CRO & Website

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Conversion Rate Audit for

LOCUS

It’s here! You’re AI-Powered Conversion Rate Optimisation Audit! We used our 93-point B2B guide (built from experience) to analyse your site and give you highly targeted recommendations to boost your conversions.

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Your score:

0 / 93

Value Proposition & Messaging

Your top four CRO changes:

This section evaluates how effectively your landing page communicates core value to visitors and motivates action. Strong value propositions clearly articulate specific benefits and speak directly to target audience pain points.

FAILED

Passed

Are title tags and meta descriptions optimized?

A critical error exists where the homepage's canonical URL points to a tag page (`/tag/json-fragmenter/`). This misconfiguration significantly harms SEO by potentially preventing the homepage from being indexed or ranking correctly, directly impacting lead volume from organic search. This must be corrected.

Passed

FAILED

Are customer benefits visualized?

While the site uses relevant images and icons, few directly visualize quantifiable customer benefits (e.g., showing '50% reduction in integration time' through a graph, or a 'before/after' visual of data errors). Incorporate more data-driven visuals, such as charts, simple infographics, or short video snippets (2-8 seconds) that explicitly demonstrate the impact of FME's solutions on metrics important to target customers (e.g., cost savings, time efficiency, data accuracy).

Passed

FAILED

Are customer benefits visualized?

Passed

FAILED

Does image alt text include keywords?

Many important images, including the FME animation, various icons (e.g., data capability icons), and customer logos, have empty or non-descriptive alt text. This is a missed opportunity for SEO (keyword integration) and accessibility. All images should have descriptive alt text that accurately portrays the image content and, where relevant, includes target keywords..

Trust & Credibility

Your top four CRO changes:

FAILED

Passed

Are security certifications visible?

No explicit security certifications or compliance badges (e.g., SOC 2, ISO certifications) are prominently displayed on the homepage. For B2B clients, especially those in enterprise or government sectors dealing with sensitive data, showcasing relevant security accreditations would build significant trust and reduce friction in the sales process.

Passed

FAILED

Do case studies include ICP-relevant metrics?

While the testimonials offer specific and ICP-relevant outcomes, they are primarily qualitative. To further strengthen the impact for the ICP and demonstrate concrete ROI, actively seek and highlight quantifiable metrics (e.g., "$X saved," "Y% efficiency gain," "Z hours reduced") within summary testimonials and full case studies.

FAILED

Passed

Are delivery process steps shown clearly?

The website does not clearly outline the step-by-step delivery process from enquiry to successful delivery or implementation (e.g., "Discovery → Implementation → Results"). Providing a simple visual or textual roadmap of how Locus works could reduce uncertainty for prospects and build confidence.

Passed

FAILED

Are media mentions included?

The "In the News" section currently highlights Locus's own events and blog content, not independent media mentions or press coverage. To significantly boost external credibility and demonstrate third-party validation, incorporate actual media mentions or publication logos where Locus has been featured.

How confidently a visitor can believe that your business is legitimate, reliable, and the right choice. In a CRO audit, we assess whether your website includes essential trust signals like clear contact details, genuine testimonials, client logos, case studies, and privacy assurances. These elements help reduce hesitation, especially for first-time visitors, and play a critical role in nudging potential leads closer to conversion.

Conversions, Forms and Call to Actions

Your top four CRO changes:

FAILED

Passed

Do forms offer a compelling exchange for a leads details?

The newsletter signup in the footer ('Stay up to date with news, events and more' with a 'Subscribe' button) offers a weak value proposition. To increase lead volume, replace or augment this with a more compelling, benefit-driven lead magnet such as 'Download the latest FME Best Practices Guide' or 'Get your free Data Automation Checklist'. Ensure the value is immediately clear and specific.

Passed

FAILED

Is phone number prominently displayed?

A phone number is not prominently displayed in the header, top-bar, or footer. While a "Contact" link exists, direct phone access is crucial for some B2B buyers. To facilitate immediate engagement and boost lead volume for certain customer segments, consider displaying the phone number clearly in the header or an easily accessible sticky element.

FAILED

Passed

Does CTA copy create appropriate urgency?

CTA copy on the homepage generally lacks specific urgency. While "Register now for the Wellington Locus FME Roadshow" in the announcement bar suggests timeliness, the button is "More Info". To potentially increase immediate lead volume, consider adding subtle, value-driven urgency where appropriate, such as "Schedule Your Free Audit This Week" for high-intent actions.

Passed

FAILED

Do contact forms include legal disclaimers?

While privacy policy and terms of use links are in the footer, contact forms (including the newsletter signup) should include more explicit legal disclaimers or links directly next to the submit button. This ensures compliance with data privacy regulations (e.g., GDPR) and builds trust by making data usage terms immediately transparent before submission.

This section reviews if your website turns interest into action. It’s not enough to attract the right visitors. Your forms and CTAs need to guide them clearly and confidently toward the next step. That means using persuasive language, removing unnecessary friction, and aligning every element with your users’ intent.

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