Sample Website Friction Report
This is a fictional example showing the structure, depth, and tone of a real Website Friction Report. Your report will follow the same format using your actual site.
Northline Exterior Co.
Residential siding, roofing, and exterior repair · Metro Area
The quote path is buried in the mobile hamburger menu. The highest-intent visitors — homeowners with active leaks or storm damage — must tap three times to request help.
Add a sticky tap-to-call button and a visible "Request a Quote" CTA on the homepage hero. This is low implementation effort with high conversion impact.
Owner summary
The site does not look broken. It looks under-argued. The business may be capable, but the site does not prove it fast enough.
Northline Exterior Co. has decent photography and a clean layout, but the homepage headline is generic, the quote path is hidden on mobile, and there is no proof block near the primary CTA. A homeowner landing on this site sees "Quality Exterior Services" and has no immediate reason to trust this company over three competitors in the same search results.
The good news: most of the highest-impact fixes are copy and layout changes, not a full redesign. The mobile experience can be improved in a single sprint. The service pages need depth, not deletion.
Friction score breakdown
Scores are advisory ratings based on publicly visible elements. Context matters — a low score in one category may still convert well if the business relies on referrals.
The site has clear friction points that are likely costing quote requests. The fixes are specific and actionable. A score in this range typically sees measurable improvement from the priority repair sequence.
Issue severity table
Ranked by business impact. Fixes are ordered by impact-to-effort ratio.
| Issue | Where | Why it matters | Severity | Fix difficulty | First action |
|---|---|---|---|---|---|
| Quote CTA buried in hamburger menu | Homepage hero + mobile header | Visitors must tap 3 times to find the quote path. Most drop at tap 2. | critical | Low | Add sticky tap-to-quote button |
| No proof within one scroll of CTA | Homepage above the fold | Homeowners need trust signals before requesting a quote from an unknown contractor. | critical | Low | Add photo + testimonial block |
| Headline is generic | Homepage H1 | 'Quality Exterior Services' could be any business in any city. No location or trade specificity. | high | Low | Rewrite with trade + location |
| Mobile menu hides phone number | Mobile header | Emergency callers are the highest-intent visitors. Hiding the phone number kills emergency conversions. | high | Low | Make phone tappable and visible |
| Service pages lack local detail | /services/siding, /services/roofing | Thin pages do not answer 'Do they work in my neighborhood?' or 'What materials do they use?' | medium | Medium | Add neighborhood names + material details |
| No response expectation on form | Contact / quote page | Visitors wonder if the form goes into a black hole. Uncertainty reduces submission rate. | medium | Low | Add 'We reply within 4 hours' text |
Customer hesitation map
What a visitor sees, wonders, needs, and what the page fails to deliver at each step.
'Quality Exterior Services' headline
Do they do siding or just roofing? Do they serve my area?
Specific trade + location in the headline
Generic language forces visitor to scroll or leave
Rewrite headline: 'Residential Siding & Roofing in [Metro Area]'
Hero image of a house
Is this a real project or a stock photo?
Proof the business does actual work locally
No project photos, no location cues
Add local project photos with neighborhood context
'Contact Us' link in menu
Will I get a fast response? What info do they need?
Low-friction path with clear expectation
Generic contact page with no guidance
Add quote-specific form with response expectation
Mobile hamburger menu
Where is the phone number?
Immediate tap-to-call on mobile
Phone hidden behind 2 taps
Sticky phone button on mobile
Screenshot annotations
Mock surfaces showing where friction appears. Your actual report will use screenshots from your site.
Priority repair sequence
Ranked by conversion impact and implementation difficulty.
Add a sticky tap-to-call button and a prominent 'Request a Quote' CTA on the homepage hero. Current state requires opening the hamburger menu to find contact info.
Insert 3–4 recent project photos, a license number, and a short testimonial within one scroll of the main quote button.
Replace 'Quality Exterior Services' with 'Residential Siding & Roofing in [Metro Area]' so a visitor knows trade + location in under 3 seconds.
Create two distinct CTAs: 'Emergency Repair — Call Now' and 'Get a Free Quote'. Different intent requires different urgency and form fields.
Each service page should mention neighborhood names, typical project timelines, materials used, and warranty terms.
Include 'We reply within 4 business hours' near the submit button to reduce submission hesitation.
30-day repair sequence
If Veldarium implements the repairs, this is the typical order of work.
Clarity and CTA
Rewrite headline. Add sticky phone and quote CTA. Make contact path visible on mobile.
Trust and proof
Add proof block near CTA. Insert project photos. Add license and testimonial.
Service depth and local context
Expand service pages with materials, timelines, neighborhoods, warranty.
Form/contact path and measurement
Improve quote form copy. Add response expectation. Set up basic conversion tracking.
Developer handoff
The report is written so you can act on it yourself or hand it to a developer.
Headlines, CTAs, form labels, response expectations, service page copy.
Sticky mobile buttons, proof block placement, CTA prominence, menu restructuring.
Photo insertion, testimonial formatting, license display, review embedding.
Content expansion, local context, material details, timeline language.
Tap target sizing, phone button visibility, menu simplification, form field spacing.
Form event tracking, phone click tracking, basic conversion baseline.
- ADA / WCAG compliance audit
- Backend security or hosting review
- Paid advertising strategy or management
- Social media content strategy
- SEO ranking guarantees
- Guaranteed lead or revenue outcomes
- Full website redesign (Repair Sprint is available separately)
- Competitor deep-dive (included in Deep Site Forensics tier)
We do not guarantee rankings, revenue, leads, calls, bookings, or sales. Reports are advisory business opinions based on publicly visible website elements. Repair Sprint work requires a separate written agreement. No report begins until payment and scope are confirmed. Do not submit passwords or sensitive credentials through the public form.