Your website sucks because it's literally broken
In a perfect world, “make sure your site isn’t broken” would be such a laughably obvious piece of advice that no fool would ever bother putting it in an email and sending it to you.
As a guy who gets hired to inspect websites and come up with ways to improve them, I find that about 50% of the time my suggestions start with “fix these broken things.”
Like “this image isn’t loading”:
Or “the form is missing”:
Or “a link on your site points to a page that doesn’t exist.”
Or “nothing happens when I click this button.”
Or “I literally see an error message on the page.”
All of these issues are easier to fix, and higher priority, than any other advice I could give. But paying a conversion consultant to find them for you is like hiring an electrician to plug in a toaster.
Here’s what you can do
First, have some sort of early warning system that will alert you if something’s keeping visitors from converting. Not all errors will prevent conversion entirely, but when this does happen, you need to know about it and address it as quickly as you can.
The system could be some sort of monitoring function built into your analytics, or it could be as simple as “check leads on a daily basis and make sure they’re not at zero.”
Visually inspect your highest-traffic pages, and any pages that are crucial to conversion (e.g. Checkout, or Contact Us).
Do this in a guest window so you’re not logged in, or cookied, or having your experience modified by a browser extension.
Repeat the process monthly, and whenever you launch a new sitewide change. “Sitewide changes” include:
A redesign or theme update
Adding a new tool (like a chat or popup widget)
Adding a new element to multiple pages (like a banner or sticky footer)
The correct cadence and degree of scrutiny is something you’ll dial in over time. Just be sure it’s not “never” and “none.”
And whatever you do, be sure to spot check your site for “obviously broken stuff” before you pay someone to audit it for you.