Without giving them instruction beyond the URL, ask someone outside your industry to tell you what your website is about. Ask another person to make a purchase (booking) or complete a form. After they have told you about their experiences, tell them what you “want” them to know about your business and whether that was conveyed elsewhere on the site.

Then, consider how you might re-prioritize your site using Mary’s recommendations above to increase your conversions.

Great recommendations, as always, Mary!