company runs about $20M annually. Operations are dialed. Their customer roster includes names you'd recognize on the back of any grocery shelf. Their facility passes every audit. Their team has been doing this for 40 years.
Their website? Quiet disaster.
We won't name them. The findings are the point.
What 60 seconds of free diagnostic surfaced
Five facts, all verifiable by anyone in two clicks of "View Source." All directly from their live homepage.
25 broken or placeholder links on the homepage alone. Buttons that go nowhere. Nav items that resolve to #. Links labeled "Learn more" with no href. Every one a dead end for a visitor curious enough to tap.
No Open Graph image set anywhere on the site. Every time a buyer, broker, or partner shares this URL on LinkedIn, in Slack, in an email preview pane, or in an iMessage, the preview unfurls blank. Their inbound referral traffic was leaking silently, every day, with no way to count what was lost.
A single JSON-LD schema entry, mis-typed as "Article." Google literally couldn't tell what kind of business this was. No Knowledge Graph card. No rich results. AI search engines like ChatGPT and Perplexity, which increasingly answer "find me a co-packer" or "find me a real estate firm in Miami" queries, had no structured data to pull from. The company effectively didn't exist in that channel.
23 of 67 homepage images missing alt text. A third of their visual storytelling — facility shots, equipment, certifications, team photos — invisible to Google Image Search and to accessibility tools.
298 KB of HTML payload, 58 stylesheets, 59 script tags on a single page. Roughly 3x what modern best practice ships. WordPress + Elementor + a dozen accumulated plugins. Mobile first-paint over 4 seconds on corporate networks.
Why none of this was their fault
The marketing person at the company isn't a developer. The developer they hired three years ago is no longer at the company. The agency they used at launch went out of business. The CMS plugins keep updating themselves and breaking things.
This is normal. This is how websites die — not in one event but in a thousand small decisions deferred.
The CEO knew "the site needs work." The CFO knew "we should probably revisit it." Nobody knew exactly what was wrong. Nobody had a hard number to point at. So nothing got prioritized.
That's what the diagnostic actually does. It converts a vague feeling of "the site needs work" into a five-bullet list with hard numbers anyone on the leadership team can verify themselves.
What this kind of finding is worth
Their lead form was getting maybe 4-6 submissions a month from a website with 6-8k monthly visitors. Industry-standard conversion for a B2B site at that traffic level should be closer to 50-100 leads a month.
The gap isn't all attributable to the five items above. Some of it is messaging, some is positioning, some is targeting. But the technical foundation was leaking enough that the messaging never got a chance.
We've quoted this same project before for $35-75k depending on scope. Year one ROI math: if even half the missing leads showed up, the build paid for itself in a single quarter.
They passed on the engagement
Sometimes the budget timing isn't right. Sometimes the priority is something else. Sometimes the CEO doesn't see the leak because he doesn't sit in the inbox watching what doesn't arrive.
We sent the diagnostic anyway. The fixes don't expire. The roadmap doesn't go stale. When the timing shifts, they'll know exactly where to start.
What this looks like for your site
If you want the same diagnostic for your own homepage, run the audit. Same five-bullet output, your numbers, free.
Or pay $5,900 for the full paid version that includes the roadmap, the scoped quote, and 100% credit toward whatever build you decide to run after.
Worst case: you walk away with a fixed-price scope document you can hand to your CFO on your own timeline.
Best case: you close your highest-leverage funnel leak in 60 days.