Sample audit · Names changed

This is what you get.

A real audit for a midtown dental practice, lightly anonymized. Six pages read the way a first-time patient reads them, scored 41 of 100. Yours will look like this.

Audit: Midtown dental practice6 pages read · score 41/100 · delivered in 19 hours

Hi Dr. M, I went through your site tonight the way someone with a toothache at 9pm would. Here is everything that pushed me away, worst first, with what each one is probably costing you.

1. On a phone, your booking button does not exist

Costing you most

Two thirds of your visitors are on phones. On mine, the "Request appointment" button sits behind a menu that takes three taps to find, and the form it opens is a desktop form I had to pinch-zoom to fill. Most people close the tab and call whoever Google shows next.

Fix: one thumb-reachable "Book" button pinned on every mobile page, opening a form with three fields. Your booking software already supports a direct link. About an hour of work.

2. The homepage takes 9 seconds to show anything

Losing visitors

The slideshow at the top is four photos, each around 6MB, straight off a camera. On LTE the page is white for 9 seconds. Google measures this and quietly ranks you lower for it, so it hurts twice.

Fix: compress those four photos to under 200KB each and drop the slideshow for one strong photo. Twenty minutes, and the page loads in under two seconds.

3. Your prices page says "call us", twice

Booking friction

People land on that page ready to decide. Being told to call is why they came to the website instead. Practices that show even a "from $X" range book measurably more first visits.

Fix: publish ranges for your five most-searched services. You do not need exact numbers, "from" prices work.

4. Google shows a sentence cut off mid-word for you

Weak first impression

Your page title is 78 characters, so Google chops it. Your description is missing entirely, so Google improvised one from your cookie banner. This is your ad on Google and right now it reads like a mistake.

Fix: a 55-character title and a 150-character description that mention midtown and same-week appointments. I wrote drafts of both at the end of this audit.

5. The team page photos are stretched

Trust leak

Small thing, big signal. Distorted staff photos read as "nobody is minding this practice's details", which is the exact opposite of what a patient wants to feel about a dentist.

Fix: re-export the five photos at the correct ratio. Fifteen minutes.

6. Your Google Business profile is genuinely good

Keep it

Reviews answered, hours right, photos recent. This is why you still get patients despite the site. It also means fixing the site has an unusually high payoff: the traffic is already arriving.

Bottom line: your site gets found fine and then loses people at the door. Items 1 to 3 are one afternoon of focused work. If you want me to do them, my fix sprint is a flat $450 and items 1 to 5 are all inside it. If you'd rather hand this to your own web person, this document is written so they can execute it directly. Either way you now know exactly where the leaks are. Cody

Every audit is written like this one: read by a person, worst first, priced honestly, no jargon. Yours takes thirty seconds to request.

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