Cavello Group

GoodFolks Digital Audit

2.5 Website UX & Conversion

Table Of Contents

Current Status

Langley’s website has a professional design and communicates its services clearly. However, user experience analysis highlights friction points that affect navigation, call-to-action clarity, and conversion opportunities. These issues are not severe but collectively reduce the site’s ability to generate enquiries efficiently, particularly on mobile devices where CTA visibility is weaker.

Key Findings

Navigation

  • The main menu lists more than eight service categories, which can overwhelm users and dilute focus.
  • Service pages are nested within the navigation but do not provide breadcrumb trails, making orientation harder on longer visits.
  • Footer navigation is functional but lacks links to some key pages (e.g. About Us overview).

Calls-to-Action (CTAs)

  • The primary CTA (“Contact Us”) is present but often appears below the fold on mobile screens.
  • Many service pages end with generic “Contact Us” text links rather than standout buttons.
  • Repetition of CTAs in quick succession reduces clarity and weakens their impact.

Forms

  • The contact form is single-step and includes Name, Email, Phone, Company, and Message fields.
  • The “Company” field may not be necessary for all enquiries and could deter completions.
  • No CAPTCHA is present (good for usability), but no modern anti-spam measures (e.g. honeypot or reCAPTCHA v3) were detected.
  • Confirmation messages after form submission could not be fully verified and may be inconsistent.

Trust Signals

  • Contact information (phone and email) is present but only on the Contact page, not site-wide.
  • Industry certifications and accreditations are not surfaced prominently across service pages.

Recommendations

GoodFolks recommends the following actions to reduce friction and increase conversions:

High Impact, Low Effort

  • Make “Contact Us” buttons consistently visible on mobile (e.g. sticky button or shorter hero banners).
  • Replace repeated generic CTAs with a single, clearly styled CTA section per page.
  • Add a visible confirmation message after form submission to reassure users.

High Impact, Medium Effort

  • Streamline the contact form by removing or making optional the “Company” field.
  • Add invisible anti-spam protection (honeypot or reCAPTCHA v3).

Medium Impact, Low Effort

  • Add contact details (phone, email) to the site header or footer across all pages.
  • Highlight trust elements (certifications, awards, case studies) to support credibility.

Medium Impact, Medium Effort

  • Restructure the main menu into clearer categories to reduce choice overload.
  • Introduce breadcrumb navigation to support orientation and SEO.

Outlook

By simplifying navigation, strengthening CTA hierarchy, and optimising the enquiry form, Langley can expect a measurable lift in conversions. Combined with visible trust signals, these improvements will make the site more user-friendly and persuasive, ensuring that more visitors take the next step toward becoming clients.